• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.201-213
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• 2022

This study attempted to identify the influencing factors of Taobao Online Live Commerce influencer's attributes on Taobao Live Platform users' post-purchase satisfaction, repurchase intention and flow, and addiction. Through previous studies, researchers set the live commerce influencer attributes into four categories: expertise, attractiveness, interactivity, and aesthetics, and examined the effects of these attributes on consumers' repurchase intentions, flow and addiction. As a result of the study, it was confirmed that among the attributes of Live Commerce influencer, professionalism, interactivity, and aesthetics had a significant effect on the utilitarian shopping value in consumer satisfaction, and four attributes, including attractiveness, had a positive effect on the hedonic shopping value. In consumer satisfaction, hedonic shopping value had a positive effect on utilitarian shopping value satisfaction. In addition, it was found that consumers' satisfaction after purchase affects repurchase intention and immersion. The effect of flow on repurchase intention and addiction was also confirmed. It is hoped that this study will help revitalize influencer marketing in the growing live commerce market and provide basic data to contribute to establishing marketing strategies.

• Korea Trade Review
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• v.42 no.1
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• pp.141-163
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• 2017

The purpose of this study to analyze the relationship among three characteristics of O2O commerce and extended goal-directed behavior(EGB) model(trust, desire and intention to use). From June to July in 2015, the questionnaires were sent to Chinese customers using O2O commerce. Among 494 questionnaires gathered, 433 valid ones are analyzed using SPSS and AMOS. Among ten research hypotheses derived from prior research and the research model, eight hypotheses are tenable, while the rest hypotheses are untenable. Online features of mobility and Offline features of service quality. The Online features of mobility bring consumers convenience but also has some latent customer privacy issue. On other hand, because of the untenable hypothesis, there is inconformity between online service and offline service, and customer have distrust on the O2O commerce. To achieve continuous online consumption, offline businesses need to improve their service. The perceived quality of selling company exerts a significant effect on the customers' reliability for the brand equity of open market company and selling company, such as the brand awareness of the open market, open market image, brand awareness of selling company, and the perceived quality of selling company. Thus, selling company should improve self-brand service and quality in order to improve customers' reliability. In addition, the consumer characteristics of attitude, subjective norm, and perceived behavioral control are all tenable. These results mean that O2O commerce is a favorite way of consumption by Chinese consumers.

• Journal of Korea Fair Competition Federation
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• no.115
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• pp.16-29
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• 2005

• Journal of Korean Electronics
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• v.20 no.3
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• pp.87-88
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• 2000

• 발명특허
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• v.31 no.2 s.356
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• pp.28-36
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• 2006

• 발명특허
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• v.31 no.3 s.357
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• pp.24-35
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• 2006

• 발명특허
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• v.31 no.1 s.355
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• pp.36-40
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• 2006

• 발명특허
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• v.30 no.12 s.354
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• pp.54-59
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• 2005

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.12 no.6
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• pp.207-213
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• 2012

With development of IT technology, B2C Social Commerce makes the change from closed type of transaction to the form of an open trading. Also by dramatically reducing the intermediate distribution and removing distribution costs, it provides goods at unbeatable prices to consumers. Depending on the flow of the times, the business-to-business struggles with the difficulty of PRM management and fast promotion of new products. Therefore, it is required B2B Social Commerce, new platform that can collect distribution and consumption firms in one place which is similar to B2C Social Commerce. Unlike the case of B2C social commerce, B2B Social Commerce should have an essential element, Installment payment system to pay over the period without purchase in accordance with the payment paid as a lump sum. B2B Social Commerce model which is introduced in this study will provide the solution of B2B transaction problems, opening up new markets and bring the expansion of the electronic market.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.18 no.7
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• pp.1547-1556
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• 2014

In this paper, we propose cost-effective device-to-device (D2D) advertisement scenario with properties of proximity and timeliness through the convergence of D2D communications and social commerce service. We numerically analyze advertisement dissemination effect of the proposed scenario according to the number of sectors, and demonstrate the performance of the normalized D2D coverage, the average number of D2D users, and the average D2D coverage per user via intensive simulations. We verify the accuracy of the results for our numerical analysis compared with the simulation results.