• Journal of Korea Society of Industrial Information Systems
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• v.20 no.2
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• pp.85-96
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• 2015

Despite the growth of body-related industry has generated considerable interest in this topic among both academics and practitioners, there has been lack of studies that explore body esteem toward online fashion products leads to purchase intentions, which self-monitoring moderates the relationship between body esteem toward online fashion products and purchase intentions. To fill this gap, this study aim to propose a research model where body esteem influences on the purchase intentions, with self-monitoring as a moderator. In order to test hypotheses, response from 172 consumers were achieved, and the proposed model was estimated by using hierarchical moderated regression analysis. The empirical results showed that body esteem negatively related to purchase intentions toward online fashion products. Additionally, this study indicated that the moderating effects of self-monitoring exist between body esteem and purchase intentions toward online fashion products, thereby implying the importance of contingent role of self-monitoring in managing online channels.

• Information Systems Review
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• v.15 no.1
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• pp.69-89
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• 2013

This study examined the factors influencing participation of online community and intention of joint purchase in Korea and China. The online community member actively participate the social activities that can cause the effective communication characters and the great support of the society. In these two factors, the sense of worth related with compensation, norm, interaction, shared values will be taken as the independent variables. These variables as a parameter are related with the intention of joint purchase. To be aware of their behavior norm, interaction, compensation, shared value, these factors will be taken as predicting their behaviors in the online community and their further participating, commitment and co-shopping intention. As the results, compensation, norms, interaction, shared values had significant effects on the participation of online community, and this affected the intention of joint purchase in online community. Compensation and norm were significant in Korean sample. Implications and further direction are suggested on the base of the results.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.93-96
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• 2018

통계청 자료에 따르면 지난해 자영업 폐업률은 전년 대비 10.2% 포인트 높은 87.9%를 기록했다. 자영업 4개 업종인 도소매업, 음식, 숙박업은 지난해 48만 3985개가 새로 생겼으며 반면 42만 5203개가 문을 닫았다. 2018년 8월 통계청 자료에 따르면 온라인쇼핑 거래액은 전년 동월 대비 19.6% 증가했고, 모바일쇼핑 거래액도 모바일 이용 확산과 간편 결제 서비스 발전 등에 힘입어 전년 동월 대비 29.7% 증가하였다. 본 연구에서는 소매업인 온라인 쇼핑몰은 매년 20%대의 성장률을 보이고 있는 점에 주목해서 온라인 쇼핑몰의 매출 성과와 연관이 있는 방문 의도에 미치는 변수를 연구하고자 한다. 해마다 판매자가 증가하고 있는 온라인 쇼핑몰 업계는 치열한 경쟁과 늘어나는 마케팅 비용을 감당하지 못해 폐업의 수순을 밟고 있는 경우가 많다. 온라인쇼핑 운영자들이 하고 있는 대표적인 마케팅 방법인 블로그, 키워드 검색광고, SNS 채널 마케팅이 온라인 쇼핑몰의 방문 의도에 얼마나 영향을 미치고 있는지 연구 조사하고자 한다. 특히 온라인 쇼핑몰에 방문하는 사람들의 개인적 특성인 충동구매 성향, 다양성 추구 성향, 자기조절 성향을 조절 변수로 하여 개인 성향에 따라 각 독립변수들과의 방문 의도 상관관계를 알아보려 한다. 독립변수들이 방문 의도와의 관계를 실증 분석하여 온라인쇼핑몰의 준비하는 예비창업자나 기창업자들에게 보다 지속적인 기업성장과 매출성과에 도움이 되고자 한다.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.6
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• pp.890-901
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• 2008

This study explores an initial framework for online product categorization by examining the relationships among Internet motivations, buying tendencies, and online purchase intentions for product categories. A total of 217 usable questionnaires were obtained from respondents in a southwestern state in the United States. A path model using a correlation matrix with maximum likelihood was estimated using LISREL 8.53. Findings indicated that Internet motivations consisted of four factors: Diversion, Economic, Information, and Social motivations. In addition, online products were classified into three categories based on purchase intentions: Sensory, Cognitive, and Search products. Estimated path model showed that diversion and economic motivations affected impulse buying tendency, whereas economic, information and social motivations influenced planned buying tendency in the online context. Also, the buying tendencies were significantly related to online purchase intentions for the product categories. Purchase intentions for sensory products were more strongly affected by impulse buying tendency, whereas purchase intentions for cognitive and search products were more strongly affected by planned buying tendency. Theoretical and managerial implications were discussed for devising an appropriate e-market strategy for specific product categories.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.207-223
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• 2021

The purpose of this research is to study the influence of online shopping motives on repurchase intentions with Chinese students studying in South Korea. To this end, a questionnaire survey was conducted with 255 Chinese students studying abroad. The SPSS 23.0 analysis clarified the structural relationship between the online shopping mall's motivation and customer satisfaction, and repurchase intentions. First, in the motivation of online shopping, product perception, customer service and shopping experience have a positive impact on customer satisfaction. Second, in the motivation of use, product perception, customer service, and shopping experience have a positive impact on repurchase intentions. Third, satisfaction has a positive effect on repurchase intentions. The results show that the motivation of using online shopping for Chinese students in South Korea is an important factor affecting satisfaction and repurchase intentions. In future research, further research is needed according to the type of online shopping mall.

