• 한국가정과교육학회지
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• 제34권4호
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• pp.77-92
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• 2022

최근 금융산업에서의 디지털 전환이 가속화되며, 인터넷 활용의 취약계층인 고령 소비자의 인터넷 뱅킹 사용 수준을 제고하는 것은 중요한 과제가 되었다. 이에 본 연구는 미디어패널조사 11차년도 자료의 60대 이상 3,101명의 응답을 분석하여, 고령 소비자의 인터넷 뱅킹 사용에 대한 자기효능감에 영향을 미치는 인구통계학적, 경험적, 심리적 요인을 규명하였다. 주요 연구결과는 다음과 같다. 첫째 고령 소비자의 인터넷 뱅킹 사용에 대한 자기효능감에 미치는 인구통계학적 변수로 성별, 교육수준, 직업유무, 소득수준을 확인하였다. 둘째 고령 소비자의 인터넷 뱅킹 사용에 대한 자기효능감에 영향을 미치는 경험적 요인으로 인터넷 쇼핑 경험을, 심리적 요인으로 정보보안우려, 디지털 리터러시, 높은 문제해결의지를 확인하였다. 셋째, 경험적, 심리적 영향요인이 60대와 70대 이상의 연령 구분에 따라 다른 영향력을 갖는지에 대하여 조절효과 분석을 실시한 결과, 모든 변수에서 연령 구분에 따라 인터넷 뱅킹 사용에 대한 자기효능감에 미치는 영향력이 다름을 확인하였다. 본 연구의 결과는 고령층으로 구분되는 소비자 집단 내에서도 금융행동의 차이를 유발하는 특성이 있음을 경험적으로 밝혀냄으로써 고령 소비자의 비대면 금융 서비스 활용과 관련한 논의에 기여할 수 있을 것이다.

• 경영정보학연구
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• 제24권4호
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• pp.77-96
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• 2022

코로나19로 비대면 소비문화가 확산되면서, 온라인에서 실시간으로 쇼호스트(판매자)와 소통하며 쇼핑하는 라이브 커머스(live commerce)가 주목받고 있다. 라이브 커머스는 기존 다른 형태의 상거래 유형에 비해 구매전환율이 높아, 충동구매가능성도 상대적으로 높을 것으로 예상된다. 하지만, 라이브 커머스 사용 환경에서 발생하는 소비자의 충동구매에 관한 연구는 다소 부족한 실정이다. 이에, 본 연구에서는 소비충동형성 및 실행통합모형을 활용하여 시나리오 기반 실험연구를 설계하였다. 이를 통해, 라이브 커머스 특성(대리경험, 실시간 상호작용성)이 소비자의 충동구매가능성에 미치는 영향을 검증하고, 나아가 쇼호스트 특성 중 하나인 전문성이 라이브 커머스 특성과 충동구매가능성 간 영향관계를 조절할 수 있는지를 추가 분석하였다. 연구결과, 라이브 커머스 특성인 대리경험과 실시간 상호작용성 모두 소비자의 충동구매가능성에 긍정적인 영향을 미치는 것을 확인하였으며, 대리경험이 소비자의 충동구매가능성에 미치는 영향 관계에서 전문성의 조절효과가 있음을 실증하였다. 본 연구는 라이브 커머스 쇼핑 맥락에서의 충동구매가능성을 분석한 시나리오 기반 실험연구라는 점에서 의의가 있다. 본 연구결과를 통해 라이브 커머스 서비스 및 플랫폼 제공자에게 이윤창출 극대화 및 효율적인 서비스 운영을 위한 실무적 시사점을 제시하였다.

