• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.157-194
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• 2008

The popularity of communities on the internet has captured the attention of marketing scholars and practitioners. By adapting to the culture of the internet, however, and providing consumer with the ability to interact with one another in addition to the company, businesses can build new and deeper relationships with customers. The economic potential of online communities has been discussed with much hope in the many popular papers. In contrast to this enthusiastic prognostications, empirical and practical evidence regarding the economic potential of the online community has shown a little different conclusion. To date, even communities with high levels of membership and vibrant social arenas have failed to build financial viability. In this perspective, this study investigates the role of various kinds of influencing factors to online community loyalty and basically suggests the framework that explains the process of building purchase loyalty. Even though the importance of building loyalty in an online environment has been emphasized from the marketing theorists and practitioners, there is no sufficient research conclusion about what is the process of building purchase loyalty and the most powerful factors that influence to it. In this study, the process of building purchase loyalty is divided into three levels; characteristics of community site such as content superiority, site vividness, navigation easiness, and customerization, the mediating variables such as self congruency, consumer experience, and consumer to consumer interactivity, and finally various factors about online community loyalty such as visit loyalty, affect, trust, and purchase loyalty are those things. And the findings of this research are as follows. First, consumer-to-consumer interactivity is an important factor to online community purchase loyalty and other loyalty factors. This means, in order to interact with other people more actively, many participants in online community have the willingness to buy some kinds of products such as music, content, avatar, and etc. From this perspective, marketers of online community have to create some online environments in order that consumers can easily interact with other consumers and make some site environments in order that consumer can feel experience in this site is interesting and self congruency is higher than at other community sites. It has been argued that giving consumers a good experience is vital in cyber space, and websites create an active (rather than passive) customer by their nature. Some researchers have tried to pin down the positive experience, with limited success and less empirical support. Web sites can provide a cognitively stimulating experience for the user. We define the online community experience as playfulness based on the past studies. Playfulness is created by the excitement generated through a website's content and measured using three descriptors Marketers can promote using and visiting online communities, which deliver a superior web experience, to influence their customers' attitudes and actions, encouraging high involvement with those communities. Specially, we suggest that transcendent customer experiences(TCEs) which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes including subjective self-transformation and facilitate strong consumer's ties to a online community. And we find that website success is closely related to positive website experiences: consumers will spend more time on the site, interacting with other users. As we can see figure 2, visit loyalty and consumer affect toward the online community site didn't directly influence to purchase loyalty. This implies that there may be a little different situations here in online community site compared to online shopping mall studies that shows close relations between revisit intention and purchase intention. There are so many alternative sites on web, consumers do not want to spend money to buy content and etc. In this sense, marketers of community websites must know consumers' affect toward online community site is not a last goal and important factor to influnece consumers' purchase. Third, building good content environment can be a really important marketing tool to create a competitive advantage in cyberspace. For example, Cyworld, Korea's number one community site shows distinctive superiority in the consumer evaluations of content characteristics such as content superiority, site vividness, and customerization. Particularly, comsumer evaluation about customerization was remarkably higher than the other sites. In this point, we can conclude that providing comsumers with good, unique and highly customized content will be urgent and important task directly and indirectly impacting to self congruency, consumer experience, c-to-c interactivity, and various loyalty factors of online community. By creating enjoyable, useful, and unique online community environments, online community portals such as Daum, Naver, and Cyworld are able to build customer loyalty to a degree that many of today's online marketer can only dream of these loyalty, in turn, generates strong economic returns. Another way to build good online community site is to provide consumers with an interactive, fun, experience-oriented or experiential Web site. Elements that can make a dot.com's Web site experiential include graphics, 3-D images, animation, video and audio capabilities. In addition, chat rooms and real-time customer service applications (which link site visitors directly to other visitors, or with company support personnel, respectively) are also being used to make web sites more interactive. Researchers note that online communities are increasingly incorporating such applications in their Web sites, in order to make consumers' online shopping experience more similar to that of an offline store. That is, if consumers are able to experience sensory stimulation (e.g. via 3-D images and audio sound), interact with other consumers (e.g., via chat rooms), and interact with sales or support people (e.g. via a real-time chat interface or e-mail), then they are likely to have a more positive dot.com experience, and develop a more positive image toward the online company itself). Analysts caution, however, that, while high quality graphics, animation and the like may create a fun experience for consumers, when heavily used, they can slow site navigation, resulting in frustrated consumers, who may never return to a site. Consequently, some analysts suggest that, at least with current technology, the rule-of-thumb is that less is more. That is, while graphics etc. can draw consumers to a site, they should be kept to a minimum, so as not to impact negatively on consumers' overall site experience.

