• Journal of the Korea Safety Management & Science
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• v.23 no.2
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• pp.65-77
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• 2021

This paper conducted an empirical study to identify the causal relationship of factors affecting the purchase intention of automobiles from the customer's point of view. This study sets the purchase intention as a result variable and constructs a causal model with brand image, product attributes (exdogenous variable), and customer value (endogenous variable) as a cause that affects purchase intention. The results of this study are summarized as follows. First, the symbolic image of the brand was found to have a very significant effect on customer value (p=0.01), and the external attribute of the product also had a significant effect on customer value (p=0.1). Second, customer value was found to have a very significant effect on purchase intention (p=0.01), and the functional image of the brand also had a significant effect on purchase intention (p=0.1). Third, there is a strong positive (+) correlation between the functional image of the brand and the symbolic image of the brand, the intrinsic attribute of the product, and the external attribute of the product, and also between the symbolic image of the brand and the intrinsic attribute of the product and There was also a positive (+) correlation between extrinsic attributes. Therefore, in order to increase customer value, automobile manufacturing companies have a functional value of products from a customer-oriented perspective. It is judged that every effort should be made to maintain a lasting relationship by grasping the values of customers, which are social values, emotional values, situational values, and cognitive values.

• Journal of the Korea Society of Computer and Information
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• v.27 no.7
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• pp.195-202
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• 2022

The purpose of this study is to study the perceived value of consumers of traditional Chinese music training institutions, and the resulting research on the impact of customers' purchase intentions. This research refers to relevant literature on customer perceived value and customer purchase intention, and divides customer perceived value into five value dimensions: emotion, quality, experience, price and reputation. Questionnaire survey method, using SPSS analysis AMOS tool to conduct empirical research, the research results show that customer perceived value has an important positive impact on purchase intention in five value dimensions of emotion, quality, price, experience and reputation, which is a traditional music training institution. Provide reference and suggestions for improvement.

• The Journal of Economics, Marketing and Management
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• v.11 no.3
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• pp.67-79
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• 2023

Purpose: This study examines the relationship between content characteristics and customer viewing and purchase intention in live-streaming commerce. Research design, data, and methodology: For this purpose, seven independent factors such as entertainment, artistry, storytelling, informativity, interactivity, reliability, and technicality are extracted based on previous literature. The viewing intention and purchase intention are adopted as dependent factors. The role of 'immersion' is investigated as a mediating factor between the independent and dependent factors. Results: The results showed that entertainment, artistry, technicality, and reliability significantly affected immersion, and immersion affected viewing intention and purchase intention. Immersion was found to play a mediating role between content characteristics and consumer viewing and purchase intention. Conclusions: The results indicate that the content characteristics not only attract customers but also affect their immersion, viewing intention, and purchase intention directly or indirectly in the live-streaming commerce sector.

• Journal of Distribution Research
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• v.14 no.1
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• pp.27-44
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• 2009

This research classified the customer service factor of on-line shopping mall into tangibility, reliability, responsiveness, and empathy and analyzed the effect that the factors affect to consumer's purchase and re-purchase. If we present suggestions on the basis of these results of study, we would provide next two points: First, purchasers have utilized online shopping mall who pursued free from hard sell that being done in off-line and convenience of purchase affected more by reliability and responsiveness such as the fame of shopping mall that visit, reliability of security, and quick product search than the Customer of After-purchase Feedback influence for online purchasers decision factor out of consumer's purchase and re-purchase by on-line shopping mall customer service factor. Second, This study analyzed that online re-purchaser recognized the Customer of After-purchase Feedback factor high and built their loyalty through friendly emotion of on-line shopping mall and satisfaction of shopping mall service, and recommendation. In addition, they behave themselves as an affirmative messenger that is role of the Customer of After-purchase Feedback that make active opinion presentation and participation through community by important adjustment impact that empathy factor of on-line shopping mall customer service.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.1
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• pp.29-48
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• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• Korea Journal of Hospital Management
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• v.4 no.1
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• pp.171-189
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• 1999

