• Journal of Digital Convergence
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• v.16 no.1
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• pp.327-336
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• 2018

The purpose of this study was to analyze the coupon attitude plays a mediating in the relationship between brand image, brand preference, and information reliability of 'KakaoTalk Plus Friend' and also the coupon attitude plays a mediating role in the relationship between user satisfaction and continuous usage intention. A questionnaire was used the samples of totally 170 people, who is currently using the 'KakaoTalk Plus Friend'. According to analysis, first, the coupon attitude has been shown to be partly mediating effect on the relationship between brand image and information reliability. Second, the coupon attitude has been shown to be not mediating effect on the relationship between brand preference and use satisfaction. Third, the coupon attitude has been shown to be partial mediating effect in relation to user satisfaction. As a result, the coupon attitude has been shown to be mediating effect on the user attitude. This result can help the understanding user attitude and the coupon attitude in the 'KakaoTalk Plus Friend'.

• The Korean Journal of Franchise Management
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• v.15 no.3
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• pp.27-43
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• 2024

Purpose: The purpose of this study is to investigate the effect of customer-based brand equity on brand attitudes and behavioral intentions in the mobile e-coupon service market for foodservice franchises. Research design, data, and methodology: The sample comprised customers who had used a chicken mobile exchange voucher from a foodservice franchise brand, among KakaoTalk gift mobile exchange vouchers, within the last three months. The survey was conducted by distributing an online self-administered questionnaire, in which participants responded directly. The hypotheses were assessed through confirmatory factor analysis and structural equation modeling using the AMOS 22.0 statistical software. Result: The results of the hypotheses are as follows. First, among the sub-dimensions of foodservice franchise customer-based equity, brand awareness, brand image, perceived quality, and brand loyalty were found to have a positive effect on brand attitudes toward foodservice franchise mobile e-coupon services. Second, brand attitude toward the foodservice franchise brand mobile e-coupon service was found to have a positive effect on the intention to use and word-of-mouth. Conclusions: The results suggest that foodservice franchise brands with strong customer-based brand equity also have a competitive advantage in the mobile e-coupon service market.

• Asia Marketing Journal
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• v.13 no.3
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• pp.135-161
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• 2011

Social commerce is a more recent phenomenon and growing in number and size with the diffusion of social networking services. But it has not been studied as extensively. The purpose of this study is to investigate consumers' social commerce usage intention empirically. Using the theory of reasoned action suggested by Fishbein and Ajzen(1975), this study tests that perceived value created by social commerce affects social commerce usage intention. In this study, authors e identify to the conception of perceived value as a multidimensional construct, economic, psychology, and time value. This study is to analyze the effects of the value perceived by the consumer on attitude toward social commerce and the effects of the attitude and subjective norm on social commerce usage intention. Additionally, we examine the moderating role of coupon redemption effort in the relationship between attitude toward social commerce and usage intention. In order to evaluative the validity of the model, 258 questionnaires were collected from college students who frequently use SNS and accept new trend and technology using internet survey. All the instrument items used in this study were adapted from previous research and the data were analyzed using SPSS 18 and AMOS 7. This study proposed several hypotheses and conducted an experiment to test these hypotheses. Based on the data analysis results, it was found that economic and psychology value has significant effects on attitude toward the social commerce but time value had not the effect on attitude toward the social commerce. And the present study has also shown that both attitude toward the social commerce and subjective norm significantly influenced usage intention. This finding suggests that the theory of reasoned action effectively explains the social commerce usage intention. The result regarding the moderating effect of the coupon redemption effort has shown that the attitude toward social commerce and usage intention is moderated by consumer perception about coupon redemption.

• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.105-110
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• 2015

Since a smart phone has been popular, 91% of the internet users are utilizing the technology in all places for chatting and messenger which overtake share of voice and visual call utilization. The phenomenon is remarkable to young generations between teenager and thirties, which leads to mobile messenger shopping such as mobile digital voucher and coupon buy. In this research, we clarify whether traditional gift-giving motivations works on digital coupon gift-giving, and two technology acceptance model factors: perceived usefulness and ease of use affects between motivations and intention to gift-giving. The result shows three traditional gift-giving motivations: experiential, obligated and practical attitude affects intention to digital mobile coupon gift-giving and ease of use of the digital mobile coupon works parameter of the relation rather than usefulness. In other words, gift-giving purpose digital coupon users give a gift with traditional gift-giving motivation but has the stronger intetnion to gift-giving by technology ease of use.

