• 유통과학연구
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• 제17권10호
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• pp.27-39
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• 2019

Purpose - This study explores the relationships between e-Marketing and perceived service quality with brand trust and loyalty towards the brand of mobile telephone operators in Kosovo. Research design, data, and methodology - The conceptual model of four constructs was developed, while each construct consisted of the set of variables measured by using five-point Likert scale. The primary data was collected via an online survey through SurveyMonkey, distributed via Facebook and email. The collected data were cleaned, validated and tested for its consistency through Cronbach's Alpha; ensured that five assumptions of multiple linear regression are met. To assess the relationships between outcome variable and dependent variables of the model, performed the bivariate correlation, simple, multiple linear and hierarchical regression. Results - Perceived service quality has a positive significant effect on brand trust and loyalty. e-Marketing presents moderating direct effect on brand loyalty, and slightly higher effect through brand trust of the mobile telephone operators in Kosovo. Conclusions - The perceived service quality and brand trust are key determinants in achieving brand loyalty in telecommunication industry, followed by e-Marketing as means to creating expectations, delivering on promise to meet customers' perceptions for service quality with a purpose of building trust, that leads to loyalty towards the brands of mobile operators in Kosovo.

• 한국게임학회지
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• 제12권1호
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• pp.34-41
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• 2015

모바일 게임 시장이 성숙기로 접어들면서 규모의 경제 효과가 작동하는 시장구조의 특성을 지니고 있다. 이에 모바일 게임의 인지도를 높이기 위한 TV 광고나 지하철 광고 등 대대적인 매스 마케팅이 집행되고 있다. 본 연구에서는 모바일 게임 시장에서 매스 마케팅이 일어나는 원인을 살펴보고, 이로 인해 모바일 게임 생태계에 미치는 문제점들을 짚어보았다.

• 한국컴퓨터정보학회논문지
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• 제14권10호
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• pp.141-148
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• 2009

본 논문은 휴대전화를 통한 마케팅 활동에 적용되는 중요변수인 오락성, 정보성, 신뢰성, 불만, 경험에 대한 영향력을 실증자료를 통계적으로 분석 하였다. 본 연구에서 분석한 변수에서 정보성, 신뢰성, 경험이 다른 변수보다 더 큰 영향력을 미치는 유효한 변수로 분석 되었다. 정보성은 메시지의 적절함이 마케팅활동과 유의미한 것으로 분석 되었고, 신뢰성은 광고의 신뢰, 광고의 이익이 마케팅활동에 유의미한 것으로 분석 되었으며, 경험은 마케팅활동에 긍정적 영향력을 미치는 것으로 분석 되었다. 그러므로 본 논문에서는 모바일 마케팅활동에서 각별히 고려되어야 할 주요 변수로는 정보성, 신뢰성, 경험이라 제안한다.

• Journal of Information Technology Applications and Management
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• 제14권2호
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• pp.49-70
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• 2007

There found limitations of mobile advertising researches in methodology, theory building, and research implication. Existing researches were basic and some exploratory studies on mobile advertising and its effects. Especially, there was not a systematic typology research on mobile advertising. This paper tried to develop a systematic and empirical typology of mobile advertising and show proper advertising cases. We classified mobile advertising using mobile channels and methods (Text, Icon, Media, and Contents), Also we used advertising effects like information offering, leading transaction and response, and channel connection in classification of mobile advertising. Finally we suggested mobile advertising cases based on this typology and analysed the performance of moile advertising.

