• Korea Trade Review
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• v.47 no.2
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• pp.155-174
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• 2022

This study aims to analyze the effect of service quality on e-commerce utilization performance in B2B market. Measurement factors derived from the survey were examined, and whether they had a positive effect on the performance of e-commerce utilizing was examined. The survey period was conducted on the Likert-5 score scale for about four months from November 2021 to February 2022, and 2,200 copies were distributed online and offline, and a total of 268 copies were used for empirical analysis. The moderating effect of the research methodology was analyzed by using multiple regression analysis and PROCESS MACRO. Three factors of service quality were secured and the influence relationship on e-commerce utilization performance was derived. Study results were as follows. First, interaction, logistics and economics have a positive effect on the level of e-commerce utilization. It means SMEs can increase the level of use of e-commerce as they produce and deliver goods with high economic contribution from the perspective of foreign companies, accuracy of goods transportation services, and purchasing companies. Second, It was confirmed that the effect of service quality on the utilization performance of e-commerce varies depending on the degree of corporate image. Therefore, it will be important to plan a management strategy first to improve service quality in order to increase e-commerce activities.

• Information Systems Review
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• v.22 no.3
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• pp.15-30
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• 2020

In the real estate industry, the latest changes in the Fourth Industrial Revolution, such as big data analytics, machine learning, and VR (virtual reality), combine to bring about industry change. Proptech is a new term combining properties and technology. This study aims to derive and analyze from a comprehensive perspective the quality factors (systems, services, interfaces, information) for mobile real estate brokerage services that are well known and used in the domestic market. The surveys in this study were conducted online and offline and a total of 161 samples were used for statistical analysis. As a result, all hypotheses were approved to except system quality and service quality. The results show that the domestic proptech companies who are mostly focused on real estate brokerage services, peer-to-peer lending, advertising platforms and apartments need to grow in various fields of proptech business of other countries including Europe, USA and China.

• Asia Marketing Journal
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• v.12 no.4
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• pp.79-111
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• 2011

Digital economy has grown rapidly so that the new business area called 'Internet business' has been dramatically extended as time goes on. However, in the case of Internet business, market shares of individual companies seem to fluctuate very extremely. Thus marketing managers who operate the Internet sites have seriously observed the competition structure of the Internet business market and carefully analyzed the competitors' behavior in order to achieve their own business goals in the market. The newly created Internet business might differ from the offline ones in management styles, because it has totally different business circumstances when compared with the existing offline businesses. Thus, there should be a lot of researches for finding the solutions about what the features of Internet business are and how the management style of those Internet business companies should be changed. Most marketing literatures related to the Internet business have focused on individual business markets. Specifically, many researchers have studied the Internet portal sites and the Internet shopping mall sites, which are the most general forms of Internet business. On the other hand, this study focuses on the entire Internet business industry to understand the competitive circumstance of online market. This approach makes it possible not only to have a broader view to comprehend overall e-business industry, but also to understand the differences in competition structures among Internet business markets. We used time-series data of Internet connection rates by consumers as the basic data to figure out the competition patterns in the Internet business markets. Specifically, the data for this research was obtained from one of Internet ranking sites, 'Fian'. The Internet business ranking data is obtained based on web surfing record of some pre-selected sample group where the possibility of double-count for page-views is controlled by method of same IP check. The ranking site offers several data which are very useful for comparison and analysis of competitive sites. The Fian site divides the Internet business areas into 34 area and offers market shares of big 5 sites which are on high rank in each category daily. We collected the daily market share data about Internet sites on each area from April 22, 2008 to August 5, 2008, where some errors of data was found and 30 business area data were finally used for our research after the data purification. This study performed several empirical analyses in focusing on market shares of each site to understand the competition among sites in Internet business of Korea. We tried to perform more statistically precise analysis for looking into business fields with similar competitive structures by applying the cluster analysis to the data. The research results are as follows. First, the leading sites in each area were classified into three groups based on averages and standard deviations of daily market shares. The first group includes the sites with the lowest market shares, which give more increased convenience to consumers by offering the Internet sites as complimentary services for existing offline services. The second group includes sites with medium level of market shares, where the site users are limited to specific small group. The third group includes sites with the highest market shares, which usually require online registration in advance and have difficulty in switching to another site. Second, we analyzed the second place sites in each business area because it may help us understand the competitive power of the strongest competitor against the leading site. The second place sites in each business area were classified into four groups based on averages and standard deviations of daily market shares. The four groups are the sites showing consistent inferiority compared to the leading sites, the sites with relatively high volatility and medium level of shares, the sites with relatively low volatility and medium level of shares, the sites with relatively low volatility and high level of shares whose gaps are not big compared to the leading sites. Except 'web agency' area, these second place sites show relatively stable shares below 0.1 point of standard deviation. Third, we also classified the types of relative strength between leading sites and the second place sites by applying the cluster analysis to the gap values of market shares between two sites. They were also classified into four groups, the sites with the relatively lowest gaps even though the values of standard deviation are various, the sites with under the average level of gaps, the sites with over the average level of gaps, the sites with the relatively higher gaps and lower volatility. Then we also found that while the areas with relatively bigger gap values usually have smaller standard deviation values, the areas with very small differences between the first and the second sites have a wider range of standard deviation values. The practical and theoretical implications of this study are as follows. First, the result of this study might provide the current market participants with the useful information to understand the competitive circumstance of the market and build the effective new business strategy for the market success. Also it might be useful to help new potential companies find a new business area and set up successful competitive strategies. Second, it might help Internet marketing researchers take a macro view of the overall Internet market so that make possible to begin the new studies on overall Internet market beyond individual Internet market studies.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.59-80
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• 2008

