Yookyung Park
College of Business Administration
Internet privacyAdvertisingBusinessCyberpsychologyPsychologyMarketingService robotValue (economics)Identification (psychology)Service (business)Technological advanceAffect (psychology)DevaluationSocial psychologyRobotSocial identity theory
Publications 3
#1Yookyung Park (College of Business Administration)H-Index: 1
#2Youjae Yi (College of Business Administration)H-Index: 37
Abstract The main purpose of this research is to investigate whether, why, and when givers and recipients perceive the value of a discounted gift differently. The studies provide convergent evidence that givers perceive discounted gifts as less valuable than regular-priced gifts whereas recipients do not perceive them as different. Givers' devaluation of the discounted gift is driven by their concern about the thoughtfulness of a gift. Moreover, the giver-recipient asymmetry is mitigated when th...
#1Yaeri Kim (College of Business Administration)H-Index: 2
#2Yookyung Park (College of Business Administration)H-Index: 1
Last. Kiwan Park (College of Business Administration)H-Index: 2
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ABSTRACTIn this research, we explore the role of social identity and threats to social identity on consumers’ judgment and behavioural intention about electronic word-of-mouth (eWOM) on Facebook. Study 1 shows that sharing social identity with a Facebook friend increases perceptions of usefulness and behavioural intention to adopt eWOM. However, when a threat to social identity is posed, these positive effects are eliminated. Study 2 reveals an opposite condition wherein a threat to social ident...
12 CitationsSource
#1Yaeri KimH-Index: 1
#2Yookyung ParkH-Index: 1
Last. Kiwan ParkH-Index: 2
view all 4 authors...