• Proceedings of the Korean Society of Computer Information Conference
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• 2013.01a
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• pp.139-143
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• 2013

과거의 모바일 광고에 대한 연구는 음성통화나 SMS, MMS 등의 활용에 따른 광고의 효과성을 연구하는 것이 주류를 이루고 있었다. 하지만, 시간의 경과 및 모바일 단말기의 발전 등에 따라 점차 예전의 모바일 광고의 형태와는 다르게 고객에게 디지털 컨텐츠, 일반 범용제품, 금융상품, 서비스 제품 등의 구매유도를 위해 메시지광고(SMS, MMS)나 고객들이 검색이나 배너, 비디오 등의 보다 다양한 광고형태를 통해 고객들로부터 기대하는 반응을 얻고자 하는 서비스로 변화하고 있다. 이에 따라, 본 연구에서는 모바일 광고가 지니고 있는 대표적 특성을 개인화, 편리성, 오락성, 경제성, 신뢰성, 유용성 등으로 분류를 하고, 이러한 모바일 광고의 특성이 모바일 광고 수신자의 수용의도에 어떠한 영향을 미치는가를 분석하며, 나아가 모바일 광고의 수용의도가 모바일 광고의 만족도에 어떠한 영향을 미치는가를 분석한다.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.457-470
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• 2016

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included "conspicuous brand pursuit", "economic pursuit", "pleasure/trend pursuit", "impulse shopping", and "convenience pursuit". Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in "conspicuous brand pursuit", while female purchasers showed higher tendency than male purchasers in "economic pursuit" and "convenience pursuit". All the factors of FSO showed significant differences among the classified groups. Third, "economic pursuit", "pleasure/trend pursuit" and "convenience pursuit" affected mobile purchase intention in the case of male purchasers while "economic pursuit" and "conspicuous brand pursuit" had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. "economic pursuit" was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

• Knowledge Management Research
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• v.23 no.2
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• pp.193-210
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• 2022

The rapid development of mobile technology and the improvement of network speed are providing convenience to various services, and mobile shopping malls are no exception. Although efforts are being made to promote sales by combining various technologies such as customized recommendations using big data and specialized personalization services based on artificial intelligence, most mobile shopping malls have the same detailed page information structure including detailed product information. In this context, in this study, it was determined that the content layout of the product detail page and the mobile product detail page layout tailored to the consumer's preference should be presented according to the consumer's preference. Based on Higgins' Regulatory Focus Theory, a study of consumer propensity revealed that the content layout arrangement on a product detail page, when presented in an F-shape, informs the consumer that it is organized. If presented in a Z-shape, vivid information was recognized, and it was examined whether the product attitude and purchase intention were affected. As a result, when the content layout composition was presented as a layout arrangement in the form of a sense of unity and organization, prevention-focused consumers were positively affected by product attitudes and purchase intentions, and promotion-oriented consumers felt freedom. When presented in an arrangement, it was confirmed that the product attitude and purchase intention were affected.

• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.240-257
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• 2014

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. 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: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.433-434
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• 2012

오늘날 기술의 발전으로 스마트폰, 태블릿 PC등과 같은 스마트기기의 보급으로 인해 어플리케이션시장은 급격한 성장을 이루고 있음에 따라 모바일 게임 어플리케이션 시장도 빠르게 변화하고 있다. 모바일 게임콘텐츠는 기존 웹 게임 콘텐츠와는 다른 방향으로 변화하고 있으므로 어플리케이션에 대한 제공자 및 개발자 측면에서의 노력과 더불어 소비자 행동에 대한 이해를 바탕으로 구매 및 이용의도에 영향을 미치는 요인에 대한 연구가 필요하다. 따라서 본 연구에서는 스마트기기 사용자들의 게임 어플리케이션 구매 결정에 작용하는 요인을 파악하여 관련 산업 종사자들에게 게임개발에 대한 방향을 제시하고자 한다.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.243-253
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• 2010

The competition for telecommunication-broadcasting bundle is under full steam. Even large mobile OS companies like Apple and Google are showing signs of moving into the telecom and broadcasting industry, and it is expected that competition for bundle will become even fiercer. In the light of this situation, this study will show which factors can heighten purchasing intention for bundle and lower expected-discounting rates, seeking its answer in the quality, satisfaction, and brand loyalty to core product. The results of the study show that the brand loyalty to core product affects the customer's purchasing intention positively while lowering expected-discounting rates. This conclusion suggests the importance of a marketing strategy that heightens satisfaction of existing customers who use a single item, which is just as important as strategies to induce switching behavior of the customers of other companies through competitive pricing. Also, the results suggest that rather than appeal to loyal customers through discounts, it is more effective to offer them different benefits or value.

• Information Systems Review
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• v.22 no.2
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• pp.43-52
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• 2020

The mobile game industry has become the one of the fastest growing industries with its astonishing market size. Despite its industrial importance, a few studies empirically considered actual purchasing behavior in mobile games rather than the intention to purchase. Therefore, this paper investigates the key drivers of in-app purchase by analyzing the game-log dataset provided from a mobile game company in Korea. Specifically, the effects of goal-directed, habitual and social-interacted playing behavior are analyzed on in-app purchase. Furthermore, the recursive relationship with playing and purchasing behaviorsis also considered. The result shows that all suggested factors have positive impacts on in-app purchase in the current period. In addition, the effect of previous habitual playing has a positive impact, but the effect of social-interacted playing and in-app purchase in the previous period have negative impacts on in-app purchase of the current period. These findings can improve our understanding of the impact of game playing on in-app purchase in mobile games, and provide meaningful insights for researchers and practitioners.