• International Commerce and Information Review
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• v.15 no.3
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• pp.475-498
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• 2013

The most fundamental reason why FTA Agreement must be concluded is based on the preferential tariff treatment among country parties. In order to get applied by the preferential tariff treatment under an FTA, the parties need to meet the rules of origin and the criteria stipulated under the FTA simultaneously. In addition, Certificate of Origin(C/O) document is required to claim for the preferential treatment under the FTA Agreement. In South Korea, the electronic Certificate of Origin can be issued by the UNI-PASS and FTA-PASS of the Korea Customs Service. The Web Certification System of the Korea Chamber of Commerce & Industry also is established. But the majority cases of requesting the preferential Certificate of Origin are generally performed by the business partners. The settlement and activation of electronic Certificate of Origin are urgently needed to maximize the effects of FTA, First, this paper examines the application situation of electronic Certificate of Origin throughly. Second, the current circumstances related to electronic Certificate Origin are analyzed in the practical and systematic perspectives. Finally, the improvements for activating electronic Certificate of Origin is suggested.

• Journal of Digital Convergence
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• v.12 no.10
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• pp.61-71
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• 2014

Global commerce is apparently here to bind Korean firms as well as Koreans. The advertising, buying and selling of goods and services recognizes no borders. As a result, enforcing territorially based trademark rights has become ever more challenging. Remote trademark owners who peacefully coexisted in a time before the internet and increasing globalism are now bumping heads. The internet also has made it easier for unscrupulous operators to deceive consumers and divert customers from established businesses by misappropriating trademarks on web-sites and in domain names. U.S. federal courts have been willing to help American businesses halt trademark infringements that reaches outside the United States. This is particularly true for e-business, via the internet, and the trend toward enforcement seems to be in favor of the trademark owner. This article discusses this trend as well as the extraterritorial enforcement of trademark rights by U.S. courts under the Lanham Act. It also offers suggestions for protecting valuable trademark rights worldwide. This paper will contribute to global Korean firms and Koreans who carefully read arguments in this valuable literature.

• Review of Culture and Economy
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• v.21 no.3
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• pp.31-58
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• 2018

In this study, we empirically investigated the antecedents of crowdfunding success in the arts and cultural field using the case of Tumblbug in Korea. We collected data on 494 projects listed on Tumblebug in the arts and culture category that includes feature film, documentary, short film, animation, and Web series, as of June 2018. We analyzed the factors associated with the final amount raised via crowdfunding on Tumblbug using the hierarchical regression method. We find that the social capital accumulated by a focal entrepreneur (i.e., the proposer/designer of a focal project) through prior participation in other related projects and social communication activities carried out during the funding period, respectively, have positive effects on the final amount raised. More interestingly, we also find that the intensity of social communication plays a central role in the funding success of arts and culture-related projects by supplementing the lack of the entrepreneur's social capital and the reward features including a given project.

