• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• Fashion & Textile Research Journal
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• v.18 no.6
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• pp.825-832
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• 2016

The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

• Proceedings of the Korea Information Processing Society Conference
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• 2014.11a
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• pp.1155-1158
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• 2014

모바일 쇼핑의 급속한 성장으로 인해 스마트 쇼핑과 같은 쇼핑시장의 새로운 패러다임이 발생하였다. 본 연구에서는 모바일 쇼핑시장을 이루고 있는 주된 의류분야에서 오프라인과의 통합된 시스템을 개발하여 새로운 의류 IT의 출현을 도모하고, 이를 통해 고객 만족도와 서비스를 높일 수 있는 방안을 연구하였다. 오프라인 매장에 스캐너를 개발하여 오프라인 쇼핑의 활용도를 높이고 고객에게 브랜드의 새로운 차별성을 제시할 수 있는 방안을 모색하였다. 스캐너에 키넥트를 이용하여 인체 골격 구조에 따라 신체를 측정하고 신체 측정 시 발생하는 사용자 인식률 및 스캐너와의 거리에 따라 변하는 오차 범위를 연구하였다. 스캐너는 의류 매장 안에서 신체치수를 측정할 뿐 아니라 의류 RFID 태그를 이용하여 직접 입어보지 않고 가상 Fitting할 수 있는 기능을 가진다. 또한 측정된 치수를 스마트 폰과 블루투스로 연결하여 가상 아바타를 생성 할 수 있고 이는 또한 스마트폰에서 가상 Fitting이 가능하여 오프라인과 모바일 쇼핑의 통합성을 추구했다.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.73-93
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• 2021

This study typifies fashion mobile plays in a digital environment and explores the experiential value created by them through a case study of a fashion brand mobile app. For the case analysis, mobile plays were divided into four types: intrinsic motivation/active participation, intrinsic motivation/passive participation, external motivation/active participation, and external motivation/passive participation, depending on the mobile players motivation and level of participation. Among the global fashion brand mobile apps released from 2009 to 2019, 16 cases suitable for the analytical framework were used for final analyses. The main results are as follows. First, mobile play value include characteristics such as networkability, immersion, hyper-spatiality, and super-temporality in addition to the attributes of a traditional play such as spontaneity, uncertainty, regularity, and playfulness. Second, the four types of mobile play provide participants with an experiential value such as creative value, emotional value, social value, and exploitative value. This study has academic implications in terms of introducing a new framework that can typify mobile plays and suggest practical implications for what experiential value fashion companies can give consumers through mobile app marketing.

• The Journal of Society for e-Business Studies
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• v.19 no.2
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• pp.1-29
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• 2014

Advancement of mobile technology opened new business field in existing marketing area and in spirit of depression of advertisement market due to worldwide shrunken business, investment mobile advertisement market only jas a tendency to increase. In this paper I tried to know some factors to influence on the acceptance of customer to receive the referring advertisement continually through the study of 'KaKaotalk Plus Friends', a kind of marketing platform of KaKaotalk, the model killer application of Smart Phone. For this purpose I developed the research model based on Customer Value Theory and Social Exchange Theory etc. Futhermore based on these theories I studied the facts to influence on the acceptance of customer using KaKaotalk Plus Friends Service.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.180-193
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• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.971-978
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• 2022

As a marketing method in a non-face-to-face society, the purpose of this study is to test how AR experience affects purchase intention in the process of consumers recognizing product information to purchase products and to secure the basis for the effectiveness of developing and introducing augmented reality functions in future product brand applications. Literary research methods and empirical research methods were used to verify the research purpose, and to measure this, an application of domestic tableware brand 'Odense', which implements augmented reality functions, was produced and used as an experimental tool. Also, a direct causal relationship was attempted by constituting a questionnaire by deriving a measurement scale for perceived usefulness, perceived ease, perceived pleasure, and purchase, which are factors of technology acceptance theory (TAM), and empirical analysis was conducted using the SPSS 25.0 statistical package to achieve the purpose of the study. As a result of the study, significant results were derived from all factors in the effect of perceived usefulness, ease, and pleasure on purchase intention, and several significant differences were found among factors according to gender, age, and internet shopping usage time in general characteristics. In conclusion, the user experience of the medium in which the augmented reality function is introduced in the information recognition stage of the product has a positive effect on purchase compared to the user experience of existing applications.

• Knowledge Management Research
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• v.21 no.3
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• pp.249-269
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• 2020

Recently, as the online market has matured, it is facing many problems to prevent the growth. The most common problem is the homogenization of online products, which fails to increase the number of customers any more. Moreover, although the portion of the online market has increased significantly, it now becomes essential to expand offline for further development. In response, many online firms have recently sought to expand their businesses and marketing channels by securing offline spaces that can complement the limitations of online platforms, on top of their existing advantages of online channels. Based on their competitive advantage in terms of analyzing large volumes of customer data utilizing information technologies (e.g., big data and artificial intelligence), they are reinforcing their offline influence as well through this online for offline (O4O) business model. On the other hand, most of the existing research has primarily focused on online to offline (O2O) business model, and there is still a lack of research on O4O business models, which have been actively attempted in various industrial fields in recent years. Since a few of O4O-related studies have been conducted only in an experience marketing setting following a case study method, it is critical to conduct an empirical study on O4O selection attributes and their impact on customer satisfaction and loyalty. Therefore, focusing on China's representative O4O business model, 'Fresh Hema,' this study attempts to identify some key selection attributes specialized for O4O services from the customers' viewpoint and examine the impact of these attributes on customer satisfaction and loyalty. The results of the structural equation modeling (SEM) with 300 O4O (Fresh Hema) experienced customers, reveal that, out of seven O4O selection attributes, four (mobile app quality, mobile payment, product quality, and store facilities) have an impact on customer satisfaction, which also leads to customer loyalty (reuse intention, recommendation intention, and brand attachment). This study would help managers in an O4O area well adapt to rapidly changing customer needs and provide them with some guidelines for enhancing both customer satisfaction and loyalty by allocating more resources to more significant selection attributes, rather than less significant ones.