• Asia pacific journal of information systems
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• 제18권4호
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• pp.105-130
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• 2008

Consumers of e-learning market differ from those of other markets in that they are replaced in a specific time scale. For example, e-learning contents aimed at highschool senior students cannot be consumed by a specific consumer over the designated period of time. Hence e-learning service providers need to attract new groups of students every year. Due to lack of information on products designed for continuously emerging consumers, the consumers face difficulties in making rational decisions in a short time period. Increased uncertainty of product purchase leads customers to herding behaviors to obtain information of the product from others and imitate them. Taking into consideration of these features of e-learning market, this study will focus on the online herding behavior in purchasing e-learning contents. There is no definite concept for e-learning. However, it is being discussed in a wide range of perspectives from educational engineering to management to e-business etc. Based upon the existing studies, we identify two main view-points regarding e-learning. The first defines e-learning as a concept that includes existing terminologies, such as CBT (Computer Based Training), WBT (Web Based Training), and IBT (Internet Based Training). In this view, e-learning utilizes IT in order to support professors and a part of or entire education systems. In the second perspective, e-learning is defined as the usage of Internet technology to deliver diverse intelligence and achievement enhancing solutions. In other words, only the educations that are done through the Internet and network can be classified as e-learning. We take the second definition of e-learning for our working definition. The main goal of this study is to investigate what factors affect consumer intention to purchase e-learning contents and to identify the differential impact of the factors between consumers with purchase experience and those without the experience. To accomplish the goal of this study, it focuses on herding behavior and perceived usefulness as antecedents to behavioral intention. The proposed research model in the study extends the Technology Acceptance Model by adding herding behavior and usability to take into account the unique characteristics of e-learning content market and e-learning systems use, respectively. The current study also includes consumer experience with e-learning content purchase because the previous experience is believed to affect purchasing intention when consumers buy experience goods or services. Previous studies on e-learning did not consider the characteristics of e-learning contents market and the differential impact of consumer experience on the relationship between the antecedents and behavioral intention, which is the target of this study. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and distributed to 629 informants. 528 responses were collected, which consist of potential customer group (n = 133) and experienced customer group (n = 395). The data were analyzed using PLS method, a structural equation modeling method. Overall, both herding behavior and perceived usefulness influence consumer intention to purchase e-learning contents. In detail, in the case of potential customer group, herding behavior has stronger effect on purchase intention than does perceived usefulness. However, in the case of shopping-experienced customer group, perceived usefulness has stronger effect than does herding behavior. In sum, the results of the analysis show that with regard to purchasing experience, perceived usefulness and herding behavior had differential effects upon the purchase of e-learning contents. As a follow-up analysis, the interaction effects of the number of purchase transaction and herding behavior/perceived usefulness on purchase intention were investigated. The results show that there are no interaction effects. This study contributes to the literature in a couple of ways. From a theoretical perspective, this study examined and showed evidence that the characteristics of e-learning market such as continuous renewal of consumers and thus high uncertainty and individual experiences are important factors to be considered when the purchase intention of e-learning content is studied. This study can be used as a basis for future studies on e-learning success. From a practical perspective, this study provides several important implications on what types of marketing strategies e-learning companies need to build. The bottom lines of these strategies include target group attraction, word-of-mouth management, enhancement of web site usability quality, etc. The limitations of this study are also discussed for future studies.

• 한국지역사회생활과학회지
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• 제16권4호
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• pp.47-57
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• 2005

식품재료로서 식용꽃의 특성 조사를 위해 2005년 2월부터 9월까지 식용꽃의 재배농장, 판매처, 인터넷 쇼핑몰 등을 통해 유통되고 있는 식용꽃의 종류, 색깔, 크기, 무게, 색소 및 출하시기를 조사하였다. 국내에서 유통되고 있는 식용꽃은 36종류였으며, 이 중 국화를 제외한 35종은 도입종이었다. 식용꽃의 특성은 같은 종류라도 품종에 따라 다양하게 나타났다. 식용꽃의 색은 노랑색 계열이 25종류, 빨강색 계열이 23종류, 분호색계열이 20종류, 흰색계열이 18종류, 주황색 계열이 16종류 등 다양하였다. 식용꽃의 크기는 지름이 $1.0\∼2.0cm$인 것이 7종류, 2.0$\∼$3.0cm인 것이 14종류($41.7\%$), $3.0\∼4.0cm$인 것이 17종류($50\%$), $4.0\∼5.0cm$인 것이 8종류($22.2\%$), 5.0g 미만인 것이 21종류($58.3\%$), $0.6\∼1.0g$인 것이 8종류($22.2\%$), $1.1\∼1.5g$ 인 것이 6종류($16.7\%$),였다. 식용꽃의 맛은 쓴맛 21종류, 단맛과 신맛을 나타낸 것이 각각 7종류, 향긋한 맛 6종류, 비린내 나는 맛 3종류, 기타 맛을 나타낸 것에는 9종류가 있었다. 식용꽃의 색소는 안토시아닌류가 27종류, 플라본류가 23종류, 카로티노이드류가 17종류, 베타레인류가 4종류인 것으로 나타났다. 식용꽃의 출하시기는 4월$\∼$10월에 집중되어 있었다.

