• Proceedings of the Korea Technology Innovation Society Conference
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• 2001.11a
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• pp.79-99
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• 2001

웹기반 경매사이트는 전자상거래시장을 대표할 만한 높은 수익성을 올리고있는 인터넷비지니스 수익모델이라고 할 수 있다. 현재 온라인경매를 사용하는 소비자는 경매사이트에서 제공하는 풍부한 정보의 양에 의존하여 전자상거래를 접하고 있다. 기존연구는 온라인 경매사이트의 제공자는 소비자의 입찰에 대한 태도와 참여 의도을 유인하기 위하여 온라인 경매 모델의 형태와 정보의 질에 집중하였던 것을 언급하고 있다. 온라인경매는 웹 인터페이스(Web Interface)를 활용하는 특징을 보유하고 있다. 그러므로, 웹기반 경매사이트의 디자인요인은 온라인경매에서 매출액 신장과 입찰에 대한 태도와 입찰 참여 의도를 유인하기 위한 중요한 요소라고 할 수 있다. 그럼에도 불구하고, 온라인 경매사이트의 매출액 증진을 위하여, 온라인경매에서 입찰 참여 의도와 웹기반 경매사이트의 디자인 요인간의 관계 연구는 수행되지 않았다. 본 연구의 목적은 웹기반 경매사이트의 디자인 요인과 소비자의 입찰 참여 의도간의 관계에 관한 연구이다. 특히, 아르헨티나를 사례연구로 실증분석을 수행하였다. 웹기반 경매사이트의 디자인 요인은 (1)사이트 구조측면과 (2)정보의 디자인 측면 그리고, (3)정보의 내용측면을 추출하였다. 웹기반 경매사이트의 디자인요인과 소비자의 선호도 변수들과의 비교분석이 이루어진다. 소비자 선호도 변수는 (1)웹디자인의 유용성 인지도와 (2)정보의 유용성 인지도 그리고, (3)웹사이트의 용이성 인지도가 사용되었다. 본 연구의 분석결과에 의하면, 웹기반 경매사이트의 3가지 디자인요인에 해당하는 사이트의 구조측면과 정보의 디자인측면 그리고, 정보의 내용 측면은 모두 소비자의 입찰에 대한 태도와 입찰 참여 의도에 긍정적으로 영향을 미치는 것으로 나타났다. 그리고, 소비자의 특성에 따른 차이점이 입찰 참여 의도에 긍정적인 영향을 미치고 있음을 결과로 제공하고 있다.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.627-633
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• 2007

본 연구는 인터넷 비즈니스 모델 중에서 가장 성공한 비즈니스 모델이며, 고객의 참여가 가장 능동적이고 적극적이라고 할 수 있는 인터넷 경매를 대상으로 개인 특성, 정보기술 특성, 그리고 인터넷 경매 특성 차원에서 어떠한 요인들이 인터넷 경매 과정에서 플로우에 영향을 미치는지 탐색하고, 이러한 플로우가 브랜드 자산에 유의한 영향을 미치는지를 실증분석 하였다. 인터넷 경매 이용자 350명을 대상으로 온라인 설문 조사를 실시하였으며, 수집된 자료를 기초로 LlSREL 8.50을 이용한 공변량 구조 분석을 실시하였다. 연구 결과, 인터넷 경매 사이트의 브랜드 자산 구축을 위해서는 고객에게 최적의 경험을 제공하는 것이 중요하고, 이를 위해서는 사이트 이용자의 개인 특성, 정보기술 특성, 인터넷 경매 특성을 향상시켜야 함을 확인할 수 있었다. 다시 말해, 이용자 개인의 도전감, 사이트의 정보 품질과 시스템 품질, 인터넷 경매의 상호작용성을 증대시킬 수 있는 다양한 노력을 함으로써 고객에게 최적의 경험을 제공할 수 있을 것이고 이를 통해 브랜드 자산을 구축할 수 있을 것이다.

• The Journal of Society for e-Business Studies
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• v.13 no.2
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• pp.56-82
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• 2008

The topic on Flow is generating increased interests in e-commerce studies. Flow has been identified as a key component in e-commerce. Studies on Flow have so far focused on internet shopping mall, but scarcely looked at the Flow of Internet auction. The purpose of study is to find out which factors play a major role in building Flow on internet auction and how the built-up Flow affect Brand Equity. Therefore, the research model investigates what factors influence Flow. Furthermore, the research is designed to understand how the Flow influences Brand Equity. The antecedents of Flow classifies into three types such as personal (Challenge, Skill), IT characteristic, Internet Auction characteristic. The results of this empirical study shows that three characteristics significantly affected the flow：personal (Challenge), IT (information quality, system quality), and Internet Auction (interactivity). And also Flow has significant effect on the brand equity. This result indicates that customer's optimal experience is important to increase brand equity. That is, the flow is influenced by multi-dimensional factors and plays an important role in increasing brand equity. Finally, the finding of this study suggests that personal challenge, information quality, system quality, and interactivity should be enhanced preferentially.

