• Title/Summary/Keyword: Market-Platform Attractiveness

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Identifying Key Factors Affecting Mobile Market-Platform Attractiveness

  • Lee, Jeonghoon;Kim, Sookyung
    • Journal of Information Technology Applications and Management
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    • v.21 no.1
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    • pp.137-150
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    • 2014
  • The following study specially aims to market platform in the mobile circumstance. The characteristics of customers and infrastructure are handled by market platform under the new media. These characteristics will be revealed based on the unification of organizational structure and interaction of information structure in the relationship marketing. This study investigates what characteristics and impact of infrastructure of Market Platform will affect the cognitive impact on both buyers and sellers to clarify the impact on Perceived integratedness and Interactive Accessibility of the shopping process. Through this investigation, modeling for the impact that new media environment will attract Market Platform will be developed from the investigation of attractiveness of mobile market platform environment. Changes in the technical media environment gave the characteristics of the customer in the market platform, so consumers could involve not only consumed, but also manufactured. Thus, it is possible to increase the attractiveness if market must be able to not only for the convenience of shopping, but also make people to enjoy the experience of value co-creation. In other words, the new media, as a result of affecting the marketing system, mobile market platform is organized on the base of the market communication. Perceived integratedness and Interactive Accessibility, 2 properties of new media increase the co-creation experience and perceived convenience in the market platform of their customers. Therefore, the structure of market platform that enhance the co-creation experience and perceived convenience has higher attractiveness. They create beneficial experience to the customers and productive values to the producers as well.

The Impact of New Media Properties to Self-Efficacy and Marketplatform Attractiveness (뉴미디어 환경 속성이 자기효능감 및 모바일 마켓플랫폼 매력도에 미치는 영향)

  • Lee, Jeong Hoon;Kim, Soo Kyung
    • Journal of Information Technology Applications and Management
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    • v.20 no.4
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    • pp.315-338
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    • 2013
  • As a result of New media that affects the marketing system, it is appeared a new marketing system called Market Platform in terms of market governance of trading. Market Platform is a new marketing system for ideal market system through the community structure from a hierarchy structure. It is determined that Market Platform as the role of adjustment of each side of market, buyer and seller, developed an existing marketing system. In this study, to target the Market Platform has recently emerged as the center of the market management in the new media environment. This study investigates what characteristics and impact of infrastructure of Market Platform will affect the cognitive impact on both buyers and sellers to clarify the impact on the self efficacy of the shopping process. Through this investigation, modeling for the impact that new media environment will attract Market Platform will be developed from the investigation of attractiveness of mobile market platform environment. Changes in the technical media environment gave the characteristics of the customer in the market platform, so consumers could involve not only consumed, but also manufactured. Thus, it is possible to increase the attractiveness if market must be able to not only for the convenience of shopping, but also make people to enjoy the experience of value co-creation. In other words, the new media, as a result of affecting the marketing system, mobile market platform is organized around the market of communication base. Network centrality, visible openness, ubiquitous multiplexity, 3 properties of new media increase the market self-efficacy of their customers. Therefore, the structure of market platform that enhance self-efficacy has higher attractiveness.

A Study on the Factors Affecting Learning Satisfaction and Continuous Use Intention of Real-Time Online Education Platform (실시간 온라인 교육 플랫폼의 학습만족도와 지속사용의도에 영향을 미치는 요인에 관한 연구)

  • Mei, Si-Yang;Lee, Dong-Myung
    • The Journal of the Korea Contents Association
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    • v.22 no.6
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    • pp.342-353
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    • 2022
  • This study aims to help revitalize the real-time online education platform market by analyzing the instructor characteristics, content characteristics, and platform characteristics of real-time online education platforms for local learners in China. A total of 670 questionnaires were collected through an online survey and an empirical analysis was conducted. As a result of the analysis, first, except for attractiveness, which is the characteristic of the instructor, professionalism and sincerity had a significant positive influence on both learning satisfaction. Second, the usefulness, abundance, and appropriateness of content characteristics had a significant positive influence on learning satisfaction. Third, except for interaction, which is a platform characteristic, technology and convenience confirmed a significant positive influence relationship on both learning satisfaction. Fourth, learning satisfaction had a significant positive effect on the intention to continue using. This study presented practical implications for real-time online education platform and future research directions.

A Study on the Effect of Live Commerce Influencer's attributes on Consumer Satisfaction, Repurchase Intention and Flow - Focus on Taobao Service (라이브 커머스 인플루언서의 속성이 구매 후 만족, 재구매 의도 및 플로우에 미치는 영향에 관한 연구 - 타오바오를 중심으로)

  • Guo, Xiao-Yue;Bae, Seung-Ju;Lee, Sang-Ho
    • Journal of the Korea Convergence Society
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    • v.13 no.1
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    • pp.201-213
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    • 2022
  • This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.