• 경영과학
• /
• 제32권4호
• /
• pp.135-153
• /
• 2015

In this paper, we intend to understand distinguishable SNS technology contributions for B2C commerce. In order to theorize this, we draw upon Technology-to-Performance chain (TPC) theory to develop the model that could explain how the technology value of the SNS could be realizable. For the purpose of capturing SNS technology effect to B2C channel effectiveness, on the basis of TPC theory, personal productivity is selected as a performance variable instead of satisfaction from SNS usage. Accordingly, as the antecedents of personal productivity, two variables of locatability and timeliness are extracted to reflect Task-technology-fit (TTF) dimension of performance precursors. For the utilization dimension of TPC framework, convenience and recreation tendency of the personal traits in shopping are included as the precursors of SNS utilization in the sense of reflecting utilitarian and hedonic value of SNS adoption. Empirical validation is conducted with reference to promotion and sales event on Facebook, which is chosen as the typical SNS based B2C commerce scenario. The data analysis result provide useful insights to further investigate the firm's SNS usage potentials for business applications.

• 농촌지도와개발
• /
• 제14권1호
• /
• pp.171-195
• /
• 2007

Gyeonggi rice has been placed relatively favorable market position in the domestic rice market. With the superiority of its quality, gyeonggi rice has been well recognized to consumers. The price of gyeonggi rice has placed higher position than that of others. But, gyeonggi rice are facing crisis on the competition by regional brands. Therefore, this study was carried out to find the differentiated marketing strategies on problem related with the product differentiation and brand marketing of gyeonggi rice. In order to find out how much the effort on the product differentiation of gyeonggi rice affects the price and brand recognition, fifty RPCs in gyeonggi province were surveyed. As the results, $22{\sim}23%$ of harvested rice which was gathered into RPC was come out 'obscurity of production origin' when we consider material hull rice in the original production territory by collecting time and channel. With comparing sales weight of gyeonggi rice by the place of shipment, agricultural cooperative channel was the highest by 44.7%. And, wholesaler comes to 17.7%, discount outlet store was 13.9%, large quantity delivery in business was 11.1%, and department store was only 5.2%. Finally, we could consider to adopt the traceability system on gyeonggi rice distribution system from production to consumers' table to get consumers' credibility and compete imported high quality rice.

• 대한안전경영과학회지
• /
• 제4권1호
• /
• pp.105-114
• /
• 2002

Nowadays, most companies seek after the greatest profit by means of offering the goods which consumers want timely and efficiently and minimizing the cost of inventory and distribution channel which amounts to the great portion of total cost. And according as EC(Electronic Commerce) market has increased rapidly, SCM(Supply Chain Management) for EC become one of the most important facts for companies, therefore this paper suggest SCM scheme which EC, especially B to C, is added to the existing commerce system. This paper uses internet for information integration of distribution channel which is away from one another and applies TOC(Theory of Constraint)'s DBR(Drum-Buffer-Rope) Scheduling for synchronization through the whole supply chain. It is possible to synchronize the whole supply chain by means of making the speed of manufacturing and distribution to be controlled by consumer's order which is received in distribution center, and inventory and loss of sales opportunities are minimized by constant. Buffer Management. If inventories in distribution center is short, then it needs to search CCR(Capacity Constraint Resource) in supply chain and to control the speed of manufacturing and distribution according to the ability of CCR. This paper applies PT(Partial Transshipment) strategy for Delivery from distribution center to store or cyber consumer. the strategy this paper suggests chooses neighbour area from area which each distribution center takes charge, and then makes product ordered by cyber consumer which lives in the chosen area to be delivered according to inventory of distribution center.

• Asia Marketing Journal
• /
• 제22권2호
• /
• pp.87-98
• /
• 2020

HANSSEM is a furniture company that leads the market of residential space in Korea. The goal of this case study is to focus on how HANSSEM copes with IKEA, the world's largest furniture retailer after entering the Korean market in December 2014. IKEA's entry into Korea is possible to destroy the existing orders in the retail industry and reduce the profit of incumbent local players by realigning industry relationships. However, HANSSEM achieved rapid growth with the largest market share in the furniture market through its internal capabilities. The authors propose the main success factors in three ways: (1) residents-database including apartment floorplans in Korea, (2) high-quality human services provided by construction and A/S (After-sales Service), (3) channel diversification that provides comprehensive consultations (e.g., flagship stores, home shopping channels, stores in marts, and interior dealers). Especially, there have been various consumer needs in Korean market, such as creating their own stylish space economically. HANSSEM meets customer's needs by reinforcing the space-package (complete-interior is provided to customer in a package rather than combining individual piece of furniture) and opening showrooms, which makes customers freely experience the products and receive detailed consultations on interior designs by alleviating customers' difficulties in decorating their homes. Based on HANSSEM's outstanding activities and new investments, we look forward to seeing that HANSSEM will achieve its ultimate goal of maintaining the position of number one furniture company by attaining customer satisfaction through higher quality in Korea.

