• Asia pacific journal of information systems
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• v.23 no.3
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• pp.131-154
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• 2013

New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.

• The Journal of Industrial Distribution & Business
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• v.2 no.1
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• pp.5-15
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• 2011

Prior to the introduction of the CRM, we need to analyze the characteristics and the situations of the company, and should establish a clear vision of the CRM. And each company should identify elements and technologies for introducing the most suitable CRM for them, and optimize them, with long-term perspective. In addition, it requires the implementation strategy which integrates the existing company's routine marketing activities with the concept of the CRM. According to the implementation strategy, the company should improve the business process which is the most effective in investment step by step, and the information system strategy, which develops system investment gradually, should harmonize with it. First, we recognized that raising the company value is important by maximizing customer lifetime value (LTV) by understanding customer needs, and achieving the company's goal through customer satisfaction. Second, we understood that adopting the CRM should be accompanied by changes in the structure, business process and customer contact channels, and it can be successfully integrated with business when it gets proper understandings and attentions of the management. Third, the reality is that there are few cases of successful implementation of domestic companies, and some companies that successfully implement the system mean nothing but implement the solution for developing the CRM. Therefore, it needs to be observed for the long haul, and it seems that we need to approach more systematically to implementation cases for each industry about implementation of the CRM. Fourth, the CRM is no longer the preserve of major companies, and it is the time that medium and small sized enterprises also need it. Taking lesson from Switzerland's small size store merchants who successfully adopt right size of the CRM for their business, for domestic medium and small sized enterprises, the necessity to develop business through developing the CRM models which fit their situations and maintaining relationships with customers has been grown. Fifth, for adopting the CRM business processes, changing or converting the CRM system to the model which fits the company's situation is important rather than applying the advanced company's CRM system model. In other words, the CRM solution which can maximize their own strength by developing the CRM program that makes the most of features and characteristics of the company should be adopted.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.8
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• pp.1182-1189
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• 2012

The purpose of this study was to analyze university student' perception of the price of coffee shops using price sensitivity measurements. The questionnaires were distributed to 640 university students in Changwon, Korea from March 13 to April 8, 2011. A total 571 were used for the final analysis, which excluded improperly-completed questionnaires. The results of this study were as follows. Indifference prices (IDPs) were \2,200 for on-campus coffee shops and \2,850 for off-campus coffee shops. The optimum price points (OPP) were \2,300 for on-campus coffee shops and \2,850 for off-campus coffee shops. The price stress range (PSR) was \100 (\2,200~2,300) for on-campus coffee shops and \0 (\2,850~2,850) for off-campus coffee shops. The point of marginal cheapness (PMC) was \1,100 for on-campus coffee shops and \1,500 for off-campus coffee shops, whereas the point of marginal expensiveness (PME) was \3,600 for on-campus coffee shops and \4,100 for off-campus coffee shops. The ranges of acceptable prices (RAP) were \2,500 (\1,100~3,600) for on-campus coffee shops and \2,600 (\1,500~4,100) for off-campus coffee shops. On the basis of IDP percentage, university students were more sensitive to off-campus coffee shops than on-campus coffee shops. In contrast, on the basis of PSR and RAP, university students were more sensitive to on-campus coffee shops than off-campus coffee shops. Therefore, the price increase for an americano should be recommended to be from \1,100 to \3,600 for on-campus coffee shops and from \1,500 to \4,100 for off-campus coffee shops. The manager of on-campus coffee shops should be careful when increasing the prices, and the manager of off-campus coffee shops should make it possible for customers to perceive service quality.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.11
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• pp.1443-1451
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• 2008

This study was performed to develop menu satisfaction index in Business & Industry (B&I) food service and to survey customer's menu satisfaction using the index. The menu satisfaction index included 16 items with Likert 5 point. Cronbach's alpha to assess the internal reliability of the developed scales was 0.8917, which indicated highly reliable. Construct validity was assessed by principal components analysis and then four factors explaining 65.964% of the total variance were found. Among the 15 items of menu satisfaction, the average scores of all items were above 3.0 out of 5. As a result of analysis on menu satisfaction factors, 'propriety of food temperature' (3.52 out of 5) was the highest consideration followed by 'sufficiency of format' (3.46), 'excellence in food' (3.35) and 'well-being orientation' (3.31). It could be said that customer's perception on the menu quality was very positive. Four factors were correlated with overall menu satisfaction positively. Especially, 'excellence in food', and 'well-being orientation' and 'sufficiency of format' affected significantly on overall menu satisfaction. It concluded that customers were satisfied with portion size, temperature, price but their needs for taste and health/nutrition-related service would be increased. The menu satisfaction developed in this study should be applied to other B & I food service operation by type.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.307-331
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• 2008