• 한국산학기술학회논문지
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• 제9권3호
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• pp.702-709
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• 2008

본 논문에서는 개인화와 이동성을 결합하여 제공될 수 있는 유비쿼터스 위치 기반 서비스 기반의 u-마케팅 시스템 프로토타입을 개발하였다. u-마케팅 시스템은 기존 모바일 마케팅 시스템을 보다 더 효율적으로 지원하는 u-LBS 기반 기술을 활용한 u-마케팅 콜센터이다. 지금까지의 모바일 마케팅이 불특정 다수의 고객에게 일방적으로 홍보 내용을 전달하는 스팸 방식에 마케팅이었다면, u-마케팅 시스템은 u-LBS 기반 기술을 활용하여 이동통신사 가입 회원의 성별, 연령, 거주지, 직업과 그리고 휴대폰의 위치정보나 GPS를 통하여 가입자의 위치정보를 활용함으로써 회원사가 원하는 맞춤형 타겟 마케팅을 지원할 수 있는 위치기반의 유비쿼터스 마케팅 시스템이다.

• 유통과학연구
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• 제8권1호
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• pp.5-11
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• 2010

This study addresses a shift, generally positive, in the acceptance and adoption of mobile commerce. The study, based on data collected using a survey questionnaire from mobile phone users in South Korea, examined the relationships using factor analysis and multiple regression analysis methods. The results showed equal positive adoption rates across all demographics of age, education, and income, except for gender, in terms of attitudes toward mobile shopping. The rate of mobile commerce adoption was relatively stronger among females than males. This finding provides new developments to mobile service providers on the effect of demographic profile on consumers'behavior and attitudes toward mobile shopping. Based on the results of the study, practical implications for marketing strategies in mobile commerce markets are suggested.

• 경영과학
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• 제26권3호
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• pp.11-21
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• 2009

In this paper, we proposed some valuable analysis results of cultivation campaign marketing in A mobile telephone company. The cultivation campaign marketing is a new outbound TM campaign strategy composed of 4 steps for new subscribers. During the analyses, attrition rate of A mobile company, outbound TM rejection rate, contact rate/call success rate and additional service attrition rate after subscription are measured as an effect of cultivation campaign. The results showed that there were no statistical significance in improving retention rate between customers experienced 4 step cultivation campaign and control group. However, the cultivation campaign had a better effect on improving response rate and success of selling additional service product of mobile company compared to general selling campaign. This is because cultivation campaign group had been taking care of from subscription time. It is suggested that cultivation campaign had better confined customers more likely to buy additional service to outbound TM for the sake of financial efficiency.

• Asia Marketing Journal
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• 제24권2호
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• pp.51-61
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• 2022

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post-possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of mobile banking technologies. Through practical and theoretical implications, this research aims to assist mobile banking service channels of local and international banks in Mongolia. Identifying which online convenience dimensions impact the adoption and use of mobile banking will contribute to the adoption of competitive strategies for financial institutions and banks.

• 패션비즈니스
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• 제18권2호
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• pp.80-94
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• 2014

The utilization of QR code for mobile marketing in fashion business has been receiving growing attention with the increasing smart phone users and wireless internet environment. The purpose of this study was to investigate the effects of utilizing QR code for mobile marketing on consumer's purchasing intention based upon TAM model. This research was conducted by questionnaire method, in which the questionnaire was distributed to the consumers in Seoul. Among the questionnaire returned from the consumers, 196 were selected to be included in the analysis by developing descriptive statistics, factor analysis, cronbach's alpha, and regression analysis using SPSS15.0. The results of this study were as follows: There was a significant effect of QR code characteristics such as usability, mobility, aesthetics of design on perceived ease of use. The factors of individuality, interactivity, and aesthetics of design significantly affected on the perceived usefulness of QR code. The ease of use and usefulness significantly affected the consumers' enjoyment which positively affected on purchasing intention.

• 한국의류산업학회지
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• 제16권5호
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• pp.730-744
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• 2014

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. This study attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectives are to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technology in strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articles regarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results found seven dimensions of QR code marketing strategies: abundant product information, additional information contents, transaction accessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Based a combination of channels and level of mobile apps' activation, multichannel retailers utilizing QR code technology were classified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and click-active mobile model. There were differences of using QR code marketing strategies among multichannel models. According to results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or sales promotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobile channels, which can promote retail sales by a two-way interaction with customers via the mobile apps.