• 유통과학연구
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• 제16권7호
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• pp.57-65
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• 2018

Purpose - Recently, internet access and social network utilization using smart phone are increasing. In such a smart environment, interactive activities such as information generation, information searching and information sending are increasing rapidly on-line environment. Therefore, consumers tend to purchase something according to eWOM and also meet the social consensus online environment. In connectivity society, consumers became accessible and engaged in the opinions of others easily. Many decisions that seem like personal decisions are actually social decisions on online connectivity. This paper seeks to explore factors that can help generate a social decision on purchasing of new products in an online environment. Research design, data, and methodology - The process of collecting a lot of wisdom and making an agreement online is called social decision. The purpose of this paper is to examine empirically the influence of factors such as online ties, online eWOM expectancy and online information behavior on online social decision. In addition, We studied online social decision by analyzing the moderating effect of new product innovation. To understand this structural relationship, research hypotheses and research models were set up and empirical analysis was conducted. In order to verify the hypothesis, 208 questionnaires were collected from the residents of Seoul city/Gyeonggi province. The answered questionnaire verifies reliability and validity using SPSS/AMOS and test hypotheses through path analysis and multiple regression analysis. Results - According to the research results, First, online ties don't have a positive impact on online social decision, Second, online eWOM expectancy have a positive impact on online social decision. Third, online information behaviors have a positive impact on online social decision. The degree of innovation of new products have a moderating effect between Independent variables of three factors and dependent variable of social decision. Conclusions - Social decisions have a positive impact on purchasing decisions about new product. There is a great significance in the fact that the online social influence and online social decision have been studied academically. It is meaningful that we have studied in depth the changing phenomenon of consumer purchase decision process in smart environment. The results of these studies provide academic and practical implications.

• Asia Marketing Journal
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• 제16권2호
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• pp.15-38
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• 2014

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.

• 한국의류학회지
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• 제17권2호
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• pp.219-231
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• 1993

According to the literatures of marketing, psychology, and other related areas, the situational influences on consumers' decision-making process have been significant, thus increased explanatory power of consume behavior when introduced in a research as one of the independent variables. Considering the characteristics of clothing as a consumer goods, situational influences on clothing purchase behavior were expected to be significant. As the theoretical backgrounds of situational influences on clothing purchase behavior, this study was to propose the definition of sitution in Clothing & Textiles department, and to suggest the types of situational variables affecting clothing purchase process in consideration of the results of consumer behavior research and the research related to clothing. The results of this study suggested that the definition of situation, subjective situation or objective situation, should be adjusted to the purpose of research, and that the types of situations affecting clothing purchase process might be defined into three types; wearing situation, communication situation, and purchasing situation. It was also suggested that the empirical studies would be necessary to verify the results, and the conceptual framework for the types of situations and the personality characteristics related to the clothing purchase situation should be identified.

• 한국통신학회논문지
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• 제30권7B호
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• pp.499-506
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• 2005

본 논문은 이동 중에 혹은 무선을 기반으로 하여 장소에 구애받지 않고 쉽게 인터넷을 사용하거나 멀티미디어 컨텐츠를 사용할 수 있는 서비스를 이동 멀티미디어 서비스라 정의하고 문헌조사와 전문가 의견 수렴을 통해 이동 멀티미디어 서비스 구매요인을 도출하였고 설문조사를 통해 구매요인 계층화 및 구매요인의 중요도를 살펴보았다. 분석결과 첫째, 이동 멀티미디어 서비스의 구매요인으로는 비용, 품질 측면이 외부요인보다 중요한 것으로 나타났다. 둘째, 이동통신, 초고속 인터넷 서비스와는 달리 품질보다는 비용을 중요시하는 것으로 나타났다. 셋째, 사용요금의 적절성이나 단말기 비용 등의 직접적인 비용이 요금제 차별화 등의 간접적 비용보다 중요한 것으로 나타났다. 넷째, 이동성, 컨텐츠 등의 서비스가 갖는 핵심적 특성이 맞춤 서비스 등의 부가적인 특성보다 중요한 것으로 나타났다.

