• Title/Summary/Keyword: 구매활동

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The Effect of Purchase Characteristics on the Purchase Satisfaction Degrees in Cosmetics Shopping : A Focus on Mediating Effect of Social Media Activities of Supplier and Consumer (화장품 구매특성이 구매만족도에 미치는 영향: 공급자 구매자의 소셜미디어 활동의 매개효과를 중심으로)

  • Jung, Jong-Yoon;Hyun, Byung-Hwan
    • The Journal of the Korea Contents Association
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    • v.20 no.11
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    • pp.249-257
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    • 2020
  • The study aims to explore whether the Supplier's social medial activities and the consumer's social media activities mediate between the characteristics of purchasing cosmetics and the intention of purchasing. To answer this question, a total of 321 consumers participated in the study, and a self-report type of questionnaires were utilized to collect the data. For the data analysis, descriptive statistical analysis and structural equation modeling(SEM) were applied. The results from the study are as follows. First, the characteristics of purchasing cosmetics did not affect the intention of purchasing cosmetics. Second, both the Supplier's and the consumer's social media activities positively predicted the intention of purchasing, among which the consumer's activities were ascertained to make more influential impact on the intention of purchasing cosmetics. Third, both Supplier's and consumer's social media activities completely mediated between the characteristics of purchasing cosmetics and the intention of purchasing. More discussions are suggested for marketing strategies in the study.

Moderating effects of perceived behavioral control on the relationships among exhibition sales promotions and purchase intention (전시회 판매촉진 활동이 지각된 행동통제의 조절효과와 구매의도에 미치는 영향연구)

  • Kim, Hyun Su;Kim, Mi So;Kim, Chul Won
    • Korea Science and Art Forum
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    • v.31
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    • pp.105-118
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    • 2017
  • The purpose of study is to examine the effectiveness of exhibition sales promotions and purchase intention for reasonable visitors. Perceived behavior control determining moderating effects on the relationship among their sales promotions and purchase intention is used as a predictive variable of unexpected impulsive purchases or negative purchase intention contrary to business intention. A total of 315 visitors who experienced the sales promotions of G-Star 2016 in Busan respond to the questionnaire and 259 forms are used to analyze the data. The main results of this study were as follows. First, except to value-added sales promotion, all of sales promotions positively impact on visitors' purchase intention. Second, as a result of analyzing the moderating effects of the perceived behavioral control consisting of control belief and perceived power on the relationships among the sales promotions and purchase intention, the control belief moderated the sales promotions such as price-off and education on purchase intention. In addition, the perceived power moderated the sales promotions such as escape and entertainment on purchase intention. In a nutshell, the degree of perceived behavior control makes critically impact on the effectiveness of exhibition sales promotions. Based on this results, it yields new insights into the way of developing various sales promotion strategies according to different features of visitors.

A Study on the Effect of the Corporate Social Responsibility Activities on Brand Equity and Purchase Intention - Focused on Moderating Effect of the Customer's Mobile Communication Service Quality - (기업의 사회적 책임활동이 브랜드 자산과 구매의도에 미치는 영향에 관한 연구 -이동통신 이용고객의 서비스품질 조절효과를 중심으로 -)

  • Park, Nam-Goo
    • Journal of Digital Convergence
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    • v.12 no.12
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    • pp.189-202
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    • 2014
  • This study is to find the mobile communication corporate social responsibility activities on brand equity for the purchase intention of the Company's social responsibility activities impact study of 3's customers using mobile communication service quality services residing in Daejeon to analyze whether the control acts through. Results of the study on social responsibility activities brand equity, brand equity is showed to influence purchase intention, showed that the moderating effect between service quality through the purchase of brand equity. In this study, in order to increase the company's ultimate goal is also to improve the brand image of buying through corporate social responsibility activities, we derive a result that can increase the purchasing needs of consumers by providing differentiated service quality research.

A Recommender System using Implicit Information of Users (사용자의 묵시적인 정보를 이용한 추천 시스템)

  • Jeong, Jun;Kim, Yong-Han;Rhee, Phill-Kyu
    • Proceedings of the Korean Information Science Society Conference
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    • 2000.04b
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    • pp.289-291
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    • 2000
  • 인터넷의 발달로 인해 사용자들은 이제는 인터넷에서 필요한 정보를 습득할 수 있을 뿐만 아니라, 생활에 필요한 여러 가지 활동들을 할 수 있게 되었다. 그 중에서 많은 관심을 갖는 것은 구매 활동이다. 따라서 수많은 기업들이 사람들의 구매 활동에 대응하여 전자상거래에 투자를 하고 있고, 현재는 Amazon.com과 같은 세계적인 사이트도 나타나기 시작하고 있다. 또한, 전자상거래 사이트들은 사용자들의 구매 활동을 도와주기 위해 추천 시스템의 도입을 추진하고 있다. 추천 시스템은 사용자들로부터 얻어진 정보를 학습하여 이용 가능한 상품 중에서 고객이 좋아할 만한 것은 추천해주는 시스템이다. 본 논문에서는 명백하게 사용자에게 정보를 요구하는 방법 대신에 묵시적인 정보 즉, 구매 활동에서 발생하는 정보를 이용한 음악 추천 시스템을 제안하고자 한다.

