• The Journal of Industrial Distribution & Business
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• v.10 no.7
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• pp.39-48
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• 2019

Purpose - The purpose of this study was to explore the impact of chatbots' innovation attributes on the innovation acceptance for consumers who have used chatbots to purchase fashion products that account for a large share of transactions in mobile shopping. Research design, data, and methodology - Data were collected from Korean consumers aged 20 to 49 who had experience using chatbots when purchasing fashion-related products via mobile circumstances. After a pilot survey of 31 customers, pre-questionnaire was revised for the final test, and the final questionnaire was distributed to 1,500 subjects. Out of these, 244 were retrieved. After excluding 48 inappropriate responses, 196 were used for statistical analysis. Frequency analysis, exploratory factor analysis, one-way ANOVA, regression analysis and independent t-test using SPSS 23.0 were employed for data analyses. Results - First, four factors of chatbots' attributes were extracted: relative advantages and compatibility, complexity, sensibility, and diversity. Second, two factors were extracted for fashion leadership: fashion opinion leadership and fashion innovativeness. Two groups based on the fashion leadership were identified: active innovation adopters and passive innovation adopters. Third, relative advantages and compatibility, diversity, sensibility of innovation attributes were found to have effects on the innovation acceptance in order. Fourth, significant differences were found in sensibility of innovation attributes and innovation acceptance in groups by marital status and age. The married in their 30s and 40s perceived sensibility as a more important attribute of chatbots than the unmarried in their twenties. Among the groups of different income levels, meaningful differences were found in diversity of innovation attributes and innovation acceptance. Fifth, there were significant differences found in relative advantages and compatibility, sensibility of innovation attributes, and acceptance of Innovation among the groups by fashion leadership. Active innovation adopters were found to be more aware of the importance of relative advantages and compatibility, and sensibility of innovation attributes, and innovation acceptance. Conclusions - The present study provides chatbots' marketing strategies for fashion items need to be modified by demographic characteristics and fashion leadership. Particularly, fashion leadership was found to be an important factor in determining the perception of innovation attribute as well as innovation acceptance.

• Journal of Digital Convergence
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• v.15 no.7
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• pp.181-190
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• 2017

The purpose of This study was to find out the effects of the hotel advertising attitude and brand image on customers' purchase intention. For this study, a total of 306 questionnaires among collected data for customers who experience hotel service at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows positive significant effects in purchase intention of "feeling and persuade attitude factor" and "reputation and usefulness attitude factor", but it is not positively effected continual purchase intention in hotel customers. Also, it shows positive significant effects on hotel customers' purchase intention of "emotional brand image" and "physical brand image". From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image. In addition, it should be considered that positive images building up emotional and physical characteristics in hotels for establishing consumer-brand relationship. From the study, it is expected to find efficient ways to activate purchase intention on hotel products through differentiated advertising and brand image.

• Smart Media Journal
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• v.7 no.2
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• pp.60-70
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• 2018

Recently with the entrance to the aging society, the demand on health care services is being increased. However, there are still few GUI types of research considering the characteristics of new-silver generation progressively preparing for their golden(old) age. As the new-silver generation showed less reluctance to the information acquired through the Internet comparing to general seniors, but it is urgent to conduct researches about GUI of mobile healthcare services considering their physical, psychological and social characteristics. Hence, the purpose of this study was to propose some guidelines of GUI evaluation so that new-silver generation being emerged as main consumer group in future medical consumption could efficiently use mobile health care services. As the research methods, first, this study analyzed the characteristics of new-silver generation through reviewing literature and previous studies and understood the status quo of mobile health care services, and second, it analyzed the visual composition factors being preferred in each field of current mobile healthcare application and drew out a usability evaluation matrix of mobile GUI design appropriate for elderly people's characteristics. Third, with the drawn evaluation matrix, this study conducted the usability evaluation of 8 subjects in new-silver generation ranging from 57 years old to 65 years old through a heuristic way. This study expects that it would be contributed in increasing the GUI usability by proposing some guidelines for GUI being appropriated for new-silver generation user's characteristics, and thinks that researches about developing health-care mobile applications will be continued in future at the same time.

