• The Journal of the Korea institute of electronic communication sciences
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• v.7 no.6
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• pp.1545-1553
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• 2012

Good salespeople are the deciding factors in the success of an organization. In particular, the role of the salesperson takes on a more important role. Accordingly, the first purpose of this study is to understand the personal values of salespeople; secondly, to study the explanation personal values, adaptability, and customer orientation have on salesperson's performance. The third purpose is to understand the structural link among each of the explanatory factors related to salesperson performance. Lastly, with these research results as a foundation, to find the implications regarding management strategy plans of valuable salespeople for marketing researchers and sales managers.

• 프린팅코리아
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• v.13 no.11
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• pp.60-65
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• 2014

2000년대 중반 디지털 인쇄가 화려하게 대두되면서 개인화 인쇄를 중심으로 하는 디지털 포토시장은 1:1 마케팅을 활용한 가변데이터 인쇄와 함께 가장 빠른 피드백을 보여줬다. 기본 물량이 많고 고정된 데이터의 인쇄만 할 수 있는 전통 방식으론 할 수 없는 부분을 정확히 파고들었기 때문이다. 그렇다면 10여년이 지난 지금도 디지털 포토시장은 여전히 매력적일까? 응용을 차별화하고 다양한 상업인쇄 분야와 조화를 이루면서 자연스럽게 운신의 폭을 넓힌다면 아직도 성장가능성이 유효하다고 할 수 있다.

• Asia Marketing Journal
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• v.2 no.2
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• pp.86-113
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• 2000

본 연구는 환경지향제품구매와 재활용행동을 설명하기 위한 것으로 Schwartz 가 제기한 규범이론에 관한 이론고찰과 실증분석을 병행하고 있다. 규범이론의 핵심은 사회규범을 개인의 행동으로 전환시키는 과정을 설명하는 것이다. 규범이론에 따르면 환경지향제품구매와 재활용과 같은 이타적 행동은 사람들이 일종의 추상적이고 객관적인 방식으로 동의하는 도덕적 행동에 관한 사회규범으로 시작된다. 그러나 사회규범은 행동을 지배하기에는 너무 일반적이고 소원하다. 따라서 이러한 사회규범은 개인적 차원에서 우리들 각 개인에게 적응되어 개인규범이 된다. 사회규범은 사회적 구조의 차원에서 존재하는 반면 개인규범은 강력하게 내면화 된 도덕적 태도가 된다. 개인이 규범을 내면화 했지만 이에 따라 행동하지 않을 수도 있는 데 상황에 적절하도록 개인규범이 정의되어야 한다. 규범이론은 주어진 상황에 적절하도록 사회규범을 개인규범으로 정의하도록 유도하기 위해서는 바로 행동결과지각과 책임귀인지각이 개입되어야 한다고 제기하고 있다. 본 연구는 이상의 규범이론에 근거하여 소비자의 환경지향제품구매행동과 재활용행동을 설명하고자 다음 세 가지 연구목적을 설정하였다. 첫째, 사회규범이 개인규범의 형성에 어떠한 영향을 미치는가? 둘째, 사회규범이 내면화 된 개인규범은 환경지향제품구매행동과 재활용행동에 직접적인 영향을 미치는가? 셋째, 규범이론은 조절변수가 개입되는 경우 개인규범이 행동으로 전환되는 것이 더욱 용이해진다고 제기한 바, 조절변수의 하나인 환경지향행동결과의 중요성지각의 영향을 검증하고자 한다. 연구결과, 환경문제가 개입된 상황에서 사회규범은 개인규범의 형성에 강한 영향을 미치며 개인규범은 다시 환경지향제품구매와 재활용행동에 영향을 미치는 것으로 나타났다. 그리고 환경지향행동결과의 중요성지각 역시 개인규범이 환경지향제품구매행동으로 전환되는 과정에서 조절적 역할을 함으로서 양변수간 관계를 더욱 강화하는 변수임을 연구결과는 제시하고 있다. 그러나 개인규범-재활용행동사이에서의 조절적 역할은 없는 것으로 나타났다.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.79-101
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• 2003

This study is a cross cultural examination of interactivity, comparative advertising, and technology use in Korean and U.S. corporate websites. Utilizing cultural analysis criteria of high vs. low context, power distance and individualism-collectivism, we compared interactivity in U.S. and Korean websites. Our findings indicate that U.S. corporate websites tend to emphasize customer-message and customer-advertiser interactivity, while Korean websites highlight customer-customer interactivity. Findings on comparative advertising strategy indicate that cultural bias represented in U.S. individualism and Korean collectivism leads U.S. web advertisers to utilize direct and indirect comparative advertising more frequently than their Korean counterparts. The results of our technology analysis unexpectedly show that there is no significant difference between the two countries.

