• Asia Marketing Journal
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• v.24 no.1
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• pp.29-38
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• 2022

Despite the diverse benefits of smart home Internet of Things (IoT) services, the biggest obstacle to the actual usage of those services is concern about privacy. However, little research has investigated the impact of privacy control on users' intention to use smart home services. Based on communication privacy management theory and privacy calculus theory, this study investigates how privacy control options affect users' perceived benefits and costs and how those perceptions affect individuals' intentions to use smart home services by conducting an experiment. Our results showed that smart home privacy control options decreased perceived benefits and increased perceived costs. The perceived benefits and costs significantly affected the intention to use smart home security services. More intriguingly, the effect of perceived benefit was found to be stronger than that of the expected cost. This research contributes to the field of IoT and smart home research and provides practitioners with notable guidelines.

• Asia Marketing Journal
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• v.21 no.4
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• pp.59-76
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• 2020

Though crowdfunding has emerged as a cost-effective means to market innovative products and a channel for financial resource acquisition, our understanding about what makes a successful crowdfunding is still limited. This study is motivated by the presence of the inconsistency that both entrepreneurs and investors pay more attention to capabilities required for developing prototype products rather than capabilities needed to deliver the promised products in crowdfunding. By drawing insights from studies about liability of newness and legitimacy in institutional theory, this study argues that startups can overcome the liability of newness, earn investor trust, and successfully complete crowdfunding campaigns by effectively presenting visible and invisible capabilities. This study presents a set of testable propositions predicting the likelihood of crowdfunding success and explains the theoretical and practical value of the proposed conceptualization of startup capabilities.

• Asia Marketing Journal
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• v.3 no.4
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• pp.1-15
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• 2001

본 연구는 거래비용이론에 기초하여 전자적 시장의 소비자 제품채택을 경험적으로 검증하였다. 또한 전자적 시장에서 디지털 제품과 물리적 제품에 대한 소비자 제품채택 모형을 제시하고 디지털 제품과 물리적 제품에 대한 거래비용, 불확실성, 자산특수성, 소비자 제품채택간의 관계를 살펴보았다. 즉, 전자적 시장에서 물리적제품에 비해 탐색이나 비교가 용이하고 신발이나 옷과 같이 검사해 볼 필요가 없고, 다운로드를 통해서 운송비용이 들지 않으며, 사후서비스 비용이 적게 드는 디지털 제품에 대한 소비자의 제품구매가 전통적 시장보다 높음을 알 수 있었다. 또한, 디지털 제품과 물리적 제품에 따라 소비자 제품채택은 차이가 있었다. 디지털 제품의 경우 거래비용(-), 불확실성(-), 자산특수성(+) 및 소비자제품채택(+)의 인과관계가 있었다. 그러나, 물리적 제품의 경우 거래비용(-), 불확실성(-), 그리고 소비자제품채택(+)에만 영향을 주었다. 따라서 이에 맞는 제품개발과 전략을 수립해야 할 것이다.

• Culinary science and hospitality research
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• v.6 no.1
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• pp.57-78
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• 2000

In the 21st century the size of sales of food service business in Korea will be 30 trillion won which means Food service business in Koreas is a mega market, but it is only quantitative growth and might face the limit of growth. At the same time it is predicted that from the academic world Food service business will develop endlessly after IMF condition. Of course I hope so as a member of national. Al though I propose that quantitative side is important, qualitative side must not be disregarded the present and future customer is needs should be met because the 1st goal of company is to achieve a management goal and pursuit profit. The present situation requires a peculiar and specific strategy of its own which can not be followed by competing hotels so that value can be created and buying intention can be occurred after buying. Until now the goal of marketing campaign has been transacted marketing just for closing a transaction, but it must be related marketing which is seeking mutual interests of customer and company. The strategies to attain these goals are : 1) to change from products and service management-focused to customer management and relationship building-focused. 2) to establish a core strategy which needs to be changed from market occupancy of volume expansion to customer occupancy. 3) to change from one-way communication to two-way communication. 4) to change from large scale marketing by company dimension to small scale marketing by sections. If companies focus on core benefit and augmented service to be sought by customers and make every efforts to create a value customer occupancy will increase automatically, the reduction of marketing cost will be followed, and marketing efforts will be much more efficient. In introducing a new product it is still easier to diffuse through the existing customers, and also important market information can be obtained from customers using this close relationship. If this close relationship maintains well customers will say even a trivial inconvenience and complaint and propose an idea of new product. Kotler divides relationship marketing into 5 stages such as Basic, Reactive, Accountable, Proactive, and Partnership. From the 1st stage to the last stage customer management is absolutely important and also in management strategy. The last stage, Partnership can come into the stage which is actively participated in service development and problem solving by customers. so more loyal customers have more successful performance the company attain.

