• Title, Summary, Keyword: Interactivity

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The Effects of Components of Interactivity on Brand Equity in on-line Brand Community (온라인 브랜드커뮤니티에서의 상호작용성 구성요인이 브랜드 자산에 미치는 영향)

  • Park, Byung-Kwon
    • Journal of the Korea Industrial Information Systems Research
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    • v.13 no.4
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    • pp.155-172
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    • 2008
  • This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

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Relational Market Behavior of Fashion Online Community Members (패션 온라인 커뮤니티 가입자들의 관계지향적 행동)

  • Chang, Yu-Jeong;Park, Jae-Ok;Youn, Song-Yi;Lee, Kyu-Hye
    • The Research Journal of the Costume Culture
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    • v.15 no.1
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    • pp.58-67
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    • 2007
  • The popularity of communities on the Internet has captured the attention of marketing professionals and more consumers are involved in online activities of fashion brands. The primary purpose of this research was to explain the process of how online interactivity influence members' relational market behavior. Subjects of this study were male and female members of online communities of fashion brands. Online survey data were obtained from 416 respondents. Empirical findings of this study were suggestive of two types of interaction in fashion online communities: community-customer interaction and customer-customer interaction. Fashion online community customers' relational market behavior (word of mouth and repurchase intention) was significantly influenced by both types of interactivity. The influence of interactivity on relational behavior was stronger for word of mouth intention than for repurchase intention. This study highlights the importance of interactivity in cyberspace as well as relational market behavior and contributes to e-relationship marketing strategies of fashion brands.

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Effects of perceived interactivity on purchase intention of mobile fashion shopping malls (지각된 상호작용성이 모바일 패션 쇼핑몰 구매의도에 미치는 영향)

  • Kim, Minjung;Shin, Suyun
    • The Research Journal of the Costume Culture
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    • v.21 no.6
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    • pp.891-906
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    • 2013
  • In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, we conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

The Effects of Interactivity on Consumer's Repurchase Intention in Internet Shopping Mall According to Fashion Involvement and Internet Familiarity (패션관여와 인터넷 친숙도에 따라 인터넷 쇼핑몰과의 상호작용성이 재구매 의도에 미치는 인과모형 분석)

  • Chae, Jin-Mie
    • Journal of the Korea Fashion and Costume Design Association
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    • v.15 no.1
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    • pp.111-121
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    • 2013
  • The purpose of this study is to investigate the effect of interactivity on consumer's affective commitment, trust, and repurchase intention according to fashion involvement and internet familiarity. The survey was limited to the respondents over 20 years old males and females living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. The questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed using Amos 19. The results of this study were as follows: After respondents were divided into four groups including the high fashion involvement/high internet familiarity group, the high fashion involvement/low internet familiarity group, the low fashion involvement/high internet familiarity group, the low fashion involvement/low internet familiarity group, the path model was verified according to each group. All the paths except 'affective commitment ${\rightarrow}$ repurchase intention' were accepted for the high fashion involvement/high internet familiarity group. Comparing the low fashion involvement/low internet familiarity group with the low fashion involvement/high internet familiarity group, contents-people interactivity had more influence on the relationship with internet shopping mall in high internet familiarity group while people-people interactivity had more influence on the relationship with internet shopping mall in low internet familiarity group. Also 'trust' showed stronger effects on repurchase intention than 'affective commitment'.

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A Study on the effects of interactivity level on web (웹 상에서 상호작용성 수준이 고객성과에 미치는 영향에 관한 연구)

  • Kim Gye Soo;Suh Yung Ho;Lee Hyun Soo;Chae Young il
    • Proceedings of the Korean Society for Quality Management Conference
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    • pp.603-610
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    • 2004
  • This study examined the effects of interactivity level on Web user's attitude towards Home Shopping sites. In examining the relationships of the factors in the research, the independent variables are reliability and levels of interactivity. The dependent variables are effectiveness, and customer loyalty. Implications for web site designer and management leaders are implicated in the conclusive section.

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The Influences of E-service Quality according to Image Interactivity Technology on Customer Loyalty and Purchasing Involvement

  • Yang, Hee-Soon;Lee, Ji-In
    • International Journal of Costume and Fashion
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    • v.10 no.1
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    • pp.15-27
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    • 2010
  • This study investigates the differences of e-service quality depending on image interactivity technology and the influences of e-service quality on purchasing involvement and customer loyalty. Online shopping malls have made toward satisfying customers' shopping experience owing to the advance of technology. Above all, it is important to prove effectiveness of this technology to introduce it. Therefore, the purpose of this study is to test effectiveness of Image Interactivity Technology (IIT) which has been introduced by some shopping malls. For this study three shopping malls were designed as stimuli that have the different level of IIT. The women of 20-30 who have bought fashion products in online shopping malls participated in the quantitative research. Total 592 were used for the statistical analysis. Descriptive statistics, cross tabulation analysis, factor analysis, reliability analysis, one-way ANOVA, and multiple regression were implemented. Four factors of e-service quality were extracted. The 3D avatar shopping mall was higher than the others in those factors. Besides, e-service quality factors influenced purchasing involvement and customer loyalty. Therefore, online shopping malls are advised to introduce IIT and improve e-service quality

