• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.1
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• pp.278-286
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• 2010

Until now, most of the studies about the impulse buying have focused mainly on the product of off-line shop, while there have relatively been very few studies about the product in internet shopping mall. The goal of this study was to understand Impulse Buying Behavior(IBB) for digital contents in the internet. Data has been collected from 278 respondents. The questionnaire method was adopted to collect the data for this study. The research was conducted by using SPSS 12.0 and AMOS 5.0. It was found that as follows: First, marketing stimulation factors, such as price, product, promotion was related positively to FLOW. Second, marketing stimulation factors was related partly positively to IBB. Third, FLOW has mediating effects in the relations between marketing stimulation factors and IBB. Finally, Self-Behavior Control and Sensation Seeking Tendancy has moderating effect in the IBB process. Thus, It also provides a core strategic Implication with Digital Contents Marketers.

• Science of Emotion and Sensibility
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• v.19 no.1
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• pp.71-82
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• 2016

Consumers tend to perceive the shoes as just their footwear to protect and comfort foot and fashion products to decorate and express their self-images. Even though online market research analysis indicated shoes consumption is important in daily life of consumers, there is limited research that was conducted specifically on shoes e-market. The research investigates the process of shoes' e-impulse buying focusing on the effects of shopping orientation, marketing stimulus and consumers' perceived risk in shoes market at Internet. A total of 408 self-administered questionnaires were obtained from universities students, who had experienced the e-impulse buying of shoes at least once for the last six months. Results confirmed that consumers who had higher hedonic shopping orientation or brand shopping orientation were more likely to consider the marketing stimuli (e.g., promotion stimuli and product stimuli), whereas consumers who had higher economic shopping orientation were consider the lower marketing stimuli and the more perceived functional risk in the e-shopping context of shoes. For shoes, marketing stimulus had directly positive effects on e-impulse buying, while consumers' perceived risk had no significant effects on e-impulse buying. The findings suggest that the market stimulus, which is affected by consumers' shopping orientation, is an important factor in triggering e-impulse buying of shoes.

• Korea Trade Review
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• v.48 no.1
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• pp.287-306
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• 2023

This study tries to explore that the relationship between social media company's coercive and involuntary marketing stimuli and the negative consequences that have not been intensively discussed in measuring the performance of social media companies. To reflect the influence of the socio-cultural environment of country, a comparative study was conducted on major social media market in Korea and China. As result of the verification, it was found that coercive marketing stimuli had influence on social media firm's negative consequences. And there are significant differences by country in the effect of company's coercive marketing stimulus on user attitudes and negative performance. The results of this study are expected to provide practical implications for the operation of social media firms and individuals who want to do business using social media.

• Journal of Distribution Research
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• v.7 no.1
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• pp.21-40
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• 2002

The purposes of this study were to examine the conceptual structure of consumer characteristics and marketing elements affecting impulsive buying behavior of the CATV home-shopper on fashion products, and to compare the differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers in CATV home-shopping. We collected data from 263 females of CATV home-shoppers in Busan. Data were analyzed by factor analysis, t- test, $\chi$2-test, and discriminant analysis. The results showed that the exploratory tendency of CATV home-shoppers was consisted of Patronage-orientation, and Product- orientation. The marketing elements perceived by CATV home-shoppers were composed of Promotion, Product and Payment method. There were differences of consumer characteristics and marketing elements between impulsive buying shoppers and non impulsive buying shoppers. Especially, impulsive tendency of shoppers and promotion factor of marketing were significant variables in the impulsive buying behavior of CATV home-shopping. The results provide information about impulsive buying behavior in CATV home-shopping, useful to consumer behavior researchers and retailers.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.13-16
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• 2008

주택문화관은 소비자와의 접점으로 주택상품을 전시하고 판매하는 실질적인 공간이다. 따라서 주택문화관은 다양한 디자인을 통한 경험을 제공하고, 소비로 이어질 수 있는 마케팅 요소로써의 공간이 되어야 한다. 특히 행동체험은 신체적 경험을 유도함으로써 기억과 추억을 남기는 핵심적 공간마케팅 전략이다. 본 연구에서는 현실적 체험요소와 호기심 자극 체험요소를 제안하여 소비자들에게 은유적이고 장기적인 인식을 지원하며, 이것이 공간 마케팅 관점에서 반복적이고 지속적으로 접근 가능한 소비환경이 되는 전략을 제시한다.

• International Commerce and Information Review
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• v.17 no.1
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• pp.3-28
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• 2015

Web-ads often distract users' online activities. Web-ads even deter users from comprehending the website contents. As these irritated users try to avoid web-ads, advertising agencies make web-ads even more noticeable to grasp users' attention. The factors that attract users should increase web-ad performance. However, this study confirms that those efforts irritate users and decrease web-ad performance. Also, this study shows that irritated users eventually try to avoid re-visiting the websites. This study also confirms that excessive web-ads on Internet news websites bring more confusion to users than on e-commerce websites. This finding supports the importance of more sustainable web activities on the Internet news websites as users expect objective and fair contents. Based on these results, this study proposes the directions of web-ads activities for the common good and self-interests of the stakeholders.

• Venture DIGEST
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• s.94
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• pp.28-29
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• 2006

얼마 전까지만 해도 디지털은 그저 차갑고, 인간의 감정을 느낄 수 없는 것으로 간주되어 왔다. 하지만 디지털이 사람들의 생활 속에 깊이 파고들면서 콘텐츠는 점점 다양해지고, 그 안에서 감성적인 사고가 반영되어 사람들의 호기심을 자극하고 있다. 최근 이처럼 디지털 콘텐츠를 감성적 사고 중심으로 사용하는 마케팅이 유행하고 있는데, 디지털 스토리텔링 마케팅이 바로 그것이다.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.30-33
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• 2008

현대 소비사회에서는 소비자의 감성을 자극할 수 있는 문화적 가치를 활용하는 것이 중요하며, 이를 활용하는 문화 마케팅을 통하여 기업은 이미지를 향상시킬 수 있다. 새로운 문화 경영의 패러다임에 따라 기업은 소비자에게 문화 공간을 제공하는데 주력하고 있으며, 특히 예술 체험이 가능한 갤러리 공간은 기업 이미지 향상을 위한 공간 마케팅의 주요한 대상으로서 기업과 예술인, 소비자 사이의 상호작용을 통한 예술의 사회적 공헌 및 발전의 효과를 기대할 수 있다.

• Proceedings of the Costume Culture Conference
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• 2005.04a
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• pp.79-80
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• 2005

• International Commerce and Information Review
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• v.15 no.3
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• pp.111-133
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• 2013

The purpose of this study is to evaluate the effect that the utilization motivation of SNS (Social Network Service) marketing affects on the export performance of medium small sized exporting enterprises (MSEE) directly and indirectly. This study is to investigate the effects of the export marketing environment of MSEE onto the motivation of SNS application and then it proposes a model which evaluates the performance of SNS marketing. In this study, for data collection and analysis questionnaire, survey was conducted for MSEE participated in trade exhibitions sponsored by COEX and used TradeSOS consulting services of Korea International Trade Association. The results showed that MSEE utilized SNS for cost reduction.