• Journal of Service Research and Studies
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• v.13 no.1
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• pp.26-47
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• 2023

In the age of digital media transformation, the rapid rise of social media has changed the paradigm of traditional marketing techniques by leveraging the influence of influencers. However, the influence of influencers cannot be freed from ethical issues that arise as individuals, so virtual influencers are emerging as a countermeasure. This study is a study on how to increase the influencer effect of virtual models with a focus on the MZ generation in medical service. This study investigated whether respondents in their 40s or younger were aware of 'Rosy', a virtual influencer, and then conducted a survey on those who recognized 'Rosy'. As a result of this study, first, both cognitive and emotional motivation had a positive influence on fanship and attractiveness for virtual influencer. In addition, it was found that there was a difference in follow motive according to gender. Second, in order to lead to the intention of visiting hospitals, which is the medical service industry, only the cognitive motives with useful and reliable information and useful information for the virtual influencer were found to be significant in intention to visit.

• Knowledge Management Research
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• v.24 no.1
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• pp.147-172
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• 2023

This study aims to review the competitiveness of 'TVING', a Korean OTT player in Korean market. For this, this study extracts core business resources of TVING focusing on resource-based theory, and analyzes their competitiveness under VRIO framework. TVING has 4 tangible and intangible resources respectively and 1 human resource. Tangible resources of TVING are technology(recommendation, compression), content(original, exclusive, discriminative non-exclusive), production studio, and paid-subscribers. Intangible resources are content planing capability, distribution network(local, global), marketing promotion·PR, sales), brand preference. And human resource of TVING creates IP professionalism of the company. As a result of VRIO analysis, discriminative non-exclusive content, production studios, and domestic service channels are the most powerful resources of TVING to 'sustain competitive advantage'. Technology, original content, planning capability and IT professionalism bring 'temporary competitive advantage', while exclusive content, the number of paid-subscribers, global service network, and promotion capabilities are not core resources with staying in competitive rank stages. By the way, TVING has potential users for sales of KT and LGU+ thanks to partnership and M&A, but this is not effectively used at the organization level yet. The meaning of this study can be found in that this evaluated competitiveness by each resource of TVING and arranged its implications.

• Korea Trade Review
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• v.43 no.1
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• pp.199-221
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• 2018

The internationalization of venture firms is of importance resulting from the increased opportunities as well as the entry barriers faced in this process. This study is to investigate barrier factors affecting Korean venture firms' internationalization. Among these factors, we measured relative weights using Analytic Hierarchy Process (AHP). Literatures regarding global firm's internationalization was reviewed, and barriers were classified environment, corporate and CEO barriers. Multiple variables were used in order to measure their relative significance. We surveyed executives of venture firms comprising two groups: first, 15 global venture firms, and secondly, gradually internationalizing firms. The two groups show contradictory results as environment barriers are the primary for born-global ventures and corporate barriers are the primary for gradually internationalizing ventures. Concerning corporate barriers, the lack of marketing capability is the highest barrier for both groups. The CEO barrier is the lowest for both groups. Regarding corporate barriers, gradually internationalizing ventures considers the risk of business as highest, whereas born-global ventures features the lack of R&D capacity as highest Results of this paper imply that firms should consider priority and sequential approaches in facing environment, corporate and CEO barriers.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.6 no.3
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• pp.19-31
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• 2016

Game Trailer plays the role of main marketing for promotion of game. Recently, the characteristic can be summarized as storytelling, graphics method, production technology, and game mechanics of 3D Game Trailer. Online game was produced as cinematic trailer in the beginning, but recently, in-game trailer has been produced as machinima production method for users. This method reveals functions, various contents, and graphics related to the game through trailer, and it is useful in giving information and curiosity related to the game. Machinima composes background and characters in a short period of time online due to recent 3D CG methods, and only dubbing needs to be proceeded. This saves production fee and production period, and it also has the advantage of having multi-story. Game trailer Thanatos is a video developed through machinima production method. This paper proposes production process and the importance of the key components of the whole project through the above four aspects to be used in the actual production stage by intuitively apply and analysis.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.12
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• pp.37-50
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• 2017

