• Journal of Korea Trade
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• 제25권1호
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• pp.47-64
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• 2021

Purpose - This paper empirically analyzed the determinants of the online food market in Korea and Vietnam as representatives of the developed market and emerging market. The online food market can be regarded as having a high potential value. This study aims to suggest the appropriate implications for each developed market and emerging market by empirically comparing and analyzing customers' online food purchase determinants in the growth change of the online food market. Design/methodology - The empirical model of this study was established with the motif of the TAM+Trust model suggested by Nguyen et al.'s (2019) existing theoretical framework. Davis's (1989) TAM model was adopted to establish a framework related to the determinants that consumers would accept, for the online food purchasing method. Then, the trust variable is added to the framework which is regarded as an important effector especially in food related researches. In this study's comparative analysis, the multi-group structural equation modeling analysis was implemented. Findings - The main finding of this study can be summarized as that the moderating effect of nationality is significant. This means that there is an obvious difference between the developed online food market and the emerging online food market. In addition, as the growth of the online market changes, the significant determinants of consumers' attitudes and purchase intentions are somewhat different. However, the usefulness of online food purchasing methods and the trust of websites were analyzed as significant factors. Originality/value - Although the potential of the online food market is abundant, studies on the determinants of customer's attitude and purchase intention are insufficient. Moreover, comparative studies between countries have not been conducted in existing studies. Therefore, the research value of this paper can be explained in that it has suggested implications for the continued growth of the online food market.

• Asia pacific journal of information systems
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• 제18권1호
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• 한국콘텐츠학회논문지
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• 제16권8호
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• pp.71-80
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• 2016

본 연구는 전자상거래 및 온라인 쇼핑 분야의 선행연구를 토대로 소비자의 온라인 환경에서의 쇼핑 동기로 편의적, 쾌락적, 경제적 동기의 3가지 요인을 도출하여 온라인 쇼핑에 대한 신뢰도를 매개변수로, 구매의도를 종속변수로 연구모델을 설정하였다. 또한 중국과 베트남 2개 국가 소비자들의 성향차이를 조절변수로 설정하고 소비자의 쇼핑 동기가 온라인 쇼핑에 대한 신뢰도 및 구매의도에 미치는 영향을 분석하였다. 연구결과를 요약하면 다음과 같다. 첫째, 소비자의 쇼핑 동기 중 편의적 동기를 제외한 쾌락적, 경제적 동기 변수는 신뢰도에 정(+)의 영향을 미치는 것으로 분석되었다. 둘째, 소비자의 쇼핑 동기 중 모든 변수는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 온라인 쇼핑에 대한 소비자의 신뢰도는 구매의도에 정(+)의 영향을 미치는 것으로 검증되었다. 넷째, 소비자의 쇼핑동기가 온라인 쇼핑에 대한 신뢰도와 구매의도에 미치는 영향은 중국과 베트남 소비자에 따라 차이를 보이는 것으로 검증되었다. 본 연구결과를 토대로 중국시장과 베트남시장에 진출하는 기업들에게 현지화에 대한 실무적인 시사점을 제시하였다.

• 복식문화연구
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• 제17권5호
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• pp.911-922
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• 2009

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

• 한국융합학회논문지
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• 제10권11호
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• pp.283-288
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• 2019

본 연구는 제품정보가 넘치는 온라인 쇼핑에서 소비자의 불확실성 회피성향이 구매연기행동에 미치는 영향을 분석하고, 이 과정에서 실용적/쾌락적 소비가치가 조절효과를 갖는지 알아보았다. 20-30대 남녀 205명을 대상으로 고관여 탐색재인 노트북에 대해 6개의 가상브랜드 구매상황 시나리오를 제시하고 구매연기의도를 분석한 결과, 불확실성 회피성향이 높을수록 구매연기의도가 높고, 실용적 소비가치는 이들 간의 관계에서 조절효과를 갖는 것으로 나타났다. 하지만 쾌락적 소비가치는 불확실성 회피성향과 구매연기의도 사이에 조절효과가 없었다. 본 연구의 결과는 온라인 쇼핑과 같이 제품정보가 과부하되는 상황에서 소비자는 불확실성을 느낄수록 구매를 연기하려하므로, 제품에 관한 정보를 무조건 많이 제공할 것이 아니라 불확실성을 감소시킬 수 있는 정보제시 전략이 필요하며, 특히 실용적/쾌락적 소비가치의 차별적 효과를 고려하여 제품관련 정보를 구성해야 함을 시사해 준다.

