• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• Journal of Distribution Science
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• v.21 no.3
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• pp.123-134
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• 2023

Purpose: The no-contact and economic downturn caused by COVID-19 have further grown the used market. The second-hand trading industry has established itself as a popular consumption culture, leading to exponential growth in the size of the market. This study aims to identify the types of shopping motivation for used products targeting Korean consumers, and to examine the relationship between shopping motivations for second-hand transactions, consumption values, and re-use intentions. Research design, data and methodology: The first study was conducted on 63 used trading platform users and the second study was conducted on 441 used trading platform users to identify the types of consumers' motivation for shopping for used products. Results: As a result of the first study, the shopping motivation types of Korean used product consumers were classified into convenience motivation, economic motivation, hedonistic motivation, information Acquisition motivation, and free time utilization motivation. As a result of the second study, it was found that convenience motivation had the greatest influence on functional values and hedonic motivation had the greatest influence on emotional values, and that functional values had a great influence on platform reuse intentions. Conclusions: This study provides practical implications for the establishment of marketing strategies for used trading platforms and academic implications for research related to used trading.

• The Korean Journal of Franchise Management
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• v.14 no.3
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• pp.53-67
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• 2023

Purpose: This study aims to explore the shopping motivations of consumers at South Korean convenience stores and create distinct consumer segments based on these motivations. Additionally, the research seeks to propose tailored marketing strategies for convenience stores by analyzing consumer demographics and satisfaction levels within each segment. Research design, data and methodology: Using factor analysis, we identify three primary shopping motivation factors: "social/leisure," "functional," and "convenience." Subsequently, we use cluster analysis to group convenience store consumers into three categories: the "convenience-seeking group," the "function/convenience-seeking group," and the "multipurpose-seeking group." To gain a deeper understanding of each consumer segment, we investigate how demographic factors relate to their levels of satisfaction. Results: These findings offer valuable insights for adapting to shifting consumer preferences and the increasingly competitive landscape of South Korean convenience stores, especially in the expanding services offered by online businesses. Conclusions: This research emphasizes the significance of developing marketing strategies tailored to address the distinctive needs and preferences of individual consumer segments. These strategies empower convenience stores to establish a competitive advantage in the market.

• Asia pacific journal of information systems
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• v.31 no.1
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• pp.17-42
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• 2021

This study examines the adoption of subscription-based video on demand (SVOD) streaming services among consumers. Primarily, we explore the moderating effect of the two models of streaming services, standalone streaming services and bundled streaming services, on the users' adoption. We employ the Unified Theory of Acceptance and Use of Technology (UTAUT2) model in this study. We utilize the data collected from 337 Indian respondents and find that all constructs of the UTAUT2 model act as motivators of adoption. Gender, age, and experience of the respondent also play a moderating role in the adoption of streaming services. We also find that providing bundled streaming service positively moderates price-value and hedonic motivation of adoption. The study is perhaps the first of its kind that aims to understand the motivations for adoption of SVOD services, particularly in the Indian context, which has the fastest-growing base of internet users in the world.

• Journal of Korea Society of Digital Industry and Information Management
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• v.7 no.2
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• pp.161-172
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• 2011

BIog services have been developed in 5 years and also many companies have introduced many kinds of blog services as well. It is expected that the blog services will grow continuously. As the number of blog users is growing rapidly, the blogs progressively exert their influences on our society and are directly connected to the success or the failure of the portal site businesses. Thus it is necessary to investigate users' motivation to use blog and to predict their intention of continuous uses of the blog. Specifically, this study is to focus on user's motivation and user's psychological status in using the blogs. Furthermore, this study explores their causal relationships. The study tries to investigate what motivations make users to use the blogs on the regular basis. Its results show that two motivation factors, intrinsic and extrinsic motivation factors, significantly affect user's flow experiences and the flow experiences affect general use of the blogs.

