전체 제목 저자 출처 학회/발행처
Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose ‘choice process’ satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.
Effect of Social Norm on Consumer Demand: Multiple Constraint Approach | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.
The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs | 2020.06.26
기타 | 한국마케팅연구 (한국마케팅학회)
Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers’ future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP’s higher position may respond to customer demotion differently from those in the HLP’s lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers’ behavioral reactions from top-tier with those from bottom-tier based on customers’ actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.
What Are Friends for: Shifting the Focus of Social Relationships to Their Instrumentality as a Response to Future Anxiety | 2020.06.09
기타 | 한국마케팅연구 (한국마케팅학회)
미래에 대한 불안감은 목표 지향적인 행동과 연관이 있을 뿐 아니라, 인생에서 발생하는 다양한 사건들에 대한 불확실성과 예측 불가능함에 대한 걱정을 내포하고 있다. 본 연구는 미래에 대한 불안감이 개인으로 하여금 사회적 관계에 대한 도구적인 가치 인식을 증가시킬 수 있음을 제안한다. 구체적으로, 개인이 자신의 미래에 대해 불안감을 많이 느낄 수록, 이들은 자신이 인적 관계에서 획득할 수 있는 도구적이고 수단적인 도움에 대한 가치가 더 높다고 인지할 수 있고, 결과적으로 새로운 사람들을 만날 수 있는 기회를 제공하는 경험에 대해 보다 긍정적인 태도를 보인다. 본 연구는 미래에 대한 불안감이 소비자들로 하여금 사회적 관계를 향후에 발생할 수 있는 일들에 대비하기위한 수단으로서 볼 수 있게 함으로서, 결과적으로 소비자들이 고립되기보다 서로 모이게 할 수 있음을 보여 주는 최초의 연구이다.   This research suggests that future anxiety heightens the perceived instrumental value of social relationships. As individuals feel more anxious about their future, their appreciation for the instrumental support from a relationship intensifies, and they are likely to show more positive attitudes toward an experience that provides an opportunity to meet new people. The current investigation is the first to show that people’s future anxiety can pull them together (rather than isolate them) by making people view social ties as a means of preparing for the future. Indeed, future anxiety is not only related to goal-directed behaviors, but also inevitably entails concerns about uncertainty and unpredictability regarding life events.
Reciprocal Relationship between Movies and the Movie-Themed Mobile Games | 2020.06.09
기타 | 한국마케팅연구 (한국마케팅학회)
최근 영화 개봉을 앞두고 영화의 스토리 라인을 기반으로 하는 모바일 게임을 출시하는 사례가 늘고 있다. 영화 기반 모바일 게임은 주로 영화의 촉진 수단으로 출시되지만 일반적인 게임에 견줄 만큼 높은 수준의 콘텐츠 경험을 제공하는 경우도 적지 않다. 본 연구에서는 영화와 영화 기반 모바일 게임의 성과 간 동태적 인과관계를 검증하고자 하였다. 43편의 영화와 영화 기반 모바일 게임의 시장 내 성과지표를 수집하여 이들 간의 상호 인과성을 상정하는 연립방정식 모형(simultaneous equations model)과 패널자기회귀모형(panel vector autoregressive model)을 수립하였다. 분석 결과, 영화 기반 모바일 게임의 다운로드 순위가 높아짐에 따라 영화 매출액이 증가하는 동시에, 영화 매출액이 증가함에 따라 영화 기반 모바일 게임의 다운로드 순위가 상승하는 것이 확인되었다. 본 연구의 결과는 영화 기반 모바일 게임이 영화의 촉진 수단을 넘어 영화의 소비 경험을 확장하는 매개체가 될 수 있음을 의미한다. 또한 영화 기반 모바일 게임을 지속적인 수익 창출 수단으로 인지하고 전략적으로 관리해야 함을 시사한다.   Recently, the studios in Hollywood introduce mobile games based on the storyline of movies for promotional purposes. Among the movie-themed mobile games, not a few games have made a financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal beneficial relationships between them. The current research aims to discover the mutual causation between the performance of movies and mobile games by applying a simultaneous equations model and a panel vector autoregressive model. From the results, we confirmed that an increase of mobile game ranking produces additional sales of movies while securement of distribution channels and daily seasonality are considered. Concurrently, an increase of movie revenues incurs supplementary escalation in the rank of movie-themed mobile games. If a promotional mobile game performs as an independent game, film distributor could expect additional revenue streams as well as increased awareness of movies.
