• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.30-46
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• 2020

New media is rapidly changing with the recent development of the technology of transmitting, producing, editing, and sharing video information. This study investigates the effects of one person media broadcasting use motivation and social viewing on consumer attitudes toward brand, brand engagement, and purchase intention. It was fond that motives such as differentiation, social interaction with other viewers, mutual interaction with BJ, information-seeking, and new fun-seeking positively affected brand attitudes. Also, the same motives except fun-seeking positively affected brand engagement. Only mutual interaction with BJ and information-seeking were found to be positively related to purchase intention. Meanwhile, para-social relationships, social presence, and subjective norm positively influenced on brand attitudes and purchase intention each. Also, para-social relationships and social presence were positively related to brand engagement. Theoretical and practical implications, and suggestions for future studies are discussed in detail.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.199-200
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• 2019

모바일 간편 결제란 모바일을 통해 재화, 서비스 이용에 관련된 결제를 처리하는 것을 의미한다. 모바일 접속자가 늘어나고 모바일 채널로 구매하는 사용자 규모가 커짐에 따라 모바일 간편 결제 시장은 지속적으로 성장되고 있다. 따라서 본 연구에서는 청소년을 대상으로 모바일 간편 결제에 대한 이용 실태를 조사하고자 한다. 정보기술에 대한 개인혁신성과 현금 결제 습관을 사용자의 개인적 속성으로, 사용자가 인지하고 있는 위험성과 상대적 이점을 지각된 신념으로 보고 모바일 간편 결제 이용에 대한 청소년들의 인식을 연구하고자 한다. 대부분의 학생들이 온라인/모바일 쇼핑을 통해 모바일 간편 결제를 많이 사용하는 것으로 나타났으며, 상대적 이점이 있다고 높게 생각하고 있고, 현금 사용에 대한 습관 역시 높게 나타났다.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.80-91
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• 2017

The purpose of paper is to confirm the role of E-WOM(Electronic Worth of Mouth) in decision making of selecting the mobile application via smart-phone or tablet pc. Particularly i wished to confirm the effects of others' positive or negative reviews in purchasing(free downloading) mobile applications. To resolve these research questions, the secondary data or previous research were collected and arranged theoretically. From literature research, i made out the proposed model to explain the relationships between the variables, executed the operational definitions and 14 Hypotheses were established, collected the survey data of 228 mobile application users. Using the empirical test analysis, previous performances to confirm the construct validity and internal consistency and PLS(Partial Least Square) modelling method was executed. The test result showed that proposed relations of variables was empirically identified, therefore, i got the conclusion as followings; First, attributes of mobile application users' reviews have the effects positively to usefulness perception and expected performance. Second, it was significantly tested Usefulness of Online Review and Expected Performance. Second, Usefulness of Online Review, Source Credibility and Expected Performance have effect positively to Intention of Review Adoption.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.971-978
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• 2022

As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.

• Trans-
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• v.10
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• pp.73-113
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• 2021

Previous studies show that VR images can influence consumers' attitudes and behaviors by evoking imagination. In this study, we introduce a reality-based closed-loop 3D image (hereafter Virtualgraph). Then we try to see whether such image would increase evocativeness in a mobile commerce environment and whether higher telepresence of the visual image of a product can increase the purchase intention of that product. In order to find the above, we developed a model comprised of constructs containing telepresence, perceived value price, perceived food quality, and vividness of visual imagery questionnaire (VVIQ). We used Virtualgraph application to conduct an experiment, and then conducted an interview as well as a survey. As results of the experiment, survey and interview, we found the followings. First, users evoke imagination better with Virtualgraph than with still images. Second, increased evocativeness affects purchase intention if the perceived quality of fresh food product is satif actory. Third, increased evocativeness makes users value products higher and do even much higher when the perceived quality of fresh food product is good. From the interview, we could find that the experimental group had higher purchase intentions and perceived products as more expensive ones. Also, they perceived images of products clearer and more vivid than did the control group. We also discuss the strategic implications of using Virtualgraph in mobile shopping malls.

• Management & Information Systems Review
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• v.38 no.1
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• pp.201-223
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• 2019

The purpose of this study is to verify empirically the causal relationship between service quality, ease of use, customer satisfaction, and repurchase intention of mobile shopping mall. And this study is to investigate the ease of use and customer satisfaction mediating effect of between service quality and repurchase intention. Therefore, 323 university students in Jeonnam area were surveyed and the structural equation model was derived based on previous research. Service quality of mobile shopping mall make a significant effect on using easiness, purchasing satisfaction and repurchase intention. However, among service quality of mobile shopping mall, service scape like mobile interface and site design made a positive effect on purchasing satisfaction, but did not any effect on repurchase intention. In other words, service quality factors that make positive effects on customer's pleasant using and repurchase intention make a positive effect on repurchase intention when providing and using the service customer wants faithfully rather than external part of the site and mutually influencing attitude or behavior well. The implications suggested by this study are as follows. First, service quality of mobile shopping mall makes a significant effect on repurchase intention, so it's necessary to improve CS service system so as to treat customers' inquiries or inconveniences actively during mobile shopping and return and refund of defective products quickly and conveniently. And, in addition to the finally used factors in analysis process, benefits using customers' grade by number of purchases, such as various events, coupons, reserve, etc. and active contents marketing strategies providing more various pleasures and values of shopping are necessary. Second, satisfaction of mobile shopping mall makes a positive effect on repurchase intention, so visiting of site and repurchasing of product are continuously done as customers' satisfaction on shopping mall is increasing. Therefore, shopping mall site requires differentiation of contents, exact plan and practice of service, marketing, etc. so that customers can feel more satisfaction. This study is significant as it systematically analyzed concepts of components that service quality of mobile shopping mall makes an effect on using easiness, purchasing satisfaction, and repurchase intention, verified the relations, systematized it by theoretical structure, and widened the understanding of effects making an effect on repurchase intention.

