• The Journal of Society for e-Business Studies
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• v.17 no.3
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• pp.15-41
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• 2012

Recently, there happens many purchasing cases encouraged by friends' recommendation in SNS (Social Network Service). This study investigates the effect of friend recommendation on consumers' purchasing heuristic. For this purpose, we compare the effect of friend recommendation with consumer recommendation in terms of trustworthy, specialty, relevancy. Usually, the frequency of friend recommendation is far lower than that of consumer recommendation. Hence, we examine how the effect of information source (friend recommendation or consumer recommendation) is moderated by the frequency of recommendation, as well. As results, this study finds out that, under the same frequency, friend recommendation does not have significantly stronger effect on the purchasing heuristic, although friend recommendation is evidenced as one of significant heuristic inducers. However, in terms of trustworthy, friend recommendation is significantly superior to the consumer recommendation. Moreover, under sufficiently higher frequency, friend recommendation works as better heuristic factor than consumer recommendation. The results deliver managerial implications in the perspective of understanding consumers' purchasing decisions and responding strategies of firms.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.562-571
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• 2021

This study has verified the consumer effectiveness market influence and relationship with cosmetic purchasing behavior through a covariance model. A female consumer in her 20s or older who had purchased eco cosmetics within the last six months and 300 copies were used for final analysis through panels of online professional research institutes from May 17 to May 30, 2020. As a result of the analysis, functional value, social value, and green consumption value were derived from the consumption value of eco cosmetics. Social value and green consumption value have been shown to have significant impact on consumer effectiveness and market influence but functional value relationships have not been identified. In addition, consumer effectiveness and market influence were found to promote eco cosmetics purchase behavior. Through this study we have identified the importance of perceived environmental issues (consumer effectiveness and market influence) in purchasing eco cosmetics and hope that they will be used as useful data for developing eco products and establishing marketing strategies based on understanding of consumers.

• 한국벤처창업학회:학술대회논문집
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• 2021.04a
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• pp.93-95
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• 2021

새로운 코로나 바이러스 질병(COVID-19)은 많은 사람들의 일상생활에 영향을 끼쳤다. 그로 인해 학교 개학 연기와 재택근무 등으로 가정에서 생활하는 시간이 늘어났다. 정부의 사회적 거리 제한에도 식료품은 여전히 인간의 기본 필수품이다. 전염병이 유행하는 동안 식료품에 대한 소비자의 지출은 온라인 소매상에서 큰 폭의 증가를 보이며 온라인 쇼핑이 더욱 확대되고 있다. 판매 품목 중 신선도가 매우 중요한 요인으로 작용하는 농식품은 다른 제품보다 더딘 온라인 쇼핑의 성장 행태를 보이고 있다. 시장 상황을 보아 제품의 특성으로 인하여 농식품의 온라인 구매에 영향을 미치는 요소는 타 제품군과 다른 것으로 판단된다. 본 연구의 목적은 농식품의 온라인 및 모바일 거래 활성화를 위해 농식품 쇼핑몰의 특성과 혁신성이 구매의도에 미치는 영향력을 분석하는 데 있다. 본 연구는 온라인 농산물 쇼핑몰의 특성이 구매의도에 미치는 영향을 살펴보고, 그 관계에서 농식품의 온라인 및 모바일 거래 활성화를 위한 농식품 쇼핑몰 혁신성이 구매의도에 미치는 영향력을 중심으로 진행한다. 따라서 본 연구에서는 소비자의 혁신성이 농식품의 온라인 및 모바일 거래에서 거래 위험에 대한 저항을 낮추어 구매의도를 증가시키는데 영향을 미칠 것이라는 인과적 경로를 검증하고자 한다.

• The Journal of Society for e-Business Studies
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• v.13 no.2
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• pp.23-54
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• 2008

The purpose of this study is to investigate how the digital divide is made in different digital divide patterns and also it influences on shopping value and purchase intention as individual e-commerce performance. The major findings of this study are as following: First, this study is focused on the average of the digital divide level regarding the sociodemographic characteristics. In the result, The average of each group is different in all digital divide patterns in age, education, and occupation. Second, in comparative influences of digital divide factors on shopping value and purchase intention, qualitative literacy divide are found to have a strong positive effect on shopping value and purchase intention.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.338-349
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• 2022

The purpose of this study is to verify the factors that have the impact on Vietnamese female consumers' attitude towards PPL and purchase intention on products in K-Drama. Additionally, the current study aims to discover the moderating effect of usual perception on PPL and the effect of usual flow level on the effects of PPL informativeness and intrusiveness. The existing PPL related research have focused on the effect of the domestic contents on the domestic consumer. However, it is significant that this study examines the impacts of domestic contents on foreign audience' purchase intentions on advertised products. The empirical results are as follows. First, informativeness has positive impacts on attitudes towards PPL and purchase intentions on products. Second, intrusiveness has negative impacts on the outcome variables. Third, attitudes towards PPL shows positive effect on purchase intentions on products. Lastly, the research revealed some interesting evidences on the moderating effects of usual perception on PPL and usual flow level on the main effects.