• 경영정보학연구
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• 제22권2호
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• pp.137-166
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• 2020

대한민국 국민의 해외여행 비율은 매년 증가 추세인데 반해, 국내여행 비율은 수년간 답보 상태에 있다. 이에, 정부에서는 다양한 국내 관광 활성화 정책을 시행하고 있으나, 이를 통한 국내관광 증진 효과는 제한적이다. 국내관광을 활성화시키기 위해서는, 여행자들별로 선호하는 여행 방식에 차이가 있음을 이해하고, 이에 맞춤화된 여행 서비스를 제공할 필요가 있다. 본 연구는 대한민국 국민들의 세대별 여행 방식의 특징을 분석한 후, 각 세대별로 맞춤화된 여행 서비스를 구성하기 위한 시사점을 도출하였다. '세대'란 같은 시대에 살면서, 비슷한 생애주기에 유사한 내/외부의 경험을 하기 때문에(김기연 등, 2003), 다른 세대와는 구별되는, 그 세대만의 관광 방식이 있을 수 있다. 본 연구는 여행상품 구성의 관점에서 세대 간 차이를 살펴보았다. 즉, 여행 상품 구성 및 마케팅에 필요한 요소인, 여행정보 수집 방식 및 출처, 사전 예약 상품의 종류, 패키지 이용 여부, 여행 시기/기간 및 장소, 여행시 주요활동 그리고, 여행만족도에 영향을 미치는 요인 등에 대한 세대 간 차이를 파악하고 시사점을 도출하였다. 본 연구에는 한국 문화체육관광연구원에서 수집한 2017년 국민 여행 실태조사 데이터 16,713건이 활용되었으며, 데이터는 패널들의 세대에 따라서, 밀레니얼(19세~34세), X세대(35세~54세), 베이비부머(55세~64세), 시니어(65세 이상) 등으로 구분하여 사용하였다. 본 연구결과, 전 세대 모두 자연경관이 수려하고, 문화유산이 풍부하며, 숙박 시설이 쾌적할 때, 여행만족도가 유의미하게 향상되었다. 또한, 전체 패키지보다는 숙박, 차량 대여 등 개별 상품을 쉽게 구매할 수 있도록 하고, 맛집 탐방 상품을 제공하는 것도 유효할 수 있을 것이다. 각 세대별로는, 밀레니얼은 여름철 성수기에 인기 방문지를 중심으로 체험 상품을 구성하는 것이 좋으며, 이들을 위한 관광 안내 시설을 잘 마련할 필요가 있겠다. 또한, 포털사이트와 소셜네트워크 서비스를 통한 마케팅도 밀레니얼 세대에게 효과적일 것으로 보인다. X세대는 자가용으로 여행하기 좋은 지역에, 자녀와 함께 할 수 있는 체험형 여행상품이 유효할 것으로 보인다. 이들에게는 교통만족도가 중요하며, 여름철 성수기에 인기 관광지로 여행을 많이 간다는 특징은 밀레니얼 세대와 유사하다. 베이비부머와 시니어 세대의 경우, 자연 감상 및 휴식, 쇼핑 등을 포함한 여행 상품을 구성하는 것이 좋을 것으로 보이며, 인터넷을 통한 마케팅보다는 구전 효과를 이용하는 것이 유효하겠다. 특히 시니어 세대의 경우, 봄가을을 중심으로, 당일 여행 패키지 상품을 구성하는 것도 효과적일 것으로 보인다. 이러한 세대별 여행 특성을 고려하여 맞춤화된 관광상품을 구성한다면, 궁극적으로 국내관광산업을 활성화에 기여할 수 있을 것으로 기대된다.

