• 지역과문화
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• v.7 no.2
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• pp.155-172
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• 2020

This study analyzed the factors to customer attitude on the goods and service introduced in UGC(User Generated Contents) and explored the difference between Korean and Chinese customers. For the first research question, the hypothetical factors were selected through literature review, the area of which are media consumption, social media and effect of advertising. In this study examined 4 independent variables: information, reliability, BJ attractiveness and customer innovation. Methodologies are confirmatory factor analysis, correlation analysis and multi regression. Result showed that reliability, BJ attractiveness and customer innovation are statistically significant. According to the β value, the biggest one is customer innovation, the second one is BJ attractiveness and the third one is reliability. The influence of information on customer attitude is not statistically significant. The result is well-aligned with the prior studies. The information factor's influence, however, is disputable because some prior studies shows that it is not significant when the research samples are recently developed channel such as mobile or social media commerce platforms. It is necessary to identify the root causes why the information factor is not significant in some research cases. For the second research question, this study used independent t-test between Korean and Chinese customers. The result shows that the difference in reliability, BJ attractiveness and attitude are stastically significant, and the ratings of Chinese customers are higher. This result caused by the difference of media commerce environment between Korea and China. Information and customer innovation didn't show significant difference.

• Korea Trade Review
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• v.48 no.1
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• pp.263-285
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• 2023

The purpose of this study is to examine the business model, growth process, and success factors of the successful super app Gojek in the Southeast Asian and Indonesian markets. Gojek's business model analysis focused on the business canvas (9 blocks) that many companies have used to establish business models. Gojek's growth process was analyzed based on timeline. Gojek 1.0 is from the start of the ride hailing service. Gojek 2.0 is a leap forward into a life-friendly platform. Gojek 3.0 is a process of expanding and diversifying domestic and foreign businesses. Gojek 4.0 is a stage of changing to GoTo through mergers with Tokopedia, and setting a higher leap forward. Based on this, the success factors of Gojek are ① Hyperlocalization ② First mobile ③ A company that is loved through mission execution ④ Provide financial inclusion ⑤ Business expansion and diversification through mergers and acquisitions and partnerships ⑥ Entry into overseas markets ⑦ Attracting various partners and investment ⑧ Lock-in effect and hyperpersonalization. The implications obtained through this study and the limitations and direction of the study were discussed.

• Journal of Digital Convergence
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• v.12 no.3
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• pp.161-176
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• 2014

Social commerce is a new internet business model which are types of joint purchase, social link, promotion, and on-off association etc. The recent public organization has the dual target to increase sound finance, and to improve customer satisfaction and the quality of public service. The purpose of this study is to propose the strategy of public social commerce which makes it's customers become positive purchasers. We analyzed 31 public organizations, and found that the type of social link interlocking with SNS site in the various purpose of public, and the offline association type using the service of location base would be utilized very highly. We also found that the joint purchase type and the promotion type would be used in the area of public and private selective services intending to make a profit. The anticipated performance are as follows: rapidity and reliance, customer made thing and goodwill, convenience for the service environment quality, publicity and diffusion, and sales promotion, productivity increase and new finding of revenue model for the profit increase outcome.

• Journal of Digital Convergence
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• v.14 no.7
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• pp.403-409
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• 2016

This study is a food shopping experience of omni-channel. Food threats and healthy living concerns bring different channels in led to increase reasonable way such as various demand. Omni-channels should be premised on understanding customer behavior as well as empirical user types in which considerations including the value of experience and understanding consumer behavior. Online survey result showed that, (1)offline food shopping, major retail store with quality, buy fresh food directly 2~3 times a month (2)online food shopping, e-commerce site with costs, buy fruits & nuts 2~3 times a month. After in-depth interview with eight high quality participants, I analyzed needs for food shopping experience in regard to the four steps food purchasing journey then derived a persona with integral value 'health' and 'diet'. It is classified into two types. One is the primary persona, family and health oriented, considering household money 'saving', and other is secondary persona, work and personal oriented, looking forward to 'automatic supply'. The result of this study provided an insight that help us explore ways to resolve function and services in the context of a healthy and balanced diet for improving food shopping experience of omni-channel.