• International Commerce and Information Review
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• v.18 no.3
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• pp.181-201
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• 2016

In this study, transaction cost approach was applied to analysis on direct export determinants of SMEs by using key attributes of transactions, asset specificity, environmental uncertainty, frequency and marketing capability, with a parameter of opportunism. Typical Transaction Cost Analysis theory explains that when transaction cost with business channels(whether it is for buy or sell) increase, the firms integrate the channels. So it is a choice made by firms regarding direct versus indirect channels. The theory was extended to a model of choice of institutional form of direct or indirect export by a norm of opportunism in this empirical study. The survey result showed that lower level of asset specificity and marketing capability or higher level of environmental uncertainty were likely to expose indirect exporters to higher level of opportunism of direct exporter. And we also saw that indirect exporters were likely to choose direct export chanel when opportunism of exporters was higher. From the standpoint of theory, we can say that the basic propositions of the Transaction Cost Analysis, except the attribute of frequency, are supported. This study result could provide a profiling of target business areas and firms for government's policy on direct export promotion of SMEs.

• Journal of Korea Game Society
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• v.18 no.2
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• pp.27-36
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• 2018

In this paper, we propose a win-win network operating platform for mobile games. The characteristics of the service structure suggested is to form a marketing network that can influence the mobile game market by linking with the mobile game industry, and the excellent game content of the game developer in the industrial complex may not disappear. We also would like to propose a network operating platform that would help it enter the market area steadily. The proposed platform technology is used to distribute rapidly through a win-win network between game companies and publishers. When new games are commercialized, they can support continuous target marketing through various data indicators and analytics by the developed platform. In particular, G-Cross marketing strategy is considered to be a low-cost, high-efficiency marketing method in that it can provide users with information about new games by utilizing the given game infrastructure and utilize the user group possessed by each game company.

• Journal of Distribution Science
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• v.15 no.7
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• pp.53-59
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• 2017

Purpose - In the airline industry, an airport plays an important role. There are a lot of employees who work at an airport, and most of the workers experience restraints regarding leisure activities. Thus, there is a need for studying the internal marketing in the airport to better serve the worker. Although there is a lack of well-structured research regarding the restrictions and satisfaction factors experienced by the airport employees for their leisure activities, this research studies how the restrictions and satisfaction factors influence each other in relation to the internal marketing in the airport. The purpose of this research is to provide a detailed, real time research method for studying the restrictions and satisfaction factors in relation to the internal marketing that are experienced by the airport employees regarding their leisure activities. Research design, data, and methodology - This survey was conducted for airport employees working in two shifts. The questionnaire is 152 copies. The analysis method was used as SPSS statistical package 21.0 and Netminer 4.0 program. Social networks were analyzed for leisure satisfaction and leisure restrictions. Results - As a result of analyzing the linkage between variables for leisure satisfaction, most of the variables of leisure satisfaction are satisfied with "psychological factor" and "social factor". However, "educational factor" and "environmental factor" are not satisfied. In order to improve the leisure satisfaction of airport workers in the future, it is necessary to have an environment where leisure activities can be performed and related education. As a result of analyzing the linkage between variables of leisure restrictions, most of the variables in leisure restrictions are "personal factors" and "temporal factors". However, there are few restrictions on "cost-efficient" and "environment-friendly". Conclusions - In the future, in order to reduce the leisure restrictions of airport workers, they need to reduce work stress, psychological time and leisure allowance for leisure activities. However, it is difficult to solve these problems due to realistic problems including the specificity of working at the airport. This research presents an interdisciplinary analysis of how the restrictions and satisfaction factors influence each other in order to further advance the understanding of the constraints and satisfaction that are experienced by the airport employees.

• Journal of Korean Society of Rural Planning
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• v.12 no.1 s.30
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• pp.23-35
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• 2006

The purpose of this study were to identify the different farming styles of red pepper growers, to describe their characteristics and to get some implications far planning the agricultural development strategy in the area. The researcher surveyed quantitative and qualitative data through interview with researcher developed questionnaires from selected 99 farmers in Eumsung county, Chungbuk province, Korea. The researcher found the low types of red pepper farming: 'red-pepper-centric middle farmers', 'diversified larger farmers', 'red-pepper-dependant small farmers', and 'small farmers for own use'. Based on the above findings, the researcher could derive some implications as follows. Firstly, the difference of market strategy and marketing efforts among the four farming styles should be regarded as important considerations when planning the agricultural development strategy in Emsung county. Secondly, the cooperatives' red pepper marketing strategies in Eumsung county were focused on the processed red pepper products sold at middle or low priced by big retailers in urban areas. Therefore, the cooperatives should change their view point of quality, if they want to initiate the planning process of 'the production and marketing high quality red pepper'. Thirdly, the major efforts of Eumsung county Agricultural Technology Center (ATC) made efforts on increasing the productivity of red pepper farming, however, the technologies recommended by the ATC for farmers required more cost and labour especially for 'red-pepper-dependant small farmers' and 'diversified large farmers'. The ATC should make efforts to find new technologies for helping 'red-pepper-dependant small farmers' to reduce the use of pesticides and 'diversified large farmers' to use the regional images effectively for marketing their hish quality red peppers.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.173-178
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• 2010

