• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.1
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• pp.121-137
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• 2022

The purpose of this study is to present the necessary success factors and strategies for high-tech social ventures and stakeholders in the related ecosystem by empirically identifying factors that affect their sustainable performance. Based on prior research, the dimensions of three performance factors were presented: core technology competency, core business competency, and social mission orientation. Then, such sub-dimensions such as technology innovation orientation, R&D capability, business model, customer orientation, social network, and social mission pursuit were derived. For empirical analysis, a survey was conducted on domestic high-tech social ventures, and the significance of the hypothesis was tested through PLS-structural equation analysis of the collected 243 valid data. As a result, it was found that the technology innovation orientation was embedded as an abstract organizational and cultural characteristic in the high-tech social venture, which is a research sample, and thus did not significantly affect the dependent variable. In other words, aiming for the latest cutting-edge technology alone cannot affect performance, and it is a result of proving the need for substantial influencing factors that can strengthen it. On the other hand, the business model had a significant effect only on social performance, which is presumed to be the limitation of measurement tools developed for social enterprises, and the results of additional multi-group analysis to determine the cause also supported the basis for this estimation. Excluding the previous two performance factors, R&D competency, customer orientation, social network, and social mission pursuit were all found to have a significant positive (+) effect on social and economic performance. This study laid a foundation for related research by identifying high-tech social ventures emerging in the ecosystem of a social economy and expanded empirical research models related to the performance of existing social enterprises and social ventures. However, in the research method or process, there were limitations such as factor derivation or verification for balance of dual performance, subjective measurement method, and sample representativeness. It is expected that more in-depth follow-up studies will continue by supplementing future limitations and designing improved research models.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.1-31
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• 2008

Trust is central to human relationships, at all times and places. The importance of trust is fundamental in all areas of human life, not only in the area of business administration. 2,500 years ago in China, Confucius taught that the foundation of politics was the trust of the people, more important even than military strength or the supply of food. Shakespeare's play, "Much Ado about Nothing' is about trust and deception. These days, trust and transparency in a commercial organization's business culture form the basis of the 'social capital' by which that organization increases its productivity. A successful company raises productivity by the accumulation of social capital, derived from a trust relationship between business partners, and between the company and consumers. Trust is the crucial factor. At the national level, building trust determines a nation's competitiveness. For a company, long term trust relationships with customers are essential for its survival in a business environment of rapid change. Such relationships, based on trust, are important assets to ensure a company's competitive advantage, and need to be organic to that company's business culture. Because of this importance, trust relationships have been studied in diverse areas within business administration, and especially within marketing, where they form the basis of a successful relationship between producer and consumer. However, what has been lacking is a unified definition of trust. Research has been conducted on the basis of various definitions and models. The majority of researchers have not considered the multidimensional character of the concept of trust until now. Approaches based on a one dimensional model have undermined the value of research results. Furthermore, researchers have only considered trust and trustworthiness as a single component. The majority of research has explored the consequences of perceived trust for outcomes such as loyalty or cooperation, but has neglected the effects of trustworthiness upon the mechanisms of consumer trust. This study focuses on the dimension of trust from such a perspective. It seeks to verify the effect of trust on customer intentions by breaking it down into three separate components: 1) the salesperson, 2) the product/service, and 3) the company. The purposes of this paper are as follows: Firstly, we review the multidimensional nature of trust objects: the salesperson, the product/service, and the company. Secondly, we analyze the relationship between multidimensional trust and trustworthiness. Thirdly, we analyze the connection between trust and repeat purchase intentions for the maintenance of long term relationships. For these purposes the author has developed several hypotheses as follows: H1-1: The competence of a salesperson is positively associated with the trust given by the consumer to the salesperson. H1-2: The benevolence of a salesperson is positively associated with the trust given by the consumer to the salesperson. H2-1: The competence of product/service is positively associated with the trust given by the consumer to the product/service. H2-2: The benevolence of product/service is positively associated with the trust given by the consumer to the product/service. H3-1: The reputation of a company is positively associated with the trust given by the consumer to the company. H3-2: The physical environment of a company is positively associated with the trust given by the consumer to the company. H4-1: Trust in a salesperson is positively associated with repeat purchase intentions. H4-2: Trust in a product/service is positively associated with repeat purchase intentions. H4-3: Trust in a company is positively associated with repeat purchase intentions. The data was compiled from 366 questionnaires. 500 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. The subjects of the survey were male and female customers purchasing products at department stores in Seoul, Daegu and Gyeongbuk. It was carried out between Oct. 25 and 29, 2007. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using LISREL 8.7. The result of the overall model analysis is as follows: Chi-Square=445.497, d.f.=185, p-value=0.0, GFI=.901, RMSEA=.0617, NNFI=.986, NFI=.981, CFI=.989, AGFI=.864, RMR=.0872. The results of the overall model analysis were coherent. It was found that trust is a multi-dimensional construct, that each of the dimensions of trust are meaningful influences on customer's repurchase intention. Trust in a company may be the most relevant, while trust in a product/service and a salesperson may be less relevant to repurchase intentions. The effective factors in determining trust in a salesperson and a company's product/service were found to be competence and benevolence. Factors in determining trust in a company were its reputation and physical environment, and the relationship of each effective trust factor has been verified in this research. As a result, it was found that competence and benevolence have a meaningful influence on trust in a salesperson and in product/service. It was also found that a company's reputation influences the overall trust in the company significantly but a company's physical environment does not have much effect.

