Tae Hyun Baek

Abstract This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived pe

Abstract This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that bot

The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention to conserve water after they view a gain-framed water conservation ad; participants primed with shame express higher conservation intention after they view a loss-framed ad. Study 2 replicates and supports the proposed matching hypothesis using nonstudent adults. In Study 3, participants react

Abstract Purpose – The purpose of this study is to investigate whether the framework of brand credibility effects is applicable to service categories and to examine if brand credibility's impact differs according to service type and involvement level. Design/methodology/approach – Using a self‐administered survey (n=385), this study tests the proposed model, including six latent constructs: brand credibility, perceived quality, perceived risk, information costs saved, perceived value for money,

Virtual mirror, an increasingly popular application of augmented reality, allows consumers to view their visages overlaid with product images on digital displays. The authors of this study examine how augmented reality technology affects consumers’ brand perceptions and purchase intentions. Study 1, using a real brand, demonstrates that consumers tend to form higher self-brand connections and purchase intention when viewing themselves trying a product via a virtual mirror, rather than when viewi

Anthropomorphism and construal level theories provide the bases for two studies showing that when nonprofit charity marketers design artificial intelligence (AI) agents to resemble humans and to smile like humans, potential donors feel greater psychological closeness to the agents and are motivated to increase charitable giving. Study 1 demonstrates that participants feel greater psychological closeness and willingness to donate in response to appeals from smiling AI agents that look like humans

The research reported in this article examined whether environmental advertisers who use assertive language can expect to have varying persuasive impacts depending on how much effort message recipients invest in completing environmentally friendly requests. The findings indicate that assertive messages cause individuals to show more favorable attitudes and behavioral intentions toward recycling when they invest significant effort in following the requests. In contrast, nonassertive messages are

With the rapid evolution of artificial intelligence (AI), this study aims to examine the interplay among the perceived usability, perceived enjoyment, perceived responsiveness, and intention to continue using ChatGPT. Structural equation modeling (SEM) was used to investigate our proposed model. We recruited 446 ChatGPT users through an online survey conducted on the Connect platform, powered by CloudResearch. Perceived usability (β = 0.254) and enjoyment (β = 0.438) significantly influence sati

Despite the importance of usability assessment, few studies have taken a consumer-centric approach to conceptualize and measure the underlying dimensions of branded app usability. Addressing this gap in the literature, we developed and validated a holistic measure of branded app usability based on consumer evaluations rather than the various technical issues previously addressed in mobile marketing studies. The results indicate that branded app usability, as a multidimensional construct, consist

This empirical study investigates the structural relationships among virtual influencer attributes, perceived creepiness, perceived authenticity, emotional attachment, and word-of-mouth intentions of social media users. To be specific, this study conceptually identifies the roles of the virtual influencer attributes of language similarity, interest similarity, social attractiveness, physical attractiveness, and attitude homophily on perceived creepiness and perceived authenticity of the virtual

With advancements in generative artificial intelligence (AI) technology, there is a growing concern about its ethical implications, transparency, and consumer reactions to AI-generated content. Building on the persuasion knowledge model and algorithm aversion literature, this study explores the effects of AI disclosure in prosocial advertising on consumer attitudes and donation intentions. The findings of Study 1 indicate that the initial disclosure of AI-generated content leads to unfavourable

Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focus, a happy mood fosters more favorable attitude toward child sponsorship and willingness to sponsor than a sad mood. In contrast, the effects of mood on attitude toward child sponsorship and willingness to spo