• Journal of Digital Convergence
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• v.18 no.4
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• pp.411-417
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• 2020

In this study, the Interactive advertising in the Outdoor Interactive Digital Signage is taken as the research object, and the effect of the advertising in the Outdoor Interactive Digital Signage compared to the traditional advertising on consumer propensity is studied. Based on the research methods of literature data and case analysis, we first researched and analyzed the impact of the development of the Internet and artificial intelligence on Interactive Digital Signage advertising, combined with consumer trends and habits, according to the characteristics of Interactive Digital Signage advertising, and '199IT-Internet data Based on the data in the Resource Library, and using an example analysis method, three reasons for the impact of Interactive digital signage advertisements on consumer spending tendencies are proposed. The purpose is to provide reference for future companies to use Interactive digital signage for ad placement and help companies. Increase product sales to increase product value and customer trust in the brand.

• Journal of Digital Convergence
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• v.13 no.12
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• pp.125-134
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• 2015

Business organizations need to introduce trans-oriented response way and efficient management skill to survive in these days of severe struggle for existence. The new management models now ask organizations for building a new employee-employer relationship. As the economic recession continues and consumption shrinks around the world, many companies are in trouble. Companies will fall behind in the market unless they respond to this seamless and fast-changing business environment and market in a structured fashion. Therefore, the importance of leadership is growing bigger and bigger. This study reviewed prior literatures dealing with the servant leadership and surveyed workers in the service industry. Resultingly, it was found that servant leadership had positive effects on organizational commitment and organizational citizenship behavior, and that the superior's trust affected the effect of servant leadership on organizational commitment.

• Journal of Digital Convergence
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• v.18 no.10
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• pp.239-252
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• 2020

By using text mining, we explore the factors responsible for an increase in SUV preference. We collected 32,679 posts related to SUVs from "Bobaedream," the largest online automobile community in South Korea, and applied the LDA topic model. While previous studies have explained the SUV boom as an individual's risk aversion strategy from crime, the result shows that the topic of 'Safety' appears to be an important factor in the SUV discourse in the context of a car accident and high-speed driving situation. To conclude, the consumption of SUVs in Korean society serves as a mean to prevent anxiety and danger to individuals when driving. We insist that decreasing social trust, caused by an increase in inequality, underlies the perception of risk on the road.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.215-226
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• 2015

Business organizations intend to survival in the global market with a dramatically changing environment, an efficiency management process is obviously needed. The traditional management ways can not follow the steps of the new world. In another word, leaders now have to focus on building a new employee-employer relationship. Globally, as the economic recession continues and consumption shrinks, companies face a lot of difficulties. Companies will, eventually, fall behind in the market unless they respond to this constantly changing business environment and market, systematically. Accordingly, the importance of leadership can be said to be highest ever. This study inquired into the preceding research on servant leadership and carried out an empirical analysis with the workers in the service industry. As a result of the analysis, it was found that servant leadership had positive impacts on organizational commitment and organizational citizenship behavior, and that the boss's trust affected the impact of servant leadership on organizational commitment.

• The Journal of Industrial Distribution & Business
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• v.13 no.4
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.