WorldCat Identities

Cheong, Hyuk Jun 1978-

Works: 2 works in 2 publications in 1 language and 2 library holdings
Genres: Case studies  Academic theses 
Roles: Author
Publication Timeline
Most widely held works by Hyuk Jun Cheong
Purchase decision type influences on consumers' reliance : brand-related user-generated content by Hyuk Jun Cheong( )

1 edition published in 2016 in English and held by 1 WorldCat member library worldwide

Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has scarcely explored how purchase situations and product type influence consumers' use of brand-related UGC. The purpose of this dissertation is to shed light on this area of research. In the first part of the study, Vaughn's (1980; 1986) Foote, Cone, and Belding (FCB) grid, a popular product classification theory in advertising and consumer research, was updated based on a set of online surveys (N=1,104) that measured three purchase dimensions [i.e. purchase decision involvement (PDI), think/feel purchase, online/offline purchase context]. Multiple research hypotheses relevant to how purchase type influences one's brand-related UGC seeking were explored, based on another set of online surveys (N=391) in the second part of the study. A Cronbach's alpha test revealed that the think/feel purchase dimension of the FCB grid measured two purchase constructs, rather than measuring a single construct. The grid model now consists of 118 up-to-date product examples and 35 categories, and has improved usability for research in other fields, because the study altered the theory's dichotomous-looking dimensions into non-dichotomous variables. To examine the hypotheses, a linear mixed effect model was utilized for analysis, and the results indicated that the four dimensions (PDI, think purchase, feel purchase, online/offline purchase context) are all positively associated with one's reliance on brand-related UGC. Furthermore, the study found several more associations between demographic factors and consumers' reliance on brand-related UGC. Age, gender, marital status, number of children in a household, and employment status showed significant associations, whereas education, household income, and ethnicity did not. The dissertation has several implications. First, ad practitioners may use the updated product grid to define overall themes of advertising (e.g., informative vs. emotional theme). Second, marketers can use the study results to determine their budgets for online brand promotions. Finally, the study may also provide implications to scholars whose research explores pre-purchase information-seeking, influences of product type on decision-making, consumer involvement, emotional/rational purchase decisions, and brand-related UGC
A comparison of US and Korean consumers : a cross-cultural study of brand-related UGC found in discussion boards of product review sites by Hyuk Jun Cheong( )

1 edition published in 2008 in English and held by 1 WorldCat member library worldwide

This study is a partial replication of Fong and Burton's 2008 study. Fong and Burton (2008) conducted a cross-cultural study comparing Chinese and US Internet users in terms of willingness to engage in information-seeking and information-giving, utilizing Hofstede's (1980; 1991) individualistic/collectivistic cultural dimension. The current study examines cross-cultural differences in the use of UGC between US and Korean consumers by conducting a content analysis of the discussion boards of six digital camera review sites based in the US and Korea. It content-analyzes 1871 online postings on discussion boards of US-based and Korea-based product review sites. The study adopts Hofstede's (1980; 1991) individualistic/collectivistic dimension and Hall's (1981; 1990) cultural contexts (high-context & low-context cultures) as cultural dimensions, and found some cross-cultural differences and similarities between US and Korean Internet users by examining four hypotheses concerning US and Korean Internet users' willingness to engage in information-seeking, willingness to engage in information-giving, tendency to use implicit communication styles, and tendency to use explicit communication styles
Audience Level
Audience Level
  Kids General Special  
Audience level: 0.58 (from 0.58 for Purchase d ... to 0.58 for Purchase d ...)