광고정보센터 논문

CSR 전략이 기업의 시장가치에 미치는 영향: 이해관계자이론과 주주이론을 기반으로 | 2023.03.08

기타 | 마케팅연구 (한국마케팅학회)

사회적 책임을 위한 기업의 성과와 기업가치의 관계를 조사하기 위한 많은 연구가 수행되었지만, 그 결과는 일관적이지 않고, 이해관계자이론(stakeholder theory)과 주주이론(shareholder theory)을 바탕으로 논쟁이 지속되어 왔다. 본 연구에서는 기업의 이해관계자가치(stakeholder value)를 위한 CSR 전략 성과가 기업가치에 미치는 영향과, 주주가치(shareholder value)를 위한 성과가 기업가치에 미치는 영향을 비교한다. 2010년부터 2019년까지 192개 미국 상장기업을 대상으로 한 패널 데이터를 분석한 결과는 이 두 성과가 기업가치에 미치는 영향이 서로 다르며, 기업이 나이가 듦에 따라 대조적인 방향성으로 변화하는 것을 보여준다. 본 연구는 이러한 결과를 이해관계자이론과 주주이론, 그리고 두 이론을 설명하는 배경이 되는 자원기반관점과 거래비용이론, 대리인이론을 기반으로 설명한다. 두 이론의 대립 속에서 이해관계자를 위한 사회적 책임의 중요성과 기업에 대한 요구가 증가하고 있는 가운데, 이해관계자가치와 주주가치를 위한 기업 성과가 기업가치에 미치는 영향을 실증적으로 비교하여 결과를 제시한 최초의 연구이다.

독특성 추구동기가 소비자의 브랜드 의인화태도에 미치는 영향: 물질주의와 맞춤형제품을 중심으로 | 2023.03.08

기타 | 마케팅연구 (한국마케팅학회)

인플루언서 유형과 브랜드 위기의 상호작용이 브랜드 전환의도에 미치는 영향: 지각된 책임감의 매개효과와 브랜드-인플루언서 일치성의 조절된 매개효과를 중심으로 | 2023.03.08

기타 | 마케팅연구 (한국마케팅학회)

소셜 미디어 내에서 팔로워들에게 영향력을 행사하는 인플루언서에 대한 소비자들의 관심이 높아짐에 따라 기업은 호의적인 브랜드 이미지를 구축하기 위한 인플루언서 활용 방안에 주목하고 있다. 이에 본 연구는 브랜드에 대한 부정적 인식을 개선하기 위한 인플루언서 활용 방안을 제시하기 위해 인플루언서의 유형(인간 vs. 가상)과 브랜드 위기의 유형(기업 역량 vs. 사회적 책임)이 브랜드 전환의도에 미치는 영향을 살펴보았다. 또한 이러한 효과가 발생하는 메커니즘을 규명하기 위해 지각된 책임감의 매개효과를 실증 분석하였다. 마지막으로 소비자의 브랜드 전환을 방지하기 위한 조절변인으로 브랜드-인플루언서 일치성의 효과를 확인하는 데 목적을 두었다. 분석 결과, 브랜드가 기업의 사회적 책임과 관련된 위기에 처할 경우, 인간 인플루언서보다 가상 인플루언서를 활용하는 브랜드에 대한 소비자들의 전환의도가 더 높았다. 반면 브랜드가 기업 역량과 관련된 위기에 처한 경우, 가상 인플루언서보다 인간 인플루언서를 보증인으로 내세우는 브랜드에 대한 소비자들의 전환의도가 더 높게 나타났다. 또한 인플루언서의 유형과 브랜드 위기 유형의 상호작용이 브랜드 전환의도에 미치는 영향은 지각된 책임감에 의해 매개되었으며, 지각된 책임감의 매개효과는 브랜드-인플루언서 일치성에 의해 조절되었다. 구체적으로 브랜드와 인플루언서 간의 지각된 일치성이 낮을 경우, 지각된 책임감이 브랜드 전환의도에 미치는 영향력이 상쇄됨을 확인하였다. 본 연구는 최근 소셜 미디어에서 영향력을 넓히고 있는 인플루언서의 효과를 심층적으로 살펴보기 위해 위기상황에서 이들의 영향력을 적용하였으며, 소비자들의 부정적 반응을 설명하고 이를 해소하기 위한 이론적 근거를 제시하였다. 연구의 결과를 토대로 향후 위기 상황에서 기업이 채택할 수 있는 인플루언서 전략에 대한 실무적 지침을 제공한다는 점에서 의의가 있다.