• 유통과학연구
• /
• 제21권5호
• /
• pp.1-9
• /
• 2023

Purpose: Marketing and especially distribution channels has proved challenging for small and medium-sized enterprises (SMEs) worldwide due to its exorbitant cost. The objective of this study is to access the role and impact of digital marketing as a new distribution channel in companies located in Kosovo. Research design, data and methodology: To achieve the objective of the research, data was collected from 64 respondents/participants working in different organizations and sectors. Results: The result of the data collected showed that digital marketing plays a huge role and an effective medium in distribution of products and services, and helps in boosting sales of companies. The results showed that this form of marketing helps with retention of customers and cost effectiveness. Conclusions: The managerial implication of this study is that it is believed that customers in the topical conversation region are impacted by Kosovo businesses and their online marketing initiatives. The results of this study suggest that marketers and managers should take advantage of social media in order to accomplish the study's main objective. However, for enhanced productivity and high-level effectiveness of Digital marketing in Kosovo, there should be proper sensitization on the available digital marketing options and how it can be done.

• 디지털융복합연구
• /
• 제16권3호
• /
• pp.145-156
• /
• 2018

배급사가 소매점을 통해 게임을 유통했던 과거와 다르게 현재는 디지털 콘텐츠인 게임을 온라인 기반의 유통채널을 활용하여 판매를 실시하고 있다. 본 연구는 온라인 디지털 콘텐츠 유통 채널인 스팀(Steam)에서 판매되는 게임의 판매량에 대해서 eWOM(전자구전효과)의 요인들이 어떤 영향을 미치는지 분석한다. 최근 빅데이터 기반의 데이터 마이닝 기법을 이용한 연구가 많이 진행되고 있는데, 본 연구에서 eWOM의 요인 중 각 리뷰의 감성을 분석할 수 있는 텍스트 마이닝 기법인 감성분석을 실시하여 eWOM의 감성지수를 도출한다. 감성분석은 나이브 베이즈(Naive Bayes)와 지지벡터기(SVM) 분류기를 활용하고, 정확도가 높은 지지벡터기(SVM) 분류기를 통해 감성지수를 산출한다. 도출한 감성지수와 eWOM의 크기인 각 게임의 리뷰의 수, eWOM의 평점인 각 게임의 유저점수를 독립변수로 하여 종속변수인 판매변화량에 대해서 회귀분석을 실시한다. 회귀분석 결과, 독립변수인 eWOM의 크기와 eWOM의 감성지수가 종속변수인 판매변화량에 영향을 미치는 것을 확인하였다. 본 연구는 연구결과를 통해 국내 게임 기업들이 스팀을 기반으로 해외진출 시 판매량에 영향을 미치는 eWOM의 요인들을 제시할 수 있는 시사점을 가진다.

• 유통과학연구
• /
• 제16권7호
• /
• pp.77-86
• /
• 2018

Purpose - In the insurance distribution channel, the salespeople plays a role of representing the company, and recognizes the needs of the customers and plays a role in responding to them. Therefore, their turnover can have a great influence on the company performance. The purpose of this study is to investigate the structural relationship between salespeople's personal - environmental fit and organizational commitment and turnover intention. Research design, data, and methodology - Data collection was conducted a self-filling questionnaire for salespeople for about one month from July 24, 2017 to August 30, 2017. The subjects of the questionnaire were the insurance salespeople who work in the sales line such as K life, S fire. A total of 450 copies were distributed and 432 copies of the questionnaire were used for final analysis. The analysis program used SPSS 22.0 and AMOS 22.0 programs. Analysis method was Frequency Analysis, Reliability & Confirmatory Factor Analysis, Correlation Analysis and Structural Equation Model(SEM). Results - As a result of Hypothesis 1, Person-Supervisor Fit had significant influence only on Continuance Commitment. Person-Job Fit did not have a significant effect on Organizational Commitment. Person-Coworker Fit had a significant effect on Continuance Commitment and Affective Commitment. Person-Organization Fit had a significant impact on Affective Commitment. Therefore, only , , , , were adopted. As a result of Hypothesis 2, Continuance Commitment had a significant effect on turnover intention. Therefore, only was adopted. Conclusions - This study suggests that it is necessary to manage the human resources in the sales field through studies related to salespeople's extension of the research scope and salespeople's turnover intention. Based on the results of this study, the conclusion suggests some implications for the efficient human resources management of insurance companies in sales channels. It is expected that it will be helpful for the salespeople to find out what kind of Person-Environment Fit affects the organizational commitment and how to manage the organizational commitment among the three dimensions of organizational commitment to reduce turnover intention.

