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Sarah Frankel; Sejin Ha; Youn-Kyung Kim. Working Together to Reduce: An Examination of Environmentally Conscious Consumption. Pivoting for the Pandemic 2020, 77, 1 .
AMA StyleSarah Frankel, Sejin Ha, Youn-Kyung Kim. Working Together to Reduce: An Examination of Environmentally Conscious Consumption. Pivoting for the Pandemic. 2020; 77 (1):1.
Chicago/Turabian StyleSarah Frankel; Sejin Ha; Youn-Kyung Kim. 2020. "Working Together to Reduce: An Examination of Environmentally Conscious Consumption." Pivoting for the Pandemic 77, no. 1: 1.
Christina Soyoung Song; Youn-Kyung Kim. Should We Be Afraid of Artificial Intelligence? Consumer Willingness to Share Personal Information with Fashion Sales Robots. Pivoting for the Pandemic 2020, 77, 1 .
AMA StyleChristina Soyoung Song, Youn-Kyung Kim. Should We Be Afraid of Artificial Intelligence? Consumer Willingness to Share Personal Information with Fashion Sales Robots. Pivoting for the Pandemic. 2020; 77 (1):1.
Chicago/Turabian StyleChristina Soyoung Song; Youn-Kyung Kim. 2020. "Should We Be Afraid of Artificial Intelligence? Consumer Willingness to Share Personal Information with Fashion Sales Robots." Pivoting for the Pandemic 77, no. 1: 1.
With the recent pushes for reducing environmental impacts, hotels have changed their advertising strategies from selling product or service benefits to promoting eco-friendly business practices. Viewing green advertising as a primary CSR marketing practice of hotels, this study examined the effects of green marketing cause and ad appeal types on consumer perceptions, and the procedural mechanism (perceptions, attitudes, persuasion, and behavioral intentions) with regards to consumers’ ad responses. Using an experimental design involving fictitious ads, we examined the impacts of cause and appeal types on consumer perceptions, while controlling for an environmental consciousness level. Based on a sample of 711 US consumers, the result showed that ads using a public-serving cause generated more positive affective perceptions, while a hard-sell appeal generated more positive cognitive ones. The result further showed that affective and cognitive perceptions positively influenced affective and cognitive attitudes toward the ad (Aad), respectively, and these attitudes led to persuasion and behavioral intentions. The result also showed that cognitive ad attitude as a partial mediator between affective ad attitude and persuasion made a stronger influence on persuasion than affective ad attitude did. This study provides practical implications to hotel marketers in tailoring green advertising strategies to improve communication with consumers.
Donghwan Yoon; Youn-Kyung Kim; Rachel J.C. Fu. How can hotels’ green advertising be persuasive to consumers? An information processing perspective. Journal of Hospitality and Tourism Management 2020, 45, 511 -519.
AMA StyleDonghwan Yoon, Youn-Kyung Kim, Rachel J.C. Fu. How can hotels’ green advertising be persuasive to consumers? An information processing perspective. Journal of Hospitality and Tourism Management. 2020; 45 ():511-519.
Chicago/Turabian StyleDonghwan Yoon; Youn-Kyung Kim; Rachel J.C. Fu. 2020. "How can hotels’ green advertising be persuasive to consumers? An information processing perspective." Journal of Hospitality and Tourism Management 45, no. : 511-519.
This study determines which factors influence thrift store clothing shopping behavior based on retail attributes (self-oriented) and personal orientations (others-oriented) using a decision tree model. An online consumer panel survey was distributed to individuals in the US via MTurk. A decision tree of thrift store shopping (TS) is created with RPART. The target variable is the number of items purchased at a thrift store within the past 12 months. The results indicate that membership in the High TS occurs when consumers value the self-oriented attribute of the treasure hunting experience and display the other-oriented attribute of the responsible behavior to some extent. While TS shoppers are generally conscious about the price point in their consumption behavior, the modest influence of the name brand is apparent in consumers’ TS purchase behavior.
