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The Impact of Online Behavioral Advertising on Consumer Attitude and Impulse Buying: The Moderating Role of Privacy Concerns
| 2024.12.09
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| ASIA MARKETING JOURNAL
(AMJ(아시아마케팅저널))
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Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating in uence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our ndings, derived from a series of linear regression models, reveal that OBA signicantly affects consumers’ impulse buying, with this effect mediated by consumers’ attitudes toward OBA. Moreover, consumers’ privacy concerns weaken the positive effect of OBA on attitudes. Notably, we observe signicant cultural differences, with these effects primarily manifesting in the Korean sample. Our study provides valuable insights for creating effective online advertising strategies that contribute to consumers’ purchase funnel, ultimately leading to purchases, while addressing privacy concerns and cultural variations.
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Do People Really Care if it's Phygital Retail? Exploring the Relationship Between Customer Experiences and Customer Behaviors
| 2024.12.09
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| ASIA MARKETING JOURNAL
(AMJ(아시아마케팅저널))
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Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that in uence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors in uence customer engagement, ultimately impacting customers’ patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience in uence customer engagement, with sensory and social encounters having the greatest impact.
Customer engagement, in turn, affects customers’ patronage intention and recommendation intentions. Importantly, this study examines how specic sub-dimensions of customer experience impact recommendation intentions in a phygital
retail environment. These insights provide valuable strategic guidance for service-oriented retailers.
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Reuse Intentions for Carsharing Services: A Hierarchical Model of Perceived Benefits, Risks, and Individual Diff ed Benefits, Risks, and Individual Differences Bo Liu Ph.D. in Marketing, Weifang University, No. 5147, Dongfeng East Street, Weifang City, Sh
| 2024.12.09
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| ASIA MARKETING JOURNAL
(AMJ(아시아마케팅저널))
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This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benets and risks impact their decisions. It also explores the in uences of self-efcacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benets such as accessibility and convenience, whereas female users are more responsive to hedonic benets. Users with high self-efcacy prioritize economic benets, whereas those with more usage experience prioritize functional benets. Additionally, social risks signicantly deter reuse intentions predominantly among male and less experienced users. By utilizing a hierarchical model, this study
offers a deeper understanding of how each dimension of benets and risks affect overall perceptions, facilitating tailored strategies for carsharing services. The insights contribute valuable theoretical and practical perspectives on the dynamics
of carsharing service usage.
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From Limited Contr om Limited Control to Green Empowerment: The Motiv een Empowerment: The Motivational ational Synergy of F gy of Fresh Star esh Starts in Pr ts in Predicting Envir edicting Environmental Action onmental Action
| 2024.12.09
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| ASIA MARKETING JOURNAL
(AMJ(아시아마케팅저널))
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This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances
show less inclination toward collective goals. However, fresh starts can enhance the in uence of perceived control on
collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported
by two empirical studies. The rst study analyzed data from 10,430 corporate participants in an energy-saving initiative,
revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving
efforts early in the year, although this effect diminished over time. The second study of 108 college students found that a
fresh start mindset and desire for control, mediated by global identity, enhance environmentally responsible behaviors.
These ndings suggest that fresh starts can effectively connect control perceptions with proactive environmental actions,
underscoring their potential to foster collective environmental efforts.
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The Impact of Model Pose on Consumer Perceptions of Price: A Perceived-Power Perspectiv erspective
| 2024.12.09
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| ASIA MARKETING JOURNAL
(AMJ(아시아마케팅저널))
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This study examines how a model’s pose that signals power in uences consumers’ recall ability of price information in advertisements. To extend prior ndings on social judgments, we suggest that the direction of consumers’ gaze and willingness to pay attention to the model vary depending on the model’s pose. Study 1 explores how consumers’ perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the
top when the model in the ad assumes a submissive pose. Study 2 investigates the in uence of the perceived power of a model’s pose on price recall depending on the visibility of the model’s face and reveals that consumers demonstrate better price recall for items displayed at the top when the model’s face is not visible even when the model adopts a powerful pose. Ultimately, this research provides new insights to help marketers identify ideal locations for displaying price information in ads. More theoretical and practical implications are also discussed.
