• 유통과학연구
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• 제15권1호
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• pp.51-56
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• 2017

Purpose - The study verified the effects of consumers' knowledge perception upon word-of-mouth intention and purchase intention of consumers who were exposed to a lot of information, and examined consumer's behavior from multi-dimensional points of view. Research design, data, and methodology - The study conducted the test of difference between consumer's cognition on importance and satisfaction of HMR product by gap of HMR (Home Meal Replacement) product for IPA analysis. The consumer's reliability and words-of-mouth were measured by the questionnaire method with 4 questions according to Likert 7-point scale. Conversion into z-score removed the difference of variables. Results - The causal relation model for importance, satisfaction and gap, not relying upon multi-dimensional scaling and others, could construct causal relation model to give implications. Difference (d) of the products could lessen consumer's reliability to increase consumer's knowledge perception, word-of-mouth intention, knowledge perception, and purchase intention. Therefore, enterprises should make an effort to lessen consumers' complaint for the products and to elevate consumers' reliability. Enterprises also try to give consumers exact information and to promote purchase intention. Conclusions - Difference (d) of consumers' complaint and/or disappointment decreased consumers' reliability to increase knowledge perception. Enterprises should supply consumers with products according to their requirements to minimize the gap and to give them proper information.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제8권7호
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• pp.2383-2399
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• 2014

Due to the low conversion rate of social commerce, its sustainability is questioned. To solve this problem, this study aims to verify the different antecedents between visit intention and purchase intention. For a visit intention, this study employs the concept of the scarcity heuristic and its momentary characteristic. The scarcity heuristic is created by a scarcity of time and quantity, and provisional coupons. In previous studies, the scarcity heuristic has often been treated as a major factor in which to influence purchase intention. However, this study examines the scarcity heuristic only as an antecedent of the visit intention, not of the purchase intention, because of its momentary characteristic. Contrary to previous studies, as this study expected, the attributes of the scarcity heuristic had a significant relationship only with the visit intention in social commerce. Additionally, the results suggest that there are two distinct intentions in social commerce: visit intention and purchase intention. This study verified that the antecedents of the two distinct intentions are different from one another. This study helps to understand why people visit social commerce sites regularly but do not buy.

• International Journal of Computer Science & Network Security
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• 제21권7호
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• pp.305-316
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• 2021

The objective is to recognize the better opportunities from targeted reveal advertising, to show a banner ad to the consumer of online who is most expected to obtain a preferred action like signing up for a newsletter or buying a product. Discovering the most excellent commercial impression, it means the chance to exhibit an advertisement to a consumer needs the capability to calculate the probability that the consumer who perceives the advertisement on the users browser will acquire an accomplishment, that is the consumer will convert. On the other hand, conversion possibility assessment is a demanding process since there is tremendous data growth across different information dimensions and the adaptation event occurs infrequently. Retailers and manufacturers extensively employ the retail services from internet as part of a multichannel distribution and promotion strategy. The rate at which web site visitors transfer to consumers is low for online retail, out coming in high customer acquisition expenses. Approximately 96 percent of web site users concluded exclusive of no shopper purchase[1].This category of conversion rate is collected from the advertising of social media sites and pages that dataset must be estimating and assessing with the concept of big data clustering, which is used to group the particular age group of people along with their behavior. This makes to identify the proper consumer of the production which leads to improve the profitability of the concern.

• 한국의류학회지
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• 제43권6호
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• pp.910-929
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• 2019

This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test the hypotheses, four experimental groups of 2 (personalization: high / low) × 2 (accessibility: high / low) were formed with between-subject design. We selected 201 women in 20-30s as participants and they responded to an online survey after experiencing website stimuli. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro program. The results show that the effects of personalization of an online shopping cart on the purchase intention of the fashion product in the cart is significant; in addition, the main effect of personalization of cart on consumer's psychological ownership was confirmed. It was also found that the path of personalization of the online shopping cart to purchase intention through psychological ownership was significant. The findings of this study contributes to the extension of online shopping cart research and provide suggestions to recognize the important role of psychological ownership in increasing the purchase conversion rate.

• 한국컴퓨터정보학회논문지
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• 제29권6호
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• pp.211-221
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• 2024

라이브 스트리밍 커머스는 혁신적인 전자상거래 모델이 된다. 본 연구는 정교화 가능성 모델(ELM)에 기반하여 라이브 스트리밍 커머스에서 키 오피니언 소비자(KOCs)의 속성이 짧은 동영상 플랫폼에서 구매 의도에 미치는 영향을 탐구하는 것을 목적으로 한다. 411명의 소비자를 대상으로 설문 조사를 실시하고, SPSS 24.0과 AMOS 23.0 소프트웨어를 사용하여 데이터 분석과 가설 검정을 수행한다. 연구에 따르면 소비자의 정보 처리 능력 차이는 경로 선택에 영향을 미친다. 중심 경로의 추천 동질성, 제품 관여도, 전문성 및 주변 경로의 추천 시효성은 소비자 구매 의도에 모두 긍정적인 영향을 미치는 반면, 주변 경로의 시각적 단서는 유의미한 영향을 미치지 않는다. 본 연구는 라이브 스트리밍 커머스 산업의 발전을 위해 이론적 지원과 실질적인 지침을 제공하고, 소비자 정보 처리의 차이에 따라 기업이 홍보 전략을 조정하여 구매 전환율을 향상시키는 데 도움을 주는 것을 목표로 한다.