Mostafa Zaman; So Young Song; Theresa Hyunjin Kwon; Youn-Kyung Kim. Profiling Thrift Store Shoppers with a Decision Tree Predictive Model. Sustainability in Fashion - 2020, 1, 1 .
AMA StyleMostafa Zaman, So Young Song, Theresa Hyunjin Kwon, Youn-Kyung Kim. Profiling Thrift Store Shoppers with a Decision Tree Predictive Model. Sustainability in Fashion -. 2020; 1 (1):1.
Chicago/Turabian StyleMostafa Zaman; So Young Song; Theresa Hyunjin Kwon; Youn-Kyung Kim. 2020. "Profiling Thrift Store Shoppers with a Decision Tree Predictive Model." Sustainability in Fashion - 1, no. 1: 1.
This study examines the relationship between warmth and two attributes of advertising effectiveness (brand attitudes and ad trust). Further, it explains the moderating role of self-efficacy that accelerates the relationship between warmth and advertising effectiveness and proposes a research model of green apparel advertising. A multi-group analysis is conducted with Mplus 7.31. The results indicate that warmth positively influences brand attitude and ad trust that lead to engagement in positive WOM, which increases the purchase intention of green apparel. The relationship between warmth and brand attitude is stronger when their self-efficacy is higher. However, the relationship between warmth and ad trust is weaker when they possess high self-efficacy. This study presents strong evidence that self-efficacy has a substantial impact on the relationship between emotions and brand attitude and trust in green apparel ads.
So Young Song; Youn-Kyung Kim. The Moderating Role of Self-Efficacy on the Relationship between Warmth Arousal and Effectiveness of Green Apparel Advertising. Sustainability in Fashion - 2020, 1, 1 .
AMA StyleSo Young Song, Youn-Kyung Kim. The Moderating Role of Self-Efficacy on the Relationship between Warmth Arousal and Effectiveness of Green Apparel Advertising. Sustainability in Fashion -. 2020; 1 (1):1.
Chicago/Turabian StyleSo Young Song; Youn-Kyung Kim. 2020. "The Moderating Role of Self-Efficacy on the Relationship between Warmth Arousal and Effectiveness of Green Apparel Advertising." Sustainability in Fashion - 1, no. 1: 1.
Purpose The purpose of this paper is to investigate whether guests’ tipping motivations (i.e. server quality, social norm and food quality) and demographic characteristics (i.e. gender, age and income) influence loyalty to the server in a restaurant. Design/methodology/approach Based on a national online survey consumer panel comprised of 468 participants, the authors utilized decision tree using R statistical software. Predictor variables were tipping motivations and demographic characteristics (age, gender and income). Target variable was loyalty to the server. Findings The findings suggest that social norm, food quality and income influence customers’ loyalty toward the same server on future visits. Social norm turned out to be the strongest predictor. If consumers did not have high social norm on tipping, their loyalty toward a particular server was affected by the combination of determinants such as server quality, social norm, income and food quality. Research limitations/implications Future research can identify or develop scales of tipping motivations with stronger reliabilities in the context of restaurants. Future research can also explore other demographic differences (e.g. ethnicity and sexual orientation) in tipping motivations and server loyalty. Practical implications Servers are indeed the primary contact point and they are in the most influential position with consumers. Overall, results of this study provide an interesting insight in that restaurant guests’ experience can be ruined by bad quality of food or can be mitigated by server quality. Thus, this research highlights a step-by-step process as to the actions that a server may perform and manage in order to enhance server loyalty. Originality/value Loyalty has been examined in the context of products, brands or service providers. This study focuses on loyalty toward a specific server, because the consideration of server–guest relationship provides both a compelling and timely area of study in that restaurants continue to look for unique ways to drive server–guest rapport and customer loyalty.
Jeremy Whaley; Jinha Lee; Youn-Kyung Kim. Do tipping motivations predict loyalty to the server in a restaurant? International Hospitality Review 2019, 33, 91 -105.
AMA StyleJeremy Whaley, Jinha Lee, Youn-Kyung Kim. Do tipping motivations predict loyalty to the server in a restaurant? International Hospitality Review. 2019; 33 (2):91-105.
