• Journal of Distribution Research
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• v.10 no.1
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• pp.59-84
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• 2005

Most of previous studies have proposed representative product categories which are likely to be sold on the on-line based only on the on-line benefits and risks. However, on-line shopping can be perceived another form of distribution channels from the perspectives of consumers. Therefore, in order to identify product categories which have a great potential to be sold on on-line stores, it is necessary to consider the perception and behavior at off-line shopping contexts as well as on on-line shopping circumstances. In this paper, we investigate the consumers' perception and behavior under both on-line and off-line shopping situations and classify them into several groups based on their perceptual and behavioral characteristics. Based on this classification, we empirically examine the product categories selling well on the on-line shopping. The empirical results show that there exist some patterns between distribution channels (on-line and off-line) and product categories. In addition, there are some differences among consumers regarding the perceptions and behaviors at on-line and off-line situations. Consumers who have high preference for on-line shopping tend to buy much wider product categories from on-line.

• Journal of the Korean Home Economics Association
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• v.45 no.3
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• pp.33-42
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• 2007

The purpose of this study was to examine the relationship between online apparel impulse buying behavior and product category/price of apparel items. The data were collected using an online survey with a structured questionnaire and a total of 731 responses were retained. Two hypotheses were put forward to test the relationships among the variables. Test of H1 showed that some product categories purchased by the respondents in the impulse purchase group were significantly different from those bought by the non-impulse purchase group. Categories such as shirt/blouse and belt were bought more frequently by the respondents in the impulse purchase group whereas shoes were bought more frequently by those in the non-impulse purchase group. The respondents in the impulse purchase group bought more items that cost less than $25 than those in the non-impulse purchase group. Based on the results, H1 and H2 were supported. From the results of the study, it is concluded that product categories and product price are closely related to the online apparel impulse buying behavior.

• Journal of the Korea Convergence Society
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• v.6 no.4
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• pp.205-212
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• 2015

This paper aims to investigate key factors affecting customer adoption of the online review from the three perspectives such as customer review characteristics, reviewer characteristics, and customer characteristics. We collected data on customers who have experience in purchasing products in Taobao. The major findings are as follows. First, the customer review amount and vividness are not directly related to customer adoption of the online review. Second, the trust of reviewer and perceived similarity have positive effects on customer adoption of the online review. Third, the prior knowledge and product involvement increase customer adoption of the online review. Finally, customers' purchase intention is greatly determined by customer adoption of the online review. This paper presents the importance of the management of customer reviews and management method for the stakeholders of shopping mall to advancing Chinese market.

• 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.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.379-381
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• 2016

Among the various sports, recognition of golf sport is changing the privileged classes sport into a popular sport. In this kind of sport area, there are many loyal customers of golf sport relatively compared to the other marketing products or sports. Therefore, in this paper, we have analyzed the online buying pattern of customers through the popularization of golf such as golf ball or accessories and want to promote activation marketing in the online environment. For these, we suggest the way to promote marketing activation by analyzing online data.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.291-298
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• 2015

It is pretty hard to sell the kids' furniture online because of the characteristics of the consumers that they will like to make purchases after looking at the actual objects and then considering purchasing them. In this paper, we made the scheme to boost the on-line malls of the kids' furniture market by collecting the consumers' intention to buy before purchasing with questionnaire survey, comparing it with the real data of purchasing, and analyzing the differences. We analyzed the visit number of shopping mall, the page number of views, page duration time per visit, and customer's shopping path by using log data from the children's furniture online shopping mall server. In addition, we analyzed where the customer's influx route is among online advertising. We found that there are requirements for the designs, prices, brand names, and practicalities by the consumers purchasing the kids' furniture online. To strengthen competitiveness of the online kids' furniture malls, we proposed that reinforcing the on-line experiences of furniture, the differential strategies for the products, ensuring the fixed customers are needed.

• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.93-112
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• 2011

For the success of an online retail market, it is important to allow consumers to get more helpful reviews by figuring out the factors determining the helpfulness of online reviews. On the basis of elaboration likelihood model, this study analyzes which factors determine the helpfulness of reviews and how the factors affecting the helpfulness of an online consumer review differ for product price. For this study, 75,226 online consumer reviews were collected from Amazon.com. Furthermore, additional information on review messages was also gathered by carrying out a content analysis on the review messages. This study shows that both of peripheral cues such as review rating and reviewer's credibility and central cues such as word count of review message and the proportion of negative words influence the helpfulness of review. In addition, the result of this study reveals that each consumer focuses on different information sources of reviews depending on the product price.

• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.815-828
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• 2013

Recently internet shopping malls provide newer and more varied goods and services to meet the demand of their customers. And as new companies enter the on-line shopping mall business, competition in this specific market is getting stiffer. Therefore, to keep a more sustained relationship with their customers, internet shopping malls need to satisfy their customers with their goods and services and to make them loyal customers. Unlike bricks-and-mortar stores in real life, This study also aims to propose an on-line physical environment model, and to develop the existing on-line research into a physical environment. The physical environment is measured on the four dimensions and 4 measurement units and the on-line physical environment, trust, and purchasing decisions are also explained. This study makes contributions as follows. First, online physical environments contain theoretical syntheses and operational definition. Second, this study finds that trust is an important part of an on-line transaction. Third, this study provides an insight into some of the factors preceding purchasing decisions. Lastly, this study finds that the consumer's comprehension of the on-line environment has a considerable influence on trust and purchasing decisions.

• The Journal of the Korea institute of electronic communication sciences
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• v.13 no.1
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• pp.119-126
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• 2018

The purpose of this study is to understand the important factor of internet travel product purchase according to the characteristics of SNS tourism information. The characteristics of SNS tourism information perceived by travel product consumers are investigated as four major dimensions; reliability, interest, interaction, and usefulness. 17 items of online travel product purchase are adopted and produced four factors namely; safety, price & cost, customer service and convenience. We confirm that consumer have high importance on reliability consider convenience as most important factor of online travel product purchase. Interest of SNS tourism information have significant relation with price & cost, and Usefulness and Interaction of SNS tourism information have significant relation with customer service of online travel product purchase.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.81-91
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• 2018

A counterfeit product is a product that pretends to be a genuine product by pretending to be false. It can also be called a counterfeit product. This study attempts to investigate how such illegal floods of counterfeit goods affect online shopping consumers. In addition, the accessibility of various product reviews on the internet is increasing, and the product reviews are divided into positive and negative reviews, affecting the information that the customer has already, and the influence of the information acceptance on the purchase intention depending on the product involvement Respectively. Therefore, the focus of this study was to examine whether the information presentation about counterfeit products affects consumers' purchase intention, review direction (positive / negative), and involvement (high / low) control the information about counterfeit products. Therefore, this study has shown that it provides a marketing strategy to increase the intention to purchase products and products in online companies and stores in a situation where information about counterfeits is exposed to online consumers in China market.