• Asia Marketing Journal
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• v.12 no.2
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• pp.155-175
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• 2010

Most of the service industries including finance and telecommunications have become matured and saturated. The competitions have become severe while the differences among brands become smaller. Therefore maintaining good relationships with customers has been critical for the service providers. In case of credit card and debit card, the similar patterns are shown. It is important for them to maintain good relationships with customers, and therefore, they have used marketing program which provides customized services to customers and utilizes the membership programs. Not only do they build and maintain good relationships, but also highlight their brands from the emotional aspects. For example, KB Card or Hyundai Card uses well-known designers' works for their credit card design. As well, they differentiate the designs of credit cards to stress on their brand personalities. BC Card introduced the credit card with perfume that a customer would like. Even though the credit card is small and not shown to public easily, it becomes more important for those companies to touch the customers' feelings with the brand personalities and their images. This is partly because of changes in consumers' lifestyles. Y-generations becomes highly likely to express themselves in many different ways and more emotional than X-generations. For the Y-generations, therefore, even credit cards in the wallet should be personalized and well-designed. In line with it, credit cards with good design can be seen as an example of brand identity, where different design for each customer can be used to recognize the membership groups that customers want to belong. On the other hand, these credit card companies offer the special treatment benefits for those customers who are heavy users for the cards. For example, those customers who love sports will receive some special discounts when they use their credit cards for sports related products. Therefore this study attempted to explore the relationships between relational benefits, brand identification and loyalty. It has been well known that relational benefits and brand identification lead to loyalty independently from many other studies, but there has been few study to review all the three variables all together in a research model. Furthermore, as reviewed above, in the card industry, many companies attempt to associate the brand image with their products to fit their customers' lifestyles while relational benefits are still playing an important role for their business. Therefore in our research model, relational benefits, brand identification, and loyalty are all included. We focus on the mediating effect of brand identification. From the relational benefits perspective, only special treatment benefit and confidence benefit are included. Social benefit is not applicable for this credit card industry because not many cases of face-to-face interaction can be found. From the brand identification perspective, personal brand identity and social brand identity are reviewed and included in the model. Overall, the research model emphasizes that the relationships between relational benefits and loyalty will be mediated by the effect of brand identification. The effects of relational benefits which are confidence benefit and special treatment benefits on loyalty will be realized when they fit to the personal brand identity and social brand identity. In the research model, therefore, the relationships between confidence benefit and social brand identity, and between confidence benefit and personal identity are hypothesized while the effects of special treatment benefit on social brand identity and personal brand identity are hypothesized. Loyalty, then, is hypothesized to have positive relationships with personal brand identity and social brand identity. In addition, confidence benefit among the relational benefits is expected to have a direct, positive relationship with loyalty because confidence benefit has been recognized as a critical factor for good relationships and satisfaction. Data were collected from college students who have been using either credit cards or debit cards. College students were regarded good subjects because they are in Y-generation cohorts and have tendency to express themselves more. Total sample size was two hundred three at the beginning, but after deleting those data with many missing values, one hundred ninety-seven data points were remained and used for the model testing. Measurement items were brought from the previous literatures and modified for this research. To test the reliability, using SPSS 14, chronbach's α was examined and all the values were from .874 to .928 exceeding over .7. Using AMOS 7.0, confirmatory factor analysis was conducted to investigate the measurement model. The measurement model was found good fit with χ²(67)=188.388 (p= .000), GFI=.886, AGFI=.821, CFI=.941, RMSEA=.096. Using AMOS 7.0, structural equation modeling has been used to analyze the research model. Overall, the research model fit were χ²(68)=188.670 (p= .000), GFI=.886, AGFI=,824 CFI=.942, RMSEA=.095 indicating good fit. In details, all the paths hypothesized in the research model were found significant except for the path from social brand identity to loyalty. Personal brand identity leads to loyalty while both confidence benefit and special treatment benefit have a positive relationships with personal and social identities. As well, confidence benefit has a direct positive effect on loyalty. The results indicates the followings. First, personal brand identity plays an important role for credit/debit card usage. Therefore even for the products which are not shown to public easy, design and emotional aspect can be important to fit the customers' lifestyles. Second, confidence benefit and special treatment benefit have a positive effects on personal brand identity. Therefore it will be needed for marketers to associate the special treatment and trust and confidence benefits with personal image, personality and personal identity. Third, this study found again the importance of confidence and trust. However interestingly enough, social brand identity was not found to be significantly related to loyalty. It can be explained that the main sample of this study consists of college students. Those strategies to facilitate social brand identity are focused on high social status groups while college students have not been established their status yet.

