• Science of Emotion and Sensibility
• /
• v.22 no.3
• /
• pp.65-76
• /
• 2019

Augmented reality (AR) is the technology in which a virtual image made by computer is integrated with the real world. Food is one of the most popular products purchased online. In this study, we investigated how the presentation of food images with AR affects purchase intention and user engagement. We hypothesized that purchase intention was increased more by AR food images than by static food images. We also examined whether user engagement mediates the relationship between image presentation format and purchase intention. To test this hypothesis, participants in one group saw AR food images, and participants in another group saw static food images on an iPad. All participants then answered questions about user engagement and purchase intention. As predicted, participants who saw an AR food image reported higher user engagement and higher purchase intention than did those who saw a static food image. The indirect effect of user engagement was also significant, and the link between image presentation format and purchase intention was fully mediated by user engagement. We also found that aesthetic appeal, one of the sub-factors of user engagement, fully mediated the link between image presentation format and purchase intention. Thus AR images of food images were aesthetically more appealing, which led to higher purchase intention. These findings suggest that AR technology can be used effectively as a way to advertise food.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2000.04a
• /
• pp.978-983
• /
• 2000

소비자의 제품 구매에 대한 의사 확인은 전자상거래 시스템(EC System)과 연동한 전자우편 시스템 (E-mail system)에서 발송해 오는 전자우편과, 전자상거래 시스템에 종속적인 관리자도구를 통해 알수 있다. 이러한 정보는 소비자와 판매자간의 시간차를 유발하며, 소비자의 또다른 신속한 정보 획득 요구를 해소 시켜 주지 못한다. 전자우편은 그 자체로 데이터화 될 수 없고 전자상거래를 전략적으로 운영하기 위한 자료로 활용되기 어렵다. 뿐만 아니라 현재의 전자상거래에 있어서 소비자의 대량 구입에 대한 환경은 기존의 일반 상거래와 다른 체계를 갖고 있어서 대량 구매시 판매자와의 직접적인 상담과 할인정보 획득에 대한 소비자와 판매자의 동시적 불만을 유발하고 있다. 이에 따라 본 논문에서는 위와 같은 문제에 대하여 소비자의 구매 의사를 전담하기 위한 에이젼트 시스템을 제안하였고, 전자상거래 시스템에서 발생하던 소비자와 판매자 사이의 시간차와 전략적 운영에 대한 소비자 구매의사 정보의 재이용 문제를 해결하기 위한 것에 대하여 주로 다루고 있다.

• Journal of Digital Convergence
• /
• v.15 no.9
• /
• pp.201-210
• /
• 2017

This study investigated the effect of K-POP characteristics on Korean consumers' liking, intention of listening and purchase intention of Korean products. For this purpose, K-POP characteristics were classified into musical characteristics and star characteristics. The results of the study are as follows. First, both musical characteristics and star characteristics of K-POP characteristics had a significant effect on favorability of Korean Wave content. Second, both musical characteristics and star characteristics of K-POP have a significant effect on K-POP listening intention. Third, both musical characteristics and star characteristics of K-POP characteristics had a significant effect on the purchase intention of Korean products through Korean Wave content. However, the relative influence of star characteristics is higher than K-POP characteristics. The results of this study will be useful data for promoting Korean pop among Chinese consumers.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2010.11a
• /
• pp.568-571
• /
• 2010

본 논문은 인터넷에서 사용자가 물품을 구매하고자 할 때 구매를 원하는 것의 상품평을 미리 볼 수 있는 프로그램을 설계하고 구현하였다. 구매 물건의 동종 모델에서 어느 제품을 구매하여야 할지 사용자의 선택이 어려운 경우 고객의 의사결정에 도움을 주고자 해당 상품을 이미 구매한 고객들의 의견 중에서 긍정적인 면과 부정적인 면 중 어떤 성격이 더 강한지를 판단하는 상품평 분석 도구이다. 본 프로젝트에서는 사용자의 물품 구매를 돕는 상품평 분석 도구의 기능은 첫째, 인터넷 게시판과 블로그(blog)의 글을 수집하고, 이를 분석해서 긍정/부정/보통의 의견들을 그래프로 표시하여 구매 의사 결정에 도움이 준다.

• Journal of Korea Technology Innovation Society
• /
• v.12 no.4
• /
• pp.768-787
• /
• 2009

This paper focuses to identify and analyze the influence of the perceived risk and innovation adoption of the new products in the bio-industry. After a comprehensive literature review, we identified factors, such as perceived risks, perceived benefits, trust, fear of the unknown, innate innovativeness, and domain-specific innovativeness. An empirical result points that perceived benefits and domain-specific innovativeness have positive effect to the consumer's purchase intention, while trust and fear of the unknown don't have significant effect.