• Journal of the Korea Convergence Society
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• v.9 no.3
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• pp.187-201
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• 2018

Three types of Ad message convergence, A Letter, B Letter+Photo, C Letter+Photo+Video on the Facebook advertising were researched. For this research, three types of sample advertisements were tested on the 230 subjects. And the H1 - How do three types of advertisements differ on the SNS main trait, H2 - Among those Informativity, Reliablity, Playfulness, Intractivity as the SNS main trait, what is the more powerful factor on the brand attitude / Purchase Intention. For this research the ANOVA, Scheffe, Regression Analysis was used. As a result, H1 - The effect power of Playfulness and Interactivity on the three types of Ad message convergence ranked as "A

• Fashion & Textile Research Journal
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• v.15 no.3
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• pp.393-405
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• 2013

This study considers the effect of smartphone involvement for purchase intentions in fashion shopping malls based on mobile web apps and on PC web apps; in addition, it investigates the correlation between purchase intention in fashion shopping malls (based on activated PC web apps) and those of fashion shopping malls (based on newly created mobile web apps). The results of this study are: First, the analysis of smartphones factors showed that smartphones consist of 6 kinds of dimensions of 'appearance involvement', 'time and information search involvement', 'application involvement', 'entertainment involvement', 'communication involvement', and 'transaction involvement'. Second, the higher the entertainment and transaction involvement among descriptive variables for smartphone involvement were due to the positive responses displayed towards fashion shopping mall purchases based on mobile web apps. Third, a higher application and entertainment involvement in the descriptive variables for smartphones resulted in a positive response displayed for purchases in fashion shopping malls based on PC web apps shown in a regression analysis that verified the smartphone and purchase intention relationship in fashion shopping malls based on PC web apps. Fourth, consumers with high purchase intention in the existing PC web app based fashion shopping malls were shown to have a high purchase intention in mobile web app based fashion shopping malls due to the results of a correlation analysis that analyzed the relationship between purchase intention in PC web app based fashion shopping malls and mobile web app based fashion shopping malls.

• Journal of Fashion Business
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• v.25 no.5
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• pp.25-37
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• 2021

As the online shopping market grows, channels in the mobile shopping environment have become increasingly diverse as a wide variety of products are introduced every day. This study investigated the effects of the self-construal type, mobile product recommendation system type, and fashion product type on purchase intention. The experimental design of this study was a 2 (self-construal type: independent vs. interdependent) × 2 (product recommendation system: bestseller vs. content-based) × 2 (fashion product type: utilitarian vs. hedonic) 3-way mixed ANOVA. Women (n = 387) in their 20 to 30s residing in Seoul and the Gyeonggi area participated in the study. The data were analyzed with the SPSS 24 program and 3-way ANOVA and simple main effects analyses were conducted. The results were as follows. First, self-construal, product recommendation, and fashion product types had a statistically significant impact on purchase intention. Second, fashion product and consumers' self-construal types had significant interaction effects on purchase intention. Finally, product recommendation and fashion product and self-construal types showed significant 3-way interaction effects on purchase intention. The study confirmed an interaction between the self-construal, type of product recommendation system, and the type of fashion product used in influencing purchase intention.

• Journal of Internet Computing and Services
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• v.12 no.6
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• pp.171-187
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• 2011

Due to the vitalization of the smart phones, mobile revolution has been started. The mobile revolution has elevated SNS service, which was once considered as just one of many communication tools, to the single most important communication method as well as diffusion of social commerce. Yet, there has not been an adequate study of the roles of SNS in the domestic social commerce market, which has gotten a lot of spotlights. Therefore, the purpose of this study is to investigate the influence of various characteristics of social commerce that it has an impact on the purchase intension as well as the moderating effects of SNS. For these purposes, this study has drawn up the characteristics of social commerce in cost cutting, impulse buy, social influence, decision support, word of mouth effect and etc. to prove the interaction effect of SNS. The regression analysis showed that the characteristics of all the social commerce are related to the dependent variable. As a result of drawing up the interaction effect of SNS, it has shown that the cost cutting and word of mouth have significant influence in the social commerce diffusion as the usage of SNS increased. In conclusion, the main implication of this study is to provide the basic grounds for social commerce business strategy as it investigated the characteristics of SNS and its relation.