Cheol Park

Purpose: This study aims to investigate how consumers' perceptions of artificial intelligence (AI) traits – warmth and competence – influence value-in-use across the customer decision journey (CDJ). Integrating the stereotype content model (SCM), cognitive fit theory (CFT) and the heuristic–systematic model (HSM), it examines the cognitive and emotional mechanisms shaping responses to AI at different decision stages. Design/methodology/approach: Three experiments using a 2 × 3 factorial design (AI type × CDJ stage) were conducted in online grocery-shopping scenarios. Study 1 tested the direct effects of AI traits on value-in-use. Study 2 assessed perceived fit as a mediator. Study 3 examined heuristic versus systematic processing as a moderator. A robustness check used alternative stimuli. Findings: Competence-based AI enhanced value-in-use during pre-purchase and purchase, whereas warmth-based AI was more effective post-purchase. Perceived fit mediated these effects, and processing mode moderated them: competence was more effective under systematic processing, while warmth performed better under heuristic processing. Originality/value: This research extends SCM, CFT and HSM to AI-mediated retail by showing that the effects of AI traits depend on CDJ stages and processing conditions. It offers a framework for tailoring AI strategies to maximise value-in-use across the journey.

This study investigates the differential effects of corporate philanthropy (CP) on internal and external stakeholders. Specifically, it examines how substantive CP actions (hereafter CP), communication about CP (hereafter CP communication) and hypocritical CP (the gap between communication and action) influence corporate reputation and employee job satisfaction, and how these effects are moderated by the firm's primary customer type (B2B vs. B2C) for both outcomes. This study collects and analyses data on Korean companies. Specifically, the corporate reputation scores from Korea's Most Admirable Company survey and the job satisfaction scores from Job Planet for listed companies in Korea are used for empirical analysis. Finally, 615 company‐years are analysed using partial least squares structural equation modelling. Multigroup analysis was employed to compare B2B and B2C companies. The research indicates that both CP and CP communication positively influence corporate reputation and employee job satisfaction. However, hypocritical CP negatively affects only employee job satisfaction, highlighting the differential impact of CP dimensions on different stakeholder groups. Furthermore, the negative impact of hypocritical CP on job satisfaction was found to be significantly stronger for B2C companies compared to B2B companies. No significant difference was found for the impact of hypocritical CP on corporate reputation between B2B and B2C firms. Grounded in stakeholder theory, this study advances our understanding of hypocritical CP by demonstrating its nuanced effects on different stakeholder types and across different business contexts (B2B vs. B2C). This research provides valuable insights for companies seeking to optimize their CP strategies for improved stakeholder engagement and corporate outcomes.

This study sought to explore the impact of government policies aimed at reducing the spread of COVID-19, such as social distancing and quarantine, on the reduction in the mobility of people and the role of national culture in moderating this effect. To test this hypothesis, this study collected 21,150 sets of data from 57 countries worldwide and analyzed them using a multilevel growth model. In addition, the number of COVID-19-infected people, the number of people vaccinated, number of days since the first COVID-19, median age by country, population density, total population, and GDP per capita, which can affect mobility, were added as control variables in the study model. Notably, the results of our analysis revealed that the stringency of government policies had a negative effect on mobility and that this effect differed according to cultural characteristics. The findings of the current study have the following implications. First, differences between countries were explained by exploring the effectiveness of government policies in preventing the increase in infectious diseases based on a cultural perspective. Second, the results of this study provide policy implications that international policy makers can refer to apart from the context of the COVID-19 epidemic by presenting country-specific differences in government policies.

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the eWOM of a focal film and this moderating effect depended on the eWOM characteristics. It also revealed that the effect of eWOM had a greater effect on movie sales in Korea than in the US.

