A Study on the Moderating Role of Alternative Attractiveness in the Relationship Between Relational Benefits and Customer Loyalty

ABSTRACT

The purpose of this study was to investigate the moderating role of alternative attractiveness in the association between relational benefits (confidence benefits, social benefits, special treatments) and customer loyalty in hotel restaurants in South Korea. Data were collected from 250 hotel restaurant customers.

The data was analyzed using moderated regression analysis and subgroup analysis. The research findings are as follows: First, confidence benefits and special treatments positively affect customer loyalty. Second, alternative attractiveness has a homologizer moderating effect on the relationship between relational benefits and customer loyalty except for confidence benefits. At the end of the paper, theoretical contributions, managerial implications, limitations, and future research directions are discussed.     

Processing Anti-smoking Ads among College Students: The Role of Emotional Response and Level of Smoking

ABSTRACT

The protection motivation model has contributed usefully to researchers’ understanding of fear appeals in advertising. However, the empirical evidence reported to date in the literature has been mixed. An overview of literature reveals that the effect of emotional response and personal difference has not been explored as often as fear in health care marketing. The present study focused on this emotion in a context of antismoking advertisements. Based on the protection motivation theory, a modified structural model was proposed including emotional response and personal difference. Model was tested using college students in United States and Korea.     

Creating Online Brand Personality: The Role of Personal Difference

This study explores the concept of online brand personality, creation of online brand personality, and the role of personal difference in terms of advertising effectiveness – memory and attitude. The primary research question is whether individual's matching personality to online brand creates different responses toward online brand in terms of advertising effectiveness, such as memory, attitude and behavior. The results found that: first, website structure is an important factor on subjects' attitude toward the website; second, individual's personality is an important moderator on the effects of website structure; and third, individual's personality and brand personality have a significant interaction effect on attitude and behavioral intention.     

Directional analysis of consumers’ forecasts of inflation in a small open economy: evidence from South Korea

We evaluate the directional accuracy of consumers’ forecasts of inflation in predicting the movement of the actual CPI in a small open economy. In order to do so, we use a method developed by Pesaran and Timmermann (2009), based on South Korean data. By illustrating an application of the new market-timing test, we show that consumers’ expectations of inflation are not a useful predictor of the CPI in South Korea. Our findings suggest that the directional accuracy of consumers’ 1-year-ahead forecasts of inflation is not affected by the inflation targeting of the Bank of Korea. Our findings also suggest that consumers’ 1-year-ahead forecasts of inflation are scattered away from the Bank of Korea’s inflation target.     

Earlier financial literacy and later financial behaviour of college students

This study examined the association of earlier financial literacy and later financial behaviour of college students. Financial literacy was measured by both subjective and objective knowledge and financial behaviours were categorized into risky paying and borrowing behaviours. Based on data collected at two time points from a panel of college students at a major state university in the USA, the results showed that the association between earlier knowledge and later financial behaviours differed by the specific type of knowledge (subjective vs. objective), with stronger effect of subjective knowledge, compared with objective knowledge on both composite and individual measures of risky borrowing and paying behaviours. We found that only subjective knowledge was correlated with a reduction in both composite behaviours. Both subjective and objective knowledge, however, reduced some specific risky paying and borrowing behaviours. Finally, we found consistent differences for two of the control variables: higher GPA (Grade Point Average) was associated with fewer risky paying behaviours; and gender (male vs. female) was associated with more of both types of risky behaviours.     

Beyond Self‐Evident: Recognising the Problematic Political Context of Accrual Accounting Adoption in South Korea

This paper responds to a recent call by researchers that we need to move beyond both advocacy of and technical arguments about the value of accrual accounting to more fully recognise the institutional forces, key change agents and the local political fields. We draw on elements of institutional theory and the practice theory of Pierre Bourdieu to explore the ‘problematic’ aspects of institutional forces, key organisational change agents and the local political field associated with the adoption of accrual accounting in the South Korean public sector. We found that accrual accounting was driven by many factors including a local financial scandal, the advocacy of a civil society group and the ambitions and the ideology of key actors. The contribution of this paper is that it shows how the practices of accounting cannot be separated from their political and personal context.     

Orthogonality Tests in Linear Models

This paper considers several tests of orthogonality conditions in linear models where stochastic errors may be heteroskedastic or autocorrelated. It is shown that these tests can be performed with Wald statistics obtained from simple auxiliary regressions.     

Structural Relationships among Strategic Experiential Modules,Emotion and Satisfaction at the Expo 2012 Yeosu Korea

A structural equation model was constructed to analyze the relationship among strategic experiential modules, emotion and visitor satisfaction. For its research site, this study focused on ‘the Expo 2012 Yeosu Korea’ held in South Korea. The results of the study supported the hypothesis that the event experience is an important factor and influences visitors' level of satisfaction through emotions during the Expo. This study found that Schmitt's five types of experience indirectly affect satisfaction through positive emotional experience. The results of this study demonstrated that satisfaction not only is an issue that may be attributed to the event but also involves psychological and emotional concerns. Copyright © 2013 John Wiley & Sons, Ltd.     

Spatially Optimal Allocation of Investments: An Application of the Dynamic Multiregional Social Accounting Matrix

This paper analyzes the effect of regional income disparity on the allocation of investments using a dynamic multiregional Social Accounting Matrix (SAM) model. The optimal shares of total investments required to achieve the most balanced regional growth under the constraint of a 5% fixed annual economic growth rate were 37.74% for the Capital region, 18.83% for the Southeast region, 15.92% for the Central region, 13.90% for the East region and 13.61% for the West region. This policy requires an additional investment of 1.37% of the GDP, bringing about a 52.2% reduction in regional income disparity in terms of the Atkinson index. This implies that the decentralization of investment expenditures to less developed regions would lead to a substantial gain in regional income equity, on the one hand, and to the loss of cost effectiveness in investments, on the other.