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Article
Publication date: 28 January 2019

Joonheui Bae, Sang Jin Kim, Kyung Hoon Kim and Dong-Mo Koo

The purpose of this paper is to investigate the relationship between game items and mood management to show the affective value of game items. Specifically, the study…

1187

Abstract

Purpose

The purpose of this paper is to investigate the relationship between game items and mood management to show the affective value of game items. Specifically, the study examines the impact of interaction between two negative mood states (stress vs boredom) and types of game items (functional vs decorative) on the purchasing intention of game items.

Design/methodology/approach

Two experiments were conducted to predict the outcomes of using game items.

Findings

Game users effectively manage their level of arousal and mood valence using game items. The selective exposure theory provides additional understanding of different purchasing behaviors, suggesting that stressed users are more likely to purchase decorative items while bored users purchase functional items to manage their mood.

Research limitations/implications

The study results show the affective role of game items in mood management. While previous studies focused on the cognitive and functional aspects of purchasing game items, this study extends the value of game items as augmented products.

Practical implications

When launching new games, companies should provide game users free game items for mood management. In addition, to increase intervention potential and behavioral affinity, marketers need to develop and launch more game item types.

Originality/value

This study extends the understanding of affective value of game items by applying mood management and selective exposure theories to explain the purchase intention of game items.

Details

Internet Research, vol. 29 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 6 February 2019

Joonheui Bae, Hyun-Hee Park and Dong-Mo Koo

The purpose of this paper is to investigate the effect of perceived corporate social responsibility (CSR) initiatives moderated by a user characteristic (heavy users) on…

1324

Abstract

Purpose

The purpose of this paper is to investigate the effect of perceived corporate social responsibility (CSR) initiatives moderated by a user characteristic (heavy users) on game-item purchase intention and uniquely propose that this moderation is serially mediated by self-esteem and compassion.

Design/methodology/approach

A 2 (CSR initiatives: high vs low) by 2 (user characteristic: heavy vs non-heavy users) experimental design was employed to test the propositions in the context of an online mobile game.

Findings

The results demonstrate that heavy users with high-perceived CSR initiatives have a higher intention to purchase game items. The results also show that self-esteem and compassion fully and serially mediate the effect of moderation on the intention to purchase game items.

Originality/value

This serial mediation mechanism has rarely been proposed and tested in previous studies and may contribute to extending the literature.

Article
Publication date: 4 June 2018

Joonheui Bae and Dong-Mo Koo

Most of the research on collaborative consumption platforms (CCPs) has focused on motivational drives, and little research has been conducted on the problem of unbalanced…

1040

Abstract

Purpose

Most of the research on collaborative consumption platforms (CCPs) has focused on motivational drives, and little research has been conducted on the problem of unbalanced information sharing, also known as the “lemons problem,” and signals. The paper aims to discuss these issues.

Design/methodology/approach

This study conducted a netnography and an experiment.

Findings

The netnographic study showed that participants tend to use low ratings and negative reviews as cues implying more searches, use ratings as an anchor to adjust other information, and employ differing cognitive information-processing styles. The experimental results show that, in a normal environment (when ratings are high), visualizers (verbalizers) have more of an intention to use CCPs when they are exposed to abundant pictures (textual cues); however, when the cues lead to a further information search (when the ratings are low), this search behavior pattern is reversed: visualizers (verbalizers) have more of an intention to use CCPs when they are exposed to abundant textual cues (pictures).

Research limitations/implications

This study extends previous research by showing that people frequently use differing heuristics depending on the context; that ratings have an anchoring effect and guide people in selecting a signal to use and condition how they use it; and that visualizers prefer text cues to pictorial cues when trying to make informed decisions under a condition that points to a further information search. These results are opposite of previous assertion.

Practical implications

Marketers are advised to provide a mechanism by which users can extract the cues they need and reduce the less urgent ones; devise a mechanism that screens participants and divides them into two categories: those who post honest evaluations and those who do not; and reduce the opportunistic behaviors of partners on both sides.

Originality/value

The current study addresses consumers’ use of information posted by other consumers on CCPs and demonstrates that participants use low ratings and negative reviews as cues implying more searches, use ratings as an anchor to adjust other information, and employ differing cognitive information-processing styles. Previous research rarely addressed these information search behaviors of consumers on CCPs.

Article
Publication date: 31 July 2020

Minyoung Lee, Joonheui Bae and Dong-Mo Koo

Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury…

2113

Abstract

Purpose

Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption context is scarce. The present study aims to investigate various self-concepts and their mechanisms for inconspicuous and conspicuous luxury consumption.

Design/methodology/approach

An experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.

Findings

The study findings are as follows. Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.

Research limitations/implications

The present study uniquely shows conditions (moderated mediation) that the link between need for uniqueness (self-monitoring) and luxury consumption is stronger for those with independent (interdependent) self-construal than for those with interdependent (independent) self-construal. The present results extend and help better understanding of mechanisms and conditions of conspicuous and inconspicuous luxury consumption.

Practical implications

Marketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.

Originality/value

This research contributes to extant literature by distinguishing between conspicuous and inconspicuous luxury consumption with two different mechanisms (need for uniqueness and self-monitoring). The present study further demonstrates that the two mechanisms are strongly sustained differently depending on consumer's levels of self-construal.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

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