• 디지털융복합연구
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• 제15권6호
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• pp.121-132
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• 2017

본 연구는 창업기업의 무형적인 기업자원의 효과적 활용에 따른 경쟁력 확보에 대하여 연구 목적이 있다. 본 연구를 위해서, BI 센터와 7년 미만의 창업기업 제품을 이용한 고객이 창업기업을 대상으로 평가하는 방식으로 설문조사를 진행하였다. Schmitt 교수의 경험적 요소를 이론적 배경으로 살펴보았고, 이러한 경험적 요소와 태도가 재 구매의 개념으로서 의사결정 과정상 선행 프로세스로 작동되는지 살펴보았다. 연구결과 첫째, 고객의 사용경험과 탐색경험이 재 구매의도에 영향을 준다는 것을 명확하게 보여 주었다. 둘째, 고객의 사용경험과 탐색경험, 접촉경험은 고객태도에 유의적인 영향관계로 파악되었다. 셋째, 고객태도는 고객의 사용경험과 고객의 탐색경험이 재 구매의도에 주는 영향을 매개 하는 것으로 나타났다. 이러한 연구결과는 창업 초기기업이 고객의 경험적 요소를 잘 관리하면 재 구매의도를 높여 시설과 인력의 자원이 부족한 중소기업의 한계에 적절히 대처할 수 있음을 본 연구는 시사하고 있다.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2007년도 추계학술대회 및 정기총회
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• pp.488-492
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• 2007

In this study, we investigated how to distinguish customer delivered value to re-purchasing in fierce B2C industry. To identify key managerial variables that could distinctively impact re-purchasing, we first identified customer value proposition as per the customer buying decision process. Next, core value propositions of choice efficiency and competitive price are defined to determine vendor satisfaction during the searching stage and purchasing stage. The trust level is also introduced in the sense of reflecting confirmation to guarantee after purchase security. Then, significant managerial variables to impact on core value propositions are extracted. The resulting structural model illustrated that search convenience and quality assurance affect the choice efficiency, and re-purchase intention is strongly explained by both the vendor satisfaction and trust level. The empirical testing results also support that transaction cost reduction is key determinant of shopping at the Internet shopping mall. Furthermore, trust level should be combined to induce re-purchasing in addition to transaction cost savings.

• 품질경영학회지
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• 제39권2호
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• pp.217-233
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• 2011

This paper introduces service failure management on internet shopping environment. The purpose of this study is to find and improve service failure modes at the time of customer's complaint thereby reducing that. To achieve this purpose, this study combines the Service Blueprint which describes the online shopping process and FMEA which finds each encounter of service failures and proposes how to recover them. First of all this study generates internet shopping process using Service Blueprint then matches customer's purchase decision making process and company's service provide process. After this process customer complaint types in real purchasing process are fell in according to their occurrence and more frequently occurred complaint is more risky. Finally 6 Risk Priority Numbers(unfair exchange/return policies, slow response/poor customer service support, purchase arrived later than promised/deliverly service dissatisfaction, dissatisfaction short period to take back/exchange/cancels order, A/S or handle defective item) are extracted and suggest their improvement.

• 경영과학
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• 제21권3호
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• pp.55-69
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• 2004

This study analyzes customer buying-behavior patterns in a department store as time goes on, and predicts moving patterns of its customers. Through them, it suggests in this paper short-term and long-term marketing promotion strategies. RFM techniques are utilized for customer segmentation. Customers are clustered by using the Kohonen's Self Organizing Map as a method of data mining techniques. Then C5.0, a decision tree analysis technique, is used to predict moving patterns of customers. Using real world data, this study evaluates the prediction accuracy of predictive models.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제9권5호
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• pp.1702-1716
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• 2015

Customer product reviews have become great influencers of purchase decision making. To assist potential customers, online stores provide various ways to sort customer reviews. Different methods have been developed to identify and recommend useful reviews to customers, primarily using feedback provided by customers about the helpfulness of reviews. Most of the methods consider the preferences of all users to determine whether reviews are helpful, and all users receive the same recommendations.