• Information Systems Review
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• v.18 no.3
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• pp.209-233
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• 2016

Internet companies that utilize social network have increased in number. The introduction of diverse social media services facilitated innovative changes in e-business. Social network service (SNS), which is a domain of social media, is a web-based service designed to strengthen human relations in the Internet and build new social relations. The remarkable growth of social network services and the profit generation and perception of this service are the new growth engines of this digital age. Given this development, many global IT companies views SNS as the most powerful form of social media. Thus, they invest efforts to develop business models using SNS.2) This study verifies the impact of privacy exposure in SNS as a result of privacy invasion. This study examines the purpose of using the SNS and user's awareness of the significance of personal information, which are key factors that affect self-disclosure of personal information. This study utilizes theory of reasoned action (TRA) to provide a theoretical platform that describes the specific behavior and emotional response of individuals. This study presents a research model that considers negative attitude (negatude). In this model, self-disclosure in SNS is considered a TRA. TRA is a subjective norm, a behavioral intention, and a key variable of exposure behavior. A survey was conducted on college students at Y university in Seoul to empirically verify the research model. The students have experiences in using SNS. A total of 198 samples were collected. Path analysis was applied to analyze the relations of factors. The results of path analysis show the statistically insignificant impact of privacy invasion on negatude, subjective norm, behavioral intention, and exposure behavior. The impact of unrecognized privacy invasion was also considered insignificant. The impacts of intention to use SNS on negatude, subjective norm, behavioral intention, and exposure behavior was significant. A significant impact was also found for the significance of personal information on subjective norm, behavioral intention, and exposure behavior, whereas the impact on negatude was insignificant. The impact of subjective norm on behavioral intention was significant. Lastly, the impact of behavioral intention on exposure behavior was insignificant. These findings are significant because the study examined the process of self-disclosure by integrating psychological and social factors based on theoretical discussion.

• The Journal of Society for e-Business Studies
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• v.17 no.4
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• pp.69-93
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• 2012

Various influence-related relationships in Social Network Services (SNS) among users, posts, and user-and-post, can be expressed using links. The current research evaluates the influence of specific users or posts by analyzing the link structure of relevant social network graphs to identify influential users. We applied the concept of mutual interactions proposed for ranking semantic web resources, rather than the voting notion of Page Rank or HITS, to blogosphere, one of the early SNS. Through many experiments with network models, where the performance and validity of each alternative approach can be analyzed, we showed the applicability and strengths of our approach. The weight tuning processes for the links of these network models enabled us to control the experiment errors form the link weight differences and compare the implementation easiness of alternatives. An additional example of how to enter the content scores of commercial or spam posts into the graph-based method is suggested on a small network model as well. This research, as a starting point of the study on identifying influential users in SNS, is distinctive from the previous researches in the following points. First, various influence-related properties that are deemed important but are disregarded, such as scraping, commenting, subscribing to RSS feeds, and trusting friends, can be considered simultaneously. Second, the framework reflects the general phenomenon where objects interacting with more influential objects increase their influence. Third, regarding the extent to which a bloggers causes other bloggers to act after him or her as the most important factor of influence, we treated sequential referencing relationships with a viewpoint from that of PageRank or HITS (Hypertext Induced Topic Selection).

• Proceedings of the CALSEC Conference
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• 2003.09a
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• pp.78-83
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• 2003