The Effect of Web Interactivity of e-Brand on Relationship Quality and Customer Loyalty (e-브랜드에 있어서 웹 상호작용성이 관계품질과 고객충성도에 미치는 영향)

  • Lee Jung-Ran;Yoo Dongkeun;Lee Yong-Ki
    • Journal of the Korean Operations Research and Management Science Society
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    • v.29 no.4
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    • pp.73-93
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    • 2004
  • This study was to identify the determinants of web interactivity and investigate the structural relationships between web interactivity, e-brand relationship quality, and customer loyalty. For these purposes, the authors developed several hypotheses and collected the data from 268 users of Internet site. The data was analyzed with LISREL 8.5. The findings and summary are as follows. First. control had a significantly positive effect on satisfaction. Second, two-way communications had not an effect on satisfaction and trust. Third, responsiveness had a significantly positive effect on satisfaction and customer loyalty. Fourth, satisfaction had a significantly positive effect on trust and customer loyalty. Finally, trust had a significantly positive effect on customer loyalty. At the end of this paper, the managerial and theoretical implications, limitations and further research directions were suggested.

The Effects of u-Learning Systems Characteristics on Perceived Interactivity and Learning Performance (u-Learning 시스템 속성이 지각된 상호작용성 및 학습성과에 미치는 영향)

  • Lee, Dong-Man;Lee, Sang-Hee
    • The Journal of Information Systems
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    • v.21 no.1
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    • pp.117-152
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    • 2012
  • The purpose of this study was to identify the negative factors affecting personnel u-Learning acceptance and to analyze the interrelation among the factors in this research model. The two independent variables avoidable convenience and reliant convenience, based on pilot test results, and learning performance and perceived interactivity, based on the relevant literature, are used to examine the research model. The research problem was tested with data collected from 577 respondents in 23 universities. This study developed and empirically analyzed a model representing the relationship by using the Structural Equation Model. The major findings of this study are, firstly, that the higher reliant convenience is negatively affecting the degree of system use and learner’s satisfaction, whereas avoidable convenience is only affecting the learner’s satisfaction. Secondly, the higher learning performance and stronger perceived interactivity affects the degree of system use as well as learner’s satisfaction. Finally, the degree of system use affects the learner’s satisfaction.

Antecedents and Consequences of Consumer Engagement in Social Media

  • Um, Nam-Hyun
    • International Journal of Contents
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    • v.12 no.3
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    • pp.59-68
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    • 2016
  • This study investigates perceived social presence, perceived interactivity, perceived enjoyment, and perceived trust as antecedents of consumer engagement. We measured the attitudinal and behavioral brand loyalty as consequences of consumer engagement in social media. Our findings suggest that perceptions of social presence, enjoyment, and trust are significantly related to consumer engagement. Conversely, perceived interactivity has no positive influence on consumer engagement. In addition, consumer engagement is found to have a significant impact on both attitudinal and behavioral brand loyalty. The study revealed that, in the modified model, covariance paths among the proposed antecedents of consumer engagement (namely the perceived social presence, interactivity, enjoyment, and trust) are statistically significant. In this paper, we also discuss limitations of the study and future research.

The Influence of SNS Characteristics on Tourist Attractions Preference : Focus on China

  • Yu, Wang;Lee, Jong-Ho;Kim, Hwa-Kyung
    • The Journal of Distribution Science
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    • v.12 no.9
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    • pp.53-63
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    • 2014
  • Purpose - The rapid spread of SNS and increase of SNS users have heralded great changes in the tourism industry. Therefore, this study focused on how SNS characteristics- usefulness, convenience, interactivity, and intimacy - influence diffusivity, reliability and, consequently, user's preference for tourist attractions. Research design, data, and methodology - This study is designed not only to collect data with a questionnaire survey but also to test hypotheses with SEM by SPSS 18.0 and AMOS 18.0. Results - Usefulness, interactivity, and intimacy positively affect diffusivity, whereas convenience does not positively affect diffusivity. In addition, intimacy has a negative influence on reliability. However, diffusivity and reliability have positive impacts on the preference for tourist places. Conclusions - Certain characteristics of SNS facilitates the spreading of SNS tourist information. Usability and interactivity have positive impacts on the reliance of tourist information. Better communication can enhance the reliance of travel information. The influence of spreading tourist information has a positive influence on its reliance. Extension and reliance can have positive effects on the preference for tourist attractions.