• Asia pacific journal of information systems
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• 제24권2호
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• pp.211-232
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• 2014

Recently, there is a growing interest toward social commerce using SNS(Social Networking Service), and the size of its market is also expanding due to popularization of smart phones, tablet PCs and other smart devices. Accordingly, various studies have been attempted but it is shown that most of the previous studies have been conducted from perspectives of the users. The purpose of this study is to derive user-centered CSF(Critical Success Factor) of social commerce from the previous studies and analyze the CSF perception gap between social commerce service providers and users. The CSF perception gap between two groups shows that there is a difference between ideal images the service providers hope for and the actual image the service users have on social commerce companies. This study provides effective improvement directions for social commerce companies by presenting current business problems and its solution plans. For this, This study selected Korea's representative social commerce business Ticket Monster, which is dominant in sales and staff size together with its excellent funding power through M&A by stock exchange with the US social commerce business Living Social with Amazon.com as a shareholder in August, 2011, as a target group of social commerce service provider. we have gathered questionnaires from both service providers and the users from October 22, 2012 until October 31, 2012 to conduct an empirical analysis. We surveyed 160 service providers of Ticket Monster We also surveyed 160 social commerce users who have experienced in using Ticket Monster service. Out of 320 surveys, 20 questionaries which were unfit or undependable were discarded. Consequently the remaining 300(service provider 150, user 150)were used for this empirical study. The statistics were analyzed using SPSS 12.0. Implications of the empirical analysis result of this study are as follows: First of all, There are order differences in the importance of social commerce CSF between two groups. While service providers regard Price Economic as the most important CSF influencing purchasing intention, the users regard 'Trust' as the most important CSF influencing purchasing intention. This means that the service providers have to utilize the unique strong point of social commerce which make the customers be trusted rathe than just focusing on selling product at a discounted price. It means that service Providers need to enhance effective communication skills by using SNS and play a vital role as a trusted adviser who provides curation services and explains the value of products through information filtering. Also, they need to pay attention to preventing consumer damages from deceptive and false advertising. service providers have to create the detailed reward system in case of a consumer damages caused by above problems. It can make strong ties with customers. Second, both service providers and users tend to consider that social commerce CSF influencing purchasing intention are Price Economic, Utility, Trust, and Word of Mouth Effect. Accordingly, it can be learned that users are expecting the benefit from the aspect of prices and economy when using social commerce, and service providers should be able to suggest the individualized discount benefit through diverse methods using social network service. Looking into it from the aspect of usefulness, service providers are required to get users to be cognizant of time-saving, efficiency, and convenience when they are using social commerce. Therefore, it is necessary to increase the usefulness of social commerce through the introduction of a new management strategy, such as intensification of search engine of the Website, facilitation in payment through shopping basket, and package distribution. Trust, as mentioned before, is the most important variable in consumers' mind, so it should definitely be managed for sustainable management. If the trust in social commerce should fall due to consumers' damage case due to false and puffery advertising forgeries, it could have a negative influence on the image of the social commerce industry in general. Instead of advertising with famous celebrities and using a bombastic amount of money on marketing expenses, the social commerce industry should be able to use the word of mouth effect between users by making use of the social network service, the major marketing method of initial social commerce. The word of mouth effect occurring from consumers' spontaneous self-marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers; in this context, the word of mouth effect should be managed as the CSF of social commerce. Third, Trade safety was not derived as one of the CSF. Recently, with e-commerce like social commerce and Internet shopping increasing in a variety of methods, the importance of trade safety on the Internet also increases, but in this study result, trade safety wasn't evaluated as CSF of social commerce by both groups. This study judges that it's because both service provider groups and user group are perceiving that there is a reliable PG(Payment Gateway) which acts for e-payment of Internet transaction. Accordingly, it is understood that both two groups feel that social commerce can have a corporate identity by website and differentiation in products and services in sales, but don't feel a big difference by business in case of e-payment system. In other words, trade safety should be perceived as natural, basic universal service. Fourth, it's necessary that service providers should intensify the communication with users by making use of social network service which is the major marketing method of social commerce and should be able to use the word of mouth effect between users. The word of mouth effect occurring from consumers' spontaneous self- marketer's duty performance can bring not only reduction effect in advertising cost to a service provider but it can also prepare the basis of discounted price suggestion to consumers. in this context, it is judged that the word of mouth effect should be managed as CSF of social commerce. In this paper, the characteristics of social commerce are limited as five independent variables, however, if an additional study is proceeded with more various independent variables, more in-depth study results will be derived. In addition, this research targets social commerce service providers and the users, however, in the consideration of the fact that social commerce is a two-sided market, drawing CSF through an analysis of perception gap between social commerce service providers and its advertisement clients would be worth to be dealt with in a follow-up study.