• Korean journal of food and cookery science
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• v.17 no.6
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• pp.571-582
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• 2001

The purpose of this study was to identify important selection attributes of customers for dining at family restaurants, and the determinant and predicting factors in customers' intentions of revisiting. A closed-ended questionnaire was used, and a systematic sampling approach was employed to survey a sample of customers in family restaurants. A total of 124 questionnaires were used for analysis among 300 distributed. Multivariate analysis(factor and regression analysis) was performed for 19 selection attributes measured on a five-point scale. A four-dimensional structure(harmonized decoration consistent service, valuable food, and attractive facility) was established from 19 selection attributes. The results of the study showed that three dimensions were significantly related with the customer's intention of revisiting. The dimension of consistent service had the greatest impact on customers' choice. It was clear that a family restaurant manager's emphasis on only one dimension to attract customers might not be as effective as applying a multi-dimensional strategy.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.5
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• pp.193-203
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• 2014

This study was to highlight the importance of elements of flower fair to organizer who organize flower fair in local community, to increase of participancy in flower fair exhibition with informing experience element and finally to increase incomes of flower farmhouse. To investigate degrees of interest of visitors on experience marketing of exhibition factors in flower fair, survey was conducted for 278 target audiences and data was analyzed to find the effect of experience marketing of exhibition factors in flower fair on the interest of purchasing. To population statistics, female took majority, 61.9% in sex, twenties, 34.5% in ages, married, 50.7% in marriage and students, 36.7% in job. University graduation occupied 58.3% in education, one million something, 48.6% in average income, seoul showed 38.1% in resident cities and 1st time visit was 79.9% in flower fair visit. For statistical categories, technology statistics analysis and reliability analysis were conducted. To check validity, factor analysis was conducted, and to see interrelationship of factors, using regression analysis, fluence among factors was analyzed. Results showed that exhibition environment of flower fair was effected by cultural elements, exhibition quality and exhibition service were effected by event and cultural element, exhibition marketing was effected by cultural and image element and purchasing interest was effected by image element.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.167-175
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• 2020

The purpose of this paper is to provide directional and policy references to develop a higher level of service quality and consumer-oriented e-commerce platform. This paper has established a model of consumer behavior of Chinese fresh agricultural e-commerce using customer satisfaction theory and cognitive value theory, and used survey and SPS23.0 to verify hypothesis. Studies have shown that when consumers consume fresh agricultural products, product quality, logistics and distribution service quality, interactive quality of e-commerce platform, and product price and cognitive value have a positive effect on consumer behavior. This study is meaningful in the study of consumer behavior of fresh agricultural e-commerce, and in the case of fresh agricultural e-commerce companies, consumer behavior can be understood. In the model constructed in this paper, the relationship between each influencing factor and consumer behavior is considered comprehensively, but the possible relationship between fine molecular factors has not been studied and analyzed. In the future learning process, it is necessary to make clear the characteristics and particularity of the industry, think about its influencing factors comprehensively and make in-depth analysis.

• Management & Information Systems Review
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• v.34 no.5
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• pp.71-92
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• 2015

This study analyzes the impact of Corporate Social Responsibility (CSR) activities on financial performances using Bayesian Network. The research tries to overcome the issues of the uniform assumption of a linear function between financial performance and CSR activities in multiple regression analysis widely used in previous studies. It is required to infer a causal relationship between activities of CSR which have an impact on the financial performances. Identifying the relationship would empower the firms to improve their financial performance by informing the decision makers about the different CSR activities that influence the financial performance of the firms. This research proposes General Bayesian Network (GBN) and presents Markov Blanket induced from GBN. It is empirically demonstrated that all the proposals presented in this study are statistically significant by the results of the research conducted by Korean Economic Justice Institute (KEJI) under Citizen's Coalition for Economic Justice (CCEJ) which investigated approximately 200 companies in Korea based on Korean Economic Justice Institute Index (KEJI index) from 2005 to 2011. The Bayesian Network to effectively infer the properties affecting financial performances through the probabilistic causal relationship. Moreover, I found that there is a causal relationship among CSR activities variable; that is Environment protection is related to Customer protection, Employee satisfaction, and firm size; Soundness is related to Total CSR Evaluation Score, Debt-Assets Ratio. Though the what-if analysis, I suggest to the sensitive factor among the explanatory variables.

