• Journal of Digital Convergence
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• v.13 no.8
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• pp.113-121
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• 2015

This study is to identify that the efforts of business ethics build customer loyalty, and it makes customers lead to purchase behavior in the viewpoint of grasping convergence effect. The survey has proved that ethical management influences consumers' purchase behaviors, and consumers' image perception and trust on corporate play parameter role in that process. This results imply that corporate's ethical management gives increase in revenue and reputation to corporate. So managers must recognize business goes on when the social legitimacy is approved by the public, and make efforts to arrange systems and programs to foster ethical management. In the future study, it is required that an analysis to differentiate target range and level of implementation of ethical management and research associated with ethical issue of high public interest.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.311-321
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• 2020

The purpose of the study is to verify the effectiveness the Freshman Preliminary Health Administrators(FPHA)' Empathic Problem Solving Ability(EPSA) through the application of Medical Service Design Thinking(MSDT) conducted by undergraduate school of SNS hospital marketing education. The pre-post questionnaire survey was conducted on 39 students in the freshman year of the Department of Health Administration after applying MSDT for 15 weeks from September to December, 2019 at a college in Daegu. MSDT was positive influenced on the improvement of Empathic Imagine, Empathic interest, Empathic awakening of the FPHA' EPSA. In the analysis of key common words, the use of neutral and negative words was low, while the use of positive words was high. In order to systematically equip Empathic problem solving job competency in the age of artificial intelligence, it is meaningful to develop a program for the freshmen curriculum and to conduct a analysis of the structured and unstructured data to verify its effectiveness. Additional program development research is needed for the application of theoretical subjects.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.147-154
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• 2012

I made an analysis on the case of Kakao Talk, which is Korean top mobile instant messaging service, to find the growth potential of Korean Social Network Service in the global market. First, I found that unlike the PC messenger services, Kakao Talk is not only unlimited in mobile IM service provider but also has evolving into a social network service firm. Second, attempts with a variety of social services such as photo-based Kakao Story and Marketing Platform for Mobile Game, Kakao Talk successfully landed as a SNS company. Third, with 'Plus Friends' Service, soon-to-be launched Avatar and App Market Service, Kakao Talk is evolving into social media and social platforms. The big success of Kakao Talk in Korean market is expanding and reproducing into Japanese and Southeast Asian markets through the 'Line' serviced by NHN. Line is applying the proven success stories of Kakao Talk to the Japanese and Southeast Asian markets. It means that Kakao and Line, both are mobile IM services, have raised the possibility of success in the global SNS market although online web-based SNS Cyworld has failed in the global market.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.237-245
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• 2012

This study deals with the influencing factors for satisfaction and the emotional value perception of mobile voucher service user. Thus researcher examined a structural equation modeling methodology of the paths within word of mouth, satisfaction, and other exogenous variables (economic/rational value, trust, joyfulness, innovativeness). As a result of this study, First, it was confirmed that the emotional value, and innovativeness affected user's trust for coupon service and joyfulness for using mobile voucher. Second, it was confirmed that trust and joyfulness affected user's satisfaction and word of mouth activities. Therefore, in cases of utilizing the emotional appeal of mobile voucher as part of a marketing tool, corporate can maximize efficiency by using their mobile voucher service & event from the point of view of customer's satisfaction & voluntary word of mouth. Researcher's consideration is that this paper's theoretical and practical contribution point is the propose of the one of the post adoption model with the quantitative study of the mobile voucher service user's emotional perception in the initial development stages of high-tech industry.

