• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.1-25
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• 2008

Ⅰ. Introduction Retailers in the 21st century are being told that future retailers are those who can execute seamless multi-channel access. The reason is that retailers should be where shoppers want them, when they want them anytime, anywhere and in multiple formats. Multi-channel access is considered one of the top 10 trends of all business in the next decade (Patricia T. Warrington, et al., 2007) And most firms use both direct and indirect channels in their markets. Given this trend, we need to evaluate a channel equity more systematically than before as this issue is expected to get more attention to consumers as well as to brand managers. Consumers are becoming very much confused concerning the choice of place where they shop for durable goods as there are at least 6-7 retail options. On the other hand, manufacturers have to deal with category killers, their dealers network, Internet shopping malls, and other avenue of distribution channels and they hope their retail channel behave like extensions of their own companies. They would like their products to be foremost in the retailer's mind-the first to be proposed and effectively communicated to potential customers. To enable this hope to come reality, they should know each channel's advantages and disadvantages from consumer perspectives. In addition, customer satisfaction is the key determinant of retail customer loyalty. However, there are only a few researches regarding the effects of shopping satisfaction and perceptions on consumers' channel choices and channels. The purpose of this study was to assess Korean consumers' channel choice and satisfaction towards channels they prefer to use in the case of electronic goods shopping. Korean electronic goods retail market is one of good example of multi-channel shopping environments. As the Korea retail market has been undergoing significant structural changes since it had opened to global retailers in 1996, new formats such as hypermarkets, Internet shopping malls and category killers have arrived for the last decade. Korean electronic goods shoppers have seven major channels : (1)category killers (2) hypermarket (3) manufacturer dealer shop (4) Internet shopping malls (5) department store (6) TV home-shopping (7) speciality shopping arcade. Korean retail sector has been modernized with amazing speed for the last decade. Overall summary of major retail channels is as follows: Hypermarket has been number 1 retailer type in sales volume from 2003 ; non-store retailing has been number 2 from 2007 ; department store is now number 3 ; small scale category killers are growing rapidly in the area of electronics and office products in particular. We try to evaluate each channel's equity using a consumer survey. The survey was done by telephone interview with 1000 housewife who lives nationwide. Sampling was done according to 2005 national census and average interview time was 10 to 15 minutes. Ⅱ. Research Summary We have found that seven major retail channels compete with each other within Korean consumers' minds in terms of price and service. Each channel seem to have its unique selling points. Department stores were perceived as the best electronic goods shopping destinations due to after service. Internet shopping malls were perceived as the convenient channel owing to price checking. Category killers and hypermarkets were more attractive in both price merits and location conveniences. On the other hand, manufacturers dealer networks were pulling customers mainly by location and after service. Category killers and hypermarkets were most beloved retail channel for Korean consumers. However category killers compete mainly with department stores and shopping arcades while hypermarkets tend to compete with Internet and TV home shopping channels. Regarding channel satisfaction, the top 3 channels were service-driven retailers: department stores (4.27); dealer shop (4.21); and Internet shopping malls (4.21). Speciality shopping arcade(3.98) were the least satisfied channels among Korean consumers. Ⅲ. Implications We try to identify the whole picture of multi-channel retail shopping environments and its implications in the context of Korean electronic goods. From manufacturers' perspectives, multi-channel may cause channel conflicts. Furthermore, inter-channel competition draws much more attention as hypermarkets and category killers have grown rapidly in recent years. At the same time, from consumers' perspectives, 'buy where' is becoming an important buying decision as it would decide the level of shopping satisfaction. We need to develop the concept of 'channel equity' to manage multi-channel distribution effectively. Firms should measure and monitor their prime channel equity in regular basis to maximize their channel potentials. Prototype channel equity positioning map has been developed as follows. We expect more studies to develop the concept of 'channel equity' in the future.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.6
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• pp.57-68
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• 2021

The purpose of this study is to investigate the effect of location satisfaction of innovative start-ups, located in capital and non-capital areas, on the intention of relocation. The analysis was based on the data of a survey of 231 innovative start-ups that were founded less than 7 years ago. 10 factors related to the aspects of business management, network building, and business environment were considered as location satisfaction of start-ups. The dependent variable was whether innovative start-ups plan to relocate. First, it was confirmed that in the case of innovative start-ups in capital area, the intention to relocate was found to decrease when the location satisfactions related to the promptly provision of products and services to consumers and ease of supplying labor were increased. Second, in the case of innovative start-ups in non-capital area, it was found that the intention to relocate was found to decrease when the location satisfactions related to creating a network, convenient transportation and free and creative start-up environment were increased. In addition, it was found that the higher the sales of start-ups in non-capital area, the lower their intention to relocate while the higher firm age of start-ups in non-capital area, the higher their intention to relocate. This study has an academic contribution to examining the relationship between between the location satisfactions of start-ups and the intention to relocate, which has been rarely addressed in Korea, and to shedding light on the difference in capital and non-capital areas. Furthermore, this study has policy implications since it suggests factors that the government should consider for geographical agglomeration of start-ups.