• Korean Business Review
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• v.17
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• pp.137-151
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• 2004

Wrap accounts are customized financial services for which investment companies and stock brokers manage investors assets based on their preferences. The success of wrap accounts depend upon the accurate understanding of investment risk propensity and the proper designing of financial portfolio. To this end investment companies should accurately measure investors investment risk propensity with calibrated measures. There, unfortunately, exist few highly calibrated measures of investment risk propensity. Therefore the practices of marketing strategies and customer management often turn out to be less effective and fragile to competition. The purposes of this present study aim to understand the investment risk propensity of wrap accounts customers, to help classify the customers based on the degree of the investment risk propensity, and to implement relevant marketing strategies for different groups of customers. Based on previous studies, two hypotheses were delineated and verified. The findings of the study should help differentiate prospective customers into unique and accessible segments for further targeting and positioning wrap account markets.

• Journal of Venture Innovation
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• v.3 no.2
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• pp.147-175
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• 2020

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

• Information Systems Review
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• v.7 no.1
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• pp.153-171
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• 2005

As the mobile telecommunications industry in Korea boasts record-high revenue from its businesses, consumers and other industries are looking for new business applications and opportunities using mobile technologies. Many firms are seeking guidelines or business models for an effective use of this new mobile technology in their operations. This paper reviews the characteristics that distinguish mobile marketing, and analyzes marketing approaches which utilize the potential of the new mobile technologies. This paper shows that the new mobile advertising channel is not only complementary to traditional marketing channels, but also delivers benefits for multiple parties involved in mobile marketing. The key success factors in the new OB (Oriental Brewery) marketing campaign include a shortening of the stages in the AIDMA model and a broadening of customer contact points by exposing the brand through well-coordinated marketing efforts. The OB case shows that a mutually beneficial relationship between co-marketing participants can lead to a win-win marketing strategy. It also highlights that collaborative channel management in mobile marketing methodology is critical for successful mobile marketing.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.3
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• pp.13-36
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• 2018

In the age of aging society and the difficulties of reemployment environment, senior entrepreneur is increasing as an alternative to solve individual economic problems. However, the survival rate is very low after establishment. This study is a study on the effect of senior's entrepreneurial competency on entrepreneurial intention, and analyzed the relationship between entrepreneurial competency, experience, funding competency, marketing competency, and social support and entrepreneurial intention. For this purpose, we surveyed the potential founders of seniors and used a total of 433 copies. The results of the study are as follows. First, the higher the entrepreneurial competency, in other words, the higher the individual experience, financing competency, and marketing competency, the higher the entrepreneurial intention. Second, social support did not show a significant relationship between entrepreneurial competency and entrepreneurial intention. Based on the results of this study, the following implications were derived. For a successful senior entrepreneur, it is necessary to strengthen the entrepreneurial competency and start the business, and in order to cultivate these entrepreneurial competency, entrepreneurial education is needed more widely.

• Asia Marketing Journal
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• v.8 no.2
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• pp.1-26
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• 2006

In the growing field of green marketing there are various psychological influences that can lead to green purchase behavior. An understanding of these influences can lead to greater green marketing effectiveness. The purpose of this paper is to analyze the effects of several value types, environmental attitudes, and preference for product attributes on green purchase behavior. To this end, a conceptual model has been proposed and tested for empirical verification with the use of a survey. Data collected from 266 Korean respondents are analyzed using path analysis. Results provide support for the proposed model, demonstrating positive links among universalism, environmental attitudes, preference for environmental attribute, and green buying behavior. It indicates that individuals with universalism as a preferred value type are high in their environmental attitudes and finally, tend to buy green products through their preference for environmental attribute. The mediating role of preference for price is not significant between environmental attitudes and green purchase behavior. The present findings, in addition, contribute the width of understanding of various proenvironmental behaviors by focusing on green purchase behavior and surveying with a Korean sample. The implications for the practices of green marketing are discussed.

• Review of KIISC
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• v.18 no.6
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• pp.20-27
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• 2008

국내 인터넷 사이트의 60% 이상은 회원가입시 본인확인 등을 위해 주민번호를 수집 저장하고 있다. 인터넷 사이트의 주민번호 수집 목적은 개인식별(중복기입여부 확인)과 본인확인, 연령확인, 마케팅 활용을 들 수 있다. 그러나 인터넷 사업자들의 주민번호 수집이 증가하면서 개인정보 유 노출로 인한 피해도 늘고 있다. 인터넷 사이트에서 주민번호 수집을 제한하면서 주민번호 기능을 제공 유지하기 위해 마련된 것이 주민번호 대체수단(i-PIN)이다. 본인확인기관이라는 다수의 제3의 신뢰기관이 인터넷 이용자의 개인정보를 받아 저장하고 인터넷 사이트 가입 등 필요할 때, 인증을 해주는 방식이다. i-PIN 서비스의 구성요소와 기능, 제공 서비스 등 i-PIN 서비스 프레임워크를 설명하고, 복수의 본인확인기관이 이용자의 인증을 위해 주고받아야 하는 메시지의 종류와 형식, 방법에 대한 국내 기술표준을 소개한다. 또한 중복가입 확인이 필요한 인터넷 사이트를 위해 유일 식별값으로 사용되는 중복가입확인정보 생성방법과 메시지 교류 방법 등을 소개함으로써 인터넷 사이트가 주민번호 대체수단으로서 타 수단과 차별화 된 전략을 소개한다.