• Journal of the Korean BIBLIA Society for library and Information Science
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• v.22 no.3
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• pp.75-90
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• 2011

This study aimed to investigate, analyze and identify the problems related to SNS usage by publishing companies around Twitter, Facebook and Me2day as well as theoretically investigate SNS, and ultimately to suggest the approaches to improve the outstanding issues identified. In accordance with the analysis, only 0.5%(222 publishing companies) in total publishing companies(41,407) opened SNS[3.7%(1,537) opened the independent website.] Second, in accordance with the investigation on 212 publishing companies in 222 companies opening SNS(71 twitters, 74 facebooks, 67 Me2days), the communication was not significant to the extent that only 50.5%(107) kept the communication with less than 100 readers or potential readers. Furthermore, 77.4%(164 companies) had less than 1,000 postings by publishing companies. The analysis on the postings(500) by users and postings(300) by publishing companies demonstrated that those postings were mostly related to marketing, introduction, recommendation and reading of publications by publishing companies. It means that the postings were mostly positive. However, 86.6% of postings by users in SNS of publishing companies was merely one-time posting. It indicated that continuity was not sufficient.

• Journal of the Korea Society of Computer and Information
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• v.18 no.11
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• pp.181-190
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• 2013

This study first aims to investigate from the users' perspective what service is the most efficient to users and what service is relatively the most effective in contrast to investment among a variety of services provided by smartphone manufacturers, telecommunication companies, and related corporations. In addition, this research suggests implicatively important elements for making the future model of smartphone services. For this end, this study finds out the factors which generate users' positive or negative attitudes towards smartphone use through a questionnaire of those who are using smartphones at present. In particular, by applying Theory of Planned Behavior, this study analyzes the influence exerted by the user's belief towards the kinds of services by setting up Attitudinal Belief, Subjective Norms, and Control Belief which have an influence on attitude from the perspective of smartphone providing detailed services. The results of this study will eventually help the smartphone manufacturers, telecommunication companies, and related corporations to establish smartphone marketing strategy as well as to select the smartphone services which will have popular appeal to their users.

• Management & Information Systems Review
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• v.38 no.3
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• pp.211-225
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• 2019

In recent years, consumers emphasize the various sensory experiences in the process of shopping rather than the practical value of shopping results. In order to satisfy consumers' diverse needs, retailers transform their offline stores into experiential spaces to encourage consumers to experience diverse and enjoyable experiences. This study divided the sub-factors of customer experience into hedonic experiences, functional experiences, and social interaction experiences, and investigated the effect of sub - factors of customer experience on consumers' enjoyment and intention to stay in off-line store. In addition, it is assumed that there will be a difference in the influence of three levels of customer experience on enjoyment according to the consumer's self-construal levels. As a result of this study, all of the hypotheses were supported except hypothesis 1 that the customer's hedonic experience has a positive effect on pleasure. In addition, as a result of verifying the moderating effect of self-construal levels, the self-construal level of consumers has no significant effect on the path of hedonic experiences on pleasure, but significant moderating effects of self-construal levels were identified in the pathways of functional and social interactive experiences on pleasure. The results of this study will be helpful in identifying and utilizing differentiated experience marketing strategies in the off-line stores that only offline channels can have in the fierce competition due to the diversification of distribution channels.

• Management & Information Systems Review
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• v.38 no.3
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• pp.227-243
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• 2019

The purpose of this study was to examine the influence of experience characteristics of cosmetics brand stores on purchase intention through brand value and product in-store expectations. In addition, by identifying the effects of gender regulation, the study aimed to supplement theoretical studies and to provide practical implications on the experience of cosmetics brand stores. First, we presented educational experiences, aesthetic experiences, and playful experiences as experience characteristics in stores. And we assumed the effect of these experience characteristics on the brand value and the expectation of the product in the store, and the effect of the brand value and the expectation on the purchase intention of the product in the store. 279 data were collected from consumers who had visited cosmetics brand stores, and we analyzed them using structural equation analysis. As a result, both experience characteristics have positive effects on brand value and in-store product expectations, and brand value has positive effects on expectations. In addition, brand value and in-store product expectations have a positive effect on in-store product purchase intention. In moderating effects of gender, the effect of playful experience on brand value is greater in male group, and the impact of educational and aesthetic experience on product expectations is greater in female group. These results contribute to the theoretical expansion of experience research on cosmetic brand stores, and provide strategic implications for experience marketing of cosmetic stores.

• The Journal of Society for e-Business Studies
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• v.24 no.2
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• pp.71-89
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• 2019

In order to come up with satisfying product and improvement, firms use traditional marketing research methods to obtain consumers' opinions and further try to reflect them. Recently, gathering data from consumer communication platforms like internet and SNS has become popular methods. Meanwhile, with the development of information technology, mobile companies are launching new digital products for children to protect them from harmful content and provide them with necessary functions and information. Among these digital products, Kids Phone, which is a wearable device with safe functions that enable parents to learn childern's location. Kids phone is relatively cheaper and simpler than smartphone but it is noted that there are several problems such as some useless functions and frequent breakdowns. This study analyzes the reviews of Kids phones from domestic mobile companies, identifies the characteristics, strengths and weaknesses of the products, proposes improvement methods strategies for devices and services through SNS consumer analysis. In order to do that customer review data from online shopping malls was gathered and was further analyzed through text mining methods such as TF/IDF, Sentiment Analysis, and network analysis. Customer review data was gathered through crawling Online shopping Mall and Naver Blog/$Caf\acute{e}$. Data analysis and visualization was done using 'R', 'Textom', and 'Python'. Such analysis allowed us to figure out main issues and recent trends regarding kids phones and to suggest possible service improvement strategies based on sentiment analysis.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.30 no.1
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• pp.77-99
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• 2019