• The Journal of the Korea Contents Association
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• v.20 no.11
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• pp.249-257
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• 2020

The study aims to explore whether the Supplier's social medial activities and the consumer's social media activities mediate between the characteristics of purchasing cosmetics and the intention of purchasing. To answer this question, a total of 321 consumers participated in the study, and a self-report type of questionnaires were utilized to collect the data. For the data analysis, descriptive statistical analysis and structural equation modeling(SEM) were applied. The results from the study are as follows. First, the characteristics of purchasing cosmetics did not affect the intention of purchasing cosmetics. Second, both the Supplier's and the consumer's social media activities positively predicted the intention of purchasing, among which the consumer's activities were ascertained to make more influential impact on the intention of purchasing cosmetics. Third, both Supplier's and consumer's social media activities completely mediated between the characteristics of purchasing cosmetics and the intention of purchasing. More discussions are suggested for marketing strategies in the study.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.6
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• pp.287-297
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• 2021

The goal of this study is to investigate and provide information to the Fintech Industry on the main factors responsible for customer loyalty via the mediating effect of customer satisfaction. Secondly, providing traditional banking reasons for customer shifts from banking to Fintech, therefore these factors could be more focused. The consumer choices presented in this study can thus serve as a foundation for further research into post-adoption behaviors associated with Fintech for cross-border payments. This study examines consumer evaluations of how key attributes of fintech using mobile payment services affect their choice by using a conjoint analysis approach, which allows for the approximation of user preferences for specific features. In our study we have used SPSS 26 to test the reliability and mediation effect on the sample size of 348 people who regularly used Fintech for cross border payments. All the questionnaires were prepared if the customers were given fintech as an option instead of traditional banks to send their remittances abroad. The result shows that(Service Quality, Customer's trust and product quality) effecting customer satisfaction significantly would be very helpful for the current fintechs working for home remittances to improve these factors and would serve as a benchmark for the upcoming fintech startups and traditional banks to focus on these factors and catch up the fintech Industry. Finally, it is argued that, in order to be successful, focusing on service quality, customer trust, and product quality triggered customer loyalty for the Fintech in comparison to other traditional options for cross-border payments via the mediation effect of customer satisfaction.

• Archives of design research
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• v.12 no.3
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• pp.105-114
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• 1999

As the microelectronics technology is developed, new types of smart intelligent products are being emerged. OSD user interface is one of the critical factor in this kind of product, especially brown goods and information devices, as it is responsible for imput and output function. OSD is being treated as accompaniment to hardware in spite of its importance, and therefore is developed from only simple and separate usability testing based on performance measurement. This study propose a usability evaluation method of OSD based on subjective preference to support existing usability testing. The purpose of this analysis is to make clear what is important factor and how its preference level is from the user's viewpoint. The various attributes of OSD are clarified from user's questionaire and interview, and orthogonal array is generated with specified factor levels. The prototypes are generated from rapid prototyping tool and tested in natural simulation environment. The preference data which collected in this usability testing is analyzed with conjoint analysis module. This usability evaluation is not the final stage in user interface design process but the early planned and circulated stage.

• Journal of Digital Convergence
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• v.18 no.2
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• pp.439-445
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• 2020

This is a user experience study of factors that should be considered in designing home appliances experience service. Untact services are emerging, but the development of home appliances sector is in early stage. Based on the six factors of Stephen P. Anderson's Creating Pleasurable Interface Model, this study conducted surveys, 1:1 in-depth interviews, and participation observations to measure and analyze user experience. In this study, I compared 4060s and 2030s's user experience in that the untact services raise the digital alienation among middle-senior-aged. As a result, there were significant differences between the two, including the opposite satisfaction in terms of reliable, usable and pleasurable factors. I hope that this study will be of strategic help in designing future home appliance experience services.

• Proceedings of the Korean Society of Computer Information Conference
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• 2013.01a
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• pp.139-143
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• 2013

과거의 모바일 광고에 대한 연구는 음성통화나 SMS, MMS 등의 활용에 따른 광고의 효과성을 연구하는 것이 주류를 이루고 있었다. 하지만, 시간의 경과 및 모바일 단말기의 발전 등에 따라 점차 예전의 모바일 광고의 형태와는 다르게 고객에게 디지털 컨텐츠, 일반 범용제품, 금융상품, 서비스 제품 등의 구매유도를 위해 메시지광고(SMS, MMS)나 고객들이 검색이나 배너, 비디오 등의 보다 다양한 광고형태를 통해 고객들로부터 기대하는 반응을 얻고자 하는 서비스로 변화하고 있다. 이에 따라, 본 연구에서는 모바일 광고가 지니고 있는 대표적 특성을 개인화, 편리성, 오락성, 경제성, 신뢰성, 유용성 등으로 분류를 하고, 이러한 모바일 광고의 특성이 모바일 광고 수신자의 수용의도에 어떠한 영향을 미치는가를 분석하며, 나아가 모바일 광고의 수용의도가 모바일 광고의 만족도에 어떠한 영향을 미치는가를 분석한다.

