• Design Convergence Study
• /
• v.14 no.4
• /
• pp.277-292
• /
• 2015

Recently, as TV home shopping has entered into the stage of stability, competition between the same lines of business has become more intense. Thus, this research goals have been determined in order to analyze the purchase intent of customers related with the genre and tempo of background music of TV home shopping by different types of products. In order to achieve the research goals, thorough research on related literatures have been conducted and found out about the background music. Furthermore, the characteristics of background music of actual TV home shopping broadcasting have been analyzed, focusing on the genre and tempo of the music. In addition, a survey has been conducted in order to verify what kind of music genre and tempo of the background music has an influence on the highest purchase intent of the chosen three products(sportswear, household appliances, fresh and processed foods). This study investigated the influence of background music of TV home shopping in relation to the purchase intent of customers. Also, this study has significance in the sense that it analyzed the causal relationship between the background music of home shopping and reactions of customers by categorizing products in details and using the music genre and tempo as the independent variables that affect the purchase intent of customers.

• Journal of Digital Convergence
• /
• v.10 no.11
• /
• pp.295-306
• /
• 2012

This study analyzed empirically difference of purchase intention about price raising of luxury brand according to consumer characteristics such as consumption value, prior knowledge. and perceived risk. Fist, groups according to consumption value showed obvious differences. Group of pursuing uniqueness and ostentation value and group of pursuing quality and pleasure value showed positive purchase intention but group of pursuing social recognition value showed negative purchase intention. Second, groups according to perceived risk. didn't show difference and groups according to prior knowledge showed obvious difference. group of high prior knowledge showed positive purchase intention but group of low prior knowledge showed negative purchase intention. Third, analyzed result about interaction effect of consumer characteristics, Classified group of pursuing uniqueness and ostentation value, expressing high prior knowledge and Classified group of pursuing quality and pleasure value, expressing high perceived risk only showed positive purchase intention, The results of this study present implication to domestic companies aiming luxury brand that performing differently strategy of product and price according to target characteristics is more effective way in differentiating oneself from existing luxury brands and expanding market.

• Journal of Convergence for Information Technology
• /
• v.9 no.1
• /
• pp.105-115
• /
• 2019

This study empirically analyzed the effect of outdoor brand consumer's consumption value and company's creating shared values activity on consumers' purchase intention. The sub-variables of consumption value were set as functional value, conditional value, and emotional value as factors affecting consumers' purchase intention. The sub-variables of company's creating shared values activities were set as economic value, relational value, social value. As a result of analysis, functional value, conditional value, and emotional value of consumption value were found to have a positive effect on purchase intention, and economic value, social value, and relational value of company's creating shared values were all positively influenced Respectively. According to the results of the analysis, it is found that both consumption value of outdoor brand consumers and company's creating shared values activities are positive factors for purchase intention. This result can be deduced that consumers 'consumption value and company's creating shared values activities in outdoor brand industry are already reflected in consumers' purchase intention.

• Asia Marketing Journal
• /
• v.5 no.3
• /
• pp.106-131
• /
• 2003

본 연구는 소비자 신뢰의 형성과 역할에 대한 모델을 전자상거래에 적용시켜서 온라인 구매의사결정에 관한 연구모델을 제시하고 그 모델의 유효성을 실험적 조사를 통해 평가하는데 주목적이 있다. 모델의 검증을 위하여 신뢰가 성립하기 위한 선행변수(거래 안전성, 웹사이트 실체성, 검색 기능성)와 조절변수(웹사이트 친숙도), 그리고 결과변수(구매의향)로 구성된 연구모델의 변수간의 구조적 관계를 검증하였다. 본 연구의 개념적 모델에서 신뢰도는 만족도와 함께 온라인 구매의향에 유의한 영향을 미친다고 설정되었다. 122 명의 대학생을 연구 참여자로 선정하여 전산실에서의 통제된 시뮬레이션 상황에서 4 개의 사이트(한솔 CS, 롯데, 메타랜드, 지그타운)를 대상으로 실행된 본 연구의 주요분석 결과는 다음과 같다. 첫째, 웹사이트 신뢰도는 사이트 안전성과 실체성에는 반응하였으나 기능성은 신뢰도에 영향을 미치지 못하였으며, 웹사이트 만족도는 웹사이트의 안전성, 실체성, 기능성에 모두 민감히 반응하였다. 둘째, 4 개 사이트 중에서 3 개가 웹사이트 만족도 보다는 신뢰도가 구매의향에 영향을 더 많이 주는 것으로 나타났다. 셋째, 2 개 사이트에서 웹사이트 신뢰도는 만족도와 서로가 구매의향에 대해 상대적인 조절역할을 하는 것으로 나타났다. 본 연구의 결과는 전자상거래에서 점차 중시되고 있는 신뢰도에 대한 개념을 웹사이트 만족도와 온라인 구매의향과 연관하여 파악함으로써 신뢰도의 원천과 영향력에 대한 실체적이고 현실성 있는 접근방법을 제시하여 줌으로써 웹사이트의 개발에 관련하여 인터넷 마케터들에게 효과적인 마케팅 전략의 수립을 위한 이론적, 실무적 근거를 제공하여 준다.

