• Asia Marketing Journal
• /
• v.6 no.1
• /
• pp.57-86
• /
• 2004

인터넷관련 혁신의 수용을 설명하려는 많은 연구들에서 정보기술수용모델(TAM)이 적용되었지만, 온라인 상거래의 수용을 정확히 설명하기 위해서는 인터넷을 통해 상거래를 할 때 발생하는 특성을 반영해야 한다. 본 연구에서는 온라인 상거래관련 기존 연구들을 바탕으로 TAM을 확장하는 변수로 신뢰와 감정을 추가하고 변수들의 영향 관계를 통합적으로 구조화하였다. 이러한 확장 구조를 통해, 온라인 상거래 수용을 설명하는데 TAM의 원형을 그대로 적용하거나 신뢰 혹은 감정만을 고려한 기존 연구들이 갖는 설명의 제한점을 극복하고자 하였다. 그리고 온라인 상거래의 수용에 대한 전체적인 틀을 파악하고, 소비자가 온라인 상거래를 수용하는 측면에서 온라인 상거래의 성공을 결정짓는 주요한 변수들의 관계를 명확히 하였다. 신뢰, 감정, 사용의 용이함이 유용성을 지각하고 사이트 사용의도를 갖고 상거래 행동을 하는데 영향을 주며 이들 변수들간에도 영향관계가 있다는 모델을 제안하였고, 대안적으로 감정을 태도의 요소로 보는 모델과 신뢰가 감정이 전혀 관계가 없다는 모델을 제시하였다. 모델들을 비교한 결과 제안모델이 가장 우수하다고 판단할 수 있었다. 각 변수들의 경로계수에 의해 가설을 검증한 결과, 감정과 사용의 용이함은 유용성에 정적으로 유의하게 영향을 주었고 신뢰는 어느 정도 영향을 주었다. 그리고 신뢰와 사용의 용이함은 감정에도 유의하게 영향을 주었다. 그렇지만 사이트 사용의도에 유의하게 영향을 미치는 변수는 사용의 용이함 뿐이었다. 실증연구를 바탕으로, 온라인 상거래가 사용자 수용 측면에서 성공을 할 수 있기 위해서는 사용의 용이함과 함께 신뢰와 감정이 중요하게 고려되어야 함을 알 수 있다.

• Journal of Korea Game Society
• /
• v.5 no.2
• /
• pp.19-27
• /
• 2005

The core price policy of on-line game marketing are FPP(Fixed Pre Paid model and PPU(Pay Per Use) model. These two models have been a on-line game company's billing system and a fundamental of MMORPG in Korea. However, they took root billing system only for first movers recently. In now, the market share of several first movers is exceeding 80%, late movers witch have same billing system cannot take part in pair competition. Even though in MMORPG, many games of late movers were favorably noticed by a lot of gamers during Evaluation. Test, a lot of companies are bankrupt before make business. Late Movers declare free game first thing, they maintain their existence and win over customers in on-line game market. And next, they guarantee item selling, give multiple experience value and game money, at last, induce their customers to pay service. As it makes trouble between pay user and free user, and it linked up with the collapse of game contents balance that designed for FPP billing system, And then meet unexpected result which reduction of game life cycle. In this Paper, we classified several contents services based on game contents, and suggested contents premium services which adopted low cost strategy lead to micro payment. we hope it will apply to late movers' new billing system in MMORPG.

• Journal of Global Scholars of Marketing Science
• /
• v.11
• /
• pp.1-19
• /
• 2003

Typicality is usually defined as the degree to which an item is perceived to represent a category. Typicality has been a important subject in consumer behavior because it is related closely with brand preference, awareness and top of mind. The past studies about typicality have focused on brand and store in off-line environment. At the point of time internet shopping mall industry becomes mature, we can expect that most internet users are accustomed to it. So the study about typicality of internet shopping mall is timely. The antecedents and outcomes of typicality of internet shopping mall are mainly studied in this paper. Also, I investigated the influence of the type of internet shopping mall on typicality and the influence of typicality on preference and purchase intention. The followings are the results of this study. Firstly, frequency of exposure and attribute structure explained perceived typicality. Secondly, the type of internet shopping mall was found to be a moderator of the relationship between attribute structure and typicality. Thirdly, there is a positive correlation between typicality and preference. Finally, there is a positive correlation between typicality and purchase intention.

• Korean Institute of Interior Design Journal
• /
• v.20 no.6
• /
• pp.282-290
• /
• 2011

The public festival has a positive function to produce more pleasure and better life to urban residents on viewpoint of culture marketing. A research of relation between urban festival's media light environmental and personality type of audiences would give a design guide line on selection of festival media contents. The scope of study festival bounds three urban fesitvals from two thousand eight to two thousand ten. The personaliy indicator is used by self-mootioring scale called NEO-PI-R that Synyder, psychologist established in 1987. This indicator divides into five classes - N: Neutroticism, E: Extaversoon, O: Openness, A: Agreeableness, C: Conscientiousness. As a result, Anaysis of urban festival's media light environments considering five personality type of audiences are described, N type prefers the change a lot and low stability. E type prefers three dimensional video and dynamic production with passionate pressure. O type prefers radiates objects to promote the imaginative creatures with speculation. A type prefers contemplation arts with one way direction. C type prefers orderly art layout with accomplishing intention. The statistics datas anaynize ten factors to describe the urban complicated fesitival guide line clearly.

