• Journal of Distribution Science
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• v.15 no.10
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• pp.5-14
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• 2017

Purpose - This research aims to find the moderation roles of power states in the effects of four message types (competence self-referencing, competence self-defining, warmth self-referencing, warmth self-defining) on brand attitude. Research design, data, and methodology - A restaurant brand was used as an experimental object, and 4(message types: warmth self-defining message, warmth self-referencing message, competence self-defining message, competence self-referencing message) × 2(power: high power and low power) between-subjects design was employed. Through on-line survey in Nepal, we collected a total of 240 individuals composed of eight experimental groups with 30 members in Nepal. Results - Consumers under low power state formed more positive brand attitude at the warmth self-defining message than any other types of message, while under high power condition, there are neither the attitude differences between competence self-referencing message and competence self-defining message, nor those between competence self-referencing message and warm self-defining message. The significant attitude differences showed between competence self-referencing message and warmth self-referencing message. Conclusions - This study contributes to the advertising theory development. Restaurant store marketers should deliver warmth self-defining message rather than the other three types of message to consumers under low power state, and they should not deliver warmth self-referencing message to consumers under high power state.

• Journal of Positioning, Navigation, and Timing
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• v.9 no.4
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• pp.305-317
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• 2020

The navigation message is composed of the information contained in the message and the structure for transmitting this information. In order to design a navigation message, considerations in terms of message content and message structure must be elicited. For designing a Korea Positioning System (KPS) navigation message, this paper explains performance indicators in terms of message structure and message content. Most of the performance analysis of GNSS navigation messages already in operation was performed only for Time-to-first-fix-Data (TTFFD). However, in the navigation message, the message content is composed of Clock-Ephemeris Data (CED) and additional information. So, this paper proposes a new performance indicator R_(Non-CED) that can be analyzed from the viewpoint of receiving additional information along with an explanation of TTFFD focusing on the CED reception time. This paper analyze the performance in terms of message structure using these two performance indicators. The message structures used for analysis are the packetized message protocol like GPS CNAV and the packetized and fixed pattern message protocol like GPS CNAV-2. From the results, it is possible to proffer how KPS navigation messages can have better performance than GPS navigation messages. And, these two performance indicators, TTFFD and R_Non-CED, can help to design the minimum TTFF required performance of KPS navigation messages.

• Journal of the Korean Operations Research and Management Science Society
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• v.40 no.1
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• pp.35-55
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• 2015

In this research, we analyze the effects of price discounts and scarcity message (both quantity limitation message and time limitation message) on the purchase intention in the smart-phone environment. The purchase intention becomes higher at high discount rate and with scarcity message (both quantity limitation message and time limitation message). We also analyze the moderating effects of consumer's shopping value and distance between the consumer and the store on the effects of price discounts and scarcity message (both quantity limitation message and time limitation message) on the purchase intention. On average, the effects of price discount, time limitation message and quantity limitation message on the purchase intention become the highest levels for consumers pursuing hedonic shopping value. The effects of price discount, time limitation message and quantity limitation message on the purchase intention become higher when they are offered within a short distance between the coupon provider and the target customer.

• Journal of Korean Society for Quality Management
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• v.37 no.1
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• pp.40-55
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• 2009

This research is an empirical study to analyze the factors that affect users' acceptance & diffusion of online product message. Today many people use the product message/information on the internet, before they make decision to buy something in online/offline environment. This paper proposes the site design look, enjoyment, and usefulness as message perception factors. And we examine the relationship among the perception factors, message credibility, acceptance & diffusion. The purpose of this paper is threefold. First, we examine the relationship between as perception factors and the credibility assessment of the message by customers. Second, we will show the effect of message credibility on the message acceptance & diffusion. Third, we try to present some theoretical and empirical implication through the result of our studies.

• Journal of Distribution Science
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• v.15 no.6
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• pp.57-64
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• 2017

Purpose - The purpose of this study is to investigate the effect of brand message type on the object relevance between consumers and brands and to identify the mediation role of the object relevance in the effect of the message type on brand attitude. Research design, data, and methodology - Types of pride are classified into hubristic pride and authentic pride, and brand message types are divided into ability message and warmth message. Restaurant brand was selected by empirical study, and the experiment was performed with 2 (pride type: hubristic versus authentic) × 2 (message type: ability message versus warmth message) between-subjects design. The subjects of the experiment consisted of the undergraduates taking courses related to marketing. A preliminary step was taken to explore the difference in the perceived level of object relevance induced from each type of message between the consumer group that felt hubristic pride and the other group that felt authentic pride. This study analyzed the mediating role of the object relevance in the effects of the message type on brand attitude by means of Bootstrap method for each of the pride groups. Results - The results from the empirical analysis are summed up as follows. Regardless of pride types they felt in advance, consumers perceived their object relevance to be higher in the warmth information message than in the ability information message, and object relevance was analyzed to have a positive effect on brand attitude. It was analyzed that, regardless of pride types, object relevance played full mediation roles in the effect of warmth information versus ability information message on brand attitude. Conclusions - Based on the results, it may be suggested that marketers of a brand should endeavor to develop a warmth information message rather than a ability information message to prompt consumers to perceive the object relevance between their own brands and consumers, regardless of pride types, as long as a consumer feels pride in advance. In order to increase the consumers' attitude toward their brand, the brand marketers are solicited to check the object relevance between their brand and consumers, then, seek for the managerial ways to promote such object relevance.