In this study, development directions for smooth introduction of transferring non-specialized libraries to specialized libraries are suggested based on the analysis conducted on non-specialized library librarians and users to investigate and analyze the comparative requirements for specializing libraries, specialization topics, demand for spaces and programs for specialization and view of important factors of each area when operating specialized libraries in future. As a result, first, when introducing a specialized library, it is necessary to derive a specialized topic that can identify and provide the characteristics of the region and the status of existing library. And a demand analysis. Based on this, the subject should be selected through the demand survey of the local residents. Second, from the stand point of targeted subjects of specialized service, it is necessary to provide tailored services by understanding the service range for each age group based on local population distribution and library user analysis. Third, experience-type, lecture-type and view-type can be suggested for specialized programs, considering the characteristics of the specialized subject field. It is ideal to operate combination of the three based on the subject filed details. Also, the characteristics of the subject and the types of program should be considered for specialized spaces. Finally, in order to systematically operate and promote specialized libraries, allocating dedicated personnel, linking with other institutions and strategies of promotion and marketing should be considered.

• Management & Information Systems Review
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• v.37 no.4
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• pp.157-174
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• 2018

The purpose of this study is to examine service acceptance process of Internet-Only Bank centered on perceived usefulness, confirmation, service satisfaction, adoption intention. this study examine relation of perceived usefulness, confirmation, service satisfaction based on previous studies. And we examine the effect of Internet-Only Bank satisfaction on adoption intention. Also, we studied the relationship between perceived usefulness, confirmation, service satisfaction according to Internet-Only Bank services providers. The following are main results of this study. First, perceived usefulness, confirmation have significant effects on service satisfaction. Second, service satisfaction of Internet-Only Bank have a positive effect on adoption intention of Internet-Only Bank. Third, The relationship between perceived usefulness, confirmation and service satisfaction is differ depending on Internet-Only Bank services providers. Based on these findings, in this study examined the significant influence of Internet-Only Bank. Through this study, we propose to marketing practitioners the need for a splitted strategy based on Internet-Only Bank services providers.

• 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.

• Journal of the Korea Society of Computer and Information
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• v.27 no.4
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• pp.169-181
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• 2022

Currently, due to the activation of SNS live broadcasting, online services based on influencer live broadcasting are becoming a major consumption trend around the world. This study aims to verify the relationship between service quality, customer satisfaction, product characteristics, and acceptance intention for influencer broadcasting based on nfluencer broadcasting experiences in an Internet environment. This study conducted a survey of users who experienced live broadcasting on social media in Taiwan from June 29 to August 30, 2020, and a total of 253 copies were used for empirical analysis. The collected data were analyzed through SPSS 25.0. The results of the empirical analysis are summarized as follows. First, it was found that the service quality factors (reliability, tangibility, responsiveness, certainty, and empathy) of Taiwan's influencer live broadcast had a significant effect on live broadcast satisfaction. Second, it was found that the product characteristics of Taiwan's influencer live broadcasting had a significant effect on product satisfaction. Third, it was found that live broadcasting satisfaction and product satisfaction had a significant effect on the acceptance intention of new brands in Taiwan's influencer live broadcasting. This study will provide useful data for establishing efficient marketing strategies to improve live and product satisfaction and increase acceptance of new brands by identifying service quality factors and product characteristics of Taiwan's influencer Live Broadcasting.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.17-31
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• 2022

Purpose: With the development of the Internet, consumers can quickly access the electronic word-of-mouth. Consumers seek to reduce uncertainty by referring to the opinions of other consumers about products and services when making purchase decisions. In the food service industry, evaluating a restaurant before an actual visitation is difficult. Therefore, electronic word-of-mouth is important to interact with the customer in restaurants. as it can be used as an exchange of information in which consumers participate and interact with other customers. This study was conducted to verify how online word-of-mouth characteristics (Consensus, Vividness, Neutrality) on attitudes and visit intention from the perspective of social exchange theory. And it was performed to verify the structural relationship between short-term visit intention, mid-term visit and long-term visit intention. Research design, data, and methodology: A survey was conducted on customers who have visited restaurants. Of a total of 312 responses, 306 responses were used, excluding insincere responses and missing values for factors analysis. SPSS 25.0 and AMOS 25.0 were used for statistical analysis, and hypothesis testing was conducted after verifying the validity and reliability of the questionnaire items. Result: The result of the analysis showed that, consensus and neutrality have a positive effect on attitude but not much on vividness. In addition, consensus, vividness, and neutrality have no effect on the short-term visit intention. Finally, the short-term visit intention has a positive effect on mid-term visit intention, and mid-term visit intention has a positive effect on long-term visit intention. Conclusions: Based on the results, this study suggested that it is necessary to have practical implications for marketing and monitoring restaurant reviews in consideration of the characteristics of electronic word-of-mouth. When managing electronic-word-of-mouth, it is necessary to manage the consensus and neutrality is essential to provide sufficient information about the restaurant. The focus should not only be on vividness, such as photos and videos. In addition, restaurants should also provide a good experience for first-time visitors as the short-term visit intention positively affects mid-term and long-term visit intention.