• The Research Journal of the Costume Culture
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• v.17 no.4
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• pp.709-722
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• 2009

At the end of April, 2009, the number of mobile phone users reached about 46 million in Korea. Consequently, the mobile shopping market is growing rapidly, and fashion products are one of the most concerned categories in mobile shopping market. In the meantime, the growth rates of domestic fashion industry and fashion retail market are forecasted very slow. In this situation, however, the growth rate of on-line shopping market including internet shopping, TV home shopping, and mobile shopping is estimated more than 12% per year until 2010. Particularly, mobile shopping area is forecasted the most rapid growing field. The objective of this study were to confirm the factors which had influences on mobile fashion shopping and to examine the effects of these factors affect the attitude toward mobile fashion shopping and the using intention of mobile fashion shopping. With the results, marketing strategies for mobile fashion shopping companies would be proposed. Date were gathered from 125 respondents of 20's and 30's females and were analyzed by AMOS 7.0. The key points of the results are; 1) The 5 factors of instant access, individualization, amusement, usefulness and ease of use which extracted from preceding researches were confirmed as the characteristics of mobile fashion shopping, 2) among these factors, amusement and usefulness had positive influences on the attitude toward mobile fashion shopping, 3) reliability on mobile fashion shopping didn't had an influence on the attitude toward mobile fashion shopping significantly, but had a positive influence on the using intention of mobile fashion shopping directly, and 4) the attitude toward mobile fashion shopping affects using intention of mobile fashion shopping positively. With these results, mobile fashion shopping companies can establish marketing strategies from various angles.

• Knowledge Management Research
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• v.16 no.3
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• pp.1-21
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• 2015

The mobile market has introduced unprecedented shopping opportunities to customers and is expected to grow rapidly over time. However, little is known about how customers make purchase decisions in the mobile market. The purpose of this study is to investigate the drivers of mobile VOD purchases and to deliver valuable insights to mobile business operators. We focus on the purchase of VOD contents that have to be purchased and consumed using mobile devices and examine how individual-level purchase decisions are determined by three factors: perceived usefulness, usage behavior, and privacy concern. We obtained the panel data from a leading market research company that contains the mobile logs and survey results. Our main results suggest the followings. First, the perceived usefulness affects customers' mobile VOD contents purchases positively whereas the usage behavior exerts no influence on mobile contents purchases. Moreover, the privacy concern lowers the positive effect of perceived usefulness on mobile content purchases; however, it enhances the effect of the usage behavior on mobile contents purchases. These empirical findings indicate that mobile business operators should pay more attention to potential differences in perception and behavior using mobile devices and keep in mind that the privacy concern plays an additional key role in driving mobile contents purchases.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2007.02a
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• pp.32-34
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• 2007

The global market for mobile phone business is already matured. Accordingly， the repurchasing issue for the mobile phone is being weighted drastically by the marketers. The purpose of this research is to investigate the relationships among seven crucial factors, and also examines the differences between Korean and Indonesian markets concerning the relationships of these key success factors. This research classifies these two markets as a matured market and an emerging market respectively. The structural model is tested with the data from each of the sub-samples. The analysis of the multi-group structural equation model (MSEM) showed that compared to Korean, Indonesian had more emphasized on extra-functions for the mobile phone as well as giving more influence on satisfaction from brand image. Due to the different market situation and users, the lessons to which product features must be more emphasized could be obtained for the product managers in the industry.

• Information Systems Review
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• v.10 no.3
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• pp.21-38
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• 2008

After the introduction stage, Korean mobile game market is approaching to the growing stage leading mobile contents market. The environment for the mobile contents business is getting better by the expansion of the 3G mobile networks and the enhancement of the mobile devices. In this research, at a content level, not a service level, market success factors of mobile games and the differences by genres and their changes over time were investigated through the analysis of the real market data of mobile games launched by a Korean mobile carrier. The most important factors for market success, especially for the genres of RPG/Tycoon/Simulation and Shooting/Action/Arcade, were found to be the 'design' factor and its effect turned to be getting stronger as time goes by after the launch. Consumers' purchase rate was actually higher for the mobile games of popular genres or in relation with socially popular subject matters. Also 'design' and 'creativity' factors which are related to the quality of contents, have gotten more important over time. One of the most interesting results was that there existed a "blue ocean" genres like Sports/Racing/Leisure which had a steady demand but not many competing games. In the analysis of the 'convenience' factor, one interesting implication for mobile game producers was that there exists a trade off between the ease of initial adoption and the steady sales of a mobile game.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.3
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• pp.143-149
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• 2012

