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Crowdfunding is a funding mechanism in which consumers voluntarily support projects prior to product production, differing fundamentally from conventional purchase transactions. Although prior research has primarily examined content-related factors such as image count or the mere presence of price discounts on crowdfunding performance, little is known about how the effectiveness of such information varies by the level of product involvement. Drawing on a large-scale dataset from Korea’s leading crowdfunding platform, Wadiz, this study investigates how price discount information and product involvement jointly shape funding performance. The empirical analysis reveals that providing price discount information serves as a monetary benefit cue that significantly enhances crowdfunding success. Moreover, projects offering high-involvement products achieve greater funding outcomes, driven by consumers’ stronger motivations for information seeking and self-expression. However, for high-involvement products, price discount information weakens performance, suggesting that consumers may interpret discounts as signals of lower quality or diminished authenticity. Our findings contribute to the literature by extending the understanding of price promotion effects beyond traditional commerce contexts, integrating product involvement as a key boundary condition. From a managerial perspective, the results highlight the need for differentiated communication strategies: emphasizing monetary benefits for low-involvement products and authenticity- or value-based storytelling for high-involvement products.
This study investigated the relationship between mobile shopping apps (applications) adoption and brand tribalism through moderating effect of user experiences. Brand tribes have been conceptualized as networks of heterogeneous users (in term of gender, age, income etc.) connected by a shared emotion toward a specific brand. The current study used a sample of 250 students who participated introductory courses of a large University in South Korea and the structural equation modeling with maximum likelihood method was applied to analyze the hypothesized model. Also, moderating effects of user experiences group (low vs. high) was analyzed by using AMOS multi-group methods. Results indicated that emotional attachment had a significant impact on reuse intention of mobile shopping apps, and irritation was negatively related to the reuse intention of apps. Also, attachment had significant effects on social structure and lineage of brand tribes, but not on sense of community. Entertainment and switching cost was directly related to brand tribes, including social structure, lineage, and sense of community. However, irritation had a significant impact on social structure of brand tribes, but not on lineage and sense of community. In particular, social structure of brand tribes had a strong influence on reuse intention of mobile shopping apps. The findings of this study suggest that app brand managers should consider hedonic benefits and switching barriers of apps for long-term relationships with the right mobile app customers.
This study explores flourishing, a psychological state that extends the concept of happiness to encompass holistic well-being. Flourishing goes beyond mere positive emotions or life satisfaction, encompassing the realization of personal potential, the pursuit of meaning in life, and the formation of positive interpersonal relationships. Despite living in a hyper-connected society, individuals today paradoxically experience weakened social bonds and deepening isolation. The social and cultural keyword “Gakjadosaeng” (each surviving on their own) reflects this contemporary reality in which individuals must independently pursue and maintain their own happiness amid uncertainty. Within this context, the present research empirically examines the effects of self-care—the proactive management and nurturing of one’s own life—on flourishing. Furthermore, it investigates how self-care, happiness, and consumer happiness influence purchasing behavior and flourishing. To identify the mediating role of happiness in the relationship between self-care and flourishing, two empirical studies were conducted. Study 1 focused on happiness in daily life and analyzed data from 300 adults using a structural equation model to examine the effects of self-care and personal happiness on flourishing. Study 2 centered on happiness in the context of consumption and surveyed 595 adolescents (aged 17 and older) and adults to test the relationships among self-care, consumer happiness, purchasing behavior, and flourishing. The results from both studies demonstrated that self-care and happiness are significant predictors of flourishing. These findings indicate that self-care extends beyond physical, mental, and emotional health management, representing an essential and integrative process that promotes self-actualization and personal growth. Ultimately, this study provides theoretical and practical foundations for enhancing individual happiness and achieving sustained psychological and social flourishing.
This study empirically examines how corporate social responsibility (CSR) messages are received by consumers from the perspectives of industry type (controversial vs. non-controversial), perceived CSR fit (high vs. low), and communication channel (corporate vs. independent media) through a three-way interaction framework. Results from an experiment involving 376 consumers indicate that all main effects (industry type, CSR fit) and the secondary and tertiary interaction effects were statistically significant. In non-controversial industries, CSR fit positively influenced consumer evaluations, with minimal differences observed across communication channels. Conversely, in controversial industries, a complex interaction among the three variables played a critical role in shaping consumer responses. Notably, high-fit CSR messages delivered via SNS (corporate channel) elicited the most positive reactions, while low-fit messages transmitted through independent media, such as online news outlets, resulted in the lowest evaluations. Both in controversial and non-controversial industries, the two-way interaction between the variables and the three-way interaction were statistically validated, indicating that CSR communication strategies should comprehensively consider industry context, message content, and delivery channel coherence. This research provides practical insights for firms in controversial industries to effectively design and deliver CSR messages.