신규고객 확보 및 기존고객 유지에 따른 온라인 멀티브랜드샵의 제품 믹스 및 SNS 커뮤니케이션 전략 | 2020.06.09
기타 | 한국마케팅연구 (한국마케팅학회)
온라인 멀티브랜드샵은 개개인의 취향이 반영된 특수한 니즈를 강점으로 온라인 소비자들 사이에서 하나의 트랜드가 되고 있다. 온라인 채널의 새로운 형태로 자리잡음에 따라, 온라인 멀티브랜드샵의 성공 요소가 주요 연구주제로 주목받고 있으나 대부분의 선행 연구는 특정 사례애 한정된 성공 요소에 집중하며, 보다 효율적인 마케팅 실행 전략이 소비자 구매 시점에 따른 최초 구매의 신규고객과 반복 구매의 기존고객의 집단에 따라 달라질 수 있음을 간과한다. 본 연구는 사례 연구 및 서평의 기존 연구 방법에 나아가, 온라인 멀티브랜드샵의 주요 마케팅 요소를 실증 분석을 통해 종합하며, 보다 효과적인 마케팅 요소의 실행이 신규고객 확보(acquisition), 기존고객 유지(retention) 이론에 기반해 달라짐을 밝힌다. 온라인 멀티브랜드샵에서 신규고객의 불확실성 해소와 기존고객에 요구되는 해당 샵과의 유대감 형성은 채널의 특수성인 독특하고 특수한 니즈에 기반한 핵심 중점 사항이다. 미국 K-뷰티 전문 온라인 멀티브랜드샵의 마케팅 및 판매 데이터가 분석에 이용되었으며, 이의 결과, 온라인 멀티브랜드샵의 핵심 성공 요소는 제품 믹스와 SNS 커뮤니케이션으로 정의한다. 나아가, 온라인 멀티브랜드샵에서 타 경쟁사에서는 판매되지 않는 독점(exclusive) 제품의 제품 믹스는 신규고객 확보보다 기존고객 유지에, 구체적 제품명을 가진 제품의 제품믹스는 기존고객 유지보다 신규고객 확보에, 정보중심(informative)의 SNS 커뮤니케이션은 기존고객 유지보다 신규고객 확보에, 상기중심(reminder)의 SNS 커뮤니케이션은 신규고객 확보보다 기존고객 유지에 효과적인 실행 전략임을 SUR모델을 이용해 도출하였다. 신규고객 확보 시 중점사항인 불확실성 해소는 구체적 제품명의 제품의 제품 믹스와 정보중심의 SNS 커뮤니케이션을 통해 유효하며, 기존고객 유지에 중점 사항인 해당 쇼핑몰과의 유대감 형성을 통한 관계구축에는 독점 제품의 제품 믹스와 상기중심의 SNS 커뮤니케이션 실행이 차별화 전략으로써 유효함에 기반한다. 본 연구는 실증 분석에 기반한 온라인 멀티브랜드샵에서의 성공 요인을 종합한 최초 연구임에 나아가, 신규고객 확보와 기존고객 유지를 위한 성공 요인의 전략적 시사점을 제시함에 의의를 가진다.   Online multi-brand shops are becoming a trend among online consumers as they have unique needs that individual consumers want. As online multi-brand shops have become new types of online channels, their success factors are drawing attention as major research topics. However, most prior studies focus only on partial success factors through specific cases and they overlook that implementation of marketing elements may be more efficient depending on acquisition strategies and retention strategies. Unlike previous studies limited to case studies and book reviews, this paper summarizes the main marketing elements of online multi-brand stores based on empirical analysis and shows that the implementation of more effective marketing elements may vary according to theories on acquisition and retention. Because of the unique characteristics that unique needs of online multi-brand shop, the key points are to resolve uncertainty that is needed for new customers and keep relationships with existing customers. The analysis is based on marketing and sales data from K-beauty online multi-brand shops in U.S. and we conclude key success factors of online multi-brand shops into product mix and SNS communication. Moreover, product mix sales with exclusive products are more effective in retention than acquisition. On the other hand, product mix sales of products with specific names are more attractive to acquisition than retention. The resolution of uncertainty, which focuses on acquisition is effective through product mix of product with specific names and informational SNS communications and building relationships with relevant shop that focus on retention is effective through product mix of exclusive products and the implementation of reminder SNS communications as discriminatory strategies. It is the first study to combine the success factors of an online multi-brand shop based on empirical analysis, which is meaningful in presenting the strategic implications of success factors in acquisition and retention.