Chicago/Turabian StyleJeremy Whaley; Jinha Lee; Youn-Kyung Kim. 2019. "Do tipping motivations predict loyalty to the server in a restaurant?" International Hospitality Review 33, no. 2: 91-105.
In this study, we identify impure altruism as a duality of altruistic and egoistic warmth. We examine how these feelings motivate consumers to buy green apparel in response to advertisements. We test the effectiveness of the message orientation and its interactivity with a beneficiary and propose modeling impure altruism as the reason why consumers purchase green apparel. The study uses a quasi-experiment to estimate a comparison effect among advertising stimuli. We conduct an online survey among US consumers that garnered 586 responses for the main data analysis. The results indicate that egocentric appeals increase perceived uniqueness and that human beneficiary appeals lead to higher communal harmony. The findings show that communal harmony and global wellbeing prompt altruistic warmth and that uniqueness and product quality encourage egoistic warmth. Notably, altruistic warmth contributes to egoistic warmth, which indicates the existence of impurely altruistic consumers. Both altruistic and egoistic warmth lead to the intention of purchasing green apparel. We recommend “feel-good” marketing strategies to publicize the benefits of a sustainable lifestyle. The study contributes to the theoretical development of sustainability and can serve as an extension of a discrete model of altruism and egoism on consumers’ sustainable behavior.
So Young Song; Youn-Kyung Kim. Doing Good Better: Impure Altruism in Green Apparel Advertising. Sustainability 2019, 11, 5762 .
AMA StyleSo Young Song, Youn-Kyung Kim. Doing Good Better: Impure Altruism in Green Apparel Advertising. Sustainability. 2019; 11 (20):5762.
Chicago/Turabian StyleSo Young Song; Youn-Kyung Kim. 2019. "Doing Good Better: Impure Altruism in Green Apparel Advertising." Sustainability 11, no. 20: 5762.
Boredom reflects the dynamic nature of consumer tastes and preferences. Understanding the role of boredom in clothing disposal is of particular importance given that consumers often dispose of clothes they feel bored with, leading to harmful environmental consequences. Despite its substantial influence on post‐acquisition behaviors, boredom has received insufficient attention in the disposal literature. In this paper, we explore the factors that lead to boredom and the effect of boredom on retention, recycling, and discarding of clothing. We use a sequential mixed methods approach, consisting of a first qualitative phase that employs in‐depth interviews to generate hypotheses, followed by a second quantitative phase that tests the hypotheses using survey data. In two phases, we identify the oldness of clothing, decreased social fit, and purchase of new clothing as drivers of boredom, which implies that the physical and aesthetic attributes of the clothing, social meaning ascribed to the clothing, and situational factors collectively influence feelings of boredom toward owned clothing. As boredom intensifies, consumers are less inclined to keep the item and more inclined to recycle or discard it. Furthermore, we find that attachment and resource input (i.e., money, time, and effort) moderate the effect of boredom on decisions regarding disposal methods. The results add to our understanding of emotion‐laden disposal by revealing the role of boredom in clothing disposal. Finally, our findings call for the collective efforts of consumers, retailers, campaigners, and policymakers to break away from an increasingly extravagant and wasteful culture of clothing consumption.
Theresa Anna Kwon; Ho Jung Choo; Youn‐Kyung Kim; Ho Jung Choom. Why do we feel bored with our clothing and where does it end up? International Journal of Consumer Studies 2019, 44, 1 -13.
AMA StyleTheresa Anna Kwon, Ho Jung Choo, Youn‐Kyung Kim, Ho Jung Choom. Why do we feel bored with our clothing and where does it end up? International Journal of Consumer Studies. 2019; 44 (1):1-13.
Chicago/Turabian StyleTheresa Anna Kwon; Ho Jung Choo; Youn‐Kyung Kim; Ho Jung Choom. 2019. "Why do we feel bored with our clothing and where does it end up?" International Journal of Consumer Studies 44, no. 1: 1-13.