Purpose: The purpose of this study is to analyze the nonlinear effects of corporate philanthropy on the responses of both internal and external stakeholders as well as its impact on corporate financial performance.Design/methodology/approach: Based on the stakeholder theory, the authors developed a conceptual model to examine the nonlinear effects of corporate philanthropy on company performance. For the empirical analysis, data from 397 company-years was analyzed using a using a Heckman two-stage model. The robustness of the findings was also confirmed through panel regression analysis.Findings: The study revealed a linear relationship between corporate reputation and corporate philanthropy, whereas job satisfaction exhibited a nonlinear relationship with corporate philanthropy.Originality/value: This research bridges the gap in extant literature by scrutinizing the nonlinear associations between corporate philanthropy and financial performance. Additionally, it addresses an emerging scholarly demand to uncover the “dark side” of corporate philanthropy through an investigation into its adverse impacts on employee satisfaction. Moreover, the study augments existing understandings of stakeholder theory and corporate philanthropy, positing that the influence of corporate philanthropy, as conceptualized through stakeholder theory, hinges on perceived fairness in multilateral relationships.

Purpose: This study is based on the heuristic-systematic model (HSM) to dynamically examine the effect of review variance on sales and the boundary conditions that mitigate this effect.Design/methodology/approach: Based on the theoretical domain of HSM, a conceptual model is proposed that analyzes the nonlinear relationship between review variance and sales and the interaction and motivation factors that moderate these relationships. Review data from websites targeting the film industry in the USA and South Korea (Korea) were collected to empirically analyze the authors' hypothesis, and panel regression analysis was used for confirmation.Findings: Moderated by interactive and motivational factors, review variance exhibits an inverse-U-shaped relationship with review variance. Specifically, as an interaction factor, review valence and owned social media (OSM) resulted in positive interaction effects, and as a motivation factor, the number of alternatives exhibited a positive interaction effect with review variance. The effect of review variance was less pronounced in the USA than in Korea.Originality/value: The study outcomes reveal a nonlinear relationship between review variance and sales, thus supporting the contradictory findings of previous studies. This study contributes to the literature by using the HSM as a theoretical framework to verify various HSM mechanisms using online review data. This exploratory study also contributes to the international marketing literature by showing that the effects of review variance vary across cultures.

Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term financial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the firm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term financial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The findings indicate that CSR activities had a negative effect on short-term financial performance but a positive effect on job satisfaction; however, the larger the firm, the smaller the positive effect of CSR activities. Moreover, job satisfaction positively affects short-term financial performance, and this relationship is stronger in service firms.

학술논문검색사이트 KISS는 학술논문,연구논문,연구자료,학술지 등 다양한 자료를 서비스하며, 주제별, 등재별, 인용지수, 인기논문, 이슈논문 등 다양한 키워드의 논문을 제공하여 빠른 학술검색 및 인용이 가능하도록 서비스합니다.

Purpose: The authors investigated the effects of the characteristics of reviews, reviewers and corporate factors on review helpfulness and assessed the role of culture in moderating these relationships.Design/methodology/approach: A research model was established based on the elaboration likelihood and information adoption models. To empirically analyze this research model, 10,611 TripAdvisor reviews from 9 countries were collected. In addition, a zero-inflated negative binomial model and multilevel analysis were employed in consideration of the data characteristics.Findings: The results revealed that review depth had a positive effect on review helpfulness, and review ratings and reviewer expertise had a negative effect. As a corporate characteristic, hotel size had a negative effect on review helpfulness. In addition, the effects of review rating, reviewer expertise and hotel rating exhibited significant differences based on the moderating effects of uncertainty avoidance and power distance level.Originality/value: The results of this study expand the review helpfulness literature by explaining the inconsistent findings of previous studies via cultural theory. In addition, past research in this field has mainly focused on analyzing only review and reviewer characteristics, while this study demonstrated that company size negatively affects review helpfulness based on the signaling theory. Finally, this study contributes to cultural comparison literature by discovering that the processing of review information by consumers differs according to their cultural background.