This study was performed to understand Malaysian Muslims' awareness, attitudes and purchasing behaviour on ginseng (G) and red ginseng (RG) products. A survey of 200 Muslims residing in Malaysia was conducted on awareness, eating experience, preferences, cognitive efficiency of G and RG products, purchase behaviors and satisfaction through a online-survey methodology. Results shows that 50 % and 40% of the participants aware the G and RG products. In particular, awareness amongst female or married consumers is relatively high. Health promotion is the major reasons to consume eat G and RG products in this group of participants. However, the most frequently consumed type of G products was ginseng coffee, candies and chocolates, in their 40s and 50s or married consumers. Participants are also aware of the efficacy claims of these products with regard to improvement of fatigue, immunity and hypertension. While Malaysian Muslim consumers are satisfied with the health claims, convenience to purchase and tastes and aroma, they are dissatisfied with packaging specifications, price. Participants would intend to recommend G and RG products to relatives (82.6%), and are willing to buy them in the future (83.5%). Conclusively, there must be a clear interest and demands of Halal-certified G and RG products among Malaysian Muslims and it is deemed to need of strategic product development and marketing to enhance awareness of G and RG products in the future.

• 한국체육학회지인문사회과학편
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• v.57 no.6
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• pp.123-134
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• 2018

The purpose of this study is to analyze the economic efficiency of the policy implemented by Ministry of Culture, Sports and Tourism on leading company in sport industry. The leading companies in sport industry are those who have a certain amount of sales in sport industry and the ones with potential to become global companies. Supporting areas include business advancement, overseas market development, and overseas PR marketing integration support. The research is performed by developing the equilibrium model composed of supply as well as demand and applying input-output analysis. The economic efficiency is estimated to in the form of changes in the sales of corporations and the ripple effect of the national economy. The results of the study are as follows. First, it is estimated that the sales growth rate of the company due to the implementation of the policy is from 3.74% to 5.19%. Second, the increase in sales reaches to a maximum of KRW 4,081 billion with a minimum of KRW 1,573 million, depending on the size of the company. Third, it is estimated that the production inducement effect for the national economy is from KRW 36 billion to KRW 93.4 billion. Fourth, the induced value added for the national economy is estimated to be at least KRW 11.3 billion, up to KRW 29.2 billion.

• The Korean Journal of Franchise Management
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• v.9 no.3
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• pp.19-29
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• 2018

Purpose - Due to the increase in coffee consumption and competition, domestic coffee franchise companies are currently entering the overseas market. Therefore, coffee franchise companies are pursuing a variety of marketing strategies to meet customer needs and gain competitive advantage in overseas markets. From this perspective, overseas franchise companies need to ensure that their servicescapes meet the needs of their overseas customers. For these purposes, the study is to identify the impact servicescapes on customer satisfaction and customer loyalty focused on Global Coffee Franchise Company "C", which extended its business worldwide in Mongolia. Research design, data, and methodology - The data were collected from customers who had visited the stores of 'C' company in Ulaanbaatar, Mongolia. 435 valid questionnaires collected through online survey coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 24 and SmartPLS 3.0. Result - Firstly, seating comfort, facility aesthetics, and cleanliness, ambient conditions among servicescapes influenced customer satisfaction. Secondly, servicescapes didn't affect the loyalty directly. Third, customer satisfaction had positive effect on loyalty. Fourthly, cleanliness which was ranked lower in Korea had a great effect on customer satisfaction in Mongolia. Fifthly, IPMA(Importance-performance map analysis) shows that the importance of servicescapes is higher for women than for men, and facility aesthetics for female and cleanliness is the most important for male. Conclusions - The results of this study show that there is a positive (+) effect on customer satisfaction in order of cleanliness, ambient conditions, aesthetics, and seating comfort. Therefore, franchise companies considering or advancing into Mongolia should consider importance in order of cleanliness, ambient conditions and aesthetics when entering Mongolia market. For example, franchise managers should select Monday as a "clean day," and all merchants should spend all of their open hours and keep their stores clean in accordance with the head office manual. In addition, franchise managers need to hire a VMD (visual merchandising) experts to build up a physical environment that will effectively highlight the space-specific display of the store so that Mongolian local customers can have a satisfactory climate and aesthetics. And, the IMPA analysis between servicescapes and customer satisfaction shows that women are more susceptible to servicescapes than men. Especially, in the case of women, the importance of esthetics is high, but the performance is low. Thus, if the aesthetics are actively improved, customer satisfaction can be effectively increased.