• 한국실내디자인학회논문집
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• 제22권2호
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• pp.194-202
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• 2013

Commercial spaces are very sensitive in terms of trend and uniqueness, and many elements expressing space coexist together with brilliant ideas aiming to attract consumer attention and even induce sudden desire of purchase. Coexistence in space is expressed in various ways and out of those ways, representation by material is especially apparent. The application of material does not individually influence the expression of space, but the characteristics of multiple materials applied contribute to the distinction of space through mutual communication. This study intends to analyze how conversion is centered to express the distinction of space through materials communicated in space. The detailed study results are as follows. First, the conversion expression method of material resulted as 'Substitution', 'Contrast', 'Assimilation', 'Creation'. These four was divided and analyzed into 'Time', 'Space', 'Genre'. As a result of this analysis, such significances were shown as 'Contrast' in 'Time', 'Substitution' in 'Space', and 'Assimilation' in 'Genre'. Second, the conflict due to heterogeneity by conversion of 'Contrast' in 'Time' through past and current materials appeared to induce interest amongst consumers. Third, within 'Space', 'Substitution' of natural/artificial materials was noticeably applied. This is evaluated as a constructive way of expressing natural forms into artificial forms further intending to provoke attention and stimulate emotion. Fourth, in conversion through 'Assimilation' in 'Genre', rather than using materials only from other areas, synchronizing it by combining architectural materials is an effective method. Such results are thought to be a distinctive design method that draws attention of customers by communicating disparate materials in commercial space. Thus, the study results are expected to be utilized as an elementary resource in designing commercial space with character and high satisfaction.

• 한국지역사회생활과학회지
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• 제15권4호
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• pp.149-163
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• 2004

The purpose of this study is to present a plan to activate the production and consumption of environmently friendly agricultural products through an analysis on the understanding degree, the level and inclination of consumption, the satisfaction degree of consumption, and the comprehension degree of production and circulation process of the environmently friendly agricultural products. 1 reviewed the literature and did survey In this study. The results are as follows : (1) As a result of an analysis on the understanding degree of the environmently friendly agricultural products, it is shown to get 6.37 points out of 10 and also, there is a difference between age, educational background, and income level. (2) In the case of research on the method to distinguish the environmently friendly agricultural products from others, it is proved that consumers have a strong faith on quality guarantee marks and there is a difference between gender, income level, and consumption period. (3) It is also shown that consumers purchase environmently friendly agricultural products for the family member's health in the survey on the motivation for purchasing them. And also, there is a difference between men and women. (4) The result of the survey on the consumption scale of the environmently friendly agricultural products shows that 94 people(60.3％) spend more than 50％ of their gloss foodstuffs cost purchasing them and 20 people(12.8％) spend 30-50％. (5) In the survey on the amount and the frequency of the purchasing items of the envirounently friendly agricultural products, respondents count livestock products mostly in amount while point out main cereals and a kinds of soy and pastes in frequency. (6) Consumers ask that the price of environmently friendly agricultural products is a little expensive or reasonable and there is no differences between individual groups. (7) In the case of the purchase of foreign environmently friendly agricultural products, there are more people who want to purchase domestic ones than those who want foreign ones. Therefore, it is shown that environmently friendly agricultural products have a counterpower after the market-open to import. (8) As a result of the analysis on the quality of environmently friendly agricultural products, it is proved that they have better quality than general agricultural products and also, it is found out that women feel larger differences than men in quality. (9) In the analysis on the satisfaction degree of the environmently friendly agricultural products, it is proved that respondents trust the safety and nutrition of them whereas they are not satisfied with the external shape of them. (10) It is analyzed that tile conversion of consumer's consciousness is the most critical factor for development of environmently friendly agriculture. (11) The factors to activate the consumption of environmently friendly agricultural products are proved in order of the enlargement of direct transaction, the conversion of consumer's consciousness, the easiness of purchase, activating consumers'unions, and publicity.