This study aims to investigate the determinants of service quality and the relationships of service quality, customer satisfaction, word of mouth and subsequent purchase intention of medical service. SERVQUAL, an instrument developed by the marketing area, is offered as a possible measure of medical service quality. SERVQUAL measures service dimension of tangibles, reliability, responsiveness, assurance and empathy. The questionnaire method is used in this study. A survey is conducted on patients who are randomly selected. The questionnaire are sent to 300 patients and 208 are available. The objectives of this study were: 1) to find out the influence of determinants of service quality on medical service. 2) to investigate the relationship of medical service quality and customer satisfaction. 3) to analyze the relationship of customer satisfaction and favorable word of mouth, ubsequent purchase intention 4) to find out the gap perceived service quality between secondary and tertiary hospital. The results of this study are summarized as follows: 1) Reliability, responsiveness and assurance have a positive impact on the medical service quality. 2) Medical service quality has a positive impact on the customer satisfaction. 3) Customer satisfaction has a positive impact on the favorable word of mouth and subsequent purchase intention. 4) There is no gap between secondary and tertiary hospital of perceived service quality.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.333-346
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• 2021

The purpose of this study is to examine the effects of digital cultural contents characteristics, perceived values and perceived risks on customer satisfaction and purchase intentions for Chinese consumers, and contribute to the development of digital cultural contents. In addition, a total of 328 valid samples were obtained through an online survey and empirical analysis was conducted. The analysis results of the study are as follows. First, except for creativity, which are characteristics of digital cultural contexts, entertainment and interactivity also have a significantly positive effect on both customer satisfaction and purchase intention. Second, perceived value has a significant positive effect on customer satisfaction and purchase intention, whereas perceived risk does not have this significant effect. Third, customer satisfaction has a partial mediating effect between the three factors(entertainment, interactivity, perceived value) and purchase intention. Therefore, to promote the development of digital cultural contents, we could promote consumers' purchase behavior by improving satisfaction through content entertainment, communication between content producers and service providers, and unity and value that customers actually feel during the consumption process.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.3
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• pp.63-82
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• 2014

The main objective of this research is to investigate whether the RFM (recency-frequency-monetary value) information of a customer's redemption behavior of loyalty points can improve the prediction of future value of the customer. The conventional measurement of customer value has been primarily based on purchase transactions behavior although a customer's future behavior can be also influenced by other interactions between the customer and the firm such as redemption of rewards in a loyalty program. We theorize why a customer's redemption behavior can influence her future purchases and thereby the customer's total value based on operant learning theory, goal gradient hypothesis, and lock-in effect. Using a dataset from a major book store in Korea spanning three years between 2008 and 2010, we analyze both purchase transactions and redemption records of over 10,000 customers. The results show that the redemption-based RFM information does improve the prediction accuracy of the customer's future purchases. Based on this result, we also propose an improved estimate of customer lifetime value (CLV) by combining purchase transactions and loyalty points redemption data. Managerial implications will be also discussed for firms managing loyalty programs to maximize the total value customers.

• Journal of Information Technology Applications and Management
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• v.24 no.1
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• pp.111-128
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• 2017

Existing studies for recommender have focused on recommending an appropriate item based on the customer preference. However, it has not yet been studied actively to recommend purchase timing for the repurchase product despite of its importance. This study aims to propose MLP and RNN models based on the only simple purchase history data to predict the timing of customer repurchase and compare performances in the perspective of prediction accuracy and quality. As an experiment result, RNN model showed outstanding performance compared to MLP model. The proposed model can be used to develop CRM system which can offer SMS or app based promotion to the customer at the right time. This model also can be used to increase sales for repurchase product business by balancing the level of order as well as inducing repurchase of customer.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.143-146
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• 2004

With the rapid growth of e-commerce, marketers are able to observe not only purchasing behavior on what and when customers purchased, but also the individual Web usage behavior that affect purchasing. The richness of this information has the potential to provide marketers with an in-depth understanding of customer. Using commonly available Web log data, this paper examines Web usage behaviors at the individual level. By decomposing the buying process into a pattern of visits and purchase conversion at each visit, we can better understand the relationship between Web usage behavior and purchase decision. This allows us to more accurately forecast a shopper's future purchase decision at the site and hence determine the value of individual customers to the siteAccording to our research, not only information seeking behavior but also visiting duration of a customer and participative behavior such as participation in event should be considered as important predicators of purchase decision of customer in a cosmetic internet shopping mall.