• 감성과학
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• 제22권3호
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• pp.65-76
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• 2019

AR (Augmented Reality; 증강현실)은 가상의 이미지를 현실 세계에 덧붙이는 기술이다. 본 연구는 온라인으로 활발히 소비되는 품목인 음식을 AR로 제시했을 때의 효과를 살펴보고자 한다. 본 연구에서는 AR 음식 이미지가 구매 의사와 사용자 참여에 미치는 영향을 정적인 음식 이미지와 비교하여 알아보았고, 이미지 제시 방식과 구매 의사와의 관계를 사용자 참여가 매개하는지도 살펴보았다. 참가자는 두 조건 중 하나로 무선할당되어 AR 조건은 AR로 음식 이미지를 보고 정적 조건은 정적인 음식 이미지를 보았다. 그 후 참가자들은 사용자 참여와 구매 의사를 묻는 설문에 응답했다. 실험 결과, AR로 음식을 본 조건이 정적인 이미지를 본 조건보다 사용자 참여가 더 높았고, 구매 의사 또한 더 높은 것으로 나타났다. 매개 분석 결과, 사용자 참여의 간접효과는 통계적으로 유의했으며, 사용자 참여는 이미지 제시 방법과 구매 의사 간의 관계를 완전매개하는 것으로 나타났다. 하위요인별로 매개 분석을 진행한 결과, 사용자 참여의 하위 척도 중에서도 심미성의 완전매개 효과가 나타났다. 연구 결과를 정리하면, AR로 음식 이미지를 보게 되면 심미성이 높아지며, 높은 심미성은 음식에 대한 높은 구매 의사로 이어진다. 따라서 본 연구는 음식 이미지를 제시하는 방법으로 AR 기술이 효과적으로 사용될 수 있음을 밝히고 있다.

• 경영과정보연구
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• 제38권3호
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• pp.21-34
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• 2019

서비스접점에서는 종업원의 고객 응대 태도가 무엇보다 중요하고 이를 위해서 종업원의 행동을 긍정적으로 동기부여 시키는 것은 관리자의 입장에서 아주 중요한 과제이다. 본 연구는 종업원의 친사회적 행동을 증대시킬 수 있는 요인으로 상사에 대한 신뢰와 상사의 감사표현을 제안하고 그 효과를 규명하고자 하였다. 위계적 회귀분석을 사용하였고 결과 및 시사점은 다음과 같다. 첫째, 상사에 대한 신뢰는 종업원의 열정 또는 열의를 향상시킬 수 있는 요인으로 나타났다. 둘째, 직무열정은 서비스 종업원의 친사회적 행동인 고객 지향적 행동과 조직시민행동에 유의한 정의 영향을 미치는 것으로 확인되었다. 마지막으로, 상사에 대한 신뢰와 직무열정 간의 관계에서 상사의 감사표현의 조절효과를 확인하였다. 서비스 연구에서 감사 또는 감사표현에 대한 연구는 많지 않고 진행된 연구들도 기업과 소비자 관계에 초점을 두고 있다. 감사를 표현하는 것은 자연스러운 경향일 수 있다. 본 연구는 조직문화의 일부분으로 감사를 도입할 필요가 있음을 제안하고자 한다.

• 한국정보시스템학회지:정보시스템연구
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• 제33권2호
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• pp.237-264
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• 2024

Purpose This study explores the impact of tourism live commerce on consumer participation intention. Utilizing Stimulus-Organism-Response (S-O-R) framework and situation theory, the study is to identify the features and situational factors of tourism live commerce and to investigate their impact on flow experience, perceived value, and participation intention. Design/methodology/approach A theoretical model is developed and validated through a survey, adopting PLS-SEM approach. A self-administered questionnaire was developed and distributed via Wenjuanxing, the largest online survey platform in China, in October 2022, resulting in 361 valid responses. Findings The results reveal significant effects of features and situational factors of tourism live commerce on consumer behavior, enhancing the understanding of tourism live commerce and extending the S-O-R framework in this context. The study offers both theoretical contributions and practical implications, providing valuable insights for managers to improve consumer engagement in tourism live commerce.

• Asian Journal of Business Environment
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• 제9권4호
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• pp.15-22
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• 2019

Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers' omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers' omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers' omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

• 유통과학연구
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• 제21권12호
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• pp.103-111
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• 2023

Purpose: This study explores the impact of live commerce on consumer purchase intention in the Chinese market. Live commerce, a novel marketing strategy that fuses e-commerce with live streaming, has gained significant popularity in China. The study aims to pinpoint main ways that live commerce increases customers' propensity to make purchases. Research design, data, and methodology: The PRISMA technique was adhered to in the systematic cycle of finding, screening, and selecting publications. Predefined keywords like "live commerce," "live-stream shopping," "consumer purchase intention," and "China" produced a large number of possibly pertinent research in the first search. Results: This study has delved into the profound effects of live commerce on consumer purchase intention, with a specific focus on the dynamic Chinese market. This study has identified four primary outcomes that support the revolutionary potential of live commerce: increased product engagement, significant social influences, dynamic pricing tactics, and the establishment of trust and credibility. Conclusions: Finally, the study provides live commerce practitioners with valuable insights, advising them on maximizing these impacts to increase consumer buy intention. In summary, this study offers helpful information to companies and marketers who want to take advantage of live commerce as a powerful tool for connecting with Chinese customers and increasing sales.

