Jong-Kuk Shin

Religion or Religiosity: Which Is the Culprit for Consumer Switching Behavior?

ABSTRACT This research investigates how religion (i.e., religious affiliation) and religiosity affect consumer switching behaviors in Korea and the U.S. Data were collected from Korea (Buddhists, Catholics, Protestants, and nonreligious consumers) and the U.S. (Catholics, Protestants, and nonreligious consumers). ANOVA and structural equation modeling using LISREL were employed to test the hypotheses regarding consumer switching behaviors. The findings suggest that religiosity, expressed as the importance of religious beliefs in ones life, can be a trigger that influences consumer switching behaviors and that religious affiliation is not a good predictor of consumer switching behaviors. The relationships between religion, religiosity, and control variables were also examined using MANOVA.

Religious doctrinal commitment: the search for influences on brand and store switching behaviors in South Korea

This paper introduces the new concept of religious doctrinal commitment: the degree to which individuals are committed to upholding the religious rules governing conduct in society and life. The study found that there are significant positive relationships between religiosity and religious doctrinal commitment, and that there is a significant positive relationship between individuals with high religious doctrinal commitment and the use of the same religious group members as socialization agents. Also discovered are significant negative relationships between individuals who highly use the same religious group members as socialization agents and their decreased likelihood of switching stores and brands. Further, it was discovered that positive family dispute resolution is significantly and positively influenced by religious doctrinal commitment, but fails to have a negative influence on brand and store switching behavior. In the light of this study, it can be shown that peoples religious doctrinal commitment plays a role in the ways in which a marketer should attempt to reach out to its target market to either persuade or dissuade consumers in regard to switching behavior. Religious consumers depend upon like-minded believers when searching for information about a product and when making their final purchase decisions.

가격민감도가 인터넷 쇼평몰 플로우에 미치는 영향에 관한 연구

요 약 인터넷 쇼핑에 있어 가격은 제품에 대한 정보단서로서 중요해지고 있으며 가격에 대한 의좀성 역시 점차 높아지고 있다. 본 연구는 이러한 가격민감도와 플로우에 관한 문헌고찰을 토대로 인터넷 쇼핑에서 소비자들이 경험하는 플로우가 재방문의도에 중요한 역할을 하고 있지만， 인터넷 쇼핑 행동의 또 다른 특성인 가격민감도는 오히려 플로우를 감소시킬 가능성이 있음을 제안한다 인터넷 쇼핑에서의 가격민감 도， 플로우， 재방문의도의 관계 검증과 함께 쇼핑몰의 유형에 따른 차이도 살펴본다. 연구결과， 인터넷 쇼핑몰에서의 플로우 경험은 재방문의도를 높이지만， 가격민감도 차원 중 가격탐색차원은 플로우의 각 차원에 부정적인 영효k을 미치고 있는 것으로 나타났으며， 또한 이러한 영향은 가격비교쇼핑몰， 경매쇼핑 몰， 종합쇼핑몰에 따라 다른 결과를 보이고 있다.

Effects of Convergence Firefighter Helmet Attributes on Consumer Response

This study investigates the effects of convergence firefighter helmet attributes on consumer attitude toward the product and willingness-to-pay. The results of empirical analysis are as follows. First, consumer attitude toward the convergence product is more favorable when conciseness, economical efficiency, and the utility value of the convergence product’s attributes are high, while consumer attitude toward the convergence product is less favorable when the perceived risk of the convergence product’s attributes is high. Second, consumer willingness-topay for the convergence product is higher when conciseness, economical efficiency, and the utility value of the convergence product’s attributes are high, while consumer willingness-to-pay for the convergence product is lower when the perceived risk of the convergence product’s attributes is high. Based on our results, the implications are discussed for the further development of convergence products.

Customized Service Evaluation by Preference Clarity and Customer Participation in Korean and Chinese Culture

This study examines how preference clarity and customer participation levels affect evaluation of fit toward customized services and also analyzes the effects of cultural difference between Korea and China that may cause variance in the evaluation of fit in the course of interaction with the prior two factors, preference clarity and customer participation level. It conducted a between-subjects factorial design adopting preference clarity, customer participation level, and difference of culture. The subjects were composed of 200 Korean and 200 Chinese. According to the analysis results, it is revealed that Korean consumers highly perceived fit toward customized services when their preference is clear and participation level is high, and they evaluate fit more favorably as participation level increased, while Chinese consumers` evaluation for fit deteriorated as participation level increased. The result shows that fit evaluation became more positive through participation when preference clarity is high in Koreans but not in Chinese.