• Knowledge Management Research
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• v.21 no.3
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• pp.249-269
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• 2020

Recently, as the online market has matured, it is facing many problems to prevent the growth. The most common problem is the homogenization of online products, which fails to increase the number of customers any more. Moreover, although the portion of the online market has increased significantly, it now becomes essential to expand offline for further development. In response, many online firms have recently sought to expand their businesses and marketing channels by securing offline spaces that can complement the limitations of online platforms, on top of their existing advantages of online channels. Based on their competitive advantage in terms of analyzing large volumes of customer data utilizing information technologies (e.g., big data and artificial intelligence), they are reinforcing their offline influence as well through this online for offline (O4O) business model. On the other hand, most of the existing research has primarily focused on online to offline (O2O) business model, and there is still a lack of research on O4O business models, which have been actively attempted in various industrial fields in recent years. Since a few of O4O-related studies have been conducted only in an experience marketing setting following a case study method, it is critical to conduct an empirical study on O4O selection attributes and their impact on customer satisfaction and loyalty. Therefore, focusing on China's representative O4O business model, 'Fresh Hema,' this study attempts to identify some key selection attributes specialized for O4O services from the customers' viewpoint and examine the impact of these attributes on customer satisfaction and loyalty. The results of the structural equation modeling (SEM) with 300 O4O (Fresh Hema) experienced customers, reveal that, out of seven O4O selection attributes, four (mobile app quality, mobile payment, product quality, and store facilities) have an impact on customer satisfaction, which also leads to customer loyalty (reuse intention, recommendation intention, and brand attachment). This study would help managers in an O4O area well adapt to rapidly changing customer needs and provide them with some guidelines for enhancing both customer satisfaction and loyalty by allocating more resources to more significant selection attributes, rather than less significant ones.

• Journal of Korean Ophthalmic Optics Society
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• v.17 no.1
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• pp.83-89
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• 2012

Purpose: This article was to study the optical and surface properties of soft contact lenses (SCL) exposed to eye make-ups. Methods: Rates of the light transmission of etafilcon A (HEMA based hydrogel lens) and lotrafilcon B (silicone based hydrogel lens) exposed to four different cosmetics over time were investigated. After cleansed with multi-purpose solution (MPS), rates of the light transmission and surface change of lens that were exposed to the cosmetics for 7 consecutive days were analyzed. Results: Visible light transmissions of all lenses exposed to cosmetics decreased to 93.35% (HEMA based hydrogel lens) and 90% (silicone based hydrogel lens) compared with those of the fresh SCLs, such as 97.8% and 96.4%, respectively. It was found that cosmetic residues from powder eye shadow and mascara attached to the lenses were not removed completely when cleansed with MPS. Especially with silicone based hydrogel lens, we found a decrease in visible light transmission of the lens and noticeable particles on lens surface imaged by SEM. Conclusions: Depending on types of eye make-ups and contact lens materials, make-ups were not completely eliminated with current cleansing methods and that caused a decrease in optical property and a change in surface property of the lenses.

• International journal of advanced smart convergence
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• v.11 no.1
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• pp.76-86
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• 2022

The purpose of this study is to provide insights into live streaming consumer purchase intention by drawing on congruence between consumer and influencer factors and live shopping contents factors during the spread of COVID-19. We surveyed 348 individuals who have watched Fresh Hema's live streaming. SPSS and AMOS were used for data analysis. We determined that only actual congruity between influencer and consumer significantly influenced the consumer social experience. On the other hand, both the informativeness and entertainment value of live shopping contents positively impacted the consumer social experience. Additionally, social experience was significantly related to consumer co-experience and purchase intention. Moreover, the significant mediation effect of social experience was found amongst congruence between consumer and influencers, live shopping contents, co-experience, and purchase intention.