Purpose The purpose of this paper is to examine whether visitors’ seeking and escaping motivations influence the cognitive evaluation of a non-traditional festival in Saudi Arabia, which in turn leads to the sense of joy and subsequent word-of-mouth publicity. In Saudi Arabia, leisure and tourism opportunities are limited and many Saudis have a strong desire for new leisure experiences. Although the government and event organizers have made efforts to provide visitors with unconventional experiences at non-tradition-based festivals, these festivals have not attracted many Saudi Arabian visitors. Design/methodology/approach A quantitative methodology was used based on the on-site data collected from 458 visitors attending the Abha summer festival in Saudi Arabia. A structural equation modeling was used to test the relationships among seeking motivations, escaping motivations, cognitive evaluation, sense of joy and word-of-mouth. Findings The result reveals that two seeking motivations (i.e. food and entertainment) and two escaping motivations (i.e. diversion and escape) influence cognitive evaluation, which in turn influences their sense of joy and ultimately word-of-mouth. However, novelty, a seeking motivation, does not influence cognitive evaluation. Research limitations/implications The authors limited the study of seeking and escaping motivations to one non-traditional festival in Saudi Arabia. Further studies can use multiple festivals to increase generalizability to non-traditional festivals in Saudi Arabia. Another extension of this study would be to examine these motivations in both traditional and non-traditional festivals in Saudi Arabia to assess to what extent visitors’ seeking and escaping motivations are fulfilled in each type of festival. Practical implications Diversion motivation is the most important factor for non-traditional festival organizers to consider in developing strategies to attract more visitors in Saudi Arabia. Originality/value This paper is the first that applies Iso-Ahola’s motivation theory and the cognitive appraisal theory of emotion in the non-traditional festival setting in Saudi Arabia.
Faten Alshammari; Youn-Kyung Kim. Seeking and escaping in a Saudi Arabian festival. International Journal of Event and Festival Management 2019, 10, 2 -16.
AMA StyleFaten Alshammari, Youn-Kyung Kim. Seeking and escaping in a Saudi Arabian festival. International Journal of Event and Festival Management. 2019; 10 (1):2-16.
Chicago/Turabian StyleFaten Alshammari; Youn-Kyung Kim. 2019. "Seeking and escaping in a Saudi Arabian festival." International Journal of Event and Festival Management 10, no. 1: 2-16.
This study examined whether consumer orientations differ among frequent shoppers of three types of second-hand clothing stores: consignment stores, online stores, and thrift stores. The literature suggests that second-hand clothing shoppers can be described by six consumer orientations: frugality, style consciousness, ecological consciousness, dematerialism, nostalgia proneness, and fashion consciousness. The data collected via online survey consisted of 600 consumers in the US (200 consignment store shoppers, 200 online shoppers, and 200 thrift store shoppers). The results from a profile analysis and ANOVA demonstrate that the three types of second-hand retailers have distinct profiles in consumer orientations and thus cannot be lumped together as one retailer group. Consignment store shoppers had higher scores on nostalgia proneness and fashion consciousness than thrift store shoppers; online shoppers had higher scores on nostalgia proneness and fashion consciousness than thrift store shoppers; and thrift store shoppers had the highest score on dematerialism. Specific implications for each second-hand clothing store are provided.
Mostafa Zaman; Hyejune Park; Youn-Kyung Kim; Soo-Hee Park. Consumer orientations of second-hand clothing shoppers. Journal of Global Fashion Marketing 2019, 10, 163 -176.
AMA StyleMostafa Zaman, Hyejune Park, Youn-Kyung Kim, Soo-Hee Park. Consumer orientations of second-hand clothing shoppers. Journal of Global Fashion Marketing. 2019; 10 (2):163-176.
Chicago/Turabian StyleMostafa Zaman; Hyejune Park; Youn-Kyung Kim; Soo-Hee Park. 2019. "Consumer orientations of second-hand clothing shoppers." Journal of Global Fashion Marketing 10, no. 2: 163-176.
In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional relationships with a brand. Although brand technicalities such as product attributes, features, and facts may be unmemorable, personal feelings and experiences better shape consumers’ evaluations of brands. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers’ desires for positive experiences, expressing authentic self, achieving warm glow from helping others, and co-creating design or ideas with the brand. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding.