A privately held, third generation family owned company, Boom Technologies, Inc. (BTI), a provider of products and services to the electric utility, telecommunications and contractor markets, continues to make progress in exporting. Although export sales only equaled 5% of total revenue in 2008, BTI has an entire export division. Their export division's Managing Director reveals the trial and errors of a privately held company and their quest for success overseas. From its inception, BTI has always believed its greatest asset is its employees. When export sales struggled due to lack of strategy and direction, BTI hired a Managing Director for its export division. With leadership and guidance from BTI's president and from the Managing Director, they utilized the department's skills and knowledge. Structural changes were made to expand their market presence abroad and increase export sales. As a result, export sales increased four-fold, area managers in new countries were added and distribution networks were successfully cultivated. At times, revenue generation was difficult to determine due to the structure of the company. Therefore, in 1996, the export division was restructured as a limited liability company. This allowed the company to improve the tracking of revenue and expenses. Originally, 80% of BTI's export sales came from two countries; therefore, the initial approach to selling overseas was not reaching their anticipated goals of expanding their foreign market presence. However, changes were made and now the company manages the details of selling to over 80 countries. There were three major export expansion challenges noted by the Managing Director: 1. Product and Shipping - The major obstacle for BTI was product assembly. Originally, the majority of the product was assembled in the United States, which increased shipping and packaging costs. With so many parts specified in the order, many times the order would arrive with parts missing. The missing parts could equate to tens of thousands of dollars. Shipping these missing parts separately in another shipment also cost tens of thousands of dollar, plus a delivery delay time of six to eight weeks; all of which came out of the BTI's pockets. 2. Product Adaptation - Safety and product standards varied widely for each of the 80 countries to which BTI exported. Weights, special licenses, product specification requirements, measurement systems, and truck stability can all differ from country to country and can serve as a type of barrier to entry, making it difficult to adapt products accordingly. Technical and safety standards are barriers that serve as a type of protection for the local industry and can stand in the way of successfully pursuing foreign markets. 3. Marketing Challenges - The importance of distribution creates many challenges for BTI as they attempt to determine how each country prefers to operate with regard to their distribution systems. Some countries have competition from a small competitor that only produces one competing product; whereas BTI manufactures over 100 products. Marketing material is another concern for BTI as they attempt to push marketing costs to the distributors. Adapting the marketing material can be costly in terms of translation and cultural differences. In addition, the size of paper in the United States differs from those in some countries, causing many problems when attempting to copy the same layout and With distribution being one of several challenges for BTI, the company claims their distribution network is one of their competitive advantages, as the location and names of their distributors are not revealed. In addition, BTI rotates two offerings yearly: training to their distributors one year and then the next is a distributor's meeting. With a focus on product and shipping, product adaptation, and marketing challenges, the intricacies of selling overseas takes time and patience. Another competitive advantage noted is BTI's cradle to grave strategy, where they follow the product from sale to its final resting place, whether the truck is leased or purchased new or used. They also offer service and maintenance plans with a detailed cost analysis provided to the company prior to purchasing or leasing the product. Expanding abroad will always create challenges for a company. As the Managing Director stated, "If you don't have patience (in the export business), you better do something else." Knowing how to adapt quickly provides BTI with the skills necessary to adjust to the changing needs of each country and its own unique challenges, allowing them to remain competitive.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.61-86
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• 2006

The main purpose of this study is to conceptualize and investigate the relationships between the antecedents and outcomes of customer satisfaction and the linking variables of brand preference and repurchase intention in service industries. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model's elements involving antecedents to customer satisfaction(perceived quality, value, equity), consequences(brand preference, repurchase intention), and moderating variable/switching cost, customer loyalty). Empirical findings are as follows: First, the effect of two antecedents/perceived quality and value) on customer. satisfaction was accepted but perceived equity was rejected. Second, I found out that there were direct or indirect relationships between the mediating variables/switching cost, customer loyalty, brand preference) and repurchase intention. This means that the proper management concerned with indirect path is probably more important for the success of services industries. Third, the direct effects of customer satisfaction and switching cost on repurchase intention were not significant against the existing studies excepting brand preference. This implies that repurchase intention was mainly intensified by the indirect path, 'customer loyalty${\rightarrow}$brand preference${\rightarrow}$repurchase intention' and 'switching cost${\rightarrow}$brand preference${\rightarrow}$repurchase intention.' The service marketers make efforts not only to strengthen the direct casual linkage but also to consolidate the indirect connections leading to create repurchase intention. Finally, the proper management of these structural relationships will help clarify the role of service marketer resulting in increasing sustainable competitive advantage in service industries.