• 한국융합학회논문지
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• 제13권1호
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• pp.63-70
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• 2022

패션은 개인 취향이 구매의 첫 번째 기준으로 작용하는 분야인 만큼 개인화된 추천 서비스가 일찍이 자리를 잡았다. 특히 모바일 패션 커머스에서 구매전환을 높이는 중요한 전략으로 꼽히며 더욱 정교화 되고있다. 이로 인해 개인화 추천서비스의 사용자 경험 관해 많은 연구들이 이루어졌지만, 세부적인 소비자의 구매여정에 따라 확인한 연구는 부족한 실정이다. 본 연구는 개인화 추천서비스의 사용자 평가가 구매여정별로 차이가 있는지 살펴보고, 구매의도와 만족도에는 어떠한 영향을 미치는지 밝히고자 하였다. 분석결과 다양성, 신뢰성, 편의성은 0.001%수준, 유용성은 0.05% 수준에서 구매여정 단계별로 유의한 차이를 보였다. 또한 만족도는 인지 및 흥미단계에서 새로움과 유용성이, 검색단계에서 신뢰성과 다양성이 높게 나타나는 등 각 단계별로 차이를 보였으며, 구매의도는 구매 후 단계를 제외하고 유용성과 신뢰성이 높은 결과를 보였다. 본 연구는 소비자의 개인화 추천 서비스에 대한 사용자 평가에 차이가 있음을 밝힘으로써 구매 여정에 따른 개인화 추천서비스 사용자 평가의 영향에 대한 이해를 높였다는 점에서 이론적 의의가 있으며, 모바일 패션커머스의 개인화 추천서비스 전략개선의 방향성을 제시했다는 실무적 의의를 지닌다. 추후 개선안의 효과성에 대한 연구가 진행된다면 더욱 고도화된 개인화 추천서비스 전략에 기여할 수 있을 것이다.

• Journal of Information Technology Applications and Management
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• 제26권4호
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• pp.51-69
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• 2019

One of the most considerate phenomena of the era of the Fourth Industrial Revolution is the use of digital devices. Digitalization is rapidly advancing through all areas of industry and life. Customer journey with digitalization is looking totally different from previous customer journey. The research targets were users of fashion, automobiles, cosmetics and online shopping malls. We analyzed 300 people for each valid questionnaire. The results of the study are as follows. First, it has been proven that digital experience affects positive (+) impact on purchasing intention and positive (+) impact on recommending intention and negative impact (-) on switching intent and subsequently affects positive impact (+) to purchase and incase of switching intent, negative impact (-) to purchase. Unlike traditional methods such as SPC(Service Profit Chain), the Digital experience to Purchase process Chain (DPC) has been identified to be suitable in the digital age. Second, the digital satisfied group (5 score-very satisfaction) has shown same result as above. However the digital neutral group (even though 4 score- satisfaction in five-point scale), specially in a highly competitive industry, has different from the satisfied group and 3 score-normal is same as dissatisfied group. It means that this group is that If there is a high level of attractiveness of substitute goods, there is a high possibility of switching them. It has supported Jones and Sasser [1995] that there have been two types of loyalty of true long-term loyalty and what we call false loyalty in the highly competitive industry zone which is commoditization or low differentiation, many substitutes, low cost of switching. Identifying true loyalty and false loyalty is crucial to establishing a customer experience strategy. it is necessary to actively utilize long-term digital experiences strategy to increase the total satisfaction of digital experience through all of customer purchasing journey in order to enhance the digital customer experience. It is difficult to see the effect as a one-time event. It should be scaled over the entire customer purchase process over a long period of time, which can positively affect purchase intention, recommendation intention, and conversion intention. This is also why it is difficult for second-runners to overtake first-runners in a short period.

• 한국산학기술학회논문지
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• 제18권9호
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• pp.267-280
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• 2017

본 연구의 목적은 여대생의 소비성향이 화장품 구매동기에 미치는 영향과 특성들을 분석함으로써 화장품 업체 및 연구 교육기관에게 마케팅 분야 발전 방안에 대한 기초자료를 제공하기 위해 실시되었다. 서울 및 수도권 지역의 6개월 이내에 화장품을 구매한 20대 여대생을 대상으로 실행한 설문조사로 총 506부의 설문을 최종 분석으로 사용하였다. 소비성향은 평소 메이크업 정도, 평균 화장품 구매 횟수, 화장품을 사용하는 주된 이유, 주로 화장품을 구매하는 장소에 따라 특징이 다양하게 나타났으며, 화장품 구매동기는 피부 최대 고민, 평소 메이크업 정도, 평균 화장품 구매 횟수, 화장품을 사용하는 주된 이유, 주로 화장품을 구매하는 장소에 따라 다양한 구매동기 특징을 볼 수 있었는데, 결과적으로 소비성향의 하위요인별 자원절약 성향, 계획구매 성향, 타인의식 성향, 충동구매 성향은 화장품 구매동기의 제품변환 동기, 경제적 동기, 타인지향동기, 탐미추구 동기 하위요인에 통계적으로 유의미한 영향을 미치는 것으로 나타났다(p<.05). 따라서 본 연구결과는 소비자들의 소비방향과 구매행동에 대한 다양한 관점을 참조하여 고객심리를 이용한 제품 및 마케팅전략의 향후 나아가야 할 방안에 대한 기초자료로써 화장품 업체 및 연구기관의 발전에 기여하고자 한다.