• Journal of Digital Convergence
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• v.10 no.3
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• pp.71-78
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• 2012

In this study, we tried to find the moderating effect as an interaction between brand concept variables and thinking style variables as well as the main effect of each. To this end, the inner wear bradns, CalvinKlein(symbolic concepts) and bodyguard(functional concept), as two parent brands and wallets as an extension product were selected. The results of this study were as follows: (i) Extension evaluation as well as fit judgement based on brand concepts was higher in symbolic brand than functional brand. (ii) The holistic thinkers were higher in fit judgement and expansion evaluation than the analytic ones. (iii) In case of symbolic brand, there was little differences in fit judgement and expansion evaluation between holistic thinkers and analytic thinkers. But In functional brand, there was some differences relatively. So, we found the interaction effect between variables in fit judgement and expansion evaluation. We can expect this research result to be helpful in working out diverse and practical marketing strategies using existing brand concepts in the global market environments.

• Journal of Digital Convergence
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• v.10 no.5
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• pp.67-78
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• 2012

Recently, the interesting of customers in online auto insurance is rapidly increasing. The one of major reasons is economical benefit. offline auto insurance products as a service formed high price. However, online auto insurance relatively formed low price. Thanks to these characteristics of online auto insurance has gained great popularity. Therefore, in purchasing online auto insurance, consumers carefully buy products of auto insurance. In this study, we classified the $2{\times}2$ matrix (online preference group, economic pursuit group, convenience oriented group, and carefulness approach group) in online auto insurance consumers focusing on the perceived benefits and price acceptance. From an economic point of view of consumers around the perceived benefits and price acceptance, we analyzed the relationships among easy of use, usefulness, attitude, and purchase intention in automobile e-shopping mall. The results of this study will provide the useful implications for the planing CRM(customer relationship management) strategy for improving purchase intention of customers to online insurance companies.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.253-261
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• 2014

The purpose of this study is to explore the factors affecting purchase intention of smartphone in Chinese university students. We have identified five independent variables that affecting purchase intention of smartphone, which include price, compatibility, security, social influence and consumer innovations. We test the degree of influence of these five variables on customer satisfaction eventually and on purchase intention. To prove the hypothesis, we performed questionnaire investigation in Qingdao University. and final date of 187 samples were analyzed by using SPSS18.0 program. The result of hypothesis verification is the followings: As the independent variables of compatibility and consumer innovations are affects satisfaction; the price, security and social influence are not affects satisfaction and the satisfaction as the parameter affects the purchase intention which is the dependent variable in this study in Chinese university students. At the end of this study, the marketing implications for advancing to China market based on the results of empirical analysis were presented.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.241-251
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• 2014

Mobile messenger services (MMSs), such as Kakaotalk, Wetalk, Line, and Whatsapp, are gaining popularity worldwide because of communicating with other people without any cost. We examined key antecedents of user loyalty to understand user's decision-making process in the MMS environment. To capture a long-term relationship with service providers, we posit relational commitment and user satisfaction as key predictors of user loyalty. Moreover, the effects of perceived usefulness, perceived enjoyment, and corporate image on user's decision-making processes were examined. The proposed model was tested by applying partial least squares to data from 220 experienced Kakaotalk users. The findings of this study found that both relational commitment and user satisfaction play an important role in enhancing user loyalty in the MMS context. The analysis results indicate that corporate image influences relational commitment and user loyalty through user satisfaction. The analysis results help MMS providers establish management or marketing strategies to effectively improve user loyalty.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.411-422
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• 2013

The purpose of this study is to analyze the impact of food corporations'sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.145-152
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• 2018

This study was conducted to review whether there is a difference in the audience effect of advertisements of IoT products across different levels of sensory innovativeness. For the study, a total of 128 male and female university students and three advertisements of IoT products were selected. The study findings show that consumers with a higher tendency in purusing sensory innovativeness are more likely to rate more positively the perceived usefulness of the product and the attitude towards the product as shown in the advertisement. This finding is meaningful in that it was concluded from an empirical study at a time when studies on advertisements of IoT products are lacking. The study is also expected to provide beneficial insights into effective execution of advertisements of new technologies and establishment of marketing strategies. Follow-up studies that take into account a wider range of variables representing sensory innovativeness in consumers are suggested.