Youn-Kyung Kim; Pauline Sullivan. Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles 2019, 6, 2 .
AMA StyleYoun-Kyung Kim, Pauline Sullivan. Emotional branding speaks to consumers’ heart: the case of fashion brands. Fashion and Textiles. 2019; 6 (1):2.
Chicago/Turabian StyleYoun-Kyung Kim; Pauline Sullivan. 2019. "Emotional branding speaks to consumers’ heart: the case of fashion brands." Fashion and Textiles 6, no. 1: 2.
Drawing upon the theory of human-robot-interaction (HRI), this study examined which perceived characteristics of fashion robot advisors (FRAs) and consumers’ preconceptions of technology identify network differences in positive and negative adoption groups. We presented video clips of FRAs to a focus group and conducted personal interviews to explore the emergence of robots in fashion retailing. Based on the data (n = 464) collected via online survey, we built a joint-network model to identify important factors that differentiate negative and positive adoption groups. The results indicate that the FRAs’ perceived characteristics of social intelligence, humanlikeness, and knowledgeableness combined with the preconceptions of technological self-efficacy lead to positive adoption of FRAs. This study contributes to expanding the knowledge about fashion robotics in retailing and human-robot interaction. Furthermore, this study provides a new graphical approach to joint networks that conceptualizes fashion shoppers’ adoption of technology as a complex interplay of psychological attributes.
So Young Song; Youn-Kyung Kim. Consumers� Adoption of Fashion Robot Advisers: A Joint-Network Analysis. International Textile and Apparel Association Annual Conference Proceedings 2019, 76, 1 .
AMA StyleSo Young Song, Youn-Kyung Kim. Consumers� Adoption of Fashion Robot Advisers: A Joint-Network Analysis. International Textile and Apparel Association Annual Conference Proceedings. 2019; 76 (1):1.
Chicago/Turabian StyleSo Young Song; Youn-Kyung Kim. 2019. "Consumers� Adoption of Fashion Robot Advisers: A Joint-Network Analysis." International Textile and Apparel Association Annual Conference Proceedings 76, no. 1: 1.
Sarah E. Frankel; Michelle Childs; Youn-Kyung Kim. Attending a tattoo convention: to seek or escape? Journal of Travel & Tourism Marketing 2018, 36, 282 -294.
AMA StyleSarah E. Frankel, Michelle Childs, Youn-Kyung Kim. Attending a tattoo convention: to seek or escape? Journal of Travel & Tourism Marketing. 2018; 36 (2):282-294.
Chicago/Turabian StyleSarah E. Frankel; Michelle Childs; Youn-Kyung Kim. 2018. "Attending a tattoo convention: to seek or escape?" Journal of Travel & Tourism Marketing 36, no. 2: 282-294.
This study uses a human-centered approach to environmental ethics to examine which perceived factors in advertising predict consumers’ intention to purchase “green”, or sustainably and ethically produced, apparel. We use eight different types of green apparel advertisements to build a decision tree model to determine the most influential factors that lead to future purchases of green apparel. We classify consumers’ perceptions of green advertising as either humanistic, environmental, or product-related responses and propose a conceptual framework to outline the essential elements of an effective green advertising strategy. We use a sample of 829 US consumers from the period January 2015 to December 2017 in our empirical research. Our results show that four factors, namely, perception of the apparel’s quality, its uniqueness, caring, and nature connectedness, predict consumers’ intention to purchase green apparel. Notably, the largest segment of consumers (36%), those who perceive high levels of apparel quality and caring in the advertising, are identified as the high-purchase group. Our findings could improve strategies in green apparel advertising by providing a new analytical approach to model consumers’ behavioral intention to purchase green apparel.
So Young Song; Youn-Kyung Kim. A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice. Sustainability 2018, 10, 3688 .
AMA StyleSo Young Song, Youn-Kyung Kim. A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice. Sustainability. 2018; 10 (10):3688.
