Kiseol Yang

Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers

Purpose – This study aims to examine the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers). Three elements in the extended Technology Acceptance Model – perceived usefulness, perceived ease of use, and perceived fun – were used to identify the differences in adoption of mobile data services for the two age cohorts.Design/methodology/approach – A sample of 200 mobile services users drawn from a purchased consumer panel participated in an online survey. Of this sample, 67 gen Xers and 86 baby boomers were used for the analysis (n=153). Multigroup structural equation modeling analysis was used to examine the differences in adoption of mobile data services between the two age cohorts.Findings – This study found that baby boomers perceived mobile data services as more difficult to use than gen Xers. However, the perception of usefulness of mobile data services was stronger for the baby boomers than gen Xers. Usefulness of mobile data services may be a critical ...

Gender differences in using mobile data services: utilitarian and hedonic value approaches

Purpose – The purpose of this paper is to examine how consumers differ by gender in terms of the values sought from mobile data services.Design/methodology/approach – The technology acceptance model (TAM) and utilitarian and hedonic value were employed to examine the differences in mobile data services usage. A total of 200 respondents participated in an online survey. Of the sample, 116 participants were female and 84 participants were male. Multiple group structural equation modeling analysis was used to examine gender differences in using mobile data services.Findings – The findings indicated that the effect of hedonic value was stronger in the female group than the male group. Utilitarian value was a significant driving value in using mobile data services in the male group and showed a stronger effect for the male group than the female group. The results supported that the effects of hedonic value and utilitarian value on using mobile data services generated different mobile data services usages acros...

The Effects of Technology Self-Efficacy and Innovativeness on Consumer Mobile Data Service Adoption between American and Korean Consumers

ABSTRACT This study proposed underlying consumer differences in mobile data service adoption behavior between American and Korean consumers. In examining these differences, two cognitive beliefs (i.e., technology self-efficacy and innovativeness) were incorporated into the Technology Acceptance Model (TAM). The results indicated that the effect of technology self-efficacy on perceived ease of use of mobile data services was stronger for American consumers than Korean consumers. The effect of innovativeness on behavioral intention to use mobile data services was stronger for Korean consumers than American consumers.

The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention

Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that A ValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.

The Role of Organizational Perception, Perceived Consumer Effectiveness and Self-efficacy in Recycling Advocacy Advertising Effectiveness

ABSTRACT Previous academic research into how consumers evaluate advocacy advertising identified many possible paths involving potentially reflexive effects on how people perceive an advocacy advertising sponsor, the advocated issue and themselves. This paper has examined one possible scenario within this complicated phenomenon: that of advertising advocating a specific environmental consumer action, recycling. In the specific context of this study, structural equation modelling demonstrated clear causal relationships among consumer perceptions of the recycling advertisements’ sponsoring organization, consumer self-efficacy and perceived consumer effectiveness of complying with the advocated issue (recycling behaviour). These factors were shown to impact specific advocacy advertising goals (termed message effectiveness in this study) such as behavioural intention toward the advocated recycling issue and perceived changes in how consumers evaluate the sponsoring organization.

Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity

ABSTRACT With the rapid adoption and the significances of self-service technologies (SSTs) in the fashion retail stores, this study is to identify underlying dimensions of perceived interactivity using SSTs and to estimate a structural model for examining a causal relationship among perceived interactivity, consumer emotional experience and patronage intention toward the fashion retail stores. Findings show that the perceived interactivity of SSTs has a positive effect on emotional experiences, eventually generating consumer positive responses toward the retail stores. Especially, the pleasure and dominance have positive effects on patronage intention toward the fashion retail stores. Also, the level of technology readiness moderates the effect of interactivities on consumer experience in using SSTs at the fashion retail stores. This study discusses theoretical and managerial implications for fashion retailers to enrich shopping experiences, streamlining service management in the technology-mediated retail environments.

The effect of brand consciousness on interpersonal influences, brand values, and purchase intention: Cases for American and Korean college students

ABSTRACT This study aims to examine the effect of brand consciousness on interpersonal influences, value facets of brand equity, and purchase intention in selecting a global apparel brand in American and Korean markets. This study found that the effect of brand consciousness based on the response of purchase intention was similar with both American and Korean college students. While brand consciousness was positively related to both normative and informational influences, only the causal relationship among normative influence, emotional value, and purchase intention was significant and positive in this study. Informational influence did not influence functional value and purchase intention in brand response. The results of this study suggest that apparel marketers should appeal to their targeted consumers’ reference groups and promote the brand through credible informational sources in the global market when they target brand-conscious consumers. In addition, global apparel marketers need to develop a branding strategy for promoting the emotional value aspect of a brand that satisfies the consumers’ psychological and social needs in wearing the brand. This study contributes to providing implications for developing global apparel branding strategies in a targeted global market.