The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO's Reliability/Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense that it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried out yet in fashion industry. It will ultimately contribute to the success of a fashion company by providing useful information of establishing strategies for managing proper the CEO and the corporate image to the fashion company and operating the talented employees.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.155-165
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• 2015

The objective of this study is to verify the structural correlations among trust, satisfaction, commitment, relation-continuing intention for internet fashion shopping mall. The statistical significance of questionnaire survey data for 360 customers was verified by using SPSS 18.0 and AMOS 18.0 statistical programs with significance levels of the ${\alpha}=0.05$. First of all, Cronbach's ${\alpha}$ was also assessed to verify the reliability of the measuring tool, and the fitness of the model were also verified to investigate the fitness of this research model. Finally, structural equation model analysis was performed to verify the structural correlations among the structural correlations among trust, satisfaction, commitment, relation-continuing intention for internet fashion shopping mall. On the basis of the empirical analysis, the following key results were drawn. First, trust for internet fashion shopping mall has the positively significant effects on satisfaction. Second, trust for internet fashion shopping mall has the positively significant effects on commitment. Third, trust for internet fashion shopping mall has the positively significant effects on relation-continuing intention. Fourth, satisfaction for internet fashion shopping mall has the positively significant effects on relation-continuing intention. Fifth, commitment for internet fashion shopping mall has the positively significant effects on relation-continuing intention. Sixth, the path of trust${\rightarrow}$satisfaction${\rightarrow}$relation-continuing intention for internet fashion shopping mall has the significant indirect effects, therefore the mediation effect of satisfaction was significant. Seventh, the path of trust${\rightarrow}$commitment${\rightarrow}$relation-continuing intention for internet fashion shopping mall has the significant indirect effects, therefore the mediation effect of commitment was significant.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.33-46
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• 2020

This study analyzes the entrepreneurship education phenomena for agri-food entrepreneurs whose main business is the production of agricultural products and the sale of processed products, using the qualitative study Strauss & Corbin(1998)'s evidence theory approach. From the entrepreneur's point of view, I would like to summarize the phenomena that appear in education, and to prepare a theoretical basis for explaining the phenomena. The importance of entrepreneurship education is emphasized to cultivate the ability to develop and provide products tailored to customers. The necessity of education leads to an increase in demand according to the situational awareness of the founders, and the quantitative increase in entrepreneurship education in the agri-food sector is a clear trend. Inevitably, the need for various discussions on systematic and effective entrepreneurship education is raised. For the study, an interview was conducted with preliminary or entrepreneur who have experienced entrepreneurship education in the agri-food sector. As a research method, I use Strauss & Corbin(1998)'s approach and analyze qualitative data using QSR's NVIVO 12 program. Through this study, it was found that contextual and systematic entrepreneurship education in the agri-food sector has the effect of strengthening competitiveness and strengthening sales. There is a need for follow-up management of trainees. Strengthening the competitiveness of start-ups is based on training professional manpower through education and linking regions with cities. Strengthening sales is based on product planning and market development. This study explores entrepreneurship education in the agri-food sector, which has not been actively conducted in the past. Exploratory analysis on the experiences of the founders of agri-food sector as education demanders has an important meaning for understanding the phenomenon of start-up education.

• Journal of the Korean Society of Costume
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• v.22
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• pp.135-158
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• 1994