• Journal of Korea Trade
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• 제26권7호
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• pp.185-202
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• 2022

Purpose - As overseas direct purchase transactions using e-commerce increase, the scale and scope of international trade are diversified, and the transaction volume using online platforms in e-commerce is increasing. The e-commerce market share will become more important because it is not only a medium connecting B2C, but also because it will expand the scope of trade. This study aims to reveal the factors that influence purchase intention according to Korean-Chinese consumers in e-commerce. In addition, the study has comprehensively confirmed the influence between each factor in the e-commerce environment by integrating and analyzing the characteristic factors of online information sources and platforms in one structural equation. Finally, the study confirmed that there is a significant difference in the influence relationship between Korean and Chinese consumers. Through this, the study will contribute to content production in the e-commerce market according to the target market and the expansion of the mutual entry of Korea and China. Design/methodology - This study aims to confirm the mediating effect of the details of the online information source characteristics and platform characteristics when the perceived quality affects purchase intention. It is confirmed that the factors affecting Korean and Chinese consumers differ. Findings - It was confirmed that differences exist according to the group of Korean or Chinese consumers for the entire research model. In the case of Korean consumers, the mediating factors when perceived quality affects purchase intention are expertise, reliability, entertainment, informativity, and convenience; in the case of Chinese consumers, the factors are expertise and informativity. Originality/value - This study proved that Korean and Chinese consumers cannot be regarded as having the same characteristics, and therefore, strategies aimed at each e-commerce market should be differentiated. In addition, although previous studies on online information sources and platform characteristics were not integrated, this study confirmed a significant influence relationship among the factors that could affect purchase intention in the actual e-commerce environment.

• 한국정보시스템학회지:정보시스템연구
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• 제15권4호
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• pp.189-209
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• 2006

The progress of mobile internet technologies has changed user access to information. The mobile internet allows to obtain contents and services from wireless networks via mobile devices. The purpose of this study is th find out important factors that influence on the customer purchase intention by mobile internet environment. Base on TAM(Technology Acceptance Model) and the latest literature, a comprehensive set of constructs and hypotheses were compiled with a methodology for testing them. We suggested five factors that effect purchase intention in mobile internet environment: Enjoyment Ease of use, Usefulness, Mobility, Trust To validate the research model, we collected data from cellular phone user using an online survey. The results of this study are as follows. First enjoyment ease of un, usefulness, and mobility had positive effects on trust. Second, Usefulness, ease of use, and trust had positive effects on purchase intention to use mobile internet. Third, enjoyment and mobility did not have positive effects on purchase intention to use mobile internet. Based on these results, we suggest marketing strategies.

• 패션비즈니스
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• 제26권6호
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• 경영정보학연구
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• 제15권1호
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• pp.69-89
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• 2013

소비자들은 온라인 커뮤니티에서 정보공유 및 상호작용을 통해 자신의 경험을 자유롭게 게시하고 있으며, 이러한 메시지들은 구매에 있어서 중요한 영향력을 발휘하고 있다. 본 연구는 온라인 커뮤니티의 참여도를 유발할 수 있는 커뮤니티 특성요인과 커뮤니티에서 이루어지는 구매행동과의 관계를 알아보기 위해 실시되었다. 온라인 커뮤니티에서 구성원들이 적극적인 참여를 유발할 수 있는 커뮤니티 특성을 크게 커뮤니티 지원과 관계지원 두 차원으로 나누고, 보상, 외적 규범, 상호작용, 동류의식을 독립변수로, 참여를 매개변수로 하여 공동구매 의도에 어떠한 영향을 미치는지 알아보았다. 그리고 이를 한국과 중국에서 데이터를 수집하여 온라인 커뮤니티에서 한국과 중국 소비자들의 행동을 분석하고자 하였다. 온라인 커뮤니티 이용자 524명을 대상으로 설문조사를 실시하여 구조방정식 모델링을 사용하여 수립된 가설들을 검증하였다. 지각된 외적 규범이 높을수록 참여에 부정적인 영향을 미친것으로 되었다. 반면에 보상, 상호작용, 동류의식이 모두 참여에 긍정적인 영향을 미친 것으로 나타났다. 온라인 커뮤니티의 참여수준이 높을수록 공동구매의도에 긍정적인 영향을 미친 것으로 검증되었다. 또한 보상과 외적규범이 참여 미치는 영향이 한국에서는 유의했으나 중국에서는 유의하지 않게 나타났다. 이러한 결과들을 토대로 온라인 커뮤니티의 구축하는 데에 있어서 여러 가지 시사점을 제시하였다.

• 한국정보시스템학회지:정보시스템연구
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• 제17권3호
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• pp.79-109
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• 2008

Cyworld was successful where others have foiled because of its unique and profitable business model that relies on the purchase of digital items and its ability to mimic and recreate aspects of face-to-face interpersonal relationships among the members of the online community. The purpose of this study is to understand how the needs for self-presentation and needs for affiliation influence digital item purchase intention, and to analyze the moderating roles of gender and purchase experience in those relationships. Based on the theoretical framework including self-presentation theory and theory of affiliation, we developed the research model and proposed ten hypotheses. A survey was conducted with 225 members of Cyworld. The research model and the related hypotheses were tested using Amos. As the result of the analysis, eight hypotheses out of ten hypotheses were supported. In particular, digital item purchase intention in virtual world was found to be affected by both members' needs for self-presentation and needs for affiliation. We also found that the needs for self-presentation is significantly influenced by innovativeness of members, self-efficacy, and group norm. Also, needs for affiliation is significantly affected by self-efficacy, group norm and perceived value. Furthermore, the results indicate that 1) moderating effects of gender on those relationship is supported; and 2) moderating effects of purchase experience is partially identified. This study provides several implications for academic community and practitioners to understand why the community members pay real money for their digital items as well as how the sales of digital items can be increased in online communities. Some study limitations and future research directions are also discussed.