• Proceedings of the Korean Society for Information Management Conference
• /
• 2015.08a
• /
• pp.109-114
• /
• 2015

인터넷 서점은 대형 프랜차이즈 서점만으로도 1백 60여 종에 이른다. 국내 서적 거래의 규모는 약 3조원인데, 이 중 인터넷 서점이 차지하는 규모는 1999년의 150억 이후 꾸준히 증가하여 2001년에는 1200억으로 전체 규모의 약 4%를 차지할 정도다. 출판시장이 감소되고 인터넷 서점의 시장점유율이 기하급수적으로 증가하고 있는 상황에서, 인터넷 서점의 도서 구매를 적극 활용하는 것은 출판시장을 되살리는 계기가 될 수 있다. 본 연구는 인터넷 서점의 활용 방안 중 이용자들에게 제공되는 인터넷 서점 내 리뷰가 이용자들의 구매 확정 의사에 영향을 미칠 것이라고 예상했다. 이에 따라 공공도서관 이용자 85명을 대상으로 설문조사를 실시하였고, 설문결과를 바탕으로 인터넷 서점 리뷰가 인터넷 서점 이용자의 구매 의사결정에 미치는 영향을 분석하였다. 인터넷 서점 리뷰 외에 구매자의 구매 의사 결정에 영향을 주는 다른 요인이 있는지 연구하였다.

• Journal of dental hygiene science
• /
• v.15 no.1
• /
• pp.77-82
• /
• 2015

The purpose of this study was to understand the buying behavior characteristics of the customers. Also, it was intended to provide information to provide companies marketing strategy. The criteria of purchasing toothpaste was to try to understand the impact on satisfaction, recommendation and repurchase Intention. The study was surveyed 248 customers who re-buy the toothpaste in oral care products showroom at university dental hospital. Statistical analysis was performed using PASW Statistics 18.0 and AMOS 18.0 at the 5% significance level. The results were as follows: 'Flavor', 'Price', 'Brand', 'Function', 'Design' of toothpaste and satisfaction showed a positive correlation. Satisfaction and repurchase intention, Recommendation showed a positive correlation. Selection criteria that affect the satisfaction when customers buy toothpaste, 'Function' was the greatest and others became the order of the 'Brand', 'Flavor', 'Price'. Satisfaction affect the recommendation and repurchase Intention. If customers are satisfied with the toothpaste products, showed the Repurchase Intention, have shown opinion that is willing to recommend this product to others. Therefore, dentistry and manufacturers of toothpaste must share a lot of information about toothpaste with customers. Also, information, function, flavor of toothpaste as well as other oral care product, It will be a needed the continuing research and development.

• Science of Emotion and Sensibility
• /
• v.24 no.3
• /
• pp.41-60
• /
• 2021

The purpose of this research was to determine whether multimodal cues in an online shopping environment could enhance tactile consumer mental imagery, purchase intentions, and attitudes towards an apparel product. One limitation of online retail is that consumers are unable to physically touch the items. However, as tactile information plays an important role in consumer decisions especially for apparel products, this study investigated the effects of multimodal cues on overcoming the lack of tactile stimuli. In experiment 1, to explore the product, the participants were randomly assigned to four conditions; picture only, video without sound, video with corresponding sound, and video with discordant sound; after which tactile mental imagery vividness, ease of imagination, attitude, and purchase intentions were measured. It was found that the video with discordant sound had the lowest average scores of all dependent variables. A within-participants design was used in experiment 2, in which all participants explored the same product in the four conditions in a random order. They were told that they were visiting four different brands on a price comparison web site. After the same variables as in experiment 1, including the need for touch, were measured, the repeated measures ANCOVA results revealed that compared to the other conditions, the video with the corresponding sound significantly enhanced tactile mental imagery vividness, attitude, and purchase intentions. However, the discordant condition had significantly lower attitudes and purchase intentions. The dual mediation analysis also revealed that the multimodal cue conditions significantly predicted attitudes and purchase intentions by sequentially mediating the imagery vividness and ease of imagination. In sum, vivid tactile mental imagery triggered using audio-visual stimuli could have a positive effect on consumer decision making by making it easier to imagine a situation where consumers could touch and use the product.

• The Journal of the Korea institute of electronic communication sciences
• /
• v.5 no.4
• /
• pp.457-463
• /
• 2010

In this study I hope to answer the questions, "In real estate marketing, what are the steps on Purchase and Postpurchase Behavior in Real Estate Marketing?" The findings of this study can suggest the implications as follows. As the purchase decision making process of consumer in real estate marketing, purchase and postpurchase behavior are specifically proposed. They will contribute to the theoretical progress of understanding on consumer behavior in real estate. And this study enlarges general marketing to real estate marketing by analyzing specific purchase and postpurchase behavior in real estate.

• Journal of Digital Convergence
• /
• v.14 no.11
• /
• pp.173-179
• /
• 2016

This study was conducted to provide basic information for future Anseong local food policy and local food activation by finding the key factor determining consumer purchasing for Anseong local food. First, we conducted a survey and derived consumer purchasing attributes for the local food. Logistic regression analysis was performed to find the main factors that determine the consumers' purchase intention for Anseong local food out of such seven attributes as 'excellent quality', 'safety', 'good for health', 'activation of local economy', 'low price', 'accessibility', 'variety of items'. The results showed that the most influencing attributes on consumers' purchase decisions for Anseong local food were 'excellent quality' and 'low price' followed by 'accessibility' and 'activation of local economy'.