• Journal of Korean Classical Literature and Education
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• no.38
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• pp.103-138
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• 2018

This study examines the modern succession, transformation and significance of enjoyment methods of classical literature (art) with a focus on the characteristics of those methods that appeared when the performances of the traditional era began to be displayed on the stage of the theaters in modern Seoul. The clues to the reasons for this type of enjoyment can be found in newspapers, magazine articles, and advertisements from the early 20th century. The emergence of stage theaters at the beginning of the modern era caused a sweeping change in the performance environment, including the fact that it was possible for all kinds of people to enjoy art beyond the existing socioeconomic hierarchies or barriers of status, that the performers were given employment through the theater, and that the audience had the tendency of the general public of an unspecified number because the audience was able to see the performances only by paying the viewing fee. The way of enjoying traditional performances also changed based on these new adaptations: the performances were sequential, show-oriented, and re-contextualized as public performances. It is significant that in the traditional era, performers and audiences had been segregated according to their status and a strict hierarchy; now, such cultural norms were breaking down in favor of a kind of equality. In addition, it was possible for the audience to experience sensory enjoyment, and theater brought about a new kind of popular consumer enjoyment of an artistic product. Of course, though, it is possible to look back and find problems related to the contemporary context, but the traditional performances, which were the main performances for the lower class, took the first place on the modern theater stage, and as a result, no one can deny that it became possible to move forward in the first phase of an era of public performance.

• The Korean Journal of Vision Science
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• v.20 no.4
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• pp.431-442
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• 2018

Purpose : The purpose of this study was to investigate subjective symptoms according to the wearing, purchase and fitting status of soft contact lens wearers, and consumer perception of base curve. Methods : A survey was conducted for those who visited optical shops and lens shops in Seoul from June to August 2018. A total of 98 answer sheets they submitted were used for the analysis. The chi-square test and Fisher's exact test were used to compare subjective symptoms (dryness, glare, uncomfortable fitting, and decreased vision) according to whether fitting condition is screened (case history and push-up test, ect relevant to wearing sensation), and the odds ratio (OR) was obtained by the logistic regression analysis. Results : When the contact lenses were purchased, the rate of which the visual acuity test was performed was 86.6% at optical shop and 64.7% at lens shop. When purchasing contact lens and the contact lens was not tested for fitting, they more experienced dryness (OR 4.41, 95% CI 1.25-15.62) and uncomfortable fitting (OR 2.68, 95% CI 1.08-6.64) than testing for fitting. In addition, it was investigated that 87.8% of contact lens wearers did not know about the term base curve, 92.9% did not listen to an explanation related to the base curve when purchasing contact lenses, and 96.9% did not experience with base curve test. Conclusion : It would be thought that satisfaction of the contact lens fitting of existing consumers should be improved by changing a proper base curve by confirming the fitting condition when prescribing soft contact lens.

• Journal of Korea Technology Innovation Society
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• v.22 no.1
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• pp.50-84
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• 2019

As the technology commercialization of American universities has been greatly activated since the implementation of the Bayh Dole Act, that of Korean universities has been steadily increasing since the enactment of the Technology Transfer Promotion Act of 2000, due to numerous related laws, government support programs, and accumulated experience of technology transfer. However, the level of technology commercialization of domestic universities is still insufficient in comparison to that of advanced countries such as the United States. So, in this study, we tried to identify factors promoting technology transfer and start-ups in Korean universities by examining domestic prior researches carried out since 2000 using SLR (Systematic Literature Review) methodology. As a result of our analysis, researches in the field of technology transfer were the most studied while papers on start-up are actively increasing recently. As for factors influencing commercialization of technology, internal and external factors were identified. The former were categorized as human resource, technology and knowledge resource, financial resource, managing resource and strategy, university type, and education and culture, while the latter were grouped into consumer, region, and infrastructure. And then detailed factors were integrated in each field by systematic mapping. Our study has its meaning in that it systematically accumulated the results of researches on technological commercialization of Korean universities and identified areas that are lacking or need additional research. And the integrated promoting factors for technology transfer or start-up can also be used as a checklist for universities or public institutes.