• Journal of Digital Convergence
• /
• v.11 no.3
• /
• pp.389-395
• /
• 2013

More sales of food and beverage coupons have been made using SNS on social commerce recently. If one buys coupons on social commerce, he/she can enjoy products at a lower price; however, there are drawbacks that one must consider such as location, service hours, and discount rate. Thus, this paper suggests a system that recommends food and beverage coupons on social commerce for users that considers a user's personal context of location, time, and purchase history. In order to reflect a user's context awareness and continuous preference, this paper suggests a method based on the Bayesian network. In order to reflect personalized weighting on the standard of coupon selection to match a user's preference, a measurement and classification of weighting preferences is performed on the basis of AHP. 20 experiments in one month involving 12 students were carried out to verify the effectiveness of the system, resulting in an 80% satisfaction level.

• CRM연구
• /
• v.2 no.2
• /
• pp.21-40
• /
• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• Journal of Digital Convergence
• /
• v.16 no.8
• /
• pp.89-98
• /
• 2018

The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.

• Journal of Digital Convergence
• /
• v.16 no.10
• /
• pp.427-436
• /
• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• LOGISTICS
• /
• v.2 no.3 s.5
• /
• pp.13-17
• /
• 2004

올해 중국에서는 다양한 국제 행사가 펼쳐진다. 특히 오는 5월 18일부터 21일까지 청도에서 개최되는 한$\cdot$중 국제물류포럼, 6월 14일부터 18일까지는 대련에서 개최되는 한$\cdot$중$\cdot$일 물류 교류회가 바로 그것이다. 이들 국제물류행사의 주체로는 중국 물류$\cdot$구매 연합회가 있다. 한국물류발전에 한국물류협회, 중국에는 중국물류$\cdot$구매 연합회가 중국물류발전을 위해 헌신하고 있다. 루지앙 중국 물류$\cdot$구매 연합회 회장은 아시아$\cdot$태평양 물류연맹(APLF) 전임회장으로 중국물류업계의 거목이라 할 수 있다. (사)한국물류협회가 창립20주년을 맞이하여 준비한 기획인터뷰 세 번째는 루지앙 중국 물류$\cdot$구매 연합회 회장을 만나 중국의 물류발전과 상황에 대해 들어보았다.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
• /
• 2000.11a
• /
• pp.155-159
• /
• 2000

현재 Inner-wear매장에서 판매되어지는 제품을 소비자가 구매하려고 할 때 제품을 선택할 수 있는 범위에는 많은 제한적인 요소들이 따른다. 제품의 특성과 매장의 사정에 따라 직접 입어보지 못하는 경우가 비일비재하다. 이런 경우 소비자는 색상과 디자인만으로 제품을 선택할 수밖에 없으며 자신의 신체 Size와는 좀 거리가 먼 상품을 구입할 수 있다. 이러한 현실적 제약으로부터 벗어난, 현재 존재하지 않는 미래의 상황을 연출하고 미리 볼 수 있는 가상현실을 이용하여 입체적으로 연출되는 Inner-wear 상품을 구입 할 수 있도록 하고자 한다. 인터넷상에서 만들어지는 자신의 신체를 직접 확인해 볼 수 있도록 하고 자신이 구매하고자 하는 제품을 골라 가상공간에서 자신의 신체에 직접 입혀보며 자신의 신체에 얼마나 잘 맞는지 확인해 본 후에 구매 할 수 있도록 하는 것이다. 이 시스템은 Web상에서 구동 할 수 있도록 구현되어 일반 소비자들이 어디서나 사이트에 접속하여 구매 할 수 있도록 할 것이다.