• 마케팅과학연구
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• 제18권4호
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• pp.157-194
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• 2008

온라인 커뮤니티에 대한 연구는 학자들과 실무자들의 많은 관심을 받아온 분야이다. 과거 많은 연구자들이 온라인 커뮤니티를 통해 큰 상업적 성과를 거둘 수 있다고 했지만 현실은 그렇지 못하며, 마케팅 연구 분야에서도 상업적 성공을 이끄는 변수들에 대한 연구가 많이 이루어지지 못한 것이 사실이다. 이러한 점에서 본 연구는 온라인 커뮤니티 사이트들이 콘텐츠 관련 마케팅 노력을 통해 소비자들의 자아일치성을 높이고, 긍정적 체험을 유도하면서 커뮤니티 사이트 내에서 소비자 간 상호작용성 등을 높여 결국, 커뮤니티 사이트의 방문충성도 및 구매충성도를 실현시킬 수 있는 프레임 웍을 제시하였다. 연구결과 온라인 커뮤니티 사이트에서 소비자 간 상호작용성이 방문충성도 그리고 특히 구매충성도의 구축에 매우 중요한 요인으로 밝혀졌고, 온라인 커뮤니티 사이트에 대한 자아일치성 지각 및 긍정적인 소비자 체험 또한 소비자의 상호작용성, 방문충성도 그리고 커뮤니티에 대한 애정에 상당히 중요한 요인임을 알 수 있었다. 또한 이러한 매개변수에 주된 영향요소로서 콘텐츠 우수성, 사이트 생동감, 네비게이션용이성, 고객화 등의 콘텐츠 관련 마케팅 노력의 역할의 중요성을 강조하였다.

• 대한지리학회지
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• 제30권1호
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• pp.35-56
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• 1995

본 논문은 지속적인 서울시의 성장이 그 주변지역의 성장을 수반하면서 서울대도시 권화되어가는 과정을 밝히고 서울대도시권역을 설정한 후, 서울대도시권역 내에서 기능적 특성에 따라 지역을 분류하려는 것이 그 목적이었다. 1990년 시점에서의 서울대도시권역의 경계가 어느 정도 확대되었는가를 측정하기 위하여 도시화 정도를 측정하는 지표와 서울과 의 기능적 연계성을 측정하는 지표를 토대로 하여 그 권역을 설정하였다. 그 결과 서울대도 시권역은 수도권의 거의 전 지역을 포함하고 있는 것으로 나타났다. 또한 서울대도시권역에 포함된 지역들은 서울이 갖고 있는 기능을 일부 분담하면서 기능적인 면에서 특화되거나 전 문화되어 기능적 특성에 따라서 신종주거기능 탁월지역, 제조업기능 탁월지역, 서비스기능 탁월지역, 잠재적 개발가능지역의 4개 그룹으로 지역을 분류할 수 있었다.

