• Culinary science and hospitality research
• /
• v.15 no.1
• /
• pp.240-253
• /
• 2009

While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behavior has been limited in Korea. In particular, little research has attempted to assess the outcome of the consumer's choice of wine based on the types of consumers(outsider, beginner, lover, specialist) relevant to the involvement. Therefore, the aim of this study was to investigate how they use different cues to make a wine purchase decision according to the types of wine consumers and in relation to the consumer's involvement levels. A questionnaire was organized and distributed widely to 380 of various wine consumers. 370 surveys were completed and 350 usable data(male: 49.1%, female: 50.9%) were obtained and analyzed with the SPSS package(13.0) program. We found that specialist of wine, lover of wine, and the high level involvement group have significant difference in selecting wine. It is suggested that a wine class program should be offered at a wine bar for newcomers in order to make them more interested in wine and promote various wine marketing events(for example, a music concert at the wine bar) particularly for high involvement level consumers to help increase wine consumption.

• Agribusiness and Information Management
• /
• v.1 no.1
• /
• pp.19-36
• /
• 2009

1999년 이후 농업인 홈페이지 지원사업 실시 이래 2008년까지 농업인이 운영하는 홈페이지는 전국적으로 1만개소에 달하고 있다. 전자상거래를 성공적으로 운영하고 있는 농업인들의 경우 고객관리에 대한 중요성 인식도가 높고, 이를 관리하기 위한 다양한 프로모션을 전개하고 있다. 이번 연구에서는 농촌진흥청에서 진행하고 있는 농업인 전자상거래 사업에 참여하고 있는 농업인을 대상으로 하여 이들의 고객관리에 대한 필요성 인식정도, 고객확보를 위한 활동, 고객관리의 방법, 고객관리의 유형과 기준, 확보된 고객의 관리를 위한 활동 등을 조사하였다. 농업인들은 전자상거래를 수행하면서, 고객과 직접 접하게 되고, 상품의 판매과정에서 고객관리의 필요성을 높게 인식하고 있으며, 블로그 개설 등 온라인 활동으로 폭을 넓혀가고 있음을 확인할 수 있었다. 하지만, 상당수의 농업인들이 고객관리의 필요성 인식에 비해 이를 실천할 구체적 활동방식과 실행 방법에 대해 구체적이지 못하기 때문에, 정부의 시스템 지원과 교육사업에 있어서 새로운 접근이 필요함을 보여주고 있다.

• The Journal of the Korea Contents Association
• /
• v.20 no.7
• /
• pp.316-330
• /
• 2020

The study analyzes reviews of hardware products, customer service products, and products that take the form of a convergence of hardware and cloud services in ICT using text mining. We derive keywords of each review and find the differentiation of words that are used to derive topics. A cluster analysis is performed to categorize reviews into their respective clusters. Through this study, we observed which keywords are most often used for each product type and found topics that express the characteristics of products and services using topic modeling. We derived keywords such as "professional" and "technician" which are topics that suggest the excellence of the service provider in the review of service products. Further, we identified adjectives with positive connotations such as "favorite", "fine", "fun", "nice", "smart", "unlimited", and "useful" from Amazon Eco review, an integrated product and service. Using the cluster analysis, the entire review was clustered into three groups, and three product type reviews exclusively resulted in belonging to each different cluster. The study analyzed the differences whereby consumer needs are expressed differently in reviews depending on the type of product and suggested that it is necessary to differentiate product planning and marketing promotion according to the product type in practice.

• Journal of Broadcast Engineering
• /
• v.24 no.3
• /
• pp.506-514
• /
• 2019

This study classified the different types of service attributes being provided through cable VOD services and looked at how the key service attribute types affect the willingness to use paid VOD for each group of paid and non-experienced users. Studies have shown that for a group of non-experienced people, 'content information-oriented attributes' have the greatest impact, and for a group of experienced people, 'convenience-oriented attributes' have the greatest impact. Thus, expanding users of paid VOD services requires setting up step-by-step strategies that match their respective collective characteristics. For a group of non-experienced people, it is necessary to take a direct persuasion strategy through the provision of relevant information and an indirect approach strategy through the expansion of promotion opportunities, and for an experienced group, a strategy to expand functional convenience.

• Journal of Digital Convergence
• /
• v.12 no.3
• /
• pp.161-176
• /
• 2014

Social commerce is a new internet business model which are types of joint purchase, social link, promotion, and on-off association etc. The recent public organization has the dual target to increase sound finance, and to improve customer satisfaction and the quality of public service. The purpose of this study is to propose the strategy of public social commerce which makes it's customers become positive purchasers. We analyzed 31 public organizations, and found that the type of social link interlocking with SNS site in the various purpose of public, and the offline association type using the service of location base would be utilized very highly. We also found that the joint purchase type and the promotion type would be used in the area of public and private selective services intending to make a profit. The anticipated performance are as follows: rapidity and reliance, customer made thing and goodwill, convenience for the service environment quality, publicity and diffusion, and sales promotion, productivity increase and new finding of revenue model for the profit increase outcome.

• Knowledge Management Research
• /
• v.24 no.1
• /
• pp.147-172
• /
• 2023

This study aims to review the competitiveness of 'TVING', a Korean OTT player in Korean market. For this, this study extracts core business resources of TVING focusing on resource-based theory, and analyzes their competitiveness under VRIO framework. TVING has 4 tangible and intangible resources respectively and 1 human resource. Tangible resources of TVING are technology(recommendation, compression), content(original, exclusive, discriminative non-exclusive), production studio, and paid-subscribers. Intangible resources are content planing capability, distribution network(local, global), marketing promotion·PR, sales), brand preference. And human resource of TVING creates IP professionalism of the company. As a result of VRIO analysis, discriminative non-exclusive content, production studios, and domestic service channels are the most powerful resources of TVING to 'sustain competitive advantage'. Technology, original content, planning capability and IT professionalism bring 'temporary competitive advantage', while exclusive content, the number of paid-subscribers, global service network, and promotion capabilities are not core resources with staying in competitive rank stages. By the way, TVING has potential users for sales of KT and LGU+ thanks to partnership and M&A, but this is not effectively used at the organization level yet. The meaning of this study can be found in that this evaluated competitiveness by each resource of TVING and arranged its implications.

• Archives of design research
• /
• v.17 no.3
• /
• pp.17-26
• /
• 2004

Those of the growth of e-business, the development of the cultural creative industry, the contents and knowledge industry have expanded and diversified the existing business models and created new ones. They are triggering new interpretations and discussions on business models. Such of changing business environment has paved the way for the expansion of design management within the design industry and opened new windows of opportunity for the traditionally small and non-specialized design business. Until now, the design business has not been distinguished from design industry or design service, and has not been viewed as an independent field. Rather, the design business has merely been part of a process. As such, the lack of dear definition and structured system had been a bottleneck for many design companies trying to achieve capital and social success and establish the foundation for growth and for companies striving to advance the design management in developing design business models or growth strategy in line with the changing environment. Against these sort of backdrops, this paper attempts to dearly define the design business. To this end, the paper tries to developed a design business model framework which classifies design business model into four types - customized, ready-made, provider and contract - according to the business activities between the producer and the end user, and business items into product, additional sonics, knowledge and promotion. The framework will expand the definition of design business and contribute to the expansion of design business activities and the development of diverse business models.