• The Research Journal of the Costume Culture
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• v.28 no.1
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• pp.15-29
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• 2020

Purpose of the study is to explore the effect of the types of mobile coupons(text- vs. image-focused coupons; free-gift vs. discount coupons) on characteristic perception of mobile coupons, and the causal relationships among characteristic perception, attitude, and use intention of mobile coupons. A total of 140 university students participated in experiments with questionnaires including one of the four stimuli. Important findings are as follows. First, image-focused mobile coupons generated more enjoyment than did text-focused coupons. However, the text/image-focused coupons were not different in perception of informativeness and credibility of mobile coupons. Second, enjoyment perception was significantly increased when image-focused contents were combined with discount coupons whereas enjoyment perception was decreased when text-focused contents were combined with free-gift coupons. This interaction effect reflects that the level of enjoyment of consumers can be changed in terms of the combination of the value-provision types of coupons and the text-image focused contents. Third, it was found that consumer perception of coupon characteristics formed attitudes toward mobile coupons, and use intention of mobile coupons was determined by attitudes toward mobile coupons. Study findings may fill the void of research investigating the effect of text-image contents and the types of coupons on consumer reponses toward mobile coupons. Mobile coupons have limited quantity of information within a small size of mobile phone screen, therefore, the results were not consistent with prior research tested with mobile advertisements indicating the effect of text-image contents on perception of informativeness and credibility.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.356-365
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• 2013

As a form of reciprocity or exchange, gift giving is one of the processes that integrate a society. There has been a long history of research on gift giving behavior in the communication area. Recently with the advent of digital environment, digital contents gift giving behavior became a prevalent social custom. But there has been little research of an individual consumer's consumption behavior of digital contents gift giving. Drawing on the innovation theory, technology acceptance model, and gift giving literature, the author take a quantitative approach to the effect of innovation attributes on mobile coupon gift giving behavior. The result showed that innovation attribute did positive influence to mobile coupon gift giving behavior. Furthermore, consumer innovation attribute moderate in the relationship between product innovation and mobile gift giving attitude.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.11
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• pp.7310-7320
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• 2015

The purpose of this study is to examine the factors influencing usage intention of Location-Based Advertising (LBA) and moderating effects of gender. This model tests various theoretical research hypotheses relating to LBA, service and individual characteristics, and Technology Acceptance Model (TAM). The target population of this study was LBA users. The results of hypothesis testing are as follows. First, personalization and ubiquity positively influence attitudes toward LBA and irritation negatively influence attitudes toward LBA. Second, coupon proneness and flow experience positively influence attitudes toward LBA. Finally, personalization and ubiquity to attitudes toward LBA for females are significantly larger than those for males. And coupon proneness and flow experience to attitude for males are significantly larger than those for females. The results of this study will provide various implications to improve usage intention of LBA.

• Informatization Policy
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• v.29 no.1
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• pp.38-59
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• 2022

The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.

• Journal of the Korean Operations Research and Management Science Society
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• v.37 no.2
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• pp.17-29
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• 2012

We examine a mortgage bank's incentive distortion problem when the bank sells its existing loan through MBS(Mortgage-Backed Security), considering the mortgage market structure and varying investors' risk attitude. Main findings in our comparative statics are the followings. The bank's monitoring incentive on the loan sold is distorted downwards when the deposit interest rate is lower than the coupon rate of MBS. Credit enhancement associated with the loan sale may mitigate the incentive distortion problem. However, the downward distortion of monitoring incentive does not disappear unless the credit enhancement, a loan guarantee, is provided up to 100%. Finally as the investors' risk preference changes from risk-neutral to risk-averse type, the incentive distortion problem becomes more severe. At the end, we recommend the introduction of covered bond in order to mitigate the incentive distortion problem, which is inevitable to current pass-through MBS.

• Journal of the Korean Society of Food Culture
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• v.23 no.2
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• pp.184-193
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• 2008

The purpose of this study was to determine the detailed customer satisfaction and dissatisfaction factors of family restaurants in Korea, and to then classify the factors into 3 groups, inlcuding core service, quality service, and basic service. ‘Core service’ represents the critical factors that generate both satisfaction and dissatisfaction; ‘quality service’ generates only satisfaction; and ‘basic service’ generates only dissatisfaction. This categorization is based on Herzberg’s motivation-hygiene theory (1976) as well as Cadotte & Turgeon (1988). Based on the characteristics of the three groups, differentiation strategies in managing customer service were suggested to the family restaurant managers. A qualitative research method, termed the critical incident technique (CIT), was used in the study. This method helps researchers find new factors or attributes by grouping key issues from the anecdotes (critical incidents) and then categorizing common factors from the key issues. This research categorized key satisfiers and dissatisfiers into 33 factors, which were from 402 critical incidents described by 261 respondents. Eleven factors (response to service failures, food taste and quality, attention paid to customers, coupon/mileage point/discount card, customer’s ordinary requests, waiting, food diversity, food price, facility sanitation, checking out, customer’s special requests) were classified into core service, which required maximum management not regarding the level of customer satisfaction. Six factors (employee attitude, event, education and explanation, complementary food, customer’s mistakes, attention paid to children) were classified into quality service, which required differentiation strategy management. Finally, nine factors (speed of food service, employee’s mistakes, food sanitation, atmosphere and interior, seating, forcing orders, parking, other customers, reservations) were classified into basic service, which required minimum management at the level of the industry standards.