KJCKorea
Journal Central

The COVID-19 pandemic, changes in the media landscape, and shifts in the marketing direction of companies have led to the rise of untact shopping, such as live commerce. It is an effective marketing activity that drives positive consumer behavior, but on the other hand, the convenience of use, easy payment methods, high interactivity, and the provision of entertainment contents can lead to excessive dependence on shopping. This study aims to identify the problem of shopping addiction that lies behind the convenience of untact shopping. To this end, this study applied self-determination theory to examine the effects of basic psychological needs and fear of missing out(FoMO) on intrinsic motivation and shopping addiction among consumers who participate in live commerce or online shopping. 300 people were gathered who had participated in live commerce or online shopping within the last three months. The results showed that the variables comprising basic psychological needs mediated intrinsic motivation, leading to shopping addiction. FoMO had a direct effect on shopping addiction in addition to the indirect effect through intrinsic motivation. Based on these findings, academic and practical implications are discussed.

The purpose of this study was to compare the nature of disaster messages expected by the general public in the situation of COVID-19, a national infectious disease disaster, and the competitiveness among media that deliver disaster messages. The study measured the user gratification of each disaster media in the form of an online survey targeting 400 adult men and women in Korea who had confirmed COVID-19 or had been vaccinated more than once. Disaster media was set up in a total of eight media, including TV, Newspapers, Radio, Smartphones(disaster texts), COVID-19 Websites, government official SNS, Rrint-media, and Outdoor-Advertising, through prior research, and the survey period was intensively conducted during the period when vaccinations imported from overseas were in full swing(for two weeks from April 24, 2023). The analysis method identified competition and correlation between media using the Gratification Niche Theory and SPSS correlation analysis. As a result of the analysis, the appropriate margin for Smartphones(disaster texts) was the widest in all gratification dimensions, and the competitiveness superiority index was also calculated the highest compared to other media. Internet and mobile-based interactive media Smartphones(disaster texts), COVID-19 Websites, government official SNS and TV accounted for a relatively wide range of gratification. On the other hand, Radio, Newspapers, Printing, and Outdoor-Advertising were evaluated as specialized media with relatively narrow small widths and competitive advantages. Gratification with each disaster media was found to be correlated with user characteristics such as the user's age, income, and number of families, resulting in a reference result for establishing a strategy for using media by personal characteristics in future disaster situations. If the existing theory of the right place was mainly used to grasp the competitive relationship between media, this study has theoretical implications that the media selection phenomenon was interpreted as a relationship of coexistence including competition between media in a disaster situation where publicity is emphasized.

Although milk is a cost-effective food that allows you to easily consume various nutrients including calcium, some people are reluctant to consume milk due to misunderstandings and prejudices toward milk. In such situations, this study empirically explored the impact of message sidedness(one-sidedness message vs refutational two-sided message) and receiver’s individual characteristics such as ‘need for cognition’, ‘involvement’ on persuasive effects in order to examine what effective communication strategies are needed. The study results are as follows: First, unlike the results of previous studies, the persuasive effect of a one-sided message was found to be greater than that of a two-sided message when it came to the milk issue. Second, a mediated effect which found in those one-sided messages increased more message credibility about persuasive message compared to two-sided messages, and this message credibility had a positive effect on attitudes toward milk. Lastly, the mediated relationship between message sidedness and attitude toward milk through message credibility was moderated by involvement. Based on these results, the theoretical implications of message sidedness on persuasion effects and communication strategies to increase milk intake were discussed.