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This study aims to prove the effect of characteristics of mobile information service platform confirming the relation between characteristics of mobile information and experiential value and by verifying its influence on mobile word-of-mouth intention. First, the characteristics of mobile tourism information service platform have been verified to have strong relationship with the tourist's experiential value. The three factors of the characteristics of mobile information, namely ubiquitous connectivity, context awareness and interactivity, significantly influence on all the factors of the tourist’s experiential value, namely practical value, hedonic value. Second, the experiential value has a directly positive effect on mobile word-of-mouth intention. The two factors of the experiential value, namely practical and hedonic value, statistically influence on the mobile word-of-mouth in detail. Third, the characteristics of mobile information service platform have positive influence on the mobile word-of-mouth. The three factors of the characteristics of mobile tourism information service platform have positive influence on the mobile word-of-mouth intention.
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The purpose of this study is to verify both destination image and tourists' self image congruence on the tourists' satisfaction and behavioral intention. In order to accomplish this purpose, existing theories and literature review were studied. Based on this review, a questionnaire was developed to identify the connections among different variables. There are 4 hypotheses based on literature reviews. Then we tested the data from questionnaires using SPSS 14.0. Respondents who are over 16 years old and have visited Jeju Island were selected for this research. The data were collected for one month from July 20th to August 20th in 2008. Our findings indicate that both arousal and pleasantness in actual self congruence and ideal self congruence have strong influence on the tourists' satisfaction. And the tourists' satisfaction, in turn , influence tourists' revisit intention and recommendation intention. This study is meaningful in that marketer can utilize more segmented marketing strategies for potential tourists who have similar image to destination image.
[Kisti 연계] 한국의류산업학회 한국의류산업학회지 Vol.11 No.4 2009 pp.556-565
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This study investigates the effect of Alpha-numeric brand name on the product suitability, brand personality, and attitude. To do that we have chosen the functional sportswear, knowing the fact that the Alpha-numeric brand names are not hard to find in this industry. The changes have been made to Alpha-numeric names, such as the usage/non-usage of number, the size of number being used, the writing method, and the different typeface to suit for the study purpose. The results indicate that the Alpha-numeric brand names do have the effect on increasing the fitness for the product's brand. The bigger number and the cursive script will improve the product's suitability. The customers form positive attitude and favorability on the Alpha-numeric brand name compared to the regular brand name in this industry. The contribution of the study is to dig out the distinction of the communicational effects on the customers when the Alpha-numeric brand names take on the different forms. Therefore the current study enlights the practical value of Alpha-numeric brand name as part of the branding strategy.
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