• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.17-37
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• 2024

Purpose: This study used the SOR model to analyze the impact of live commerce's modified livecommercescape factors (interactivity, presence, playfulness, convenience, and broadcaster characteristics) on repurchase intention through usefulness and flow. Research design, data, and methodology: 1,149 respondents with live commerce purchase experience were collected through an online survey, and the collected data was analyzed with SPSS 25.0 and SmartPLS 4.0 statistical package programs. Results: Presence and playfulness were found to have the highest influence on flow and usefulness. In particular, Presence and broadcaster characteristics were found to be the factors that had the greatest influence on flow. Playfulness was found to have the greatest impact on usefulness, and two-way communication was found to have the lowest influence among the five servicescape factors. Broadcaster characteristics also affect flow but not usefulness, and convenience only affects usefulness and does not affect flow. Flow shows results that affect usefulness and repurchase intention. Conclusion: Our findings provide a richer understanding of causal relationships within the SOR framework, demonstrating that broadcaster characteristics, two-way communication, presence, and playfulness can influence flow, perceived usefulness, and, consequently, consumer purchasing behavior.

• Journal of Distribution Science
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• v.22 no.7
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• pp.1-11
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• 2024

Purpose: Shopee, Indonesia's most frequently visited marketplace in November 2023, had 427.2 million visits. Supported by the live streaming feature, Shopee has become the most widely used online shopping platform, with an 83.4% market share in 2022. Several factors, such as brand trust and promotions, have significantly influenced Shopee's dominance and consumer purchasing decisions. This research aims to investigate the effect of cosmetic product distribution, brand trust, and promotions on purchasing decisions, considering gender and age as control variables. Research design, data and methodology: A quantitative approach using a survey research method was employed with a sample of 150 respondents, who were followers of the Shopee ESQA Cosmetics account, obtained through the Yamane formula. Data was collected via an online questionnaire. The data analysis technique used in this study was PLS-SEM with Smart PLS software. The results of this research indicate a significant effect of the distribution of cosmetics products, brand trust, promotions, gender, and age as control variables on the purchase decision variable. Conclusions: The distribution of cosmetic products, brand trust and promotions have a positive and significant impact on purchase decisions during live streaming on Shopee, and control variables (gender and age 36-45) have a positive and significant influence on purchase decisions.

• Journal of Fashion Business
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• v.20 no.4
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• pp.207-225
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• 2016

This study aims to analyze the impact of negative review type, brand reputation and opportunity scarcity perception, on preferences of fashion products in social commerce. For the above evaluation, we used the 2 (negative review type: objective/subjective) ${\times}2$ (brand reputation: high/low) ${\times}2$ (opportunity scarcity perception: high/low) model, designed with three mixed elements. We enrolled 260 women in their 20s and 30s, who live in Seoul and have used social commerce; a final total of 207 subjects were considered for analysis. The data were analyzed using the SPSS 18 program and reliability test, t-test and three-way ANOVA were performed. Following observations were made: First, preferences were higher when the subjects read objective negative reviews than subjective negative reviews, and when a fashion product was from a brand of high reputation than a brand of low reputation. Second, the interaction effect between negative review type and brand reputation was greater among the subjects whose opportunity scarcity perception is high, than those having low opportunity scarcity perception. Thus, we conclude that the social commerce should encourage consumers to write more objective reviews, and fashion brands should manage their reputations well. Also, social commerce can use scarcity messages aggressively to increase preferences of global fashion luxury goods, which is actively marketed in social commerce since 2015.

• Journal of Internet of Things and Convergence
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• v.10 no.2
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• pp.137-148
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• 2024

The purpose of this study is to determine how the use of retailtech technology affects consumers' purchase intention. Furthermore, this study aims to investigate the mediating effects of technology usefulness and ease of use on this influence relationship and whether experiential marketing moderates consumers' purchase intention. The survey was conducted from August 1, 2023 to September 30, 2023, and a total of 257 people participated in the study. For statistical analysis, hierarchical regression analysis, three-stage mediation regression analysis, and hierarchical three-stage controlled regression analysis were conducted to test the hypothesis. The results of the study are as follows. First, it was confirmed that big data-AI utilization, mobile-SNS utilization, live commerce utilization, and IoT utilization affect purchase intention in retail technology utilization. Second, technology usefulness has a mediating effect on IoT utilization, mobile-SNS utilization, and big data-AI utilization. Third, perceived ease of use of technology mediated the effects of IoT utilization, mobile-SNS utilization, live-commerce utilization, and big data-AI utilization. Fourth, escapist experience has a moderating effect on mobile SNS utilization and live commerce utilization. Fifth, esthetic experience has a moderating effect on mobile-SNS utilization and big data-AI utilization. Through this study, we hope that the domestic distribution industry will contribute to national competitiveness by securing the competitive advantage of companies by utilizing new technologies in entering the global market.