본 연구에서는 건설CALS/EC 기반의 정보화 추진을 위한 정보시스템을 개발할 때 적용되는 기존의 소프트웨어 개발방법론의 문제점을 분석하고, 표준화되지 않은 개발방법론의 적용으로 시스템 개발에 비효율적인 비용을 투자하는 문제점과 특성상 입찰, 구매, 계약 등 분야별로 상이한 기능의 업무에 따라 구축되는 건설산업 정보화에 있어서 상호간에 데이터 및 프로세스를 원활히 통합하지 못하므로 인하여 발생되는 개발의 중복성, 정보 활용의 비효율성 등의 문제점을 개선하고자 하였다. 이를 위하여 최근 새로이 부각되고 있는 방법론인 컴포넌트 기반 개발방법론(CBD: Component-Based Development)을 사용하여 건선CALS/EC 표준지침 웹서비스를 위한 시스템의 업무프로세스를 모델링하여 사용자가 쉽게 재사용가능하고 타업무분야에 확대 가능한 방향을 제시하였다. 본 연구를 위하여 기존의 소프트웨어 개발 방법론의 적용상 문제점 분석을 통하여 컴포넌트 기반 개발방법론의 필요성을 증명하고 비즈니스 컴포넌트 프레임워크를 사용하여 건설 CALS/EC 표준지침 웹서비스의 업무프로세스에 적용할 기술적인 방법론을 고찰하고 업무에 효과적으로 적용할 수 있는 업무프로세스 컴포넌트를 제시하였다. 본 연구에서 도출된 컴포넌트 모델은 향후 타업무분야의 시스템을 개발할 때 사용자요구분석 단계부터 별도의 재 작업이 없이 사용될 수 있으며 시스템을 구현할 때 개발 모듈의 중복방지와 용이한 비즈니스로직의 변경 등이 가능하며, 추가의 업무 프로세스나 연관된 다른 분야의 업무프로세스의 반영 및 추가 시 컴포넌트의 활동모델을 쉽게 수정하여 정의함으로써 쉽게 시스템의 기능을 확장할 수 있다.LE 산정에 관한 지속적인 실험적 연구가 이루어져야 하겠다. 증가할 것이다. 또한 부분육을 이용한 완전제품, 적색육제품, 유기농이나 별미식 제품과 같은 형태의 다양한 포장육 제품이 도입 될 것으로 생각되어진다.e in vitro SPF test method will be able to be used as an alternative method for in vivo SPF in case of lotion and cream. replica. A statistically significant improvement of Star Fruit Leaf Extract BG30-treated site was seen in decreased wrinkles. Star Fruit Leaf Extract BG30 results in clinically visible improvement in wrinkling when used topically for 5 weeks. 또한 관계마케팅, CRM 등의 이론적 배경이 되고 있는 신뢰와 결속의 중요성이 재확인하는 결과도 의의라고 할 수 있다. 그리고 신뢰는 양사 간의 상호관계에서 조성될 수 있는 특성을 가진 반면, 결속은 계약관계 초기단계에서 성문화하고 규정화 할 수 있는 변수의 성격이 강하다고 할 수가 있다. 본 연구는 복잡한 기업간 관계를 지나치게 협력적 측면에서만 규명했기 때문에 많은 측면을 간과할 가능성이 있다. 또한 방법론적으로 일방향의 시각만을 고려했고, 횡단적 조사를 통하고 국내의 한 서비스제공업체와 관련이 있는 컨텐츠 공급파트너만의 시각을 검증했기 때문에 해석에서 유의할 필요가 있다. 또한 타당성확보 노력을 기하였지만 측정도구

• Journal of Intelligence and Information Systems
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• v.20 no.3
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• pp.151-171
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• 2014

