• Information Systems Review
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• v.13 no.2
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• pp.17-41
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• 2011

A review of the related literature indicates that consumers' risk perceptions are largely affected by product involvement. This study investigates the impact of product involvement on required trust level and the online merchant choice. We developed a conceptual model that depicts the nomological relationships among product involvement, required trust level, and the online merchant choice, and formulated three hypotheses based on the conceptual model. An empirical study designed to accomplish the research objectives has been conducted using a questionnaire survey with 230 students in a university in Korea. The findings indicated that high-involvement products have higher trust level as required by consumers than low-involvement products, that consumers buying high-involvement products prefer digital storefronts, and that consumers buying low-involvement products prefer B2C e-marketplaces. The paper offers implications for academics as well as practitioners, based on the research results.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.468-481
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• 2018

This study aims to empirically investigate how users' online engagement behaviors predict their uses of paid contents. To this end, the data from the 2016 Korean Media Panel Survey, which has been conducted annually by the Korea Information Society Development Institute(KISDI), were analyzed. Major findings(N=8.313) were as follows. First, the active type of online engagement(e.g., posting, commenting), which contributes to direct creation of online contents, was the most powerful predictor to explain the DV. On the other hand, relatively passive actions of user engagement(e.g., sharing, endorsing, voting) turned out to have no significant effects on the uses of paid contents, just as personality traits and online privacy concerns did. Based on these results, it is recommended that online contents or platform service providers should try to establish clearly-targeted marketing strategies, after thoroughly collecting and analyzing the data of users' various online behaviors.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.415-424
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• 2021

This study aims to identify the impact of flow experience on participation and re-view of online taekwondo demonstrations on adult women, and provide practical data to revitalize online taekwondo demonstration performances, promote visitors, and promote adult taekwondo trainees. Visitors who watched the "High Kick" online taekwondo demonstration performance performed by the Kukkiwon Taekwondo Demonstration Team were selected as a population, and a total of 248 copies of the data were finally used by distributing online questionnaires. First, the difference in flow, involvement, and re-visibility due to female visitors' experiences in taekwondo is the perception, time distortion, and involvement except pleasure factors among flow sub-factors. There is a difference in the factors of re-viewing. Second, among the flow factors of online taekwondo demonstration performances, the factors of attention, pleasure, and time distortion were found to have had a positive impact on involvement. Third, the flow factor of online taekwondo demonstration shows a positive effect on the intention of re-watching. Fourth, the level of participation in online taekwondo demonstrations has a positive effect on the intention of re-watching. The results of this study suggest changes in attitudes and behavior, such as increased involvement of female visitors and intention of re-viewing, and it is believed that online performances will help establish a new non-face-to-face cultural performance system.

• Management & Information Systems Review
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• v.34 no.1
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• pp.81-101
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• 2015

This study considered eWOM communication not as persuasion process but as diffusion process and identified factors affecting eWOM spread. eWOM diffusion process can be divided into initial transmitting process and retransmission process. The current study analyzed the effects of informational traits(level of agreement, vividness, neutrality) of eWOM on the intention to retranmit eWOM and moderating effect of eWOM involvement. Research sample was gathered from young people because they are familiar with online communication process. Statistical analysis showed informational traits of eWOM all had a significant effects on the credibility of eWOM, credibility of eWOM influenced on the intention to retransmit eWOM significantly, and eWOM involvement moderated the relation between information traits of eWOM and the intention to retransmit eWOM. And then academic and managerial implication was discussed based on these findings.

• 한국벤처창업학회:학술대회논문집
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• 2022.11a
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• pp.79-81
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• 2022

최근 정보기술의 발달과 COVID-19으로 인해, 많은 유통의 판도가 바뀌었다. 비대면의 급증으로 배달문화와 온라인 쇼핑과 온라인 회의 등이 성행하며 익숙해지고 이로 인해 디지털 전환이 더욱 빠르게 가속화 되었다. 중국에서 시작되었던 라이브 커머스도 이 시기를 틈타 한국으로 들어왔고 라이브 커머스의 발전이 시작되었다. 이에 따라 라이브 커머스에 관한 연구도 많이 나오고 있는데 연구들이 라이브커머스의 특성만을 다루는 것에 한계점을 느꼈다. 이에 본 연구는 라이브 커머스의 특성에서 나아가 이 특성으로 인하여 진정으로 혜택을 볼 수 있는 소상공인들에 초점을 맞추기로 하였다. 소상공인들이야말로 라이브커머스를 이용하는 80%를 넘는 비중을 차지하고 있는 사용자이자 판매자이다. 하지만 그럼에도 불구하고 아직까지도 많은 판매자들이 라이브커머스를 어렵게 생각하고 전문 방송인을 고용하거나 대행사를 고용하여야만 라이브커머스 방송이 가능하다고 생각하여 시작을 못하고 있다. 본 연구에서는 실험을 설계하여 판매자가 직접 라이브 커머스 방송을 진행하여도 충분히 소비자에게 긍정적인 영향을 줄 수 있고 매출액과 유입수에도 영향을 끼칠 것이란 가설을 설정하였다. 쇼호스트와 관여도라는 변수를 설정하여 2 by 2 실험을 설계하였다. 쇼호스트는 방송전문가인 일반적인 대행사를 섭외하여 방송을 능숙하게 하고 중간에 재미적인 요소를 집어 넣는 쇼호스트와 제품 전문가인 판매자를 직접 방송하게 하여 제품에 대한 전문성을 넣어 소비자의 반응을 살펴 보았다. 관여도는 고관여 제품과 저관여 제품을 식품군으로 비교하는 것으로 설계하는 것으로 연구를 진행하였다.