• 보건교육건강증진학회지
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• 제18권3호
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• pp.37-58
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• 2001

This study placed its objectives in suggesting the basic data for setting up an approach to protect the educational environment, by analyzing the relevance between the misconducts of adolescence and the harmful environment around the school, as an object of study, middle school students and high school students all over the country. Thus, this study carried out the questionnaire survey, by the multi-stage of stratified sampling in 2,114 middle school and high school students from June 29, 2000 through July 29, 2000. And the results of analysis were as follows: 1. In case of the ratio of students using harmful environment, the electronic game room had the highest ratio (78.3％); next, the PC room (75.6％), the singing room (71.6％), and the cartoon room (34.3％). 2. In terms of the experiences of using the harmful environment according to the personal characteristics, high school students used it in a higher ratio, compared with middle school students (p〈0.001); the students, whose father graduated from a high school, comparatively used it much more(p〈0.05). Also, when a school is located near to amusement quarters or shopping centers, students used the harmful environment most highly (p〈0.001). And the differences were found to be statistically significant. 3. In case of the perceived susceptibility factors, the harmful environment was found to be used in lower ratio, by the students who answered “very so” to the question item, The more harmful environment facilities are positioned around school, the more student have the opportunities to use them. (p〈0.001). That is, the findings showed that the higher students' degree of perceived susceptibility factors was the less students used harmful environment facilities. The differences were statistically significant. In terms of the ratio of using harmful environment according to perceived seriousness factors, it was founded out that the students, who answered, “If I use any harmful environment facilities, it will be very harmful to myself.”. had the less opportunities of having used them, compared with the students who did not answer so (p〈0.001). This indicated that the higher the degrees perceived seriousness of students, the less they used harmful environment facilities. And the differences were statistically significant. In the side of the ratio of using harmful environment according to the perceived barriers, it was found out that there were any special large differences. That is, perceived barriers had nothing to do with students' using harmful environment. 4. As the result of having analyzed the factors influencing the behaviors of using harmful environment, the factor to explain the behaviors of using harmful environment was found to be the degree of perceived seriousness, among individual perceiving factors; next, the location of a school - one of personal characteristics, the degree of perceived susceptibility and ages, m sequence. 5. Among students' misconduct experiences, drinking was highest (21.6％), next, smoking (11.9％), drug abuse (4.3％), and sexual relations (1.6％), In sequence. Among other problematic behaviors, excessive waste was highest (14.6％); next, disobedience and lie (10.7％), night wandering (7.8％), and bad dressing and making-up (5.5％), in sequence. 6. In terms of the misconducts according to the behaviors of using harmful environment, compared with the students who did not commit any misconducts, harmful environment facilities were used more highly, by each group of students who experienced drinking (p〈0.00l), smoking (p〈0.001), sexual relations (p〈0.05), excessive waste (p〈0.001), disobedience ＆ lie (p〈0.001), and bad dressing ＆ making-up (p〈0.05). And the differences were statistically significant.

• 마케팅과학연구
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• 제19권1호
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• pp.37-46
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• 2009