• The Korean Journal of Franchise Management
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• v.9 no.2
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• pp.39-52
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• 2018

Purpose - This study investigates the effect of service quality of coffee shop on store attitude and store loyalty. It demonstrates that the individual's behavior identification level plays a moderating role when the service quality of coffee shop affects store attitude. Conceptually drawing on Brady & Cronin's three-dimensional model of service quality, this study examines the effect of service quality of coffee specialty store on customer's attitudes and loyalty. Also, according to construal level theory, it examines the individual's propensity difference whether the individual's behavior identification level on service quality and store attitude has a moderating effect Research design, data, and methodology - This study used Brady & Cronin's three-dimensional service quality model, and 183 valid cases collected through the questionnaire survey were used for data analyses. For hypothesis testing, regression analysis, multiple regression analysis, and covariance analysis were conducted. Result- As a result of this study, first, it is confirmed that service quality has a positive effect on store attitude toward coffee shop. Second, the difference of an individual's construal level did not have a moderating effect on the influential relationship of service quality on the store attitude of coffee shop. This is because the influence of the service quality is greater than the difference between groups at the construal level. Therefore, there was no moderating influence according to construal level. Third, the store attitude of coffee specialty store has a positive effect on store loyalty. Conclusions - It is confirmed that there is a difference in the effect of service quality and store attitude on general and college students. This suggests that it can be used to establish marketing strategies by segment. And, the college students were found to be more influenced by physical environment quality factor among three dimensions of service quality. Therefore, it is necessary to further improve efforts to raise the level of service quality perception through physical environmental factors such as clean and pleasant environment including the interior of a coffee shop, and internal table arrangement. The empirical study on the moderating effects of customer's tendency of difference is meaningful in the absence of empirical studies.

• The Korean Journal of Franchise Management
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• v.2 no.1
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• pp.1-45
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• 2011

Franchising is one of the most effective strategies in promoting business establishment, creating jobs and accelerating economic growth. Thus, many countries in the world foster franchise business and support the franchise industry by enacting relevant regulations and making development policies. Vietnam deregulated franchise market through making franchise-related laws on June, 2005 and after joining WTO in 2009, Vietnamese government opened up the franchise market by letting foreign investors acquire 100% share on their investment in Vietnam. In addition, Vietnamese consumer's rapidly growing income and increasing liking for western life style make Vietnamese franchise market attractive and profitable. For this reason, many global franchise firms are competing to get the best seats. However, there has been no Korean attempt to profoundly study over Vietnamese franchise market. The purpose of this study would focus on analyzing and evaluating cases of Korean and international firms which successfully entered Vietnamese market and on proposing effective strategies and key success factors. The result of this study indicates that the companies successfully settled down to the Vietnamese market have developed marketing strategies which fit their strengths, and their common key success factors are 1) making the best of first mover advantage, 2) adapting themselves to local tastes and behaviors via systematic and scientific market research, 3) making thorough supervision on safety and hygiene, 4) doing strategy of firstly directly being operated and settled down by franchisor, later being managed by franchisees, 5) benchmarking both successful and failed cases in other countries.

• The Korean Journal of Franchise Management
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• v.3 no.2
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• pp.39-54
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• 2012

Franchise system in Korea has been developed in different way compared with American way of franchising based on mutual contract and intellectual property context. Korean franchising is mostly based on product distribution franchise concept rather than business format franchise in which franchisor makes revenue sources from providing their products as much as possible thru group purchasing and logistics rather than receiving royalty. Many franchise enterprises from Korea drive to enter into global franchise market based on the successful performance of Korean way of franchising. Korean enterprises are required to prepare completely for research and survey regarding local culture, custom, way of life and legal matters etc. when entering into global franchise market to gain a substantial performance. CaffeBene recently entered into American franchise business with success, and many other Korean franchise enterprises have a deep interest in proceeding with global franchise business modeling CaffeBene case. There is no Korean franchise enterprise in United Kingdom in which service franchise area in particular with personal service is considered to become a promising and potential franchise business and many people show a great interest in Oriental foods and beverages with well-being trend. Korean franchise enterprises have now access to United Kingdom easier because IT industry including internet of the country have been developed by leaps and bounds since London Olympic in 2012. The purpose of this study is to suggest key success factors and basic strategy such as situation analysis, selecting business format, and marketing strategy for successful launching of franchise business in United Kingdom.