• Journal of Korea Entertainment Industry Association
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• v.15 no.8
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• pp.131-143
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• 2021

In this study, the factors influencing the satisfaction of the online platform musical viewing method were investigated, and the effect of the satisfaction factors on the recommendation intention and rewatching intention of the online platform viewing method for musicals was investigated. In addition, the effect of the survey subjects' degree of involvement to musicals between the satisfaction of the online platform-based musical viewing method and recommendation intention, and rewatching intention was investigated. Satisfaction factors of online platform musicals, which are independent variables, were classified into image quality, convenience, economy, and interactivity, and dependent variables were classified into recommendation intention and rewatching intention of online platform musicals, and moderator variable was set to degree of involvement to musicals, and a total of 20 hypotheses were established. An online survey was conducted on 1,454 audiences who had experience watching musicals through the online platform from August 28 to September 7, 2021, and a total of 1,418 answers were used as valid samples. As a result of the analysis, the factors that make up the satisfaction of online platform musicals appeared in the order of convenience, video quality, economics, and interactivity. It was found that the satisfaction level of watching online platform musicals had a positive effect on the intention to recommend and rewatching online platform musicals in the path of all satisfaction factors. It was found that the moderating effect of the audience's involvement in musicals between online platform musical viewing satisfaction and recommendation intention and rewatching intention had a significant effect only between image quality and recommendation intention. It shows that audiences with high involvement in musicals have intention to recommend only when they are satisfied with the video quality of online platform musicals. Particularly important point is that the convenience factor was found to have the greatest influence on the satisfaction of online platform musical viewing method, but the image quality factor was found to have the greatest influence on the recommendation intention and rewatching intention of online platform musicals.

• The Journal of Society for e-Business Studies
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• v.19 no.2
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• pp.31-51
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• 2014

This study examined the effect of product presentation on consumers' affective/cognitive states and purchase intention. The design of the study was a one factor(product presentation: garment presented flat vs. garment presented on models without faces vs. garment presented on models with faces) between-subject design with a moderator (involvement: high vs. low). A sample of 429 female college students participated in this online experiment. The results show the effectiveness of using a realistic human model on apparel websites. Also, consumers who are highly involved with clothing generally exhibit more positive responses than those who are less involved. Overall, these findings provide empirical support for the Stimulus-Organism-Response model and the Elaboration Likelihood Model, and contribute useful knowledge regarding website design for online apparel retailers.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.931-944
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• 2013

With the expansion of EC and the development of culture industry, Web-site shopping of cultural products have become recognized as one of the major purchasing channels for customers, as well as one of the competitive distribution channels for film distributors or theater group. The research is to investigate the impact of information quality and user interface quality on information service satisfaction and online purchasing intention of cultural products. The results of this study are as follows: 1) Both information quality and interface quality have meaningful influence on information service satisfaction and purchase intention. 2) Information service satisfaction gives significant impact on online purchasing intention irrespective of the level of customer involvement. 3) Information quality has a meaningful influence on online purchasing intention in case of high level of customer involvement, while interface quality gives strong impact on online purchasing intention in case of low level of consumer involvement. In conclusion, there is a need to consider the level of customer involvement for building a successful marketing strategy of online purchase sites of cultural products.

• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.93-116
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• 2005

This study explored factors affecting consumer's external information search effort on online shopping malls through three approaches(cost-benefit approach, psychological motivation approach, and web-site theory approach) respectively, and designed the integrative model through searching the relationships among them. In this study search motivation are designed to be explained by search benefit and search cost that are explained by factors related to the web site and search efforts are designed to be explained by search benefit, search cost and search motivation. The results from our empirical research showed that search motivation, search benefits and prior knowledge on online shopping malls have a direct effect on consumer external information search effort. On the other hand, it was verified that the search motivation was affected by search benefits and purchase involvement, and the search benefits are directly influenced by purchase involvement, constructive simplicity, search convenience and trust. In addition, purchase involvement, time press, constructive simplicity and search convenience had direct effects on the search cost.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.81-91
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• 2018

A counterfeit product is a product that pretends to be a genuine product by pretending to be false. It can also be called a counterfeit product. This study attempts to investigate how such illegal floods of counterfeit goods affect online shopping consumers. In addition, the accessibility of various product reviews on the internet is increasing, and the product reviews are divided into positive and negative reviews, affecting the information that the customer has already, and the influence of the information acceptance on the purchase intention depending on the product involvement Respectively. Therefore, the focus of this study was to examine whether the information presentation about counterfeit products affects consumers' purchase intention, review direction (positive / negative), and involvement (high / low) control the information about counterfeit products. Therefore, this study has shown that it provides a marketing strategy to increase the intention to purchase products and products in online companies and stores in a situation where information about counterfeits is exposed to online consumers in China market.