• Knowledge Management Research
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• v.19 no.1
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• pp.1-18
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• 2018

As the online space becomes more active, interest in protecting personal information is increasing. From this point of view, it is important to prevent personal information from being leaked in advance. As a precaution, it is suggested that users change their password periodically to protect their personal information effectively. Currently, various online services provide a request message that prompts users to periodically change their password. These messages are expressed as positive-centric or negative-centric. This message can be seen as a powerful way to trigger users' behavior. In this context, this study suggests that message framing type can be applied to the password change request message, and to investigate the difference between the positive-centric message and the negative-centric message. In addition, this study concluded that the effect of message type may be different depending on the degree of psychological ownership of the individual on the online service. As a result, users with high psychological ownership in online service were more effective when positive-centric message was presented than negative-centric message. On the other hand, users with low psychological ownership in online service were more effective when negative-centric message was presented than positive-centric message.

• The Korean Journal of Franchise Management
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• v.9 no.2
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• pp.31-38
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• 2018

Purpose - In recent years, many companies include franchises have acquire customers by making an online stores and they are carrying out permission marketing activities with e-mail and SMS. Permission marketing requires voluntary customer approval for receiving commercial messages such as cross-selling and upselling. Therefore, it is necessary for the business to induce the customer's acceptance. The purpose of this study is to examine which type of different messages can affect higher in consumer persuasion. Thus, we investigated the impact of descriptive norm message on intention of reception in an online store context, and its interaction with chronic regulatory focus. Research design, data, and methodology - This study hypothesized that the descriptive norm message would affect positive influences to consumers' intension of reception. Specially, this study inquired into whether the interaction effect between descriptive norm and regulatory focus. To verify the hypothesis, we conducted 2 × 2 between-subject factorial design with message type (general message and descriptive norm message) and regulatory focus(promotion focus and prevention focus) as independent variables. Participants of the experiment were assigned to one of 2 kind experimental situations randomly according to characteristics of message type. A total of 131 participants (descriptive norm message: 65, general message: 66) responded for this study. The data were analyzed using frequency analysis, exploratory factor analysis, and two-way ANOVA. Result - The results of the study are as follows. First, we found main effects of the descriptive norm message. The intention of reception were significantly higher in the descriptive norm message rather than general message as in previous researches. Second, interaction effect between the descriptive norm message and regulatory focus was significant. The prevention focus (vs. promotion focus) were hight in a positive behavior intention when the descriptive norm message was given. Conclusions - This study verifies the main effect and interaction effect of descriptive norm message and regulatory focus on the consumers' intention of reception in permission marketing, and persuasive message in the online store context. The results of this study will provide various advantages to companies that want to establish long lasting relationship with customers by carrying out permission marketing in the future.

• Journal of the Korea Convergence Society
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• v.10 no.12
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• pp.411-420
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• 2019

This study analyzed the effective message strategy for the TB prevention campaign. This study examined the differences in the perceived susceptibility, perceived severity, and behavior intention according to the message orientation(individual-social) and the message presentation style(statistical-narrative). The results showed that individual message is more effective than social message in terms of perceived susceptibility and perceived severity. There was no significant difference between statistical and narrative messages. Finally, in the case of individual message, narrative messages were more effective than statistical messages; and in the case of social message, social messages were more effective than narrative messages. Based on these results, theoretical implications were discussed and a practical strategy for TB prevention campaign were proposed.

• The Journal of Industrial Distribution & Business
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• v.10 no.10
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• pp.53-65
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• 2019

Purpose - Current study aimed at investigating the effects of the choice easiness as a thought triggered at the time of making decision and the goal achievement emotion as a prediction of how consumers feel in the state of achieving consumption goal on brand purchase intention. And It also explored moderation role of incidental pride type such as ambient hubris pride and ambient authentic pride felt before the event in the effects of message type such as self-verifying message and self-enhancing message on the choice easiness and the goal achievement emotion. Research design, data, and methodology - Message type was divided into self-verifying message and self-enhancing message. Incidental pride type was divided into hubris and authentic pride. Smart mobile phone was selected for empirical study. And the experiment was performed with 2(pride type: hubristic versus authentic) × 2(message type: self-verifying message versus self-enhancing message) between-subjects design. Questionnaires from 215 undergraduate students were used to test hypotheses by Macro process model 7. The hypotheses were tested at each of self-verifying message group and self-enhancing message group. Results - First, both choice easiness and goal achievement emotion positively influenced on the purchase intention at both self-verifying message group and self-enhancing message group. Second, at self-verifying message group, the positive effects of self verification on both choice easiness and goal achievement emotion were higher to the customers under incidental hubris pride than to those under incidental authentic pride customers. Third, at self-enhancing message group, the positive effects of self enhancement on goal achievement emotion were higher to the customers under incidental authentic pride than to those under incidental hubris pride. However, at self-enhancing message group, the positive effects of self enhancement on choice easiness (goal achievement emotion) were not higher (higher) to the customers under incidental authentic pride than to those under incidental hubris pride. Conclusions - Focusing on the results of this study, to promote their brand purchase intention, brand managers should use self-enhancing message to induce goal achievement emotion from incidental authentic pride customers. And the brand managers should develop and use self-verifying message to induce choice easiness as well as goal achievement emotion from hubris pride customers, which in turn, promote their brand purchase intention.

• MALSORI
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• no.49
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• pp.77-94
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• 2004

In this paper, new voice message system supporting massive outbound call is proposed. Basic idea of the proposed system is to pre-process all the text-to-speech conversion process, mixing of text and attached music file and to store the results of pre-process in the cache server which is connected to the IVR. New voice message system is optimized for the voice message system supporting massive outbound call by distributing the load of the web server caused by server-side script implementation which is accessing database and generating dynamic Voice XML document over client module and server module of web server. The proposed voice message system was test-deployed in one domestic voice message application service provider and it is shown that proposed voice message system reduced the response latency problem of test-bed voice message system.