• Proceedings of the Korean DIstribution Association Conference
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• 2005.05a
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• pp.359-378
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• 2005

본 연구는 미국의 지역시장의 전형이라고 할 수 있는 파머즈마켓(farmers market)에 대한 조사연구로서 선진국의 전통시장의 현대화 혁신사례를 벤치마킹하여 우리나라 재래시장의 현대화모델을 정립함에 있어서 시사점을 탐색하는 데 그 목적을 두고 있다. 본 연구는 인터넷을 통한 자료검색을 통하여 미국 파머즈마켓(farmers market)에 현황과 운영 실태를 조사하여 정리하였다. 미국의 대표적인 파머즈마켓(farmers market)으로 Los Angeles의 Gilmore 파머즈마켓(farmers market)과 Seattle소재의 Pike Place Market을 중심으로 시장경영전략과 운영주체를 고찰하고 운영면에서 고객 중심적 편의성 제고를 통한 혁신사례를 소개한다.

• Proceedings of the Korean Society of Precision Engineering Conference
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• 2004.05a
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• pp.229-229
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• 2004

CIMdata에 따르면, PDM(Product Data Management) 시스템은 엔지니어와 관련 사람들이 제품정보와 제품 개발 프로세스를 관리하는 것을 도와주는 도구이다. 이러한 PDM 시스템은 정보기술의 발전과 인터넷 환경의 급속한 발전에 따라 CPC (Collaborative Product Commerce) 페러다임에 포함되고 있다. Aberdeen Group에서는 CPC를 '제품의 라이프사이클인 제품설계, 엔지니어링, 생산과 구매를 포함한 조달, 판매, 마케팅, 현장 서비스와 전세계 고객들을 Web으로 묶는 SW 및 서비스' 라고 정의한다.(중략)

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.10a
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• pp.657-660
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• 2004

규칙기반의 상품추천시스템은 많은 인터넷 쇼핑몰에서 활용되고 있지만 규칙을 추출할 수 있는 마케팅 전문가 확보와 방대한 양의 고객 데이터 처리의 어려움으로 유용한 규칙을 찾는 것이 매우 어렵다. 본 연구에서는 이러한 규칙기반 상품추천시스템의 단점을 보완할 수 있는 방법으로 전역 최적화 기법의 하나인 유전자 알고리즘을 활용하여 고객정보를 토대로 추천 규칙을 도출할 수 있는 방안을 제시한다. 또한 본 연구에서 제안한 유전자 알고리즘에 기반한 추천 규칙들이 장착된 웹 기반의 개인화된 상품추천시스템의 프로토타입을 개발하고 이에 대한 실제 사용자들의 이용 만족도를 확인함으로써 본 연구에서 제안한 방법론의 유용성을 확인하고자 한다.

• Digital Contents
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• no.12 s.79
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• pp.40-41
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• 1999

이제 막 인터넷을 통해 전자상거래를 시작하거나 전자상거래를 한지 얼마 안되는 단계에 있는 기업들은 자사의 제품을 홍보하고 물건을 판매하기 위해 빠르고 안정된 서비스를 제공하는 것이 주된 관심사일 것이다. 그러나 전자상거래가 어느 정도 수준에 사이트를 보유한 기업은 수익성 있는 고객들을 보다 많이 유치하고 자사의 제품을 보다 그들의 성향과 취향에 맞도록 제공하는 것이 문제이다. SAS의 e-intelligence를 이용하여 타겟 마케팅을 하고 있는 중고차 서비스인 AutoTrader.com를 통해 최근 전자 상거래의 추세를 살펴본다.

• Annual Conference of KIPS
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• 2004.05a
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• pp.57-60
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• 2004

기업의 비즈니스가 인터넷을 통해 확장되고 고객의 요구가 다양해 지면서, E-CRM 시스템의 구축의 필요성이 증가되고 있다. 고객 정보에 대한 수집과 분석이 좀더 정확해 질수록 시스템 구축의 효과가 높아질 뿐만 아니라 마케팅의 성과도 높아진다. 본 논문에서는 컨텐츠의 배포와 유통에 신뢰성을 마련하기 위해 구축하는 DRM 기술에서 learinghouse 내에서 생성되는 고객에 대한 정보를 E-CRM 시스템 구축시 활용하는 모델을 제시 했다.