• 유통과학연구
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• 제17권8호
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• pp.87-97
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• 2019

Purpose - This study focuses on the effectiveness of the athlete endorsement on the purchase intention of customers and investigates the attributes of the athlete identification. The Athlete Identification is defined by the expertise, trustworthiness, attractiveness, toughness and transgression. Athlete identification and athlete endorsement help marketers with a thorough look at the trend of using famous sports player to promote products. Research design and methodology - 450 questionnaires were delivered to respondents in Ho Chi Minh city and 433 were returned completed. Descriptive statistics, reliability, exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted to test the relationship between independent and dependent variables. Results - The expertise, trustworthiness, attractiveness and toughness exert positive impacts on athlete identification. Transgression affects negatively athlete identification and athlete endorsement. This research confirmed results of previous studies. Conclusions - The athlete first needs to create their own Identification from a set of attributes in order to be out-standing in the sport and leisure industry before becoming an endorser for a particular product. From the company's perspectives, decision makers should choose an acclaimed sports player to boost the purchase intention of consumers.

• Preventive Nutrition and Food Science
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• 제7권1호
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• pp.95-104
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• 2002

A survey on Korean families′purchase of fresh fruits and vegetables was conducted to increase understanding of families′food decision making. Two hundred ninety seven families with at least one elementary-school age child were selected from four elementary schools to complete a questionnaire during April, 2001 in Gyeongju, Korea. Descriptive statistics, Chi-square test, T-test, and ANOVA statistics were used to analyze the data. The major findings are as follows: Families bought fresh fruits and vegetables at the public markets or the farmer′s markets and a large supermarket most frequently in both summer and winter. Families grew produce by themselves and bought them from farmers directly least frequently in both summer and winter. Families whose housewives had less than middle school education brought fruits and vegetables from Agricultural Co-ops and grew thens by themselves more frequently compared to those who had higher education. On the other hand, families whose housewives had graduated from 4 year college bought fruits and vegetables from large supermarkets more frequently compared to those who had lesser education. "Quality"and "safety production"of fruits and vegetables and "clean environment of store"were the three most important factors when they decided the place to buy fruits and vegetables. "Being treated as a valuable customer" and "ease of finding things"were the two least important factors. Families whose housewives were in their thirties valued "cleanness of the store"and "being treated as a valuable customer"important factors when they decided the place. Families whose housewives had less than middle school education thought that price, availability of public transportation, and availability of locally grown food were the important factors for deciding the place compared to those who had higher education. The price was the factor which low-income families thought important for decision making on the place to buy fruits and vegetables.

• 산경연구논집
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• 제11권8호
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• pp.7-19
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• 2020

Purpose: Prior studies rarely investigated the effects of the Word of Mouse (WoM) information on consumers' motivation and willingness to purchase a product. Furthermore, few scholars have studied how word-of-mouth information works and they fail to find consistent results. Research design, data and methodology: This study uses a multivariate regression model to investigate the influence of WoM on consumer attitudes and consumer decision-making. It categorizes the quality of WoM into source level and acceptance level, to analyze its influence from a new perspective. A total of 400 surveys were completed, resulting in 336 usable questionnaires for analysis. It was collected in 14 cities from all regions in China. This study constructs a theoretical model of WoM influence on consumers' purchase willingness based on a systematic review of the related literature on WoM quality, perceived value, customer trust, and consumers' purchase willingness. Results: Empirical results reveal that the Internet WoM (consumer's source level and acceptance level) indirectly affects consumer behavior by influencing consumer attitudes. Conclusions: This study provides practical significance and value for merchants to develop better WoM marketing and to establish the reliability of WoM websites. Companies should consider online WoM from the perspective of consumers, thereby improving existing marketing strategies.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.345-351
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• 2020

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2006년도 추계학술대회
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• pp.535-538
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• 2006

We consider a two-period airline revenue management problem where customers may act strategically. Specifically, we study a two-fare-class airline seat inventory allocation problem which allow for the possibility that a customer may decide to defer to purchase in the hope that a cheaper ticket than those currently on offer (expensive tickets) become available. We also allow for the possibility that some customer will buy a more expensive ticket if the cheaper tickets are not available. We show how to find the optimal booking limits in the presence of such strategic customer behavior and investigate the impact of such strategic customer behavior on the expected revenue. The results are compared with those by the expected marginal seat revenue (EMSR) heuristic approach (Belobaba, 1987, 1989) with strategic customer behavior.