• Informatization Policy
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• v.21 no.4
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• pp.40-58
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• 2014

This study investigated how online information affected consumers' purchases at social commerce websites. In the online purchase process, consumers use two types of online information: user generated content(UGC) and vendor generated content(VGC). These information types may influence consumers'purchase intention differently because each information builds entity trust and content trust, which play mediation roles between online information and purchase intention. According to the analysis results, general transactional information and safe transaction information of VGC and reputation information of UGC significantly affected entity trust. But content trust was affected only from general transactional information of VGC. And entity trust significantly affected content trust as well as purchase intention. These findings imply that social commerce vendors should focus mainly on entity trust for enhancing consumers' purchase intention. To achieve this objective, in the short term perspective, they should endeavor how to enhance general transaction information and safe transaction information qualities because these information types are easily controlled and improved by vendors. In the long term perspective, they should focus on reputation formation because reputation takes long time.

• The Journal of the Korea Contents Association
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• v.11 no.5
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• pp.424-432
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• 2011

Today's wide-spread Internet technology allowed consumers to access much Word-of-Mouth information through an online board. As communication and exchanging information between travelers becomes easier and faster, e-WOM (Electronic Word-of-Mouth) is recognized as one of the most influencing communication methods in today's society. This new trend implies a significant impact to travel industry. This study focuses on interaction between Credibility on e-WOM, brand attitude, WOM acceptance, WOM activity and purchasing intention of travel product. The result of this study suggests: (1) Credibility in e-WOM provides positive effect in brand attitude, (2) Brand Attitude gives positive effect on WOM acceptance, WOM activity and purchasing intention of travel product, (3) WOM acceptance gives positive effect on WOM activity, but it is not effective on purchasing intention of travel product. Regarding e-WOM management of travel agencies through its website or online community, authors would like to argue that travel agencies need to build positive brand attitude based on Credibility in brand, which would lead consumers to positively acknowledge its brand and spread words out to other consumers.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.157-158
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• 2012

본 연구는 온라인 채널상에서 소비자의 구매의사결정이 어떠한 영향을 미치고 있는지 알아보기 위한 실증적인 연구조사이다. 온라인 채널의 가치를 담고 있는 채널자산에는 소비자의 이성적요인과 감성적요인이 영향을 미치고 있다. 이러한 요인들이 소비자의 브랜드 선호도와 브랜드이미지에 영향을 주어 궁극적으로 구매의도를 형성한다는 것을 규명하고자 하였다. 따라서 감성적인 요인이 온라인에 대한 애호도와 선호도에 유의적인 영향을 주는 것으로 밝혀졌고 온라인 이용자가 정보 수집을 추구하면서 단순히 정보탐색자체를 즐기기도 한다는 기존 연구결과를 재확인하였다. 또한 소비자의 감성적 요인이 브랜드 선호도와 이미지에 유의한 결과를 갖게 되어 인지-태도의 순도 가능하다는 것이 규명되었다.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.296-304
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• 2019

The Amazon Go was the catalyst of O4O era. O4O is an advanced business model from O2O, which is the integration of offline service to online, especially through smart phone network. We also find the O2O strategy of digital contents companies such as Kakao and Line. This study examined the relation between online character experience and offline purchasing intention on related character products. The SEM was designed on the former study that based on the theory of user experience and brand attitude. The result of this study shows that the users' online experience have influence on the purchasing intention of offline related products and there exist the mediating routes of satisfaction of user experience, brand preference and brand reliability. There are no statistical support to the relation between satisfaction of user experience and purchasing intention. These points illustrate what marketers better to focus on transmedia strategies.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.926-930
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• 2007

본 연구는 음악콘텐츠를 생산, 유통, 판매하는 기업의 입장에서 과연 소비자들의 어떤 인지요인들이 모바일음악콘텐츠 상품의 구매의도에 영향을 미치는지에 대해 초점을 맞추었다. 연구모델로는 모바일음악콘텐츠 상품을 정보기술이라는 측면에서 접근하고, 이러한 정보기술의 수용 요인을 추출하기 위하여 기술수형모형 (TAM: Technology Acceptance Model)을 주요 이론적 토대로 하였다. 또한, 구체적인 분석을 위해 모바일음악콘텐츠를 벨소리콘텐츠, 통화연결음콘텐츠, 음악 전곡 다운로드콘텐츠로 유형화하고, 각 분류에서의 구매의도에 영향을 미치는 요인을 분석하고자 온라인과 오프라인에서의 설문을 실시한 결과, 첫째, 회귀분석을 통해 벨소리콘텐츠 구매의도와의 관계를 검증하여 최종 도출된 요인들은 이용경력, 차별성, 편재성, 신뢰성, 보안성, 맞춤성, 사용편의 지각, 유용성 지각으로 나타났다. 둘째, 통화연결음콘텐츠 구매의도와의 관계인 경우 최종 도출된 요인들은 이용경력, 차별성, 편재성, 신뢰성, 보안성, 맞춤성, 사용편의 지각, 유용성 지각으로 나타났다. 셋째, 음악 전곡 다운로드콘텐츠 구매의도와의 관계인 경우 최종 도출된 요인들은 이용경력, 복제가능성, 신뢰성, 맞춤성, 사용편의 지각, 유용성 지각으로 나타났고, 이는 모바일음악콘텐츠의 유형에 따라 소비자의 구매의도에 끼치는 요인에 차이가 있음을 보여주고 특히 이동통신기기 특유의 콘텐츠와 일반음악콘텐츠의 경우 큰 차이를 구매의도와 독립변수간의 관계에서 보여주고 있다.