Chicago/Turabian StyleSo Young Song; Youn-Kyung Kim. 2018. "A Human-Centered Approach to Green Apparel Advertising: Decision Tree Predictive Modeling of Consumer Choice." Sustainability 10, no. 10: 3688.
The researchers investigated how the temporal distance of purchase (i.e., near or distant future) affects consumers’ attitude and behavioral intention contingent upon regulatory-focused online reviews (i.e., prevention- or promotion-focused). A content analysis ( n = 912 online reviews of athletic shoes), pretest ( n = 104), and a main experiment ( n = 219) were conducted to examine consumer responses toward online reviews of shoes. The researchers found that when the consumption is planned for the near future, prevention-focused online reviews yield more favorable review attitude and purchase intention than promotion-focused online reviews. However, there were no significant differences in review attitude and purchase intention between the regulatory-focused online review types when the purchase was planned for the distant future. The findings of this study suggest practical guidelines for marketing practitioners in the footwear industry by suggesting an alternative way to manage online reviews based on regulatory fit between review types and consumption time frames.
Seeun Kim; Youn-Kyung Kim. The Interplay of Regulatory Focus and Temporal Distance on Consumer Evaluation of Online Reviews. Clothing and Textiles Research Journal 2018, 36, 135 -150.
AMA StyleSeeun Kim, Youn-Kyung Kim. The Interplay of Regulatory Focus and Temporal Distance on Consumer Evaluation of Online Reviews. Clothing and Textiles Research Journal. 2018; 36 (3):135-150.
Chicago/Turabian StyleSeeun Kim; Youn-Kyung Kim. 2018. "The Interplay of Regulatory Focus and Temporal Distance on Consumer Evaluation of Online Reviews." Clothing and Textiles Research Journal 36, no. 3: 135-150.
Objective: We examined the phenomenon of organic food consumption based on Means-End Theory (MET). Methods: This phenomenon was examined in 2 manners. First, a qualitative study was conducted to explore the meaning of organic foods and understand how organic foods are used to achieve organic shoppers' goals and values. Second, an empirical study tested and validated the Means-End Theory. Overall, 512 completed responses were used for the data analyses. Results: The analysis of structural equation modeling (SEM) supported 5 of 7 hypotheses testing the relationships among the 4 constructs (ie, attributes, consequences, values, and behavioral outcomes). The environmental benefits were not associated with personal values and personal values were not associated with word-of-mouth (WOM). Conclusion: MET is applicable to our empirical study of organic food consumption.
Yun-Hee Kim; Youn-Kyung Kim. Organic Food Consumption: Application of Means-End Theory. Health Behavior and Policy Review 2018, 5, 33 -45.
AMA StyleYun-Hee Kim, Youn-Kyung Kim. Organic Food Consumption: Application of Means-End Theory. Health Behavior and Policy Review. 2018; 5 (2):33-45.
Chicago/Turabian StyleYun-Hee Kim; Youn-Kyung Kim. 2018. "Organic Food Consumption: Application of Means-End Theory." Health Behavior and Policy Review 5, no. 2: 33-45.
This study seeks to investigate consumers’ willingness to adopt a collaborative product by answering three research questions: (1) how do two types of innovativeness (i.e. technology innovativeness and fashion innovativeness) influence perceived product innovativeness, (2) how do the two types of consumer innovativeness affect utilitarian and hedonic attitudes toward a technology-fashion collaborative product, and (3) how do these effects cooperate to influence consumers to purchase the collaborative product? Data were collected from 339 respondents and structural equation modeling was employed to test the proposed model. Of most interest is that consumers’ utilitarian attitudes toward the product do not influence purchase intentions, whereas consumers’ hedonic attitudes lead to purchase intention of the technology-fashion collaborative product. This study’s findings provide the bases for making suggestions to marketers who are planning to work with another industry regarding whether and how they can provide synergy between two product types.
Yun-Hee Kim; Youn-Kyung Kim. A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention. Journal of Global Fashion Marketing 2017, 8, 283 -297.
AMA StyleYun-Hee Kim, Youn-Kyung Kim. A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention. Journal of Global Fashion Marketing. 2017; 8 (4):283-297.