Firms today have sought management effectiveness and efficiency utilizing information technologies (IT). Numerous firms are outsourcing specific information systems functions to cope with their short of information resources or IT experts, or to reduce their capital cost. Recently, Software-as-a-Service (SaaS) as a new type of information system has become one of the powerful outsourcing alternatives. SaaS is software deployed as a hosted and accessed over the internet. It is regarded as the idea of on-demand, pay-per-use, and utility computing and is now being applied to support the core competencies of clients in areas ranging from the individual productivity area to the vertical industry and e-commerce area. In this study, therefore, we seek to quantify the value that SaaS has on business performance by examining the relationships among firm strategies, SaaS technology maturity, and business performance of SaaS providers. We begin by drawing from prior literature on SaaS, technology maturity and firm strategy. SaaS technology maturity is classified into three different phases such as application service providing (ASP), Web-native application, and Web-service application. Firm strategies are manipulated by the low-cost strategy and differentiation strategy. Finally, we considered customer acquisition as a business performance. In this sense, specific objectives of this study are as follows. First, we examine the relationships between customer acquisition performance and both low-cost strategy and differentiation strategy of SaaS providers. Secondly, we investigate the mediating and moderating effects of SaaS technology maturity on those relationships. For this purpose, study collects data from the SaaS providers, and their line of applications registered in the database in CNK (Commerce net Korea) in Korea using a questionnaire method by the professional research institution. The unit of analysis in this study is the SBUs (strategic business unit) in the software provider. A total of 199 SBUs is used for analyzing and testing our hypotheses. With regards to the measurement of firm strategy, we take three measurement items for differentiation strategy such as the application uniqueness (referring an application aims to differentiate within just one or a small number of target industry), supply channel diversification (regarding whether SaaS vendor had diversified supply chain) as well as the number of specialized expertise and take two items for low cost strategy like subscription fee and initial set-up fee. We employ a hierarchical regression analysis technique for testing moderation effects of SaaS technology maturity and follow the Baron and Kenny's procedure for determining if firm strategies affect customer acquisition through technology maturity. Empirical results revealed that, firstly, when differentiation strategy is applied to attain business performance like customer acquisition, the effects of the strategy is moderated by the technology maturity level of SaaS providers. In other words, securing higher level of SaaS technology maturity is essential for higher business performance. For instance, given that firms implement application uniqueness or a distribution channel diversification as a differentiation strategy, they can acquire more customers when their level of SaaS technology maturity is higher rather than lower. Secondly, results indicate that pursuing differentiation strategy or low cost strategy effectively works for SaaS providers' obtaining customer, which means that continuously differentiating their service from others or making their service fee (subscription fee or initial set-up fee) lower are helpful for their business success in terms of acquiring their customers. Lastly, results show that the level of SaaS technology maturity mediates the relationships between low cost strategy and customer acquisition. That is, based on our research design, customers usually perceive the real value of the low subscription fee or initial set-up fee only through the SaaS service provide by vender and, in turn, this will affect their decision making whether subscribe or not.

• Journal of Intelligence and Information Systems
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• v.23 no.1
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• pp.127-141
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• 2017

Advances in Internet technologies and the proliferation of mobile devices enabled consumers to approach a wide range of goods and services, while causing an adverse effect that they have hard time reaching their congenial items even if they devote much time to searching for them. Accordingly, businesses are using the recommender systems to provide tools for consumers to find the desired items more easily. Association Rule Mining (ARM) technology is advantageous to recommender systems in that ARM provides intuitive form of a rule with interestingness measures (support, confidence, and lift) describing the relationship between items. Given an item, its relevant items can be distinguished with the help of the measures that show the strength of relationship between items. Based on the strength, the most pertinent items can be chosen among other items and exposed to a given item's web page. However, the diversity of the measures may confuse which items are more recommendable. Given two rules, for example, one rule's support and confidence may not be concurrently superior to the other rule's. Such discrepancy of the measures in distinguishing one rule's superiority from other rules may cause difficulty in selecting proper items for recommendation. In addition, in an online environment where a web page or mobile screen can provide a limited number of recommendations that attract consumer interest, the prudent selection of items to be included in the list of recommendations is very important. The exposure of items of little interest may lead consumers to ignore the recommendations. Then, such consumers will possibly not pay attention to other forms of marketing activities. Therefore, the measures should be aligned with the probability of consumer's acceptance of recommendations. For this reason, this study proposes a model-based approach to combine those measures into one unified measure that can consistently determine the ranking of recommended items. A regression model was designed to describe how well the measures (independent variables; i.e., support, confidence, and lift) explain consumer's acceptance of recommendations (dependent variables, hit rate of recommended items). The model is intuitive to understand and easy to use in that the equation consists of the commonly used measures for ARM and can be used in the estimation of hit rates. The experiment using transaction data from one of the Korea's largest online shopping malls was conducted to show that the proposed model can improve the hit rates of recommendations. From the top of the list to 13th place, recommended items in the higher rakings from the proposed model show the higher hit rates than those from the competitive model's. The result shows that the proposed model's performance is superior to the competitive model's in online recommendation environment. In a web page, consumers are provided around ten recommendations with which the proposed model outperforms. Moreover, a mobile device cannot expose many items simultaneously due to its limited screen size. Therefore, the result shows that the newly devised recommendation technique is suitable for the mobile recommender systems. While this study has been conducted to cover the cross-selling in online shopping malls that handle merchandise, the proposed method can be expected to be applied in various situations under which association rules apply. For example, this model can be applied to medical diagnostic systems that predict candidate diseases from a patient's symptoms. To increase the efficiency of the model, additional variables will need to be considered for the elaboration of the model in future studies. For example, price can be a good candidate for an explanatory variable because it has a major impact on consumer purchase decisions. If the prices of recommended items are much higher than the items in which a consumer is interested, the consumer may hesitate to accept the recommendations.

