• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.267-274
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• 2020

The focus of this study is to investigate the mediating role of online market orientation on information capital readiness-business performance relationship. The construct of information capital readiness is rarely researched. The readiness here refers to the availability of information capital needed to support strategy execution. As quantitative research, this study employs the partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. Data was collected using questionnaires from the owners/managers of the micro, small, and medium-sized enterprises (MSMEs) in the East Java Province, Indonesia. As many as 433 respondents had participated. The result indicates that information capital readiness directly and positively affects business performance. Further analysis reveals that online market orientation partially mediates information capital readiness-business performance relationship. In conclusion, this study suggests that the owners/managers of the MSMEs should improve their information capital readiness to support online market orientation strategy so that it can improve their business performance. This is the first study that brings together the issues of information capital readiness and online market orientation as the antecedents of business performance in the Indonesian MSMEs research setting. The mediating role of online market orientation is rarely explored in previous studies.

• 복식문화연구
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• 제16권4호
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• pp.696-708
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• 2008

The purpose of this study was to examine the relationship among Shopping Orientation, Shopping-mall characteristics, Consumer Satisfaction, and Loyalty in online market. Data were collected from 405 adult women and analyzed by factor analysis, cluster analysis, ANOVA and Duncan test using by SPSS 12.0. The results showed that recreation shoppers to buy the cosmetics in online market, were more likely to perceive the shopping mall characteristics, information, check-out convenience, and product price of shopping mall than the other shoppers. Both brand oriented shoppers and economic oriented shoppers were more likely to perceive information offered at newsletters and e-mail of Internet shopping mall. Additionally, the more active shoppers were the more satisfied and the greater loyalty at online shopping mall of cosmetics. Implications are drawn for the information useful marketer and retailers of the online shopping mall of cosmetics.

• International Journal of Costume and Fashion
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• 제18권2호
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• pp.65-83
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• 2018

The purpose of this study was to explore the dynamics of the newly emerging designer fashion market and examine how startup designers reacted to the tension between creativity and business, and how they grew within such dynamics. In-depth interviews were conducted with 22 DFE entrepreneurs and 7 fashion industry experts. The grounded theory was used to analyze data and yield results. Korean new generation of DFEs, attracted by the growing online market opportunities are directly distributing through online channels, targeting the millennial consumers who are pursuing new values at new distribution channels. They show new growth pattern, start with a few key items in the middle and lower price segments, then upscale their design, quality, and price. This study further investigated designers' enterprise orientation shift, which was explored by Mills. Some creativity-oriented designers encountered difficulties in the orientation shift, while designers who demonstrated business characteristics from the startup stage restored the balance by trying to improve both creativity and business. This study discovered a new way for the designer to enter the growth stage. This growth approach is one of the success strategies applicable to designers launching a brand on online platforms in the global market.

• The International Journal of Costume Culture
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• 제3권3호
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• pp.193-200
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• 2000

Recently Korean firms are increasingly interested in Internet business while the number of Internet users reaches more than 10 million in Korea. As e-commerce develops rapidly, customer-oriented marketing for online business becomes very important. The issue of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for Internet businesses than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of Internet business, differences between online marketing and traditional marketing, selection of target market, and online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.

• 한국콘텐츠학회논문지
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• 제14권5호
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• pp.332-346
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• 2014

본 연구는 국내 금융업의 시장지향성과 소셜 미디어 마케팅 성과 간의 영향관계를 분석하여 금융 마케팅 및 소셜 미디어 담당자들에게 구체적인 전략적 시사점을 제시하고자 했다. 이를 위해 Narver & Slater의 개념구조에 기초한 기업의 시장지향성이 마케팅 커뮤니케이션 실행수준을 통한 간접효과와 소셜 미디어 마케팅 성과로의 직접효과에 어떤 영향을 미치는가에 대한 연구 모델과 가설이 설계되었다. 연구 대상은 국내 금융회사 230개에 달하는 은행업, 증권업, 자산운용업, 카드업, 보험업의 소셜 미디어 담당자 대상으로 설문조사를 수행하였으며 102개의 유의미한 응답을 기반으로 분석이 이루어졌다. 결과적으로 금융회사의 고객 지향성, 경쟁자 지향성, 기능간 상호 협조는 마케팅 커뮤니케이션 실행 수준에 긍정적인 영향을 미쳤으며 소셜 미디어 마케팅 성과에는 마케팅 실행수준을 거쳐 간접적으로 영향을 주는 것으로 분석되었다. 반면, 시장지향성 중에서 경쟁자 지향성만 소셜 미디어 마케팅 성과에 직접적이며 타 개념보다 가장 큰 정(+)의 영향을 미쳤으나, 고객 지향성과 기능간 상호 협조의 효과는 통계적으로 유의하지 않은 것으로 분석되었다.

• 한국의류학회지
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• 제37권6호
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• pp.737-749
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• 2013

As more famous and luxurious fashion brands enter the online market, the changes in the online market include those in the composition of merchandise, price image, and consumer behavior. Focusing on these changes, this study examines the relation of consumer price attitude and impulse buying behavior towards internet apparel purchases. Data were obtained from 377 males and females in their 20s-40s who purchased apparel from an internet mall. Convenience sampling through the internet was performed. Collected data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, Duncan test, and regression analysis using SPSS for Windows 12.0. The results of this study are as follows. First, four dimensions of consumer price attitudes towards internet apparel purchases were found that included price-quality/prestige, sale, value for money, and low price orientation. Second, the influence of consumer price attitude on impulse buying is significant. As the price attitude of price-quality/prestige orientation and sale orientation increases, impulse buying orientation is stronger. Third, there are partially significant differences on the sub-dimensions of consumer price attitude and the influence of price attitude on impulse buying by gender and age. This study will be of help to internet companies by providing information in regards to a price attitude-based marketing strategy and an adequate response to customer impulse buying.

