• Journal of Digital Convergence
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• v.11 no.12
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• pp.245-256
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• 2013

This study illustrates factors that determine consumer types based on ways in which they alternate between online and offline channels for searching and eventually buying their desired products. This study conducted an online survey targeting 1,040 consumers. As per the study, consumer types fall into five groups: 1) on-on type(online search${\rightarrow}$online buying), 2) off-off type(offline search${\rightarrow}$offline buying), 3) on-off type(online search${\rightarrow}$offline buying), 4) off-on type(offline search${\rightarrow}$online buying), and, 5) on-off-on type(online search${\rightarrow}$ offline search${\rightarrow}$nline buying). The primary factors that determine how the different consumer types switch between online and offline channels are price orientation, convenience orientation,, risk-aversion orientation, and channel familiarity. Although they feel cross-channel shopping can be cumbersome, the findings show that cross-channel consumers would gladly switch channels to buy cheaper and proven products. The findings of this study will be useful for businesses that have both online and offline channels and point out the theoretical aspects of the decision-making process as consumers switch between channels.

• Journal of the Korea Society of Computer and Information
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• v.6 no.1
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• pp.90-94
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• 2001

A new word, “Prosumer”, refers to a person who develops and produces goods which they would like to purchase online in real time. Consumers do not simply rely on choosing the good provided by manufactures any more. They are involved in the process of manufacturing good and the creation of organized purchase groups. They aim to purchase the best quality good at the lowest price through reverse auction under the warranty system. If the consumer's way of thinking is controlled by company owners and corporate CEO's profit-centered policy making, the companies will fail to keep pace with the current stream of the digital marketing age, and be destined for failure. I will discuss the changing marketing environment, new marketing strategy, and marketing realization on the internet in this thesis.

• Journal of Distribution Research
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• v.12 no.3
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• pp.69-90
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• 2007

This study is set out to investigate the factors that influence customers' behavior of choice and switching between online and offline channels, separating the purchase decision into two stages, i.e., information search and purchase. Factors influencing channel choice are found to differ from stage to stage. The main results of this study are as follows. At the information search stage, customers' channel knowledge had impacts on the choice of the channel. Customers are more likely to visit offline bookstores when they have hedonic shopping orientation and higher involvement level with books. On the contrary, customers are more apt to search online when they have a lot of online shopping experiences. At the purchase stage, the results varied according to the search channel. When customers search for information online, the following variables lead to online purchases: online shopping experiences with books, price-focused shopping orientation, and time availability for shopping. Perceived risk made customers purchase offline even though they searched online. In case of offline searching, customers with more convenience-focused, hedonic-focused shopping orientation and less tim availability purchased offline.

• 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.

• Management & Information Systems Review
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• v.31 no.2
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• pp.173-197
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• 2012

The purpose of this study is to analyse the country image, the country attitude, the medical service attitude and the use intention about international medical service market in china and how these factors are related to one another. Data were collected from 609 chinese consumers who have known international medical service. We found the country image about international medical service institute has direct relation to the country attitude, the medical service attitude and use intention. And the country attitude influences the medical service attitude and use intention. However the medical service attitude of international medical service is not related to use intention. For a successful international medical service business, marketer should recognize that it is important to formulate the policy using the country image as well as the corporation image.

• Archives of design research
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• v.13 no.1
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• pp.49-58
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• 2000

This study is to implement the search system of human sensibility ergonomics in the internet shopping mall, which is a the electronic commerce in the contemporary as a shopping culture on the internet. Instead a category of business, an item, cost & size is using the keyword of a search in a existing shopping mall, the research is accomplished the center of system selecting products by the sensitivity feeling in products. The search system chooses the proper item and makes database with the sensible vocabulary for its image and then searches the item chosen by customers with keywords of the vocabulary after constructing web-server on the internet. This study - systematizes customers' sensible needs with more practical ways. - recognize the customers' sense on items and provides the applied technology conditions tor customers. - gives more opportunities of choice to customers on the internet shopping mall. - supplies various information and approaches to the customers' needs with practice.