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The Function of Strategic Purchasing and Its Application to the Korean National Health Insurance System (의료보장제도 운영에 있어서 전략적 구매의 개념과 한국 제도에의 적용)

  • Kim, Duck-Ho;Chung, Seol Hee
    • The Journal of the Korea Contents Association
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    • v.18 no.1
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    • pp.504-516
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    • 2018
  • Many countries have tried to reform financing systems toward UHC and paid attention to the function of strategic purchasing. This study was performed to examine theoretical foundations and the function of strategic purchasing. And we examined the functions of strategic purchasing in Korea based on the framework proposed by Preker(2005). For this purpose, we reviewed literature related to purchasing. we defined the strategic purchasing as strategic activities to provide health care services people need within a given budget, which is carried out by certain organizations, purchasing organizations. These activities include selecting appropriate providers, designing and operating the payment system, setting the price, and determining the target populations and their needs etc. The relationships among government, purchasers and healthcare providers can be explained by the principal-agent theory. In addition to Preker's framework, we emphasized the importance of the infrastructure such as decision making support systems, information systems, health care resource management systems, or expenditure monitoring systems. The National Health Insurance Service and the Health Insurance Review & Assessment Service play major roles in performing strategic purchasing.

Convergence generation the corporate research activities on the impact of CSR on purchase: Focusing on the mediating effect of the image and reputation (융복합시대 기업의 CSR활동이 구매의도에 미치는 영향 : 이미지 및 평판의 매개효과를 중심으로)

  • Hwang, Dong-Ryong;Lee, Seung-Hee;Do, Hyun-Ok
    • Journal of Digital Convergence
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    • v.14 no.3
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    • pp.127-134
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    • 2016
  • Regarding CSR activities of companies in the convergence era, this study tried to find out how CSR activities, image, and reputation would affect the purchase. A total of 200 questionnaires targeting citizens residing in Daegu, Gyeongsang Province were used and it found an alternative on how to establish marketing strategy through CSR activities in the convergence era. First, CSR activities have a positive effect on the purchase intention. Second, corporate image will mediate the degree of corporate CSR activities and purchases. Third, corporate reputation will mediate the degree of corporate CSR activities and purchases. CSR activities have become essential, not an option, and the company that fulfills its social responsibility appears to be loved as seen in the market performance.

인적판매원을 활용한 구매시점고광고 연구: 정보전달형태에 따른 효과 분석

  • Park, Sun-Chan;O, Sang-Do
    • 한국벤처창업학회:학술대회논문집
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    • 2016.04a
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    • pp.154-156
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    • 2016
  • 이 연구의 목적은 소비자의 구매의도를 자극하고, 판매를 촉진시켜주는 구매시점광고(POP Ad: Point Of Purchase Advertising)의 소매판매 유통점 활용영역에서 정보전달형태 변화에 따른 광고효과 차이가 있는지를 연구하는데 있다. 연구의 배경과 방법은 통상의 구매시점광고가 정보전달 방법에 있어서 소비자 구매활동 장소 내 외에서 단순 비치, 설치된 상태로서 기능과 역할을 수행하고 있음을 착안, 광고소구형태를 시각, 청각 그리고 인적판매원이 관여된 혼합(시각, 청각)형으로 분류하여 정보를 전달 한 후 소비자의 태도 및 매출 비교를 위해 실증적 실험을 했다. 본 연구의 핵심 가설은 '인적판매원이 개입된 혼합형(시각, 청각) 구매시점광고가 소비자 태도(신뢰도/호감도/구매의도) 및 매출( + / -)영향도가 더욱 높게 나타날 것이다'이다. 이는 소비자에게 시각, 청각이 동시에 전달되는 혼합소구유형은 정보전달력이 우수하고, 광고 효과성이 높을 것이다를 검증하기 위한 것이다. 본격 연구 전에 실시한 1차 사전적 실증 실험결과 소비자가 지각하는 관점에 따라 시각형(광고의 정보내용을 인쇄물로 제공), 청각형(광고의 정보내용을 소리전달형태로 제공), 시각, 청각 혼합형(인적판매원이 시각형 정보를 활용 광고내용을 직접 전달)분류한 3가지 유형간 정보전달 효과의 차이는 없는 것으로 나왔다. 하지만, 본 연구는 생계형 소매유통 창업현장에서 활동하고 있는 소상공인들이 구매시점광고를 광고의 활용측면에서 능동형 마케팅 활동 도구로 사용할 수 있는지에 대한 실증적 사례 분석을 했다는 것에 의의를 두고자 한다. 업종별 차이는 있지만 대부분의 소상공인들의 마케팅 환경은 열악하다. 마케팅 전담 인력의 부재, 마케팅 지식의 부족, 전방위적 마케팅 전개 시간의 한계 등으로 인해 체계적으로 마케팅활동을 펼 칠 수 없는게 현실이다. 이에 현장 활용성이 높은 효율적이고 효과적인 구매시점광고의 광고정보전달 연구 및 개발이 요구된다고 보며, 이에 관한 지속적인 후행적 연구와 노력이 필요하다고 사료된다.