The fashion industry of today is closely re-lated with the information activity. This study investigates now they take advantage of the fashion information by analysing some related fields including fashion design. Furthormore this study identify the factor which makes the design activity distinctive and predict and fu-ture trend in design. The purposes of this study through analysis are : to help find the way to facilitate the fashion industry and to develop the fashion merchandising in order to activate the re-cession of manufacturers and to improve competitiveness in the world market and to contribute to the academic achievement in the study of fashion merchandising. In the experimental approach the tasks of research are as follows: Research 1: The application of fashion infor-mation is discussed in terms of process and level. Research 2: The differences of the fashion design activities are captured on the basis of the characteristics of manufactures and fashion specialists and fashion information ac-tivities. The factors are identified which pre-dict and discriminate the results of fashion de-sign activities. The questionaire and interview were conduc-ted among women's clothing manufactures in Seoul and their fashion specialists in charge of merchandise development. The methods of survey were designed on the basis of theories developed so far and on he advice from the social scientists and fashion specialists. the methods were corrected and complemented through the 1st and 2nd preliminary investigations before their application For data analysis cronbach's a coefficient fre-quency percentage average standard devi-ation pearson's correlation coefficient were calculated and t-test F-test(ANOVA) Duncan's multiple range test regression and Discriminant analysis were conducted. The results of analysis throughout the experimen-tal studies were as follows: 1. The analysis of fashion in formation (1) the present application of information a. The source of information : Both the foreign and the domestic information came mostly from fashion journals magazines newspapers and other periodicals, the main source of market information was collected from the survey of popular items in recent years the data about the life-style of customers and their tastes for wearing were widely used as the information about consumers. b. The applicaton of information : The most widely used information was about fabrics. The foreign information was prefered on the whole. The domestic problems pointed out in this investgation were that the domestic journals showed the lack of specialty and the special organizations for fashion informatino were in urgent need. (2) The research of fashion information a. The various processes and levels of in-formation activities: Among the process of collection analysis and distribution the collec-tion process showed a good acheivement whereas the distribution whereas the distribution didn't. In levels of the systematic activities the acceptance of support and the utility of supported instruments the first indicated a high degree whereas the second showed lowest. b. The correlationship among subvariables : There was a significant correlation between the collection and the analysis process. The systematic activities revealed close relation-ship with the analysis process and the accept-ance of support with the distribution process. The close correlation was found between the utility of supported instruments and the analy-sis process. 2. The analysis of the fashion design activities (1) No significant differences were found in the design activities when the characteristics of companies were compared only. (2) According to the characteristics of fashion specialists the one with age experi-ence and high income showed rather good achievement but no significant differences were captured among sex department in charge title academic background education in abroad and field experience (3) The fashion information activities were strongly correlated with the design achieve-ment : The analysis process and the system-atic activity level had a great influence on the design activities. (4) In order to examine which cha-racteristics in (1-3) made it possible to pre-dct and discriminate the achievement in de-sign activities the Discriminant analysis was carried out. The results were as follows: the fashion information activities showed the highest discriminant rate. Next came the in-come level experience and age in that order Those four variables discrimated 37 from 50 who showed great achievement in design area (74%) and 51 from 83 in low achievement group (81%) Thus the total discriminant rate was 77.5%.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.8
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• pp.236-250
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• 2016

This study was conducted to provide baseline data regarding functional cosmetics so that Inula. based cosmetics can increase its competitiveness in the market as well as to understand current trends to enable anticipation of demands for future product development. For this research, general consumers over the age of 20 residing in Seoul and the Gyeonggi district were surveyed. The results show consumers preferred serum-type products among various types of cosmetics, and that they purchased these once every 1-3 months. Consumers also preferred these products in less than 10-30ml capacity, and at costs of less than 30,000-50,000 KRW. For whitening, functional cosmetics consumers also preferred the serum type, in less than 30-50ml capacity and priced less than 30,000-50,000 KRW. Consumers preferred to purchase functional cosmetics in single units. The major purchasing location, with a high preference rate, was cosmetic stores, and the major sources of information, also with high preference rates, were 'experienced reviews from family, friends and acquaintances' and 'TV advertisements'. Respondents selected 'over 50,000 KRW' the most for all items when responding to 'Purchase Intent for Functional Cosmetics containing Inula', and responded that they were willing to pay 10%-30% more for functional cosmetics containing Inula compared to standard functional cosmetics. These results show that businesses in the cosmetics industry need to take consumer demand into account when developing new functional cosmetic products, as well as establish plans to create specialized spaces that provide better quality service and increase word of mouth effect through better utilization of various types of offline media, social media, and blogs. The study also shows a need for businesses to develop products fully utilizing the Inula flower, which has been shown to be effective as a natural skin whitener, wrinkle reducer and skin moisturizer, to appeal to the increasing number of customers interested in health and beauty.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.6
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• pp.815-822
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• 2006

The purposes of this study were to investigate the consumer's perception of the subject to manage the foodservice operation in the university, and to analyze the effects of consumer's perception of the university foodservice qualify on intent to revisit and intent to recommend. The questionnaires were distributed to 575 students in the K University located in Masan, who were sampled by proportionate stratified sampling method. The surveys were peformed from May 17 to June 2, 2005. The 566 questionnaires were responded, and 6 unusable questionnaires were excluded, then 560 were used for the final analysis (response rate: 97.4%). For the statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, factor analysis reliability analysis, and multiple regression analysis. The results of this study were as follows: First 254 respondants (47.3%) did not know that their foodservice operation was managed by contract foodservice company, and 374 students (66.8%) did not know the name of the contract foodservice company which runned their foodservice operation. Second, the food factor of university foodservice quality had a significant positive effect on intent to revisit (P<0.001), and the food factor of university foodservice quality also had a significant positive effect on Intent to recommend (p<0.001). It was concluded that as the food factor of university foodservice qualify Increased, the intent to revisit and the intent to recommend the university foodservice increased. So when university foodservice managers plan the foodservice operation strategy, they should focus on increasing the perception of customers' foodservice quality and also advertising contract foodservice company's brand name.