• Journal of Internet Computing and Services
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• v.15 no.6
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• pp.133-144
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• 2014

As the Internet and smartphones prevail, this study investigated the purchasing factors of a new beauty marketing method, the social commerce, and verified the relationship of such purchasing factors to consumer satisfaction and repurchasing intentions. In order to verify the validity of purchasing factors, five sub-factors, such as service, price, interaction, convenience, and interest were classified, while consumer satisfaction and repurchasing intentions are grouped into one factor, using data about 20-39 years old. According to results of this study, purchasing factors in the beauty service markets through social commerce that had effects on the consumer satisfaction were price, service, convenience, and interest, but no relationship was found with interaction. We can predict that consumers buy not based on community activities among buyers or purchasing comments of others, but rather his/her own subjective thoughts and opinions about the services. As the result of repurchasing intention according to purchasing factors, affecting sub-factors were price, service, and convenience. Repurchasing intention is an positive response that reflects satisfactions. Since low price, satisfaction on the service, and convenience for busy modern people should be met, repurchasing intentions are not affected by interest, but rather systematic and professional service. Also, higher satisfaction on service raises repurchasing intention. In this study, it is clear that not only purchasing factors through social-commerce effect the satisfaction and the repurchasing intention, but also consumer satisfaction mediates partly purchasing factors and the repurchasing intention. And as sub-factors of purchasing factors, price, service, or convenience are more important to the consumer satisfaction than community or replies activities. Thus differentiated and professional customer service, the establishment and enhancement of trendy marketing should improve long term repurchasing intentions. This will lead to the increasing revenue of personal-shop and the developments of beauty markets, so strengthening product sourcing and promotion suitable for mobile shoppers are essential.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.1-19
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• 2013

본 논문은 모바일 패션 쇼핑의 소비자 행동을 설명하기 위해 모바일 패션소비자의 유행선도력(유행선도성향, 의견선도성향, 선도잠재성향)과 모바일 상거래 특성(모바일 편재성, 모바일 개인화, 모바일 위치성)을 패션 수용상황에 적합한 기술수용 관점에서 관련성을 제시하여 시사점을 도출하고자 한다. 본 조사는 모바일 인터넷 서비스 및 커머스를 1회 이상 이용해 본 경험이 있는 패션 소비자 406명을 자료 분석에 사용하였으며, 분석 결과는 다음과 같다. 첫째, 패션소비자의 유행선도력의 유행선도성향과 선도잠재성향은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 패션소비자의 모바일 상거래 특성의 편재성은 지각된 가치와 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 모바일 패션커머스에 대한 지각된 가치는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모바일 패션커머스에 대한 지각된 유용성은 수용태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 모바일 패션커머스에 대한 지각된 신뢰는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 이 결과로 패션 소비자의 유행선도력과 모바일 상거래 특성이 패션 모바일 커머스를 확산하는 능력을 지녔음을 제시한다. 또한 기존 연구에서의 패션상품 구매의도 형성요인들과 통합할 경우, 보다 설명력 있는 확장된 혁신수용 모델이 개발될 것으로 예상된다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.3
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• pp.177-191
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• 2021

Due to the development of mobile devices and streaming technology, many changes in consumption patterns have appeared. In addition, social impact is becoming an era of non-face-to-face consumption due to the panthermic environment of COVID-19. Accordingly, in line with the non-face-to-face consumption trend, we focused on the importance of live commerce, which is emerging as a new distribution channel, and tried to investigate the causal relationship that the characteristics of live commerce and show hosts have on purchase intention. The respondents of this study were 235 general adults of live commerce users. Interaction, economics, entertainment as the characteristics of live commerce and attractiveness, professionality, and awareness as the characteristics of show hosts were set as independent variables. Purchase intention was set as the dependent variable, and content flow was set as the mediating variable. As a result of the study, it was found that the characteristics of live commerce such as Interaction, economics, entertainment, and the characteristics of show hosts such as attractiveness, professionality, and awareness all had a positive (+) significant effect on purchase intention. The impact was shown in the following order: entertainment of live commerce, awareness, attractiveness, professionality of show hosts, economics, interaction of live commerce. In addition, the results of the mediating effect of content flow on purchase intention are as follows. Content flow was found to play a mediating role between interaction, entertainment, attractiveness, professionality, awareness and purchase intention. On the other hand, economics was analyzed to have no mediating effect. The implications of this study are as follows. Companies and show hosts that sell products in live commerce should sell products that can inspire consumers rather than simply sell products. In addition, it is considered that content that provides entertainment and attractions gives pleasure to consumers. If not only a well-recognized show host, but also people with high recognition in various fields such as influencers and creators, become show hosts, consumers' content flow and purchase intentions will increase. And vendors must offer interesting content development and reasonable prices. Show hosts need to focus on active communication with consumers.