• International Commerce and Information Review
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• v.8 no.2
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• pp.101-117
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• 2006

"Online Alternative Dispute Resolution" can refer to the use of online methods of dispute resolution to resolve disputes arising either online or offline. The range of disputes covered by online ADR has been broad : from family law to internet domain name disputes : from small transaction to insurance disputes. Online and offline consumer disputes have been a major focus of online ADR sites. This article propsed that the mediator should explain the process and the mediator's role so as to forestall misunderstanding on that score. And mediators should consider including in either usual mediation agreements additional provisions applicable to communications by email. Online ADR sites should be designed 1) to provide a simple, easily understandable process, 2) to provide detailed information on process, cost and speed, 3) to enable users to move between online and offline processes, 4) to have authentication processes for parties and documents, 5) to have automatic translation system for language barriers. And Government should play an important role in assisting people to adapt technically and emotionally to new technology through information, training and ongoing support. The days of live online television-quality videoconferencing have not yet arrived. Until then, we must hone our skills with the written word.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.1-11
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• 2023

Unlike in the past, when the demand for web content was increasing and the use behavior of watching short videos was changed, unlike the past when only TV dramas and differentiation were mentioned, web dramas are more firmly established through various attempts. A typical form change is commerce of web dramas. Recently, more and more cases have been produced in the form of product sales by securing real-time functioned, which are disadvantages of commerce, through web dramas. In this trend, web dramas are also increasing interest in product sales. This can be said to be a form developed from the concept of a company's PPL, and the number of companies that use web dramas that predict continuous growth as strategic product promotion and marketing means is continuously increasing. Therefore, this study provides basic data on consumer behavior to collect product information and purchase products using web dramas to companies that are using or considering web dramas, and through this, companies design and establish marketing strategies using web dramas.

• Korea Trade Review
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• v.45 no.6
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• pp.77-97
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• 2020

This study investigates the effects of O2O-based mobile shopping application (O2O MSA)'s information and service quality on the user's perceived privacy protection, satisfaction and loyalty. In this study, 969 questionnaire reponses were collected, out of which 555 were used to estimate the structural paths using PLS-SEM (partial least square structural equation model) for the hypothesis test. Our empirical findings are drawn from Chinese respondents that live in a 1-line city in China and use O2O MSAs serviced by China's leading companies. This study examines and confirms that qualified information and service of O2O MSA positively affect both perceived privacy protection and customer satisfaction, which finally leads to customer behavioral loyalty through the perceived privacy protection. Further, this study presents effective practical implications for application development strategy suitable for users in the O2O-based mobile shopping industry.

• Journal of the Korea Society of Computer and Information
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• v.26 no.8
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• pp.229-237
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• 2021

This paper aims to study the using motivation and influencing factors of Chinese users' participation in live stream shopping through theoretical and empirical analysis, so as to evaluate the change in users' needs and improve marketing strategies. In doing so, I conducted a questionnaire survey for Chinese live stream shopping users and collected the required data. For empirical analysis, I used SPSS and AMOS software to carry out descriptive analysis, reliability and validity analysis and structural equation model analysis (SEM) to test the hypothesis. The results of the analysis showed that core competency and brand personality of the short video industry have a significant impact on user and customer perceived value, thus influencing users' using motivation. That is, users do not blindly follow live stream shopping but make their active choice. Therefore, it is suggested that live stream shopping platform should strengthen the e-commerce attributes and eradicate "the sense of false satisfaction", in order to achieve the effective communication of information. On the other hand, to stimulate the purchase motivation of users, the brand should build up its personality, and enhance user and customer perceived value in cyber marketing.

• International Commerce and Information Review
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• v.15 no.3
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• pp.333-352
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• 2013

Various trade competitiveness-related indices such as TSI, CACI, MCAI, and IITI are applied to examine the trade structure of comparative advantage and complementarity between Jonnama and Chinese on agricultural and Fisheries industry using the data of years 2000-2012 of KITA. The result show that Joennam has specialized in the product of other products of animal origin and preparations of vegetables, fruit, nuts, other par. The Intra-Industry trade level of Korean agricultural and Fisheries industry were in the trend of uprising with vertical intra-industry pattern dominant among them in the product live trees other live plants, edible vegetables roots, oil seeds oleaginous fruit, other vegetable saps extracts, preparations of cereals flour starch. As expected, Jeonnam region show that the high quality vertical IIT, indicating that Jeonnam export high-priced high quality products to China and import cheap low quality items from China. Finally, the innovation of production system, distribution modernization, value-maximizing strategies were suggested as a strengthening method of competitiveness.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.22
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• pp.227-254
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• 2004

This paper focuses on the analysis of effects on fisheries sector following Korea-Japan Free Trade Agreement and the results are found as follows. In terms of national competitiveness, the RCA(Revealed comparative advantage) index shows that Korea is higher than Japan in most species items. And the calculation of TSI(Trade Specialization Index) finds that Korea is export specialized while Japan import specialized, showing that Korean fisheries sector is internationally more competitive than Japan. The tariffs on the marine products should be completely scrapped between Korea and Japan, export of marine products to Japan increases a mere 2%, while import from Japan 13.5%. In terms of value, annual export to Japan stands at 20,135thousand USD, while import from Japan at 12,137thousands USD, resulting in trade balance improvement of 8,000thousand USD in total. The tariff measures above is expected to have a positive effect on the related industry of marine products such as Oyster, Conger eel, Ark shells and Laver, but those involved in fisheries of Alaska pollack, Hair tail, Sea-bream(live fish), Red horsehead(frozen), Saury are expected to be negatively affected. Given the results of analysis above, the effects of FTA on the fisheries would be advantageous to Korea as a whole, but at the same time, the advantage and disadvantage sustained differs by fishery type and marine products. To that effect, negotiation strategies and countermeasures should be made, taking the results into account.