• Journal of Korean Institute of Industrial Engineers
• /
• v.28 no.3
• /
• pp.274-282
• /
• 2002

This paper discusses a multi-dimensional analysis for Customer Relationship Management (CRM). For this, We propose a decision-making methodology which employs three analysis models. The first model is a three-dimension positioning map to derive a strategy which achieves the Process Value Line (PVL). The second model is the web-shape analysis model to visibly understand the individual based on the customer CSI (Customer Satisfactory Index) data. The third model which supports the web-shape analysis model, is the relative satisfactory analysis model. It considers a satisfaction level after purchasing against before purchasing. Then we perform overall analysis based on the three analysis models to provide marketing strategies to decision makers.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.11 no.1
• /
• pp.278-286
• /
• 2010

Until now, most of the studies about the impulse buying have focused mainly on the product of off-line shop, while there have relatively been very few studies about the product in internet shopping mall. The goal of this study was to understand Impulse Buying Behavior(IBB) for digital contents in the internet. Data has been collected from 278 respondents. The questionnaire method was adopted to collect the data for this study. The research was conducted by using SPSS 12.0 and AMOS 5.0. It was found that as follows: First, marketing stimulation factors, such as price, product, promotion was related positively to FLOW. Second, marketing stimulation factors was related partly positively to IBB. Third, FLOW has mediating effects in the relations between marketing stimulation factors and IBB. Finally, Self-Behavior Control and Sensation Seeking Tendancy has moderating effect in the IBB process. Thus, It also provides a core strategic Implication with Digital Contents Marketers.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.9
• /
• pp.5769-5775
• /
• 2014

This paper reports the political supporting platform, and the outcome evaluation model, which was developed for the Korean on-line game companies that have started to go abroad to publish their games. When they begin to sell their games, they have many difficulties in promoting in other countries including the USA & EU. They try to find solutions to solve these problems, but on-line games still do not have a successful business model because of their unique attributes and environmental features, even though they spent a lot of money and time to enter the international on line game market. Thus far, the local on-line game supporting policy has tried to improve the world competitiveness of local companies by doing diverse activities, such as Global Service Platform(GSP) service, international game competition, and globalization, marketing. On the other hand, there has been only a small number of fruitful results except for GSP. Therefore, in this paper, the result of GSP was verified using the Global on-line game Supporting Chain Model(GoGSCM), which is the new political supporting and evaluation model through survey targeting GSP participations. As a result, GSP was evaluated based on the compatibility, efficiency, effectiveness, and continuity.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.5 s.153
• /
• pp.788-799
• /
• 2006

The purpose of this study was to analyze fashion merchandising process, to apply customer information in merchandising process and to examine customer management strategies of fashion industry in on-line and off-line channel. In depth, face to face interviews with structured questionnaires were conducted with MD and customer managers from selected 4 brands, one from each categories of men's, women's, casual and sports wear. Key findings of the study were as follows: First, they followed fashion merchandising process of 18 steps and collected trend information and sales data were applied to planning, selling/promoting process to plan season concept, design, and promotion activity. Second, commonly applied customer information types in fashion merchandising process were all from indirect information collected from sales data and forecasting companies. However, casual and sports wear conducted consumer monitoring activity f3r collecting customer data directly from customer participation. Third, in off-line channel, customers are segmented by amount of purchase they make in a specific time period and all the categories show high interest in valuable customers. However, only men's and woman's wear conducted promotion activities for valuable customers as a differentiated marketing strategy. In on-line channel, companies were interacting with the customers through internet web site to determine their demands. In conclusion, this study has significance in that it propose the necessity and strategy of differentiated customer management approaching by analyzing and comparing fashion merchandising activity process cases.

• Journal of Global Scholars of Marketing Science
• /
• v.8
• /
• pp.403-427
• /
• 2001

The purpose of this study is to deeply understand consumer characteristics of department stores in pusan to cope with intensive competition of distribution channels. To complete this purpose, literature study was done through secondary data, than statistical research was conducted from 23th April to 17th May, 2001, through interview with 600 consumers of Hyundai department store in Pusan. Consumers of department stores earn more money than average, and they purchase fashion goods rather than necessities at department stores. Thus to deal with discount store, department stores need to lay stress on prestigious image and fashion goods. And to deal with other competitive department stores, they have to develope more distinctive and superior marketing mix than counter part. These days distribution situations of pusan are changed owing to prohibition of shuttle bus, opening of second section of subway line 2, and opening of Lotte department store at Dongrae. Thus departments stores also have to investigate the change of shopping behavior of consumers.

• The Journal of the Korea Contents Association
• /
• v.10 no.12
• /
• pp.366-377
• /
• 2010

As internet and mobile technology brings rapid transformation to this society of information, how relations are conducted between customers have become a critical factor influencing companies. Companies are creating Internet communities based on their brands, encouraging customers to actively form and develop brand communities. Thus, this report proposes a plan to analyze the effectiveness of community activities based on the customers active involvement and how to effectively manage and utilize it. The purpose of this research is to understand the effects on-line brand communities and their characters have on customer behavior. Also, it will study the effects community attitudes have on brand decisions and oral transmission communication when on-line brand communities choose a brand. This report was conducted to survey on-line university students to understand how communities' attitude affects the decision of on-line university brand and oral transmissions when students choose to study at a on-line university. According to research, those factors brought positive responses to character of the brand communities(confidentiality of information, interactivity, convenience, intimacy) and by doing so, on the customer's attitude side, positive results on intention of purchase and oral transmissions can be expected. In addition, the character of the brand communities affects intention of purchase and oral transmission communication. Based on this research, it is possible to propose a marketing strategy that revitalizes brand communities' activities.