• Journal of Intelligence and Information Systems
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• v.22 no.1
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• pp.63-82
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• 2016

Individuals gather information online to resolve problems in their daily lives and make various decisions about the purchase of products or services. With the revolutionary development of information technology, Web 2.0 has allowed more people to easily generate and use online reviews such that the volume of information is rapidly increasing, and the usefulness and significance of analyzing the unstructured data have also increased. This paper presents an analysis on the lexical features of expert product reviews to determine their influence on consumers' purchasing decisions. The focus was on how unstructured data can be organized and used in diverse contexts through text mining. In addition, diverse lexical features of expert reviews of contents provided by a third-party review site were extracted and defined. Expert reviews are defined as evaluations by people who have expert knowledge about specific products or services in newspapers or magazines; this type of review is also called a critic review. Consumers who purchased products before the widespread use of the Internet were able to access expert reviews through newspapers or magazines; thus, they were not able to access many of them. Recently, however, major media also now provide online services so that people can more easily and affordably access expert reviews compared to the past. The reason why diverse reviews from experts in several fields are important is that there is an information asymmetry where some information is not shared among consumers and sellers. The information asymmetry can be resolved with information provided by third parties with expertise to consumers. Then, consumers can read expert reviews and make purchasing decisions by considering the abundant information on products or services. Therefore, expert reviews play an important role in consumers' purchasing decisions and the performance of companies across diverse industries. If the influence of qualitative data such as reviews or assessment after the purchase of products can be separately identified from the quantitative data resources, such as the actual quality of products or price, it is possible to identify which aspects of product reviews hamper or promote product sales. Previous studies have focused on the characteristics of the experts themselves, such as the expertise and credibility of sources regarding expert reviews; however, these studies did not suggest the influence of the linguistic features of experts' product reviews on consumers' overall evaluation. However, this study focused on experts' recommendations and evaluations to reveal the lexical features of expert reviews and whether such features influence consumers' overall evaluations and purchasing decisions. Real expert product reviews were analyzed based on the suggested methodology, and five lexical features of expert reviews were ultimately determined. Specifically, the "review depth" (i.e., degree of detail of the expert's product analysis), and "lack of assurance" (i.e., degree of confidence that the expert has in the evaluation) have statistically significant effects on consumers' product evaluations. In contrast, the "positive polarity" (i.e., the degree of positivity of an expert's evaluations) has an insignificant effect, while the "negative polarity" (i.e., the degree of negativity of an expert's evaluations) has a significant negative effect on consumers' product evaluations. Finally, the "social orientation" (i.e., the degree of how many social expressions experts include in their reviews) does not have a significant effect on consumers' product evaluations. In summary, the lexical properties of the product reviews were defined according to each relevant factor. Then, the influence of each linguistic factor of expert reviews on the consumers' final evaluations was tested. In addition, a test was performed on whether each linguistic factor influencing consumers' product evaluations differs depending on the lexical features. The results of these analyses should provide guidelines on how individuals process massive volumes of unstructured data depending on lexical features in various contexts and how companies can use this mechanism from their perspective. This paper provides several theoretical and practical contributions, such as the proposal of a new methodology and its application to real data.