• 한국의류산업학회지
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• 제15권1호
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• pp.46-56
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• 2013

This study categorizes online fashion shopping malls according to consumer store patronage behavior as well as classifies consumer groups by online shopping mall patronage to understand the unique characteristics in each phases of purchase. A quantitative survey was conducted using 487 questionnaires from women in their 20s and 30s. The data were analyzed using frequency analysis, cross-tabulations, factor analysis, T-test, ANOVA, cluster analysis, and ${\chi}^2$-test. The findings of this study are as follows. First, online shopping malls were classified into three types of 'integrated mall', 'open market' and 'specialized fashion mall'. Second, based on one of the three types of categorization consumer groups patronizing each type turned out as follows: integrated mall patrons (141, 28.95%), open market patrons (226, 46.41%) and the specialized mall patrons (119, 24.64%). Third, the characteristics of each group had significant differences according to clothing shopping orientation, information search, shopping mall behavior, spending on online shopping, and e-loyalty.

• 한국의류산업학회지
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• 제20권6호
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• pp.645-655
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• 2018

Online to Offline(O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. Electronic commerce has become diversified and O2O marketing is the new trend of e-commerce. The rapid popularization of mobile Internet and online shopping makes O2O service gets more attention. Although recently O2O service and O2O marketing get much attention, there is no much preceding research about the antecedents of mobile shopping of O2O market. The purpose of the study is to examine the effect of shopping orientation on intention to reuse O2O services and the moderating effect of impulse buying tendency. A total of 209 surveys were collected online in total for the data of the study. The key findings of this study are as follows: First, convenience seeking shopping orientation has a positive effect on the intention to reuse O2O service and brand seeking shopping orientation has, too. Second, impulse buying tendency positively moderated the relationship between hedonic seeking shopping orientation and intention to reuse O2O service, and negatively moderated sales seeking shopping orientation and intention to reuse O2O service. The results of this study presented some implications for operators at O2O service area. Research findings and study limitations are discussed.

• 유통과학연구
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• 제15권12호
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• pp.5-19
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• 2017

Purpose - This study involves the following questions: "Does internalization theory fully explain reality?" and "Which additional factors may add extra value to the theory?" To answer these, this study divides market entry mode into two steps, initial and subsequent and then, focuses on the subsequent distribution step; that is, the post-entry strategy after initial entry. In addition, this study relies on finding strategic orientations that affect the decision of post-entry into foreign markets. Research design, data, and methodology - To investigate this, this study examines 252 cases of Korean online games for each foreign market and the distribution mode at the product-team level. Results - The result shows that companies use different distribution strategies as a post-entry mode, like licensing, or joint distribution rather than exclusive distribution, through subsidiaries even if they already have wholly owned local subsidiaries which have enough experience and resources to select the entry modes among various types and then provide full commitment and control. Additionally, it finds that strategic orientation affects post-entry strategies differently. Conclusions - Therefore, this study is noteworthy and significant, as it practically extends the existing theories such as an internalization and distribution for decision making regarding the overseas expansion of entertainment businesses.

• 벤처혁신연구
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• 제6권1호
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• pp.115-137
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• 2023

본 연구에서는 디지털 전환시대에 선도적인 관점에서 신기술을 흡수하고 혁신적 변화가 요구되고 있는 IT-BPO 기업을 대상으로 조직 핵심역량과 흡수역량이 시장지향성 및 기술지향성에 미치는 관계를 분석하고, 나아가 경영성과에 미치는 관계를 분석하고자 하였다. 이를 위한 연구방법으로 국내 IT-BPO 비즈니스를 수행하고 있는 업체를 대상으로 온라인 전문리서치 업체 및 오프라인 설문조사를 병행하여 291부를 회수하였으며, 분석방법으로는 기술통계와 신뢰도 분석에는 SPSS 23, 타당성, 매개효과를 포함한 연구가설 검증은 AMOS23을 이용하여 분석하였다. 주요 분석결과, 첫째, 혁신역량과 흡수역량 요인이 시장지향성에 미치는 관계에서는 학습역량과 지식네트워크 역량이 시장지향성에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 혁신역량과 흡수역량 요인이 기술지향성에 미치는 관계에서는 R&D역량, 잠재적 흡수역량 및 실현적 흡수역량이 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 혁신역량과 흡수역량 요인이 경영성과에 미치는 영향 관계에서는 R&D역량만이 통계적으로 유의한 정(+)의 영향 관계를 가지는 것으로 나타났다. 셋째, 시장지향성과 기술지향성이 경영성과에 미치는 관계에서는 시장지향성과 기술지향성 모두 경영성과에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 연구결과는 IT-BPO 기업이 성장과 가치창출을 높이기 위해 추구하는 시장지향성이나 기술지향성 유형에 따라 효과적인 역량요인을 제시함으로써 전략 목적에 따른 차별적 역량 강화방안에 하나에 시사점을 제시할 것으로 보인다.