Recently, e-sports are growing with potentiality as a new industry with conspicuous profit model. But studies that dealing with e-sports are not enough. Hence, proposes of this paper are both to establish basic model that is for the design of e-sport marketing strategy and to contribute toward future studies which are related to e-sports. Recently, the researches to explain sports-sponsorship through the identification theory have been discovered. Many researches say that somewhat proper identification is a requirement for most sponsors to improve the their images which is essential to sponsorship activity. Consequently, the research for sponsorship associated with identification in the e-sports, not in the physical sports is the core sector of this study. We extracted the variables from online's major characteristics and existing sport sponsorship researches. First, because e-sports mean the tournaments or leagues in the use of online game, the main event of the game is likely to call it online game. Online media's attributes are distinguished from those of offline. Especially, interactivity, anonymity, and expandibility as a e-sport game attributes are able to be mentioned. So, these inherent online attributes are examined on the relationship with flow. Second, in physical sports games, Fisher(1998) revealed that team similarity and team attractivity were positively related to team identification. Wann(1996) said that the result of former game influenced the evaluation of the next game, then in turn has an effect on the identification of team supporters. Considering these results in the e-sports side, e-sports gamer' attractivity, similarity, and match result seem to be important precedent variables of the identification with a gamer. So, these e-sport gamer attributes are examined on the relationship with both flow and identification with a gamer. Csikszentmihalyi(1988) defined the term flow as feeling status for him to be making current positive experience optimally. Hoffman and Novak(1996) also said that if a user experienced the flow he would visit a website without any reward. Therefore flow might be positively associated with user's identification with a gamer. And, Swanson(2003) disclosed that team identification influenced the positive results of sponsorship, which included attitude toward sponsors, sponsor patronage, and satisfaction with sponsors. That is, identification with a gamer expect to be connected with corporation identification significantly. According to the above, we can design the following research model. All variables used in this study(interactivity, anonymity, expandibility, attractivity, similarity, match result, flow, identification with a gamer, and identification with a sponsor) definitely were defined operationally underlying precedent researches. Sample collection was carried out to the person who has an experience to have enjoyed e-sports during June 2006. Much portion of samples is men because much more men than women enjoy e-sports in general. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was committed to guarantee the validity and reliability of variables. The results showed that all variables had not only intensive and discriminant validity, but also reliability. Then, research model was examined with fully structural equation using LISREL 8.3 version. The fitness of the suggested model mostly was at the acceptable level. Shortly speaking about the results, first of all, in e-sports game attributes, only interactivity which is called a basic feature in online situation affected flow positively. Secondly, in e-sports gamer's attributes, similarity with a gamer and match result influenced flow positively, but there was no significant effect in the relationship between the attractivity of a gamer and flow. And as expected, similarity had an effect on identification with a gamer significantly. But unexpectedly attractivity and match result did not influence identification with a gamer significantly. Just the same as the fact verified in the many precedent researches, flow greatly influenced identification with a gamer, and identification with a gamer continually had an influence on the identification with a sponsor significantly. There are some implications in these results. If the sponsor of e-sports supports the pro-game player who absolutely should have the superior ability to others and is similar to the user enjoying e-sports, many amateur gamers will feel much of the flow and identification with a pro-gamer, and then after all, feel the identification with a sponsor. Such identification with a sponsor leads people enjoying e-sports to have purchasing intention for products produced by the sponsor and to make a positive word-of-mouth for those products or the sponsor. For the future studies, we recommend a few ideas. Based on the results of this study, it is necessary to find new variables relating to the e-sports, which is not mentioned in this study. For this work to be possible, qualitative research seems to be needed to consider the inherent e-sport attributes. Finally, to generalize the results related to e-sports, a wide range of generations not a specific generation should be researched.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.89-98
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• 2018

The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.

