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Full-Text Articles in Business
The Effect Of Product Experience Through Virtual Reality On Product Evaluation, Eunmi Jeon, Youngjee Han, Hyunjin Woo
The Effect Of Product Experience Through Virtual Reality On Product Evaluation, Eunmi Jeon, Youngjee Han, Hyunjin Woo
Asia Marketing Journal
With the development of new technologies, virtual reality (VR) is emerging as a new consumer marketing platform. Yet, only a few studies have investigated VR in the consumption context. The current research explores how experiencing a product through VR influences consumer attitude and purchase intention for the product. Although assessing products in real life is believed to be more diagnostic than that through VR, the present research revealed that experiencing a product through VR could lead to a more positive attitude toward and higher purchase intention for the product. We also demonstrated that “enjoyment” has a mediating effect while evaluating …
The Study On The Effect Of Waiting Line On Consumers’ Perceived Quality And Emotional State, Nan Li, Jae-Do Song
The Study On The Effect Of Waiting Line On Consumers’ Perceived Quality And Emotional State, Nan Li, Jae-Do Song
Asia Marketing Journal
This study examines a model which simultaneously contains two paths between waiting line and purchase intention: one tested the positive effect of waiting line through consumers’ perceived quality, whereas another one go through consumers’ emotional state to test the negative effect of waiting line on purchase intention. To further understand perceived quality, the study divided perceived quality into perceived product quality and perceived service quality. The study used restaurants in the experiment. Results indicated that although long waits in line will directly increase both consumers’ product quality perception and negative emotions, the total indirect effects on purchase intention are still …
Consumer Locus Of Control As A Moderator Of The Relationship Between Mood And Consumers` Likelihood To Purchase, Felix Septianto, Minghao Huang, Jaeseok Jeong
Consumer Locus Of Control As A Moderator Of The Relationship Between Mood And Consumers` Likelihood To Purchase, Felix Septianto, Minghao Huang, Jaeseok Jeong
Asia Marketing Journal
Although previous works have established that mood can considerably influence consumer behavior (Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previous works only examined the willingness of consumers to regulate their mood and implicitly assumed that consumers have the control to regulate their mood states. Thus, this research intends to fill the current gap in the extant literatures by investigating whether consumer locus of control (CLOC) can act as a moderator for mood effects on consumers` likelihood to purchase. In an experiment, participants` CLOC was initially measured. Afterwards, they watched different video clips to …
독특성 추구성향과 호기심이 아트 콜라보레이션 제품에 대한 소비자의 감정에 미치는 영향, Seon Hee Ju, Dong Mo Koo
독특성 추구성향과 호기심이 아트 콜라보레이션 제품에 대한 소비자의 감정에 미치는 영향, Seon Hee Ju, Dong Mo Koo
Asia Marketing Journal
Companies recently introduce art collaborated products incorporating culture into a product. Art collaborated products include incorporating famous movies and/or design of an artist into a newly launched product. The introduction of art collaborated products are gradually increasing. However, research for this trend is relatively scarce. Although research concerning design has discussed a number of different factors as playing a role in influencing responses to design including culture, fashion, innate preferences, etc.), only limited attention has been paid to the processes by which consumers generate responses to product designs. * Ph. D. Student, School of Management, Kyungpook National University ** Professor, …
중국인의 타인의식형 집단문화와 위조명품 브랜드 구매행동, Joo Ho Kim
중국인의 타인의식형 집단문화와 위조명품 브랜드 구매행동, Joo Ho Kim
Asia Marketing Journal
The Chinese counterfeits has begun to gain great attention recently because of the drastic increase in its volume. The consumption of counterfeit harms to manufacturer who spend millions of dollars to create and develop new product. The counterfeits in Chinese can cause international dispute and lower national reputation. The purpose of this study were to examine if the buyers of counterfeits tend to care more about interpersonal relationship than non-buyers among Chinese. Data were gathered by surveying Chinese consumer living in Beijing, Shanghai, and Guangzhou metropolitan area using convenient sampling, and 480 questionnaires were used in the statistical analysis. In …