• Journal of Korean Library and Information Science Society
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• v.50 no.2
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• pp.215-235
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• 2019

Popularly known to be originated in museums and art galleries, curation is widely applied in many other fields ranging from curation commerce to curated databases by today. Libraries also have started to provide different types of curation services such as data curation, digital curation, content curation, book curation, and social curation. However, the relationship between the curation service and the library service is not adequately studied and documented. The objective of this paper is to address that gap by analyzing the relationship between curation service and the library service. Particularly, this paper pays attention to study the relationship between curation service and library reference service. The research methods used by this study were an extensive literature review followed by some carefully selected real-world examples of curation services in libraries and other fields. The authors have analyzed and documented the origin and the meaning of two concepts, the challenges faced by library reference service, and the applicability of curation as a modest form of library reference service in the $21^{st}$-century. Based on the study findings, this paper concludes that curation service is not a new concept for the library but a natural evolution of the library reference service in response to the changing information environment and user expectations in the digital age.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.425-438
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• 2021

The purpose of this study is to analyze local cultural festivals hosted contact-free in the corona era and to suggest the direction for sustainable festivals in the post-corona era. To this end, by analyzing the cases of well-known festivals held contact-free in 2020 and 2021, we tried to get implications for the festivals in the post-corona era from there. As a result of this study, contact-free festivals had the following characteristics. First, the on-tact method, which produces and transmits a video or allows interaction through real-time participation, was prominent. Second, in order to compensate for the shortcomings of the contact-free method, various efforts have been made to enable on-tact experience by making and delivering experience kits in the case of experiential elements of the festival in advance. Third, communication was secured through real-time comments, and fourth, products were sold through the Internet and live commerce channels, and a certain effect was obtained. In particular, in the case of online festivals, there is a problem of loss of the sense of place of the festival, but there are cases of online festivals with more participation than offline festivals. It is judged that the problem of how to achieve this will become a reference material for the future development of contact-free festival contents.

• The Journal of the Korea Contents Association
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• v.12 no.10
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• pp.453-465
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• 2012

The major purpose of this study is to examine the effects of customers' perceptions toward service quality of mobile music service on customer loyalty and switching intention. For this purpose, this study posited three service quality characteristics including interface, service, price quality as key determinants of customer loyalty and switching intention based on relevant literature reviews. A research model and hypotheses concerning the relationship between these variables were constructed. Moreover, this study explored the moderating effects of attractiveness of alternative and switching costs on the relationship between customer loyalty and switching intention. An online survey was administrated on 433 mobile music service users and a simple, multiple, and hierarchical regression analysis were employed. The results indicated that all of interface, service, price quality have significant positive influences on customer loyalty, and both of service quality and attractiveness of alternatives have influences on the switching intention in a positive way. On the other way, it was shown that switching costs have a negative influence on the switching intention. The moderating effect of attractiveness of alternatives on the relationship between customer loyalty and switching intention was also found. The implications of these results are discussed.

• The Journal of Society for e-Business Studies
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• v.25 no.4
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• pp.33-60
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• 2020

Along with the rapid advance in internet technologies, ubiquitous mobile device usage has enabled consumers to access real-time information and increased interaction with others through various social media. Consumers can now get information more easily when making purchase decisions, and these changes are affecting the brand landscape. In a digitally connected world, brand image is not communicated to the consumers one-sidedly. Rather, with consumers' growing influence, it is a result of co-creation where consumers have an active role in building brand image. This explains a reality where people no longer purchase products just because they know the brand or because it is a famous brand. However, there has been little discussion on the matter, and many practitioners still rely on the traditional measures of brand indicators. The goal of this research is to present the limitations of traditional definition and measurement of brand and brand image, and propose a more direct and adequate measure that reflects the nature of a connected world. Inspired by the proverb, "A man is known by the company he keeps," the proposed measurement offers insight to the position of brand (or brand image) through co-purchased product networks. This paper suggests a framework of network analysis that clusters brands of cosmetics by the frequency of other products purchased together. This is done by analyzing product networks of a brand extracted from actual purchase data on Amazon.com. This is a more direct approach, compared to past measures where consumers' intention or cognitive aspects are examined through survey. The practical implication is that our research attempts to close the gap between brand indicators and actual purchase behavior. From a theoretical standpoint, this paper extends the traditional conceptualization of brand image to a network perspective that reflects the nature of a digitally connected society.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.139-150
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• 2020

The data processing of this study focuses on the textom and social media words about three areas: 'Corona 19 and professional baseball', 'Corona 19 and professional baseball', and 'Corona 19 and professional sports' The data was collected and refined in a web environment and then processed in batch, and the Ucinet6 program was used to visualize it. Specifically, the web environment was collected using Naver, Daum, and Google's channels, and was summarized into 30 words through expert meetings among the extracted words and used in the final study. 30 extracted words were visualized through a matrix, and a CONCOR analysis was performed to identify clusters of similarity and commonality of words. As a result of analysis, the clusters related to Corona 19 and Pro Baseball were composed of one central cluster and five peripheral clusters, and it was found that the contents related to the opening of professional baseball according to the corona 19 wave were mainly searched. The cluster related to Corona 19 and unrelated to professional baseball consisted of one central cluster and five peripheral clusters, and it was found that the keyword of the position of professional baseball related to the professional baseball game according to Corona 19 was mainly searched. Corona 19 and the cluster related to professional sports consisted of one central cluster and five peripheral clusters, and it was found that the keywords related to the start of professional sports according to the aftermath of Corona 19 were mainly searched.