사회적 배제와 권력 수준이 많은 노력 제품(vs. 적은 노력 제품)의 선호에 미치는 효과 | 2020.06.09
기타 | 한국마케팅연구 (한국마케팅학회)
사회적 배제는 현대사회에서 누구나 보편적으로 느끼는 감정이며, 권력의 차이는 어느 집단에서나 형성된다. 본 연구에서는 이러한 특성들이 많은 노력(vs. 적은 노력)을 필요로 하는 제품에 대한 선호에 미치는 영향을 조사하였다. 먼저, 사회적 배제 상태에 있는 소비자들은 낮은 통제감으로 인한 불편함을 경험하고, 이를 해소하기 위해 목표 추구 과정에서 더 큰 노력을 하여서 자신의 통제감을 회복시키고자 한다. 이러한 매커니즘을 기반으로, 다음과 같은 가설을 설정하였다. 사회적 배제(vs. 사회적 포함) 조건의 소비자들은 목표 달성을 위해 많은 노력 제품(vs. 적은 노력 제품)을 선호할 것이고(가설1), 이는 지각된 통제감 수준에 의해 매개될 것이다(가설2). 그러나 높은 권력 상태에 있는 소비자들은 이미 충분한 통제감을 갖고 있기 때문에 사회적 배제로 인한 낮은 통제감에 영향을 받지 않으리라 예상하였다. 따라서 높은 권력 조건(vs. 낮은 권력 조건)에서는 많은 노력 제품(vs. 적은 노력 제품)의 선호에 대한 사회적 배제의 효과가 약화 내지는 사라질 것이라는 가설3을 설정하였다. 가설 검증을 위해 두 차례의 실험을 실시했다. 먼저, 실험 1에서는 1요인(사회적 연결) 2수준(사회적 포함 vs. 사회적 배제) 집단 간 요인 설계를 사용했고, 광고문구를 통해 실험 제품의 노력수준을 조작했다. 그 결과, 사회적 배제(vs. 사회적 포함) 조건에서 많은 노력 제품(vs. 적은 노력 제품)에 대한 상대적 선호도가 더 높았고, 이 효과는 지각된 통제감 수준에 의해 매개되는 것으로 나타났다. 실험 2에서는 2(사회적 연결: 사회적 포함 vs. 사회적 배제) x 2(권력 수준: 낮은 권력 vs. 높은 권력) 집단 간 요인 설계를 활용하여, 많은 노력 제품(vs. 적은 노력 제품)의 선호에 대한 사회적 배제 효과가 낮은 권력 조건에서는 나타나지만 높은 권력 조건에서는 사라지는 것을 확인하였다. 마지막으로 본 연구를 통해 얻을 수 있는 이론적, 실무적 시사점을 밝히고, 연구가 갖는 한계점과 미래의 연구 방향을 제시하였다.   In modern society, social exclusion is a common experience to anyone and power level is formed in any group. This research examines the effects of these factors on the preference for effortful products. First, socially excluded consumers feel uncomfortable tension caused by lack of control, so they try to work hard in their goal pursuit processing, thus restoring their sense of control. On the basis of this mechanism, following hypotheses are proposed. Consumers in the social exclusion(vs. social inclusion) condition will prefer high-effort products(vs. low-effort products)(H1), and this effect will be mediated by the perceived control level(H2). However, consumers in the high-power condition are not affected by the low control level caused by social exclusion because they already have enough sense of control. Therefore, we predict that the social exclusion effect on preference for the high-effort products(vs. low-effort products) will be attenuated by high power(vs. low power) condition(H3). To test our hypotheses, we conducted two experiments. In experiment 1, we used one-factor(social connection) two-level(social inclusion vs. social exclusion) between-subjects design and manipulated effort level by advertising slogan. The results confirmed that socially excluded participants prefer high-effort products(vs. low-effort products) compared with socially included ones, and this effect is mediated by their sense of control. In experiment 2, we used 2(social connection: social inclusion vs. social exclusion) x 2(power level: low power vs. high power) between-subjects design and the results supported our prediction that the social exclusion effect is disappeared in high power condition, while it is maintained in low power condition. Finally, we discuss the theoretical and managerial implications of our findings and provide the limitations and directions for the future research.
Happiness from What We Have and What We Experience: Attribute Non-alignability Increases Anticipated Satisfaction from Experiential Purchases | 2020.05.19
기타 | 한국마케팅연구 (한국마케팅학회)
This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing―deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose ‘choice process’ satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.
Effect of Social Norm on Consumer Demand: Multiple Constraint Approach | 2020.05.19
기타 | 한국마케팅연구 (한국마케팅학회)
The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.
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