Chicago/Turabian StyleYun-Hee Kim; Youn-Kyung Kim. 2017. "A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention." Journal of Global Fashion Marketing 8, no. 4: 283-297.
This study examines the personality traits of people who tend to engage in social media as opinion leaders in the context of the travel industry. Specifically, we investigate the extent to which openness, exhibitionism, and competence in interpersonal relationships and flow experience affect the propensity of opinion leadership (OLP) and opinion leadership behavior (OLB). The proposed model was tested with two significant populations in social media, Generation X and Generation Y. The results indicate that openness, exhibitionism, and competence in interpersonal relationships significantly increase OLP. We also find that flow experience (i.e., playfulness and time distortion) strengthens the relationship between OLP and OLB. While the model holds true for both populations, the results show that the role of exhibitionism in OLP is more pronounced for Generation X than Generation Y.
So Young Song; Erin Cho; Youn-Kyung Kim. Personality factors and flow affecting opinion leadership in social media. Personality and Individual Differences 2017, 114, 16 -23.
AMA StyleSo Young Song, Erin Cho, Youn-Kyung Kim. Personality factors and flow affecting opinion leadership in social media. Personality and Individual Differences. 2017; 114 ():16-23.
Chicago/Turabian StyleSo Young Song; Erin Cho; Youn-Kyung Kim. 2017. "Personality factors and flow affecting opinion leadership in social media." Personality and Individual Differences 114, no. : 16-23.
Purpose This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury. Design/methodology/approach Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention. Findings The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI. Research limitations/implications Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts. Practical implications The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention. Originality/value Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.
Chungwha Ki; Kangbok Lee; Youn-Kyung Kim. Pleasure and guilt: how do they interplay in luxury consumption? European Journal of Marketing 2017, 51, 722 -747.
AMA StyleChungwha Ki, Kangbok Lee, Youn-Kyung Kim. Pleasure and guilt: how do they interplay in luxury consumption? European Journal of Marketing. 2017; 51 (4):722-747.
Chicago/Turabian StyleChungwha Ki; Kangbok Lee; Youn-Kyung Kim. 2017. "Pleasure and guilt: how do they interplay in luxury consumption?" European Journal of Marketing 51, no. 4: 722-747.
Purpose The purpose of this paper is to identify the emotional factors that affect older consumers’ satisfaction with TV shopping and examined the relationships among these factors. Design/methodology/approach A sample of 285 consumers aged 60 years and older who had watched a TV home shopping channel was used. Structural equation modeling (SEM) examined the relationships among emotional factors that affect satisfaction. Findings This study found that loneliness was an antecedent of both gratification shopping motivation and telepresence and that telepresence positively affected consumer satisfaction with TV shopping. Research limitations/implications The findings of this study validate social-compensation motive of media consumption and deficiency paradigm in the context of TV shopping. The relationship between telepresence and satisfaction also supported transportation theory. However, the findings of the current study should be interpreted with caution due to the non-random sampling method. Constructs other than those employed in this study could be examined regarding outcomes of loneliness. Practical implications This study suggested that telepresence and shopping for self-gratification are effective ways to alleviate older consumers’ loneliness. In addition, the findings from relationships among emotional variables suggested potential marketing strategies for shaping positive consumer attitudes toward and satisfaction with TV shopping networks. Originality/value This study extended knowledge on loneliness by demonstrating how it related to attitudinal outcomes such as satisfaction and knowledge on telepresence by examining it in the context of TV shopping.
Chae Mi Lim; Youn-Kyung Kim. Older consumers’ TV shopping: emotions and satisfaction. International Journal of Retail & Distribution Management 2017, 45, 292 -307.
AMA StyleChae Mi Lim, Youn-Kyung Kim. Older consumers’ TV shopping: emotions and satisfaction. International Journal of Retail & Distribution Management. 2017; 45 (3):292-307.
Chicago/Turabian StyleChae Mi Lim; Youn-Kyung Kim. 2017. "Older consumers’ TV shopping: emotions and satisfaction." International Journal of Retail & Distribution Management 45, no. 3: 292-307.