Advertising copies have been considered as a fundamental strategy for firms to continue sustainable marketing strategies. In order to provide the advancement of previous research and practical implication to marketers in the field for sustainable marketing strategy, this research tried to reveal the role of emotional and rational appeals as well as hidden heterogeneity of consumers in the appeal–value–trust–satisfaction–WOM framework. By applying the PLS-SEM and PLS-POS approach to 230 valid questionnaire samples, we could discover the role of appeals in the framework as well as three types of unobserved heterogeneity among the respondents. Both emotional and rational appeals had significant influences on the value–satisfaction–trust–WOM context. In addition, for hidden consumer traits in advertising copies, we revealed three types of consumer groups: Type 1, the consumer group with a rational orientation (n = 68); Type 2, the group with an emotional orientation (n = 74) and Type 3, the group with a utilitarian orientation. This research provided contributions by offering some insight into ways to establish sustainable marketing strategies in advertisements and to address unobserved heterogeneity consumers in advertising copy appeals.

The dominant position of e-commerce is especially being articulated in the retailing industry once again due to several constraints that the world faces in the COVID-19 pandemic era. In this regard, this study explores the significant role of trust transfer (from offline to online) and the moderating effect of consumers’ neurotic traits in the framework of trust-satisfaction-repurchase intention in the e-commerce context based on a survey with 406 Korean e-commerce consumers. Moreover, a prediction-oriented segmentation (POS) technique combined with structural equation models (SEM) was utilized to reveal consumers’ probable hidden heterogeneous characteristics. The outcomes of the global model SEM analysis indicate that offline-online trust transference occurs in e-commerce, and the conveyed trust significantly influences satisfaction and consumers’ repeat purchase intention through satisfaction. Neuroticism also has significant positive effects on trust transfer in the global model. However, results in three subgroups generated by POS show heterogeneous characteristics that considerably differed from the global model test results. The implications from this study will be beneficial to field practitioners in the e-commerce industry in addressing the importance of trust transfer, negative neurotic traits as well as heterogeneous aspects of consumers.

Adolescent aggression manifests in problematic game use and ultimately undermines life quality. This study deals with the mechanisms behind adolescents' perception of parenting, maladaptive game use, self-control, and life satisfaction within the context of integrated supportive-positive parenting and harsh-negative parenting. Using 778 valid panel data from the Korea Creative Content Agency (KOCCA), we reached the conclusions that both supportive-positive parenting and harsh-negative parenting, mediated by self-control and maladaptive game use, are major predictors of adolescents' life satisfaction. PLS-SEM analysis was used for the hypothesized model test. This study helped bridge the gap in existing research by finding clues to recovering parent–child relationships from the side effects of youth game use.

The purpose of the study is to investigate the occupational difference of Vitamin D deficiency according to the level of physical activity and the level of stress. For this purpose, We performed empirical approaches and adopted KNHANES 2008~2013 dataset, to which were applied such methods as crosstabulation analysis, logistic regression and SOBEL test. As a result, we found that Vitamin D deficiency was higher in the group of people with indoor-working-job than in the group of people with out-door working job. Besides, Vitamin D deficiency tends to increase in the people with lower physical activity and higher stress experience. As a result, those employees highly related with in-door activities must be ensured that they need to be exposed to sunlight on a regular basis. Moreover, improving the physical activity levels of employees could be one of appropriate solutions to alleviate Vitamin D deficiency problems. Besides, lowering stress levels in workplace needs to be seriously considered in order not to drop the physical activity levels of workers.■ keyword :|Vitamin D Deficiency|Job|Physical Activity Level|Stress Experience|KNHANES|

Suicidal ideation has received much attention from both practitioners and researchers as Korean society becomes aging and individualistic. However, previous researches on the suicide ideation have focused on young generations instead of adults who seem to be more suffered from economic pressure and all kinds of exterior environments causing depression. Besides, there were research voids in the suicidal ideation area where depression was never taken into consideration. In this sense, we attempted to launch empirical studies on analyzing explanatory factors relevant to suicidal ideation in all the age groups by using KNHANES dataset from 2008~2012 years. Especially, we further analyzed KNHANES dataset to know how much depression affects suicidal ideation. Empirical results showed that depression is in a significant relationship with the suicidal ideation in all the demographic dimensions such as age, education, living area, etc.■ keyword :|KNHANES|Suicidal Ideation|Depression|Logistic Regression|