• 한국유통학회:학술대회논문집
• /
• 한국유통학회 2005년도 춘계학술대회 발표논문집
• /
• pp.165-191
• /
• 2005

유통경로 관리에서 유통환경을 명확히 이해하고, 그것이 유통경로 시스템에 주는 영향을 파악하는 것이 매우 중요하다는 점을 인지하면서도 환경의 영향에 대한 이론적 ·실증적 연구는 그다지 활발하지 못했다. 특히 기존의 유통경로 연구들은 환경이 유통경로에 영향을 미치는 메커니즘을 다양한 관계특성과 관계의 질 측면에서 다루지 않았다. 이 연구의 목적은 환경차원 중 환경의 동태성이 유통경로 구성원 간 관계특성인 신문사의 거래특유투자, 신문사의 기회주의, 그리고 신문지국의 갈등에 미치는 영향과 그러한 관계특성들이 유통경로 구성원 간 관계의 질인 신뢰, 즉 신용과 호의에 미치는 영향을 규명하는 데 있다. 이를 위하여 국내 한 신문사에 소속된 신문지국의 지국장 163명을 대상으로 자료를 수집해 분석한 결과, 환경의 동태성은 신문사의 기회주의 및 신문지국의 갈등과 정(+)의 상관관계를 보였고, 신문사의 거래특유투자와는 상관관계가 없는 것으로 나타났다. 또한 신문사의 거래특유투자는 신용과 호의에 각각 정(+)의 상관관계를 보였고, 신문사의 기회주의와 신문지국의 갈등 수준은 신용과 호의에 각각부(-)의 상관관계를 보였다. 이 연구는 요즘과 같이 환경의 동태성 수준이 높은 상황에 처한 신문사에게 신문지국과의 장기적인 관계를 유지하고 발전시키기 위한 필수조건인 신뢰를 형성하기 위해 어떠한 관리적 측면의 노력이 필요한지를 제시할 수 있을 것이다.

• 유통과학연구
• /
• 제4권2호
• /
• pp.145-165
• /
• 2006

중국의 자동차시장은 급속한 경제성장에 맞물려 자동차 수요가 2010년에는 국내시장 대비 2.4배 이상의 규모인 570만대, 세계 3위의 자동차시장 규모에 이를 것으로 예상 되고 있다. 또한 점차 사회 및 투자인프라의 안정화가 이루어지고 있어 세계의 글로벌 기업들에게 있어서 중국자동차 시장은 부(富) 창출의 시장이며 기회의 땅으로 인식되고 있다. 이와 반면, 중국은 전 세계의 자동차 기업들이 이미 진출해 있는 세계 자동차기업의 각축장이라는 위협의 시장이기하다. 2002년 3월 동풍과 열달 자동차와의 3자 합작투자를 수행함으로써 중국시장 진입이 현실화가 된 기아자동차로서 직면한 과제는 무엇보다 중국시장을 어떻게 침투할 것인가의 문제였다. 특히 중국의 자동차 채널환경은 한국과는 크게 달라 이러한 문제는 더욱 어려움을 증폭하기 충분했다. 본 사례는 2006년 4월 20일부터 4월 22일의 기간 동안 기아자동차의 중국 염성 공장 및 대표사무소가 있는 상해를 방문하여 인터뷰를 통해 수집한 자료를 기초로 2002년 3월 기아자동차가 중국 자동차 산업에 첫 발을 내딛을 무렵 그들에게 직면한 유통채널 환경과 그들이 유통채널의 어려움을 해결하기까지 그 과정에 대해 면밀히 살펴본다.

• 복식문화연구
• /
• 제32권2호
• /
• pp.199-214
• /
• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.