Factors Influencing Foreign Products Purchase Intention of Mongolian Consumers | 2022.12.30

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image have a significant positive impact on consumers' intentions to buy foreign goods. Furthermore, consumer ethnocentrism significantly moderates product quality and purchase intention relationships. The study's findings could help marketers develop effective marketing techniques while also being helpful to academics and consumers in general.

Empirical Study on the Acceptance of Mobility as a Service (MaaS) Based on the UTAUT2 Model | 2022.12.30

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers’ intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old age. Theoretical and practical implications are discussed based on the findings

The Effect of Lockdown Repeal on Socialization: Bayesian Multilevel Difference-in-Differences Approach | 2022.12.30

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

The COVID-19 lockdown has had an unprecedented impact on people in various ways. This study evaluates the effect of lockdown repeal from both marketing and public-policy perspectives. Combining the Bayesian multilevel model with the difference-in-differences design, we find that a lockdown repeal has had a negative impact on socialization. Furthermore, the results show that those who have a low level of risk perception are less affected by lockdown repeal. Also, the negative effect of lockdown repeal varies depending on past socialization behaviors; that is, the lockdown-repeal effect is attenuated for those who socialized more than others in the past. Our findings contribute to the intersection of public policy and marketing literature and provide both academic and practical implications.

Is the Peak-Affect Important in Fast Processing of Visual Images in Printed Ads? : A Comparative Study on the Affect Integration Theories | 2022.12.30

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture consumers’ spontaneous responses to visual images. We hypothesize that not only would consumers show mixed affects toward a still-cut visual image but that they would also integrate their serial affects heuristically rather than simply averaging the affects as suggested by the compensatory hypothesis. By comparing the effects of two contradictory affect integration hypotheses (i.e., peak-affect and mood-maintenance) with compensatory integration, using a single regression model, we found that peak-negative along with mood maintenance integration of serial affects for a print ad works best in the formation of ad liking. The results also support our initial premise that people can have mixed valence even toward a still-cut ad.

What Explains Smartwatch Adoption? A comparative study of South Korea and Indonesia | 2022.12.30

기타 | (한국마케팅학회)

Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has a positive influence on social image; these, together with perceived price value, lead to the behavioral intention to adopt a smartwatch in both countries. Perceived cost was only significant for Indonesia. Theoretical contributions and practical implications are further discussed.

Are More Followers Always Better? The Non-Linear Relationship between the Number of Followers and User Engagement on Seeded Marketing Campaigns in Instagram | 2022.12.30

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded influencer draws an inverted U-shape, indicating influencers with greater number of followers may not always be the best choice for the marketers. Moreover, this research shows the negative marginal impact coming from the huge number of followers can be attenuated when the influencer is an expert of the seeded product.

Mobile Banking Service in Mongolia: The Role of Online Convenience on the Acceptance and Use Behavior | 2022.12.30

기타 | ASIA MARKETING JOURNAL (한국마케팅학회)

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post- possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of mobile banking technologies. Through practical and theoretical implications, this research aims to assist mobile banking service channels of local and international banks in Mongolia. Identifying which online convenience dimensions impact the adoption and use of mobile banking will contribute to the adoption of competitive strategies for financial institutions and banks.