• 한국경영정보학회:학술대회논문집
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• 2007.11a
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• pp.611-616
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• 2007

반도체 패키징 공장에서 싸이클타임(Cycle-time)을 정확히 예측하는 것은 납기일 준수를 통해 고객만족도를 향상시킬 수 있고, 보다 효율적인 스케쥴링을 가능하게 하여 공장 가동률을 높일 수 있게 한다. 그러나 반도체 패키징은 제품 종류가 다양하고 제품마다 특화된 기술을 사용할 뿐만 아니라 공정 순서나, WIP에 따라 싸이클타임이 크게 영향을 받아 그 정확한 예측이 매우 어렵기 때문에 현장 전문가의 판단에 의존하는 경우가 많았다. Fab공정의 경우 전문가를 도와 좀 더 정확한 예측에 도움을 주기 위해 그 동안 전통적 통계 기법 및 시뮬레이션에 기반한 의사결정 모형이 많이 연구되었는데, 최근에는 기계학습 및 인공지능 기법을 사용한 연구가 눈에 띄고 있으며 기존의 방법보다 우수한 성능을 보여 주는 것으로 나타났다. 하지만 아직 기계학습 및 인공지능을 이용한 충분한 연구가 진행되지 못하고 있는 실정이다. 따라서 본 연구에서는 사례기반 추론을 사용하여 패키징 공정의 싸이클타임을 예측하고자 하였으며 그 성능을 인공신경망 모형, 의사결정나무 모형, 그리고 해당 분야 전문가의 예측치와 비교하였다. 실험결과에 따르면 사례기반추론 모형이 가장 뛰어난 성능을 보이는 것으로 나타났다.

• Proceedings of the ESK Conference
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• 1997.04a
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• pp.132-137
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• 1997

본 연구의 목적은 소프트웨어 뿐만 아니라 각종 전자제품의 입력방식으로 사용되는 Numeric keypad를 이용한 숫자 입력방식들의 사용성 평가를 통해 어느 방식이 더 사용하기 편리한가를 살 펴보는데 있다. 현재 Numeric keypad를 이용한 입력방식은 크게 3가지로 분류할 수 있는데 컴퓨 터의 숫자 입력이나 노래방의 노래번호 입력과 같은 'Enter 입력방식' TV에서 100채널이상 입력 과 같은 '+100 입력방식', 그리고 숫자입력 후 일정시간을 기다리는 'Wait 입력방식' 등이다. 본 연구에서는 위성방송, 케이블방송 등으로 인한 다채널시대로 접어들면서 이러한 3가지 입력방식이 모두 혼용되고 있는 TV의 채널 입력방식을 대상으로 사용성 평가를 실시하였다. 사용성 평가실험 은 Prototyping tool인 RAPID$^{TM}$를 이용하여 실제 제품과 유사하게 기능하는 프로토타잎을 제작하여 실험하였고 피실험자가 주어진 과업(Task)을 수행하는데 걸린 시간, 조작오류, 그리고 주관적 인 만족도 등을 사용성 평가기준으로 고려 하였다.

• Electronics and Telecommunications Trends
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• v.27 no.6
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• pp.38-48
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• 2012

최근 주요 IT 업체의 마케팅 전략은 하드웨어적인 성능 및 가격 위주의 시장전략에서 제품 및 서비스에 대한 사용자의 편의성과 만족도를 극대화시키는 감성 UI(User Interface)/UX(User eXperience)에 바탕을 둔 소비자 감성 지향형 전략으로 이동해 가고 있다. 스마트 시대의 핵심은 감성과 기술의 소통이며, 미래의 정보 서비스는 보고 듣는 것에서 만지고, 느끼고, 기기와 소통하게 함으로써 제품과 서비스의 가치가 결정되는 감성 기반의 서비스가 될 것이다. 감성정보 서비스 기술은 사용자와 기기가 교감하는 디지털 인터페이스를 통해 새로운 형태의 의사 소통 방식과 감성전달 메커니즘으로 소비자의 현재 정서를 인지하고 감정의 정화/승화/억제를 보조하여 보다 사실적이고 실감적인 미디어 소비를 지원할 것이다. 본고에서는 미래 감성 ICT 생태계의 기반이 되는 감성 UX에 대하여 방송 통신망을 바탕으로 한 감성정보 서비스의 현재 모습과 기술동향에 대해 기술한다.