• Journal of Korea Society of Digital Industry and Information Management
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• v.9 no.1
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• pp.177-188
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• 2013

As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, micro-blog, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. The purpose of this study is to investigate the usage motivation and satisfaction of enterprise twitter based on use and gratifications perspectives comparing with Korea and China. Based on prior studies on use and gratifications of internet-related media, information seeking, pleasure/entertainment, relationship, communication, and incentives were identified as usage motivations of enterprise Micro-blog. This study contributes to provide the base of activation strategies and practical implications for micro-blog as a marketing tool.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.1-8
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• 2018

This study examined the major precedent variables that could affect e-learning users' attitudes in two highly-networked countries and a sharply-spreading country in East Asia, namely South Korea, Vietnam, and Singapore. This research also reviewed why e-learners were using the Internet for their study and unveiled cross-national differences in antecedents of online activities, motivations, intention to use, and enhancement in performance among three countries. This paper could see if there were any differences in precedents of e-learning among the countries by ANOVA. Plus, the study uncovered that what precedents impacted the follow-ups of e-learning by regression analysis in each country. The paper found out that differences in social and cultural aspect influenced on the precedents and the follow-ups of e-learning among the countries. For example, Korean learners had stronger utilitarian motivations for e-learning while the Vietnamese and the Singaporean did not. Korean and Singaporean learners were more strongly influenced to visit e-learning sites by their friends and lecturers than the Vietnamese.

• Journal of Korea Game Society
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• v.16 no.6
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• pp.39-48
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• 2016

This study intended to find out the influence of media usage motivations including Wishful Identification toward BJ, Entertainment, Passing Time, Information Seeking on watching personal game webcasting, based on Use & Gratification Theory. We conducted a survey of 395 audiences who had experienced in watching personal game webcasting and analyzed collected data using hierarchical regression analysis. First, we put and analyzed demographic factors of audiences in model 1. After that, we added media usage motivations in model 2. As a result of the study, gender and age in model 1 and age, Wishful Identification and Entertainment in model 2 are found to have a significant influence on watching personal game webcasting respectively.

• Journal of Platform Technology
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• v.12 no.1
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• pp.106-118
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• 2024

In this study, the MZ generation's perceived motivations for using hotels were divided into room, cleanness, subsidiary facilities, employee, and price. In addition the impact of the MZ generation's motivation(facilities, cleanliness, convenience facilities, staff, price) for using hotels on user attitudes was analyzed. In the case of the MZ generation, this study also analyzed whether user attitudes toward hotels affect their intention to reuse. The results of this study are as follows. First, among the MZ generation's motivations for using hotels, room, cleanness, subsidiary facilities, employee, and price were found to have a positive effect on user attitudes. Next, the user attitude of the MZ generation was found to have a positive effect on reuse intention. Finally, this study suggests to provide theoretical and practical implications based on the research results to help develop hotel service strategies suitable for the MZ generation.

• Cartoon and Animation Studies
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• s.38
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• pp.259-286
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• 2015

This study investigates the effect of the motivation to use webtoon and the convenience of use(the character of the webtoon service) on the interactivity, and then examines how the interactivity affect the webtoon user's satisfaction and willingness to pay. Using factor analysis, this study found two motivations to use webtoon including 'information acquisition', 'entertainment and easiness of access'. These motivations have an influence on the interaction of the content and Webtoon's user and of Webtoon's users. The motivation of the entertainment and easiness of access is more influential to user's interactivity. The convenience of use is divided two types that are the convenience of the searching information and service. The convenience of webtoon service has positive influence of two types of interaction. The last results find that webtoon user's satisfaction is influenced by gender, the convenience of the searching information and using service. The satisfaction of the female user is higher than man. The more convenience of use is, the more satisfaction of users will be. Willingness to pay is influenced by age, the convenience of webtoon service, and the user's interactivity. The older users are, the more convenience of webtoon service is, and the more the user's interactivity, the higher willing to pay will get. The implications of the findings are discussed in terms of the way to change the profit structure of webtoon service and suggest to increase the interactivity in webtoon service.