• Management & Information Systems Review
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• v.38 no.2
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• pp.29-46
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• 2019

O2O services, a form of mobile commerce, are increasing due to the widespread use of smartphones and the rational consumption trend of young consumers. In addition, the introduction of Social Commerce's O2O service has transformed customer experience into innovation. Therefore, the purpose of this study is to investigate the effect of O2O service characteristics and social commerce provider characteristics on the social commerce 's O2O service as a social psychological image that consumers have at the point of purchase and use time, as a smart shopper feeling and a cheapness shopper feeling. And the relationship between consumer satisfaction and intention to use through Structure Equation Modeling, and to suggest the implications for O2O service management that can provide greater satisfaction to consumers by identifying the process of creating satisfaction of O2O service. The results of the study show that price discounts and scarcity of social commerce's O2O service characteristics have shown that it increases smart shopper feeling. Also, it was confirmed that brand awareness and ease of purchase, which are characteristics of social commerce, confirms the increase of cheapness shopper feeling. We also confirmed the effect of smart shopper feeling and cheapness shopper feeling on satisfaction. This satisfaction has a positive effect on the intention to use. The result of this study is that it is necessary to reduce the cheapness shopper feeling of consumers and to emphasize the price discount and scarcity so that the smart shopper feeling occurs in order to satisfy the consumers who purchase O2O service products.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.490-504
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• 2021

The online market is gradually increasing due to the increase in single-person households, the development of information and communication technologies, the emergence of various new products, and price comparison competition. Companies need differentiation strategies to adapt to changes in the online environment and secure a competitive edge. In this environment, the objective is to consider the importance of consumer perception of websites in order to generate continuous growth and revenue in the online market as well as to differentiate them from competitors using an online service environment that can affect consumers' internal responses. In this study, we present aesthetic, functional, privacy, and interaction factors as components of e-servicescape to study the impact of e-servicescape on website trust, brand attitude, and repurchase intention. In the data analysis, 485 ordinary people with online shopping experience were surveyed. The questionnaire was based on a 7-point Likert scale for each question and statistical analysis was conducted using SPSS 24.0 and AMOS 25.0. The analysis shows that in e-servicescapes aesthetic and privacy factors influence website trust and brand attitudes and consequently affect repurchase intention.

• Journal of the Korea Society of Computer and Information
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• v.27 no.1
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• pp.149-156
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• 2022

This research focuses on women in their 20s and 30s who have experience in consuming beauty products in the live broadcast of beauty products in China to find out the effects of consumers' consumption propensity on beauty product selection attributes. The data analysis is performed from April 29 to May 25, 2021 by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability appraisal, technical statistical analysis, correlation analysis and multiple regression analysis. And the results of the study are as follows: According to the survey, the general characteristics are 20~25 years old, university, and the consumer price is between 500,000 and 1 million won. In terms of consumption propensity that the intrinsic pursuit of consumption, the impulsive consumption, the external pursuit of consumption were on a high average score which was 3.76, 3.63, 3.56 respectively, and in terms of the selection attributes of beauty products that the product intrinsic attributes, and the external attributes of products were on a high average score which was 3.91, 3.69 respectively. The external/internal attributes of beauty product selection attributes are all related to consumption propensity. According to the survey, the external pursuit of consumption, internal pursuit of consumption, and impulsive consumption of the propensity to consume all have a meaningful influence on the external/internal attributes of products. This result proves that the consumption tendency of beauty live broadcast consumers has a huge impact on the selection attributes of beauty products. In this regard, according to the consumption tendencies of Chinese women, the necessity of differentiated live-streaming marketing strategies for beauty products based on the characteristics of beauty product brands, categories, and designs has been proposed.

• The Journal of Society for e-Business Studies
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• v.27 no.1
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• pp.29-41
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• 2022

Since the first sale of a banner advertisement in 1995, electronic commerce has become a new transaction channel for consumers. With more than 20 years of its history, electronic commerce has become an important consumption channel for everyone and inexperience is no more a reason that discourages the consumption through this channel. The great expansion of this channel is now a formidable thereat to traditional channels. However, products with high asset specificity and complexity are still having difficulty to be traded over the online channel where the experience of the products for a consumer is limited. Especially, variations of the same product's quality depending on how pre-owners used the product and high complexity to describe the quality of the products prevent used goods from being traded over e-channels. Added to that, the information asymmetry between sellers and buyers for used goods makes the establishment of market transaction difficult. Considering the challenges, the current case study discusses thredUP, a clothing resale platform company. In this paper, we study how the company could overcome those limitations in this toughest resale market through the use of AI for dynamic pricing and standarized product quality ratings. In addition, we also hope to provide readers with the opportunity to understand the secondhand industries and its market, and see where it is heading for in the future.