• Journal of Distribution Science
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• v.14 no.11
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• pp.117-128
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• 2016

Purpose - In order to collect information needed for the establishment of more effective marketing strategies of on-line purchasing agent services targeting Chinese consumers, the study investigated the relationship among Chinese selection criteria. They included fashion products, use of information source, and satisfaction with on-line purchasing agent services. The study also identified the differences in the Chinese selection criteria of fashion products, use of information source, and the satisfaction level with on-line purchasing agent services according to their age and gender. Research design, data, and methodology - The study was implemented through a normative-descriptive survey method using a self-administered questionnaire. Data were collected from February 9 to 28, 2016, and analyzed by factor analysis, ANOVA and Duncan test, t-test, and multiple regression analysis. Results - Differences were found in selection criteria of fashion products and use of information sources among groups. Thirty's age group was concerned about price/brand more than the twenty's were. Twenty's were concerned about practicality/quality of the products more than the thirty's. Hallyu/broadcasting was used by men more than by women as an information source of Korean fashion. SNS/WOM(word of mouth) was used more by women than by man. Twenty's showed lower level of satisfaction with customer services/credibility than other factors. The thirty's showed lower level of satisfaction with informational role of the service than other factors. Those who utilize each type of fashion information source more showed higher satisfaction level with on-line purchasing agent service of Korean fashion products.. In general, according to the selection criteria and use of information, there were differences in satisfaction with on-line purchasing agent service of Korean fashion products. Conclusions - Considering the findings of the study, as well as age, gender, selection criteria and use of information source, Chinese consumers could be used as a criteria of market segmentation for on-line purchasing agent services of Korean fashion products. The results manifested that there is a need to differentiate marketing strategies according to the satisfaction levels with each satisfaction factors of on-line purchasing agent service of Korean fashion products.

• Journal of the Korea Society of Computer and Information
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• v.20 no.3
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• pp.169-176
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• 2015

The purpose of this paper is to study renovation plan of value chain from a user's viewpoint by making practical application of digital technology. And it is surely meaningful to investigate the important motivation factors of continuous using smart-phone, and to analyze the improving effect toward to the quality of life in continuous using smart-phone. By this study we can expect the value improving effect of user experience. The results of hypothesis testing can be summarized as follows: First, the hypothesis that positive affect has a plus effect on pragmatic value is accepted. Secondly, the hypothesis that positive affect has a plus effect on hedonic value is accepted. Thirdly, the hypothesis that negative affect has a minus effect on pragmatic value is accepted. Fourthly, the hypothesis that negative affect has a minus effect on pragmatic value is rejected. Fifthly, the hypothesis that pragmatic value has a plus effect on life satisfaction is accepted. Sixthly, the hypothesis that hedonic value has a plus effect on life satisfaction is rejected. In the competition among enterprises, user experience instead of goods themselves became influential as a differential factor. And many advanced enterprises began taking a serious view of customer's happiness and user experience improvement.

• Korean Journal of Environment and Ecology
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• v.32 no.5
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• pp.532-540
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• 2018

Importance-performance analysis (IPA) is a simple and effective technique that can assist practitioners in prioritizing customer attributes to enhance service quality and visitor's satisfaction. The purpose of this study is to use the IPA-Kano model to examine the correlation of visitor's satisfaction and management matters and deduce the management priority. It classifies 14 visiting satisfaction attributes into basic factors (forest environments and staff/information center), performance factors (the natural landscape, trail facilities, forest status, easy access, and historical and cultural resources), and excitement factors (the value of natural monument, educational experiences, and entrance fee) to select the management priority according to the achievement (satisfaction). The management priority according to the performance is staff/information center > easy access > forest environment > trail facilities, historical and cultural resources, forest status, and natural landscape > entrance fee and educational experience > value of natural monument. By considering their performance, it further identifies development priorities for visitor's satisfaction improvement. These priorities allow local governments to deploy scarce resources to improve satisfaction.