• Food Science of Animal Resources
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• v.25 no.3
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• pp.271-276
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• 2005

A totally 178 housewives in Gyeongnam were surveyed on consumer's purchase behavior and perception of branded pork. The degree of consumers' perception and reliance on the branded pork was still low. Consumers' consideration quality factors when buying pent is higher in order of safety/hygiene>taste/tenderness>meat color, In taste, consumer preferred Korean native pig meat when compared to the common meat. But the consumers have a notion that the price of Korean native pig meat was too expensive. The consumer preferred consumer group to government agency as a official approval organ for pork quality assurance. The consumers had different behavior in information channel, purchase frequency and place depending on age, income. In the development of branded pork, further studied are required on consumers' purchase behavior, perception, preference choice and decision-making process of branded pork.

• Knowledge Management Research
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• v.22 no.1
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• pp.243-267
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• 2021

Sentiment represents one's own state through the process of change to stimulus, and emotion represents a simple psychological state felt for a certain phenomenon. These two terms tend to be used interchangeably, but their meaning and usage are different. In this study, we try to find out how it affects the helpfulness of reviews by classifying sentiment and emotion through online reviews written by online consumers after purchasing and using various products and services. Recently, online reviews have become a very important factor for businesses and consumers. Helpful reviews play a key role in the decision-making process of potential customers and can be assessed through review helpfulness. The helpfulness of reviews is becoming increasingly important in practice as it is utilized in marketing strategies in business as well as in purchasing decision-making issues of consumers. And academically, the importance of research to find the factors influencing the helpfulness of reviews is growing. In this study, Yelp.com secured reviews on restaurants and conducted a study on how the sentiment and emotion of online reviews affect the helpfulness of reviews. Based on the prior research, a research model including sentiment and emotions for online reviews was built, and text mining analyzes how the sentiment and emotion of online reviews affect the helpfulness of online reviews, and the difference in the effects on emotions It was verified. The results showed that negative sentiment and emotion had a greater effect on review helpfulness, which was consistent with the negative bias theory.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.1
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• pp.33-50
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• 2019

This study investigates the decision-making processes of Iranian women in their twenties who purchased Hallyu beauty and fashion products. We conducted ten in-depth interviews of Hallyu enthusiasts who previously purchased Hallyu products. Interviewees were recruited using a snowball sampling technique based on nonprobability sampling. Interviews were conducted in the 1:1 in-depth interview format for one hour of each interview from April 11, 2017, to May 14, 2017, using semi-structured questionnaires, and recorded with consent. Our analysis of the characteristics of consumption behaviors of the women used seven steps of the purchase decision-making process. This study used interviews to analyze the following questions. Research Question 1. What is the decision process for Iranian women's consumer products purchase? Research Question 2. What are the characteristics and meaning of each stage of Iranian women's consumer decision-making process? Data collection in this study was limited to participants in their twenties; however, this research will be helpful for future Hallyu and Iranian consumer analysis. A follow-up study should examine the purchasing decisions of women in additional age groups in order to generalize the results.

• Cartoon and Animation Studies
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• s.28
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• pp.155-180
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• 2012

This article is to propose a conceptual framework for the One Source Multi Use (OSMU) strategic model of culture content. In this study, OSMU is defined as a series of marketing activities to increase the value created by culture content. The framework of brand equity strategy is applied to develop the strategic model of OSMU, as both share the same goal - maximization of long term value created by brand or culture content. This article suggests the brand identity-based OSMU strategic model, in which the brand identity of culture content guides, integrates, and coordinates every decision-making of OSMU activities. For the maximization of brand equity value of culture content, the copyright holder of original content should decide the content's brand identity, which should provide the criteria of all decision makings regarding window strategy, adaptation of content to other genre, and merchandising. This brand identity-based OSMU strategic model can not only contribute to the sales of OSMU content, but also the creation of high equity culture content in the long run. Also, the model allows monitoring and evaluation of content's brand equity, which can be used for the strategic adjustment for the sake of long term value of the content. This study is differentiated from previous study on OSMU and expected to invigorate the further discussion on OSMU in several points. First, it broadens the scope of OSMU discussion as it views OSMU as a series of process including feedback. Second, this study points out the need for integration and coordination of various OSMU activities. Third, the strategic focus is laid on the value maximization of the original content, not 'multi used' content. Fourth, the suggested model emphasize the strategic role of copyright holder who takes the charge of the content brand management. Fifth, the model requires discussion on the components of marketing communication in addition to the content itself, which means the model includes the prospects, not only the content consumers, as the major future source for value creation.