The Census Bureau of the Department of Commerce announced in May 2008 that U.S. retail e-commerce sales for 2006 reached $ 107 billion, up from $ 87 billion in 2005 - an increase of 22 percent. From 2001 to 2006, retail e-sales increased at an average annual growth rate of 25.4 percent. The explosive growth of E-Commerce has caused profound changes in marketing channel relationships and structures in many industries. Despite the great potential implications for both academicians and practitioners, there still exists a great deal of uncertainty about the impact of the Internet channel introduction on distribution channel management. The purpose of this study is to investigate how the ownership of the new Internet channel affects the existing channel members and consumers. To explore the above research questions, this study conducts well-controlled mathematical experiments to isolate the impact of the Internet channel by comparing before and after the Internet channel entry. The model consists of a monopolist manufacturer selling its product through a channel system including one independent physical store before the entry of an Internet store. The addition of the Internet store to this channel system results in a mixed channel comprised of two different types of channels. The new Internet store can be launched by the independent physical store such as Bestbuy. In this case, the physical retailer coordinates the two types of stores to maximize the joint profits from the two stores. The Internet store also can be introduced by an independent Internet retailer such as Amazon. In this case, a retail level competition occurs between the two types of stores. Although the manufacturer sells only one product, consumers view each product-outlet pair as a unique offering. Thus, the introduction of the Internet channel provides two product offerings for consumers. The channel structures analyzed in this study are illustrated in Fig.1. It is assumed that the manufacturer plays as a Stackelberg leader maximizing its own profits with the foresight of the independent retailer's optimal responses as typically assumed in previous analytical channel studies. As a Stackelberg follower, the independent physical retailer or independent Internet retailer maximizes its own profits, conditional on the manufacturer's wholesale price. The price competition between two the independent retailers is assumed to be a Bertrand Nash game. For simplicity, the marginal cost is set at zero, as typically assumed in this type of study. In order to explore the research questions above, this study develops a game theoretic model that possesses the following three key characteristics. First, the model explicitly captures the fact that an Internet channel and a physical store exist in two independent dimensions (one in physical space and the other in cyber space). This enables this model to demonstrate that the effect of adding an Internet store is different from that of adding another physical store. Second, the model reflects the fact that consumers are heterogeneous in their preferences for using a physical store and for using an Internet channel. Third, the model captures the vertical strategic interactions between an upstream manufacturer and a downstream retailer, making it possible to analyze the channel structure issues discussed in this paper. Although numerous previous models capture this vertical dimension of marketing channels, none simultaneously incorporates the three characteristics reflected in this model. The analysis results are summarized in Table 1. When the new Internet channel is introduced by the existing physical retailer and the retailer coordinates both types of stores to maximize the joint profits from the both stores, retail prices increase due to a combination of the coordination of the retail prices and the wider market coverage. The quantity sold does not significantly increase despite the wider market coverage, because the excessively high retail prices alleviate the market coverage effect to a degree. Interestingly, the coordinated total retail profits are lower than the combined retail profits of two competing independent retailers. This implies that when a physical retailer opens an Internet channel, the retailers could be better off managing the two channels separately rather than coordinating them, unless they have the foresight of the manufacturer's pricing behavior. It is also found that the introduction of an Internet channel affects the power balance of the channel. The retail competition is strong when an independent Internet store joins a channel with an independent physical retailer. This implies that each retailer in this structure has weak channel power. Due to intense retail competition, the manufacturer uses its channel power to increase its wholesale price to extract more profits from the total channel profit. However, the retailers cannot increase retail prices accordingly because of the intense retail level competition, leading to lower channel power. In this case, consumer welfare increases due to the wider market coverage and lower retail prices caused by the retail competition. The model employed for this study is not designed to capture all the characteristics of the Internet channel. The theoretical model in this study can also be applied for any stores that are not geographically constrained such as TV home shopping or catalog sales via mail. The reasons the model in this study is names as "Internet" are as follows: first, the most representative example of the stores that are not geographically constrained is the Internet. Second, catalog sales usually determine the target markets using the pre-specified mailing lists. In this aspect, the model used in this study is closer to the Internet than catalog sales. However, it would be a desirable future research direction to mathematically and theoretically distinguish the core differences among the stores that are not geographically constrained. The model is simplified by a set of assumptions to obtain mathematical traceability. First, this study assumes the price is the only strategic tool for competition. In the real world, however, various marketing variables can be used for competition. Therefore, a more realistic model can be designed if a model incorporates other various marketing variables such as service levels or operation costs. Second, this study assumes the market with one monopoly manufacturer. Therefore, the results from this study should be carefully interpreted considering this limitation. Future research could extend this limitation by introducing manufacturer level competition. Finally, some of the results are drawn from the assumption that the monopoly manufacturer is the Stackelberg leader. Although this is a standard assumption among game theoretic studies of this kind, we could gain deeper understanding and generalize our findings beyond this assumption if the model is analyzed by different game rules.