• Journal of Korea Multimedia Society
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• v.15 no.3
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• pp.388-397
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• 2012

Recently, one of the received attraction fields in web based service is 'Human Relationship Service' that is called SNS. This relationship map service is able to deliver information to user more easily and visually because it is intuitive data that is linked with offline real world. While past map service put physical real information in the map, present map service is evolving into new communicative platform that expresses social relationship beyond simple search platform that shows real world. In this paper, we propose smart social grid system using sketch map that is based on online map service structure. This system has features such as standardized interface provision for various SNS, use to governance hub tool in case of establishing a personal network through expanded social grid, a role of bridge to mashup software linked with other SNS, user environment construction that reproduces social grid data, and the faster service setup by improved search technology.

• Transactions of the Korean Society of Automotive Engineers
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• v.22 no.3
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• pp.157-165
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• 2014

To develop a compact vehicle for women, the most important areas are 'behavioral characteristics, life style and driving posture'. Static AM95%ile manikin is used for package guideline. Since women's characteristics and sitting position are different from men, however, the guideline cannot satisfy women drivers. Therefore, the goal of this study is to make the database with dynamic women's driving posture and behavioral characteristics at compact vehicle. Research process will be made as follows. Firstly, through the online/offline survey and statistic analysis, lifestyle and behavioral characteristics (discomfort elements) of women are extracted. Secondly, the author performs scenario test to acquire the discomfort value of driving situation and life style. 3D models of women's manikin and driving posture were created by CATIA HUMAN. The 3D models are used for the purpose of analyzing women's driving posture. Finally, with the ANOVA result and comparison between real driving posture and package guidelines, the author is able to suggest the main issue for women drivers.

• Journal of Digital Contents Society
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• v.17 no.1
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• pp.33-41
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• 2016

This study aims to suggest practical ways to interact effectively with consumers based on current situation of 'media creative' and media use patterns. Cases of digital signage are reviewed in the perspective of cross media, and the strategic meanings of cross media are explored according to interactivity. Results are collected through 'Naver' search engine service, and can be possibly assorted into five media combined types: SNS-combined, QR codes or Augmented Reality(AR)-combined, Brand App(application)-combined, Online to Offline-combined, and Behavioral factors-combined ones. Some strategic suggestions on media creative are given for effective interaction with consumers.

• Journal of Digital Convergence
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• v.13 no.1
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• pp.67-76
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• 2015

The Objective of this study was to establish the role of ICT based Welfare services to support the needs of the elderly living alone. For this, 85 current services for the elderly from 6 central governments was arranged, and also, 114 possible welfare services based on ICT in future were surveyed from the research articles. These services were categorized by Maslow's hierarchy of needs, and rearranged into online, offline and combined services. It was observed that most of the services were focused on Safety needs(medical health) and Self-actualization(leisure culture), and services for Esteem were lack. It would be possible to improve the services for the environmental improvement, employment expansion, independent Activities of daily living with the ICT based elderly welfare services. And also, it was needed to develop the additional services for the psychological and emotional support. It was concluded that ICT based consumer oriented services could improve the quality of life of the elderly living alone with the well balanced strategies.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.443-449
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• 2017

Since usage of smartphone becomes popular, Ecology of smart media based on smartphone is creating new ecological system of information. This research is for evaluating usability and sustainability of application due to development of smartphone usage in these days. For the research, precedent researches were analyzed and hypothesis were set up based on those researches. Then, iCloud Calendar and Never Calendar, which are two major calendar applications, were evaluated by in-depth interview and measuring task performance time of interviewees, and used these results to verify hypothesis. Then verify hypothesis through the research and analyze which type of users focus on aesthetic impression, and which users focus on usability and practicality. This research is to analyze success and failure points of Calendar Applications' user experience design, and suggests guideline for future transformation of offline to online.