• Management & Information Systems Review
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• v.35 no.2
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• pp.27-44
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• 2016

In recent year, graphic emoticons in MIM(Mobile Instant Messenger) play an important role not as a valuable communication methods, but as main business model for MIM service providers. Although the graphic emoticons in MIM are regarded as a commercial product, there has been little systematic research reflecting consumers' perspectives. In order to fill this theoretical and practice gap, the study is designed to explore the structural relationships among emoticon use motives, attitude, and purchasing intention to emoticons in context of MIM. The results showed that emoticon use motives in MIM were composed of two main factors, perceived usefulness and perceived enjoyment. And we also verified that both perceived usefulness and perceived enjoyment positively impact flow in communication with using emoticons and social influence. Lastly, flow and social influence were positively related to attitude toward using emoticons and attitude also was related to purchase intention to emoticons in MIM, positively. However, flow and social influence did not have a positive influence on purchase intention to emoticons directly. The implications and limitations of this study are also discussed.

• Proceedings of the Korean DIstribution Association Conference
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• 1999.11a
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• pp.229-246
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• 1999

구매환경이 포함하고 있는 상황적 요인은 소비자들의 의사결정 과정에 상당한 영향력을 행사할 수 있음에도 불구하고 그간 이루어진 연구들은 의사결정이 발생되는 특정 시점이나 장소를 고려하지 못한 것이 일반적이다. 그러나 현실적으로 이러한 상황적 요인은 소비자의 구매행위에 커다란 영향을 미치게 된다. Belk(1975)는 상황적 영향력(situational influence)이란 현재의 행위에 명백하고 구체적인 효과를 미치는 특정 시점(time) 및 장소(place)와 관계되는 요인이라고 정의하고 있다. (중략)

• International Commerce and Information Review
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• v.19 no.4
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• pp.3-28
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• 2017

This study examined factors, such as benefit perception, risk perception, product, and website, which affect consumer attitude toward overseas direct purchase. To achieve this, 298 Korean consumers who have experienced overseas direct purchasing were analyzed. The results show that delivery risk and product risk were the most influential determinants of the level of trust level in overseas direct purchase sites. In addition, the results of this study confirm that the level of trust in overseas direct purchase sites has a strong influence on both the intention to recommend and the intention to continue patronizing the site. Moreover, this study conducted a mean difference analysis according to the types of overseas direct purchases (overseas direct delivery, overseas purchasing agency, and overseas delivery agency) and product categories (clothes, food and beverage products, and household appliances). This study lists various practical implications that can be applied to each overseas direct purchase service by firm and consumer characteristics.

• 한국벤처창업학회:학술대회논문집
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• 2019.04a
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• pp.187-189
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• 2019

주택 가격이 최근 급등하면서 각종 정부정책이 쏟아져 나오고 있지만 주택 가격은 지역 별 편차를 늘리는 등 다른 문제점들을 양상하고 급등한 가격을 조정하는데 어려움을 겪고 있다. 주택을 선택하는 속성에는 다양한 기준이 존재하고 있어 단순한 정부 정책만으로는 해결하기 어려운 측면이 있다. 따라서 다양한 주택선택 속성에 대해 파악하고 주택구매 의도에 미치는 영향에 대해 파악하는 것이 중요하다. 본 연구는 주택선택 속성과 정부정책이 주택 구매행동에 미치는 영향력을 통해서 주택시장에 대한 이해를 돕고자 한다. 이를 위한 분석의 주요 쟁점은 다양한 유형의 주택선택 속성과 정부 정책 간에 부동산 투자전망의 조절효과를 고려하는 것이다.

• Asia Marketing Journal
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• v.2 no.4
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• pp.36-53
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• 2000

소비자들이 제품을 구매할 때 갖는 위험 지각(perceptions of risk)은 인터넷을 통한 상거래의 확산에 있어서 큰 걸림돌이다. 즉, 소비자들은 구매전에 제품을 직접 만져보거나 시용해 보지 못하기 때문에 여러 가지 종류의 위험 부담을 안고 구매를 할 수밖에 없는 것이다. 본 연구는 소비자들이 인터넷 쇼핑을 할 때에 느끼는 이러한 여러 가지 위험 요소들을 실증 자료를 통하여 보다 구체적으로 살펴본 것이다. 특히 이 실증 연구에서는 이러한 요소들을 찾아내어 분류하였고, 이러한 위험 요소들이 인터넷 쇼핑몰에 대한 이용 의도에 미치는 상대적 영향력을 측정하였다. 또한 본 연구는 이러한 위험 지각 수준을 감소시킬 수 있는 쇼핑몰 평가 요인들에 주목하여, 이들의 위험 지각 요인들에 대한 영향력도 살펴보았다. 끝으로 본 연구가 인터넷 마케터들에 대하여 가지는 전략적 시사점을 논한다.