• Journal of Global Scholars of Marketing Science
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• v.7
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• pp.239-259
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• 2001

The purpose of this study is to analyze service quality factors that consumers perceive during their purchasing product on Internet Shopping Mall. The study defines the characteristic quality dimensions of Internet Shopping Mall by adding three dimensions consisting of convenience, security and entertainment to PZB's SERVQUAL scale. Consumers' purchase process on Internet Shopping Mall is examined by finding the relation between their perceived risk factor and repurchase intention. The study results show that consumers' higher appraisal degree on service quality means their higher repurchase intentions, their lower perceived risks degree. The repurchase intentions and the perceived risks degree have negative correlation. The more consumers have experienced buying on Internet Shopping Mall, the higher consumer assess service quality, they have higher repurchase intention and lower perceived risk. The most basic contribution is that new service quality dimensions, which is able to clarify service quality on Cyber Mall, is identified with the established PZB(I988; 1991)'s SERVQUAL dimensions.

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.169-189
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• 2006

The product categories that can be sold on-line are expanding. It is interesting to see which product categories have more sales possibilities on internet. Small-sized firms' products have low distribution coverage, low brand recognition, bigger dispersion in the perception on the values which consist of quality vs. price, and higher possibilities of perceived purchase risks. Since on-line shopping is supposed to provide opportunities to small-sized firms that have low distribution and brand power, it is quite necessary to evaluate the fitness of on-line sales for small-sized firms' product categories. There are virtually no research studies on the on-line sales for small-sized firms' product categories. In this study, based on the integration of SEC, FCB, and related concepts, we develop new theoretical framework and test the fitness of on-line sales for small-sized firms' product categories by conducting empirical analysis. The empirical results on 17 product categories show that SEC, FCB, purchase risks, brand factors are somewhat related. Unlike previous studies, since the fitness of SEC and on-line sales are not clearly shown, we need to consider those problems within inter-related multiple frameworks. That is, it is necessary to evaluate the fitness of on-line sales after defining the product categories within the integrated multiple frameworks rather than within the single framework.

• Journal of Internet of Things and Convergence
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• v.10 no.2
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• pp.137-148
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• 2024

The purpose of this study is to determine how the use of retailtech technology affects consumers' purchase intention. Furthermore, this study aims to investigate the mediating effects of technology usefulness and ease of use on this influence relationship and whether experiential marketing moderates consumers' purchase intention. The survey was conducted from August 1, 2023 to September 30, 2023, and a total of 257 people participated in the study. For statistical analysis, hierarchical regression analysis, three-stage mediation regression analysis, and hierarchical three-stage controlled regression analysis were conducted to test the hypothesis. The results of the study are as follows. First, it was confirmed that big data-AI utilization, mobile-SNS utilization, live commerce utilization, and IoT utilization affect purchase intention in retail technology utilization. Second, technology usefulness has a mediating effect on IoT utilization, mobile-SNS utilization, and big data-AI utilization. Third, perceived ease of use of technology mediated the effects of IoT utilization, mobile-SNS utilization, live-commerce utilization, and big data-AI utilization. Fourth, escapist experience has a moderating effect on mobile SNS utilization and live commerce utilization. Fifth, esthetic experience has a moderating effect on mobile-SNS utilization and big data-AI utilization. Through this study, we hope that the domestic distribution industry will contribute to national competitiveness by securing the competitive advantage of companies by utilizing new technologies in entering the global market.

• Asia Marketing Journal
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• v.8 no.2
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• pp.27-62
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• 2006

This study suggested the internet self-efficacy construct for explaining consumer's searching information capability. It proposed that consumers who have a high internet self-efficacy feel confident they can search much information which they want to find. And it suggested if consumers have a high internet self-efficacy, they will perceive risk less and will experience flow when they use internet shopping mall also. To examine that effect of internet self-efficacy on flow, perceived risk, attitude, and purchase intention, It suggested hypotheses from the basis of prior studies. All of hypotheses were supported and the findings can be summarized as follows. First, internet self-efficacy had a positive effect on flow and a negative effect on perceived risk. Second, flow had a positive effect on attitude and perceived risk had a negative effect on attitude. Attitude had a positive effect on purchase intention also. In view of the result of analysis, between flow and purchase intention are mediated by and between perceived risk and purchase intention are mediated by attitude also. Finally, perceived risk didn't have an effect on flow.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.907-916
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• 2018

This paper is an exploratory study on the acceptance of Chinese Internet entertainment personal broadcasting contents. After analyzing the factors affecting viewer satisfaction, we analyzed the relationship between these factors and viewer satisfaction on reuse intention. As a result of the survey, first, the information system quality has a significant effect on the viewer satisfaction of internet personal broadcasting. Second, indirect experience, entertainment pursuit, and social relationship have a significant effect on viewing satisfaction of internet personal broadcasting. Third, viewing satisfaction of internet personal broadcasting has a significant effect on reuse intention. These results are expected to help establish the marketing strategy of the company operating the Internet personal broadcasting and prepare the requirements to be provided by the host.