With the increasing use of mobile phones, mobile game is emerging as an entertainment for move. Furthermore, smart phone is widely spread, so mobile game market is rapidly growing. According to "Republic of Korea 2010 Games White Paper" mobile game market is growing annual average 10% or more, and is expected to reach $ 9.8 billion in 2011. It is almost doubled compared to 2007. It became possible to realize complicated high-capacity game with mobile phone developed to smart phone. And at the same time, mobile game is associated with Social Network Services (SNS) and is worldwide growing as a part of 'mobile life'. Apple launched an application open market, App Store, in 2008, and mobile game industry welcomed an innovative turning point. Global smart phone application market (App Store) is opened, so Gameday is able to launch mobile games easily to the global market getting out of the domestic market. In addition, Apple App Store has the structure of sharing their revenue with the developer with 7 to 3 which is more favorable terms for the developer compared to supply mobile contents to the mobile carrier who monopolized the market in the past. The largest proportion of the current App Store application is game, and Gameday has the opportunity to make a significant leap forward by keeping pace with the new environment changes.

• ETRI Journal
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• v.26 no.6
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• pp.665-668
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• 2004

The introduction of a mobile virtual network operator (MVNO) system is expected to increase consumer benefits, boost competition in the mobile market, utilize idle bandwidth, and expedite mobile-fixed line convergence and growth in the mobile Internet market. This research endeavors to study the optimal access charge for an MVNO system, which is expected to be introduced to the Korean mobile communications market. We found that the optimal access charge is higher in the interdependent model than in the independent model if demand for mobile phone service is based on a substitution relationship. We also found that the optimal access charge is higher than the marginal cost.

• Agribusiness and Information Management
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• v.7 no.1
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• pp.37-44
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• 2015

This study explains an agricultural mobile commerce case using Oauth Based Real-Time Information Sharing Technique according to the growth of the agricultural e-commerce market. Considering the characteristics of the agricultural market, it can confirm differential values with the existing agricultural mobile commerce market according to the functions and characteristics of its technique. We compare variables for introducing agricultural mobile commerce with the existing mobile commerce. Trust through information sharing with real-timefarming diaries, suitability and perceived ease of use variables are positively influenced, but influence on completeness and authority of information variables are relatively insufficient. Through this, we explained differential values of agricultural mobile commerce and suggested an applicable business model.

• Journal of Intelligence and Information Systems
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• v.21 no.4
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• pp.53-77
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• 2015

