• Journal of Digital Convergence
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• v.17 no.10
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• pp.469-478
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• 2019

This study tried to analyse the factors to promote sport cooperatives as the solutions to overcome those problems of present sports industry. The results of this study By Using the priorities of AHP on promoting factors of sport cooperative in Korea, could be suggested as follows. In advance, the basic directions were suggested in order of economical, social, cultural, and institutional factors. And next, the promoting strategies were suggested as follows: 1st, setting directions on the essentials of cooperative. 2nd, securement of the finance by business management development and organization ability improvement. 3rd, acquaintance with the basic laws of cooperative and securement of administrative support. 4th, social contribution through cooperation and interaction among cooperatives. 5th, making local communities through constructing networks among cooperatives. 6th, development of business models with membership systematizing and efficiency pursuit.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.19-31
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• 2021

The influence of online platforms has become even more powerful than ever and there has been growing calls to regulate its enormous market power. Issues relating to platform monopolies have been discussed in Korea and recently the Online Platform Intermediary Transactions Fairness Bill has passed the Cabinet Council. Thus, we aim to analyze online platform regulations from stakeholder perspective and then address the regulatory direction. We first investigate the consequences of platform strategies including mergers that platform owners take. In addition, we inspect the possible effects of online platform regulations on its stakeholders. Our research can contribute to having a more balanced view on the online platform regulation that is somewhat in the favor of protecting platform complementors and consumers.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.157-168
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• 2021

As a recent global economic trend, the subscription economy is rapidly expanding along with the growth of non-face-to-face online shopping. This study tried to verify the factors influencing online subscription for disposable consumer goods through behavioral reasoning theory. 344 questionnaire responses were collected through a survey in Korea and empirical analysis was performed. As a result of the analysis, value of openness was found to have a positive effect on attitude, reason for adoption and reason against adoption. Reason for adoption showed a positive effect on attitude and adoption intention. Reason against adoption showed a negative effect on attitude but it has no impact on adoption intention. Attitude showed a positive effect on adoption intention. Finally price consciousness and quality barrier was found to the most important factors of reason for adoption and reason against adoption respectively. The results of this study can contribute to subscription companies establishing their marketing strategies. Future research can be conducted with various subscription products and additional variables.

• Journal of Digital Convergence
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• v.17 no.7
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• pp.99-108
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• 2019

This study examined the relationships among perceived values(environmental value, functional value), perceived risk, subjective norm, pro-social behavior, product attitude, and usage intention related to car-sharing service. The study also explored the moderating role of possessive desire between the antecedent variables and consumer attitude. 238 survey responses of Chinese consumers were analyzed by structural equation modeling. It is indicated that environmental value, functional value, subjective norm, pro-social behavior had positive effects on attitude, thereby affecting the usage intention of this service. Possessive desire moderated the relationship between environmental value, subjective norm and attitude. These results are expected to provide various marketing strategies for sharing economy services.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.91-100
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• 2019

The purpose of this study was to provide basic data for the selection of educational contents when developing a course for cultivating global business communication competence. Reviewing previous studies on sub-elements of global competence, the researcher selected the sub-elements of global business communication competence. A survey was conducted on 148 employees of 20 companies regarding the importance of the sub-elements of global business communication competence. As a result, it was concluded that the sub-elements of relatively high importance-English email writing, reading and understanding of English materials and documents, telephone English, business English conversation, understanding of other cultures, communication skills, business knowledge-should be included in the educational contents of a course for cultivating global business communication competence.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.281-288
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• 2018

The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.167-178
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• 2019

This research examined how the experience factors and environmental factors of experience store impact the perceived value of the brand and whether the perceived value enhance revisit intention. We collected 258 survey responses and formed structural equation modeling. The results indicated that education experience and esthetics experience had positive impacts on emotional value, while entertainment experience had a positive impact on functional value. Among environment factors, lighting, employee service and layout of the store had positive impacts on functional value, while lighting and employee service had positive impacts on emotional value. Both of the functional value and emotional value enhanced the revisit intention of customers. The results of this study are expected to provide useful information about consumers to the companies managing offline experience stores.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.171-182
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• 2020

This study was intended to analyze the effects of Entrepreneurship on manufacturing(G-automobile) employees' Organizational Culture and Job satisfaction. A proposed model based on previous research was empirically tested via SPSS 25.0 using 349 valid samples collected from current employees of G-automobile Enterprises in Chang Won. The results of the empirical analysis are summarized as follows. First, Entrepreneurship(Innovativeness, Proactiveness, Risk-taking) had direct effects on Job satisfaction. Second, Entrepreneurship(Innovative, Enterprising, Risk-sensitive) had direct effects on Organizational Culture. Third, as a result of analyzing the effect of Organizational Culture on Job satisfaction, it was found that Organizational Culture(Development Culture, Rational Culture) had a significant positive(+) effect on Job satisfaction. The results of this empirical analysis are considered to be related to the rigid organizational culture of automobile manufacturing companies with many male-oriented field workers. In the future, research involving other automobile manufacturers is expected to be needed.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.301-313
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• 2021

The automotive industry is facing a paradigm shift, changing from owning to sharing and from manufacturing to service. However, it is hard to conclude that the economic value of smart mobility service is always positive to users. Cost related to owing or share a vehicle is very hard to estimate from the perspective of potential users as well as the benefit of the service. Focusing on the cost side of the story, this study develops a cost estimating model based on three main factors: electrification, advanced driving assistant systems (ADAS) function, and participation of ride-sharing service. As a result of the model analysis, low cost was estimated as a result when receiving cost benefits such as electrification and ride-sharing participation. Various factors were analyzed through sensitivity analysis also. These results can provide useful insights into the cost prediction and strategies for potential users and manufacturers on smart mobility service market.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.91-105
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• 2022

Most of the preceding studies related to Internet Primary banks are studies on laws, regulations, and expected effects of introduction, and studies on financial consumers' intention to switch to financial services are insufficient. Apply to the PPM(Push-Pull-Mooring)theory to find out the factors that influence financial consumers' intention to switch services from commercial banks to Internet Primary banks. A survey was conducted service users, 1st-order and 2nd-order factor analysis were performed using Smart PLS 3.0. As a result, it was confirmed that the Pull, Push and Mooring had a positive (+) effect on the Intention to Switch, and the Mooring, which is a moderating variable, did not have a moderating effect on the Intention to Switch of the Push and the Pull. The scope of application of the PPM theory, which was used in the service conversion research, was extended to Fintech services, and it can provide various practical useful implications, such as the strategy and spread of Internet Primary banks, and it will be used in various studies to study consumer attitudes.