• 지능정보연구
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• 제20권1호
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• pp.67-101
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• 2014

새로운 기술의 활용은 고객과의 관계를 맺기위한 기업들의 마케팅 전략을 변모시켜왔다. 새로운 기술 중에서 소셜 미디어는 기업들이 온라인 고객들에게 다가가기 위한 도구이며, 유명한 소셜 미디어 사이트 중의 하나는 마이크로 블로깅 플랫폼인 트위터이다. 매일 5억건이상의 트윗이 발생하기때문에 연구자들에게는 풍부한 데이터의 원천이며, 기업들에겐 매력적인 마케팅 채널이다. 그럼에도 불구하고 효과적인 트위터 활용전략을 수립하는 것이 어려우며, 이는 적절한 트위터 활용에 대한 이론적인 또는 실증적인 검증이 이루어지지 않았기 때문이다. 본 연구는 기업들이 마케팅 채널로서의 트위터를 어떻게 효과적으로 활용할 수 있는지에 대한 실증적인 근거를 브랜드 개성과 브랜드 관여를 중심으로 연구하여 제공하고자 한다. 본 연구는 Aaker의 브랜드 개성에 대한 연구에서 제시한 브랜드 개성 척도를 활용하여 트위터 메시지가 브랜드 개성을 띄고 있는지와 이에 따른 고객들의 참여와 반응을 분석하고자 한다. 또한, 제품의 관여도에 따라서 조절효과가 존재하는지도 분석하였다. 23개 브랜드의 8주간의 트위터 계정의 포스팅을 수집하였으며, 오피니언 마이닝을 통하여 연구 가설을 검증하였다. 구체적인 본 연구의 목적은 첫째로 마케팅 연구에서 제시된 브랜드 개성의 개념이 소셜 미디어인 트위터에도 적용이 가능한지 분석하는 것이다. 둘째는 오프라인 브랜드 개성과 온라인 브랜드 개성간의 일치여부와 소셜 미디어 브랜드 커뮤니티의 활성화간의 관계를 밝히고자 한다. 마지막으로, 제품의 관여도에 따라 온라인/오프라인 브랜드 개성의 일치도가 조절효과를 갖는지를 분석하고자 한다.

• 유통과학연구
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• 제20권8호
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• pp.123-133
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• 2022

Purpose: As moment-based marketing messages (i.e., messages related to current moments or event), companies put significant investments to distribute TV advertising related to external moments in a retail environment. While the literature offers strong support for the value of distributions of context-based messaging to advertisers, less attention has been given to how to design those messages to effectively communicate across channels. This research adds a new dimension of analysis to the study of advertising context and its cross-channel effects on online consumer behavior. Research Design, Data and Methodology: A system-of-equations Tobit regression model was adopted using data collected from an advertising agency that consists of 1,223 TV ads aired during the Rio Olympics and NCAA, tagging from consumers, and a text analysis. Results: First, TV ads with high centrality of context lead to lower online search behavior and higher online social actions. Second, how brands can design messages more effectively was explored by using product information as a moderator that could improve the impact of context-based TV advertisements. Conclusions: Given that expenses in traditional channels are still one of the biggest channel management decisions, it is critical to understand how consumer engagement varies by design of context-based TV advertising.

• Journal of Information Technology Applications and Management
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• 제31권2호
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• pp.35-49
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• 2024

With the development of e-commerce, live streaming e-commerce, as an emerging marketing method, is on the rise. It integrates various ways of information delivery, providing consumers with unprecedented shopping experiences, particularly through its interactive nature, which can increase audience engagement and immersion. This study delves into how interactive elements in live streaming e-commerce influence consumer emotions and purchase intentions. By employing literature review and empirical analysis methods, we analyzed various interactive factors in the live streaming e-commerce environment and revealed the process through which these factors stimulate audience emotions and lead to specific purchasing behaviors. The results confirm that the interactive appeal of live streaming e-commerce significantly influences consumers' positive emotional responses, consequently enhancing purchase intentions. This study aims to explore the relationship between the interactive features of live streaming e-commerce and consumer emotional responses and purchase intentions, thereby filling theoretical gaps in the field of live streaming e-commerce and proposing new marketing theories. Additionally, by analyzing how interactive features stimulate consumers, optimal live content strategies can be proposed for live streaming e-commerce platforms and hosts, thus aiding in the improvement of marketing strategies and sales effectiveness.

• 식품보건융합연구
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• 제10권2호
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• 한국의류산업학회지
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• 제15권4호
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• pp.533-542
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• 2013

Fashion products are frequently purchased on impulse and are also one of the most popular product categories sold online. Online environment attributes can facilitate flow experiences that are described as an optimal psychological state reached during an engagement in activities (e.g., games and e-shopping). This study estimated the path model to examine the causal relationships among shopping mall attributes, flow, e-impulse buying, and consumer satisfaction for fashion products. A total of 598 usable questionnaires were obtained from college students who had purchased fashion products through the Internet. Data were analyzed by exploratory factor analysis, confirmatory factor analysis, and path analysis using SPSS 18.0 and AMOS 18.0. The results showed that e-shopping mall attributes (visual attributes and product attributes) significantly influenced e-impulse buying (fashion-oriented impulse buying and promotion-oriented impulse buying) which was mediated by the consumer flow experience and then influenced by consumer satisfaction. In the path model, the flow was stimulated by shopping mall attributes, the e-impulse buying was influenced by flow, and the consumer satisfaction was influenced by e-impulse buying. Flow was the most highly related to the fashion-oriented impulse buying, and followed by the relationship of the flow and promotion-oriented impulse buying in the context of e-shopping for fashion products. A managerial implication was discussed for fashion product e-retailers to develop strategies on visual attributes and product attributes that could stimulate and increase the consumer flow to trigger impulse buying as well as consumer satisfaction.