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A Study on the Effect of Corporate Sustainability Management Activities on Corporate Trust and Purchase Intention (기업의 지속가능경영활동이 기업신뢰도와 구매의도에 미치는 영향연구)

  • Jung, Seonmi;Kim, Young-hun
    • Management & Information Systems Review
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    • v.39 no.1
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    • pp.59-74
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    • 2020
  • The purpose of this study was to examine how consumers think about the company's sustainability management activities and whether the company's perceived sustainability activities affect corporate trust and purchase intention. The results of the verification of the research hypothesis to be verified in this study are as follows. First, it was confirmed that corporate sustainability management is specifically classified into economic, social and environmental activities. Second, it was confirmed that corporate sustainability management activities have a positive effect on the corporate trust perceived by consumers. Specific influence relationships are as follows. Firm economic activity does not have a significant effect on corporate credibility, but social and environmental activities have a positive effect on corporate credibility. Third, it was confirmed that the company's sustainability management activities had a significant effect on consumer's purchase intention. Specific influence relationships are as follows. While economic and social activities of firms have a positive effect on consumers' purchase intentions, environmental activities have not been shown to have a significant impact. Fourth, it was confirmed that corporate trust perceived by consumers had a positive effect on purchase intention. It is judged that the results of this analysis are presented to corporate managers. In the process of establishing a company's management strategy, it is to confirm that the efforts of sustainable management activities are activities that substantially help the company's stable growth and development.

Design and Implementation of Mobile Agent in B2B EC (기업간 전자상거래 환경 하에서의 이동 에이전트 설계 및 구현)

  • 김선희;김현수
    • Proceedings of the Korea Database Society Conference
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    • 2001.06a
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    • pp.323-330
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    • 2001
  • 기업간 전자상거래 시장의 규모와 관심이 확대되는 가운데 거래를 원하는 여러 회사가 존재하며 이러한 회사들과 서로 다른 요구를 충족시켜주기 위하여 상거래를 위한 에이전트 개발이 요구되고 있다. 매년 지속적으로 증가하고 있는 기업간 전자상거래 시장 규모의 확대에도 불구하고 국내 중소 기업, 특히 자금과 인력에 있어서 상대적으로 부족한 제조업들의 상거래 활동 지원이 필요하다. 본 연구는 이러한 문제를 해결하기 위하여 이동 에이전트를 설계, 구현하였으며 이동 에이전트는 서버의 부담 및 네트워크 트래픽을 해결할 수 있으며 분산환경에서 전자상거래를 지원이 가능하다. 제안된 이동 에이전트는 판매 에이전트, 구매 에이전트, 저장 에이전트로 구성된다. 판매 에이전트는 판매업체의 제품 판매 활동을 대신하며, 구매 에이전트는 구매업체의 구매 활동을 대신하여 제품을 구매하게 된다. 저장 에이전트는 제품 정보 및 거래하는 시장 정보를 알려주며 제품 정보를 데이터베이스에 기록한다.

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The Effects of Buyer's CSR on Supplier's New Product Creativity in B2B Market: The Role of Trust and Quality of Information Exchange (B2B 시장에서 구매기업의 CSR 활동이 공급업체의 신제품 창의성에 미치는 영향: 신뢰와 정보교환 품질의 역할을 중심으로)

  • Lee, Hangeun;Jung, Nam Sik;Kang, Seongho
    • Journal of Korea Society of Industrial Information Systems
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    • v.26 no.5
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    • pp.55-68
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    • 2021
  • In the B2B context, recent research on how CSR builds the relationship between buyer and supplier has mainly focused the topic that establishing the long-term relationship asset. To fill this gap, the current study proposes a research model to examine how buyer's corporate social responsibilities(business and philanthropic CSR) affect supplier's new product creativity(internal capability) and its mediated link through trust and quality of information exchange. To test the hypotheses, responses were obtained from 197 marketing or buying managers in B2B firms. The empirical results confirm that both business and philanthropic CSR are positively related to trust. Second, trust also positively influences quality of information exchange. Finally, quality of information exchange has a positive relationship with new product creativity as internal capabilities of suppliers. The theoretical and practical implications of results and limitations of this research are discussed.