• 생물정신의학
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• 제24권3호
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• pp.155-161
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• 2017

Objectives Decision-making in patients with schizophrenia has been known to be inefficient in both cognitive and affective aspects. The purpose of this study was to investigate the influence of anhedonia and self-esteem on the decision-making process in schizophrenia. Methods Twenty patients with schizophrenia and 21 healthy controls performed the 'apparel purchase decision-making task', during which they were asked to respond to the preference, fitness, and price suitability, before making the final purchase decision. Generalized estimating equation and correlation analysis were conducted to explore for the difference of decision making patterns and influential factors between the two groups. Results The patients showed lower odds ratio (OR) of the fitness on the apparel purchase decision than the controls [OR 0.190 ; 95% confidence interval (CI) 0.047-0.762, p = 0.019). In the patient group, there was no correlation between the number of purchased trials and the severity of anhedonia, but the number of purchased trials was negatively correlated with the Rosenberg Self-Esteem Scale score at a trend level (R = -0.436, p = 0.055). Conclusions Patients with schizophrenia considered the fitness of clothes less than healthy controls on apparel purchasing decisions. Schizophrenia patients with lower self-esteem were intended to buy more clothes.

• 아태비즈니스연구
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• 제9권3호
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• pp.1-9
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• 2018

Despite a wide practice of e-market sellers communicating with their consumers, little attention is given to how the practice affects consumers' purchase decision process. Based on the text analysis of 10,479 accommodation cases obtained from Airbnb, we empirically examine the relationship between the sellers' communication efforts and the wish-listing behaviors of guests. We find that the wish-listing is positively associated with the communication efforts of a host, such as (1) the feedback volume, (2) tailored messages and personalized contents, and (3) contingent responses to guest reviews. We discuss the theoretical and practical implications of the study.

• 유통과학연구
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• 제20권11호
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• pp.89-98
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• 2022

Purpose: Increasing competition in the higher education sector has prompted universities to enhance their marketing efforts and understand their potential customers. The study aims to explore how information sources are used and changed among prospective Vietnamese students during the decision-making process. Research Design, Data, and Methodology: This study undertakes a longitudinal study involving multiple rounds of data collection to better understand the decision-making process of prospective students. Data was collected from 12th -grade students in Vietnam through two rounds of quantitative surveys with 251 students and one round of qualitative interviews, spanning the duration of their senior year. The three stages of the decision-making process correspond to the three stages of pre-purchase period. Results: Most students decide that attending open days, taking career assessments, and looking up information online are the most important information sources to consider. The WOM sources are more important in the early stages, while university-generated sources and events are important in the later stages. Conclusion: Implications from this study may contribute to the design of more effective marketing communications campaigns as university marketers gain a better understanding of the distribution of information sources utilized for each specific stage of the decision-making process.

• 패션비즈니스
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• 제8권1호
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• pp.34-48
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• 2004

The purpose of this study is to explore emotion aspects of consumers purchasing clothing through cable television home shopping. Qualitative research method is used to widely understand how emotion aspects of consumers have effected on their purchasing behavior. The results of depth interviews may be classified into 13 feelings factors satisfaction, pleasure/delight, respect, attraction, fresh, convenience, unburdened, emptiness, displeasure/temper, anxiety, tedious, distrust, regret. The content of information acquiring from the process of clothing purchase decision making is analysed. In the problem recognition stage, purchase motivation were physical space (around people) and imaginary space(by how clothing goods are introduced to consumers thorough TV monitor). In the information search stage, purchasing action patterns to search information were situational pattern and habitual pattern. In alternative evaluation stage, the considering best important factors to choice clothes were quality, price, design, and color. In purchase stage, consumers said they felt anxiety, because of characteristics of purchase way that they should pay first and then received the ordered goods a fews days later. In post-purchase behavior stage, if consumers satisfied goods purchased through TV home shopping, they recommended it to around others, but unsatisfied with ordered goods, they tried to refund, exchange with anther one, or write it on homepage of the home shopping company.

• 한국정보시스템학회지:정보시스템연구
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• 제15권4호
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• pp.125-147
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• 2006

Internet shopping mall has dual nature of information technology features defined by the web-based application system and marketing features explained by the shopping marketplaces. The purpose of this study aims at analyzing the consumer's attempt to purchase and re-purchase intention to the internet shopping mall to combine the IT perspective and the marketing perspective. This paper develop the integrated research model with the acceptance behaviors of customers through consumer's purchase decision process(pre-purchase stage and post-purchase stage). The results from an empirical survey as follows: First, the integrated model is valid in predicting the acceptance of the internet shopping malls by using structured equation modeling. Second, there are the differences between pre-purchase stage and post-purchase stage by each conceptual constructs. Finally, the results of MSEM(Multi-group Structured Equation Modeling) indicate the perceived ease of use and perceived trust to the attitude to the internet shopping mall is more effectively predicted at the pre-purchase stage. Vice versa, the perceived usefulness to the intention to the purchase intention of internet shopping mall is more effectively predicted at the post-purchase stage. This study provides an integrative approach to develop the effective and successful internet shopping mall strategy.

• International Journal of Contents
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• 제10권4호
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• pp.38-47
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• 2014

Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.