Mobile commerce provides a convenient shopping experience in which users can buy products without the constraints of time and space. Mobile commerce has already set off a mega trend in Korea. The market size is estimated at approximately 15 trillion won (KRW) for 2015, thus far. In the Korean market, social commerce and open market are key components. Social commerce has an overwhelming open market in terms of the number of users in the Korean mobile commerce market. From the point of view of the industry, quick market entry, and content curation are considered to be the major success factors, reflecting the rapid growth of social commerce in the market. However, academics' empirical research and analysis to prove the success rate of social commerce is still insufficient. Henceforward, it is to be expected that social commerce and the open market in the Korean mobile commerce will compete intensively. So it is important to conduct an empirical analysis to prove the differences in user experience between social commerce and open market. This paper is an exploratory study that shows a comparative analysis of social commerce and the open market regarding user experience, which is based on the mobile users' reviews. Firstly, this study includes a collection of approximately 10,000 user reviews of social commerce and open market listed Google play. A collection of mobile user reviews were classified into topics, such as perceived usefulness and perceived ease of use through LDA topic modeling. Then, a sentimental analysis and co-occurrence analysis on the topics of perceived usefulness and perceived ease of use was conducted. The study's results demonstrated that social commerce users have a more positive experience in terms of service usefulness and convenience versus open market in the mobile commerce market. Social commerce has provided positive user experiences to mobile users in terms of service areas, like 'delivery,' 'coupon,' and 'discount,' while open market has been faced with user complaints in terms of technical problems and inconveniences like 'login error,' 'view details,' and 'stoppage.' This result has shown that social commerce has a good performance in terms of user service experience, since the aggressive marketing campaign conducted and there have been investments in building logistics infrastructure. However, the open market still has mobile optimization problems, since the open market in mobile commerce still has not resolved user complaints and inconveniences from technical problems. This study presents an exploratory research method used to analyze user experience by utilizing an empirical approach to user reviews. In contrast to previous studies, which conducted surveys to analyze user experience, this study was conducted by using empirical analysis that incorporates user reviews for reflecting users' vivid and actual experiences. Specifically, by using an LDA topic model and TAM this study presents its methodology, which shows an analysis of user reviews that are effective due to the method of dividing user reviews into service areas and technical areas from a new perspective. The methodology of this study has not only proven the differences in user experience between social commerce and open market, but also has provided a deep understanding of user experience in Korean mobile commerce. In addition, the results of this study have important implications on social commerce and open market by proving that user insights can be utilized in establishing competitive and groundbreaking strategies in the market. The limitations and research direction for follow-up studies are as follows. In a follow-up study, it will be required to design a more elaborate technique of the text analysis. This study could not clearly refine the user reviews, even though the ones online have inherent typos and mistakes. This study has proven that the user reviews are an invaluable source to analyze user experience. The methodology of this study can be expected to further expand comparative research of services using user reviews. Even at this moment, users around the world are posting their reviews about service experiences after using the mobile game, commerce, and messenger applications.

• Journal of the Korean Operations Research and Management Science Society
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• v.34 no.4
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• pp.185-204
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• 2009

The USIM(universal subscriber identity module)-unlock introducing in July 1, 2008 might be led to a significant change that mobile service provider's dominance is considerably dispersed to the handset manufacturer and distributor. Under USIM-unlock environment, mobile service provider, handset manufacturer, and distributor have to make their decisions on their handset distribution channel strategies: the closed distribution channel strategy or the open distribution channel strategy. The change of distribution channel strategy between members in distribution channel can be understood as a matter of strategy choice, and we have developed a theoretical model and analyzed how to make a decision for the member's optimal distribution strategy based on 3-person game model between members of mobile phone distribution channel, under both of '1 subscriber-1 handset' and '1 subscriber-multiple handset' assumptions. Under '1 subscriber-1 handset' assumption, the closed strategy controlled by mobile service provider is all players' optimal solution because the maximum size of the mobile phone market is limited by subscribers. But, as total expected profit by the handset and distribution subsides is a deficit, mobile service provider have to choose the open strategy and consider the conversion to MNO(mobile network operator). Under '1 subscriber-multiple handset' assumption, mobile service provider is trying to find the way how to lock-in its service and mobile phone and how to maximize ARPU(average revenue per unit), while handset manufacturer and distributor have to look for the way how to maximize the mobile phone market using their own marketing efforts, because it is expected that total mobile handset demand for the open market is bigger than demand for the closed market under '1 subscriber-multiple handset' assumption.

• Journal of Information Technology Services
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• v.13 no.4
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• pp.325-340
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• 2014

Mobile payment system using NFC attracted attention as the mobile payment market grows due to the fast diffusion of smart phones. However, non NFC mobile payment recently appeared because of the slow growth of infrastructure for NFC. With advent of Non NFC mobile payment applications, mobile payment industry is in developing trend. Non NFC mobile payment revitalizes the market by overcoming the limit of NFC with the smart applications using bar code and QR code payment, and providing various discounts, membership benefits and payment information. Therefore, this paper analyzed the intention of continuous use with the quality of mobile payment application based on the information system success model. Three categories of factors which are system quality, service quality, and information quality were used. We verified the significance of the factors affecting the intension of continuous use. mainly, quality of information was considered as an important factor of continuous Intention to Use. Also, unlike previous NFC, it was found that in Non-NFC, compatibility might not be as important factor. Moreover, we suggest a marketing strategy of companies for mobile payment industry which focus on information quality. and future research directions for non NFC payment market.