• Electronics and Telecommunications Trends
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• v.34 no.6
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• pp.17-27
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• 2019

This paper introduces the 5G spectrum auction in Germany that occurred last summer and ended overheatedly after an extraordinarily long period. We describe the context of the latest German spectrum auction and trace the participants' bidding behavior. This case details the trend of the 5G spectrum auction and the factors that affect the spectrum auction as follows: First, it is determined that investment obligations that force network installations can be a financial burden to mobile network operators (MNOs) and require a careful approach. Second, excess demands can cause auction overheating and the spectrum supply volume needs to be determined by a proper demand forecast and investment incentive. Third, 'Set-Aside' for local usage aids in developing the vertical industry; however it limits the spectrum supply for mobiles and leads to higher bidding prices. Fourth, a modified adoption of a typical spectrum auction can alleviate MNO's financial burdens to secure the broadband spectrum. Finally, competition to secure the necessary bandwidth in the situation of limited spectrum supply may delay the process of the spectrum auction, causing it overheated.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.2
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• pp.629-639
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• 2011

This paper classifies factors that form Chinese contemporary art price which comes into the spotlight in the current fine art market and consider the characteristics that form price with Chinese art only. The data were analyzed applying hedonic price setting models which include market value as a dependent variable with the various characteristics that art includes as the individual factors. The result has found that Chinese contemporary art has the more effects on factors of artists than sales factors. The social factor is worthy of notice in that Chinese GDP jointly raised with the price of Chinese contemporary art. At this point that interest in and demand of Chinese contemporary art are higher, it is thought that the result of this study will raise comprehension and convincing purchase direction will be suggested to collectors.

• Review of Culture and Economy
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• v.21 no.1
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• pp.85-104
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• 2018

The studies related to the price of artworks have focused on how factors that are determined on production level, such as artists and the artwork materials of the studies, affect the artwork prices. As 'Dansekhwa' is in the spotlight within local Korean art auction matket, this study would like to analyze the trend of the price changes of 'Dansekhwa' with its growing popularity among the public. We have estimated the price changes based on 4,199 auction data of 20 artists with top 20 auction prices selected by the Korean Art Price Appraisal Association, between 2005 and 2016. Also, in order to compare and analyze the price changes of the 'Dansekhwa' products, we have classified the 20 artists into groups of Dansekhwa and non-Dansekhwa. Starting from 2013, when Dansekhwa has first appeared, we applied the Difference in the Difference model(DiD) to estimate the result. As a result, the difference between two groups showed 71% of price difference due to the increase in popularity of Dansekhwa. This result proves that recognition level has an important role for increase in price of an artwork. Moreover, the fact that the formalized style of Dansekhwa has linked to the appreciation of the price means that production of information could play an essential role in growth of art market. As recognition level of Korean artists and their artworks is considerably low within the local art market, putting in the effort to increase the popularity of artworks among the public might be a helpful way to magnify the potential demand.

• Journal of Global Scholars of Marketing Science
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• v.14
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• pp.17-37
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• 2004

This research is speak that is tendencious in comprehension of external consumer information search behavior using on-line external information source to consumers who use on-line that is used as corporations' main strategic means. That is, classify consumer groups which was atomized according to type inflict consumer's information search knowledge level and shopping value study which use on-line, and decision factors of information search that these groups can influence a difference or each group which use information sources grasped what it is. Result that investigate information search knowledge level difference about study finding on-line information source utilization used mainly portal site, comparison site, auction site. And, utilization shopping pursuit value group used information source by portal site, auction site, niche shopping mall site and hedonic shopping pursuit value group used information source by portal site, auction site, shopping mall site. It confirmed that all variables(i.e. consumer-based variable and web site-based variable) are influencing variously in on-line external information search types. Finally, we proposed different way to erect strategic model about consumers that use on-line with study finding that see.

• KDI Journal of Economic Policy
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• v.36 no.3
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• pp.61-93
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• 2014

This paper analyzes Onbid car auction data by employing various methods, including structural estimation, to identify main factors which decides auction prices and figure out what effects those factors are making on the auction price. I then discuss on how to maximize sellers' revenue in OnBid car auctions. The government and public institutes sell their assets through the OnBid auction, hence the optimal design of the OnBid auction is important. The paper's main findings are as follows: (ⅰ) The independent private value model explains OnBid car auction data better than the correlated private value model or the interdependent value model; (ⅱ) Both the number of bidders and the ratios of the auction price to the evaluation value were lower in the auctions posted by the Kamco than auctions by institutes other than the Kamco; (ⅲ) Some auctions require that at least two bidders should submit a bid no less than the reserve price for sale. In those auctions, both the number of bidders and each bidder's valuation on the auctioned object were lower than in auctions without that requirement; (ⅳ) The sum of sellers' revenue would be decreased in the simulation with the reserve price higher by 5%, 10%, and 20% across auctions by institutes other than Kamco.