• 유통과학연구
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• 제21권6호
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• pp.1-11
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• 2023

Purpose: As a modern distribution channel, the growth of e-commerce has brought more competitive pressures on e-marketplace, making trust and loyalty become top priority. As one of many sources of trust and loyalty issues, understanding the effect of careless marketing communications on consumers' perception is critical. This study examines the effect of careless marketing communications (e.g. misspellings, incomplete information) in website on consumers' trust toward and confidence in purchasing a product from an e-commerce. Research design and methodology: An experimental research design (with two experimental studies) was used in to test the hypotheses. Study 1 employs a single-factor design and study 2 employs a 2x2, full-factorial, between-subjects design. Results: Results of the two experimental studies (Study 1, n = 60; Study 2, n = 140) demonstrate that simple mistakes significantly decrease consumers' trust toward an e-commerce and their confidence to purchase from the e-commerce. The effect is found to be significant in the case of high-involvement products; whereas no effect is found in low-involvement products. Conclusions: E-commerce relies heavily on carefully crafted marketing communications to establish consumers' trust and confidence. These studies confirm the equal importance of distribution and communication in maintaining consumers' trust and sustainability of the business.

• 유통과학연구
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• 제22권1호
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• pp.1-12
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• 2024

Purpose: Rapid technological advancements and information dissemination have catalyzed a steep upsurge in the distribution of ornamental flower arrangement products, effectively meeting the burgeoning demands of customers. This research endeavours to elucidate the relationship between market orientation (MO) and competitive advantage (CA), with the intermediary role of marketing performance (MP) within Denpasar's flower arrangement retail sector. Research Methods: Conducted within a Denpasar-based flower shop, the study engaged 94 respondents through a questionnaire-based data collection methodology. Utilizing a saturated sampling approach, the sample size equated to the population size. The analysis employed SmartPLS, a robust statistical tool. Results: The study findings reveal that MO does not exert a statistically significant direct impact on CA. Nevertheless, MO exhibits a substantively positive and statistically significant influence on MP, which, in turn, substantially and significantly contributes to CA. For flower arrangement business owners, it is imperative to orchestrate effective control over their marketing performance. Conclusion: This involves nurturing enduring customer and employee relationships by steadily implementing market-oriented distribution strategies. By doing so, customer satisfaction and growth, pivotal in bolstering marketing performance, can be adeptly sustained, ultimately culminating in attaining competitive advantage.

• 유통과학연구
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• 제20권6호
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• pp.21-32
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• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

• 산경연구논집
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• 제8권6호
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• pp.7-16
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• 2017

Purpose - Today's world revolves around search engines which are the driving force behind any marketer. The thirst for marketing has led to the evolution of online 'Pay per click' over last few years and is the most widely used instrument. Research design, data, and methodology - Exploratory research design highlights many marketing variables getting affected by pay per click marketing. To analyze the said phenomenon, the data was gathered through questionnaire from the sample of 338 respondents which were selected by simple random sampling method mostly from the National Capital Region (NCR) of Delhi in India. The data collected from the respondents was loaded on SAS base for exploratory factor analysis and multiple regression analysis. Results - Pay per click as a marketing tool has significant impact on the consumers. The most prominent factors of pay per click marketing identified in the research are Ad quality, Competition, Targeting, Trend and Budget. Conclusions - Organic as well as inorganic ads, keeping in mind the end goal to gage the exchange of these two postings in the marked look territory. Additionally, here we dissected supported pursuit promotions in all. It would be beneficial to break down the impact of promotion position on the pay per click marketing.

• 산업융합연구
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• 제10권1호
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• pp.1-12
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• 2012

The purpose of this study firstly shows the marketing current condition and features of large discount stores playing a big change role in the Korea domestic distribution market. Secondly, I will analyze the success factors of the online marketing. And then finally, I will derive implication regarding the using solution of the effective online marketing.

• 통상정보연구
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• 제8권3호
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• pp.369-381
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• 2006

This paper examined partnership and business performance of international joint venture. Based on the analysis of the sixty-three international joint venture cases, the following results were found. First, it was found that the partnership of commitment have a significant positive influences on the business performance of marketing and distribution sectors in international joint venture. Second, the partnership of complementarity have a significant positive influences on the business performance of marketing and distribution sectors in international joint venture. Third, the partnership of trust have a significant positive influences on the human resources efficiency of marketing sector in international joint venture.

• 유통과학연구
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• 제18권9호
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• pp.77-86
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• 2020

Purpose: This study focused on SNS, which has been in the spotlight as a marketing tool as the number of people using SNS, to find out about the relationship between the characteristics of airline SNS marketing and the impact on brand attitude and purchasing intention. It will also identify the relationship between each factor and, in conclusion, identify the influence of SNS characteristics as marketing tools of airlines and provide direction and theoretical implications so that they can be used as effective marketing tools based on this. Research design, data: Airline SNS characteristics factors were derived from three main components: interactivity, entertainment, and convenience, four hypotheses were set up, and the SPSS Win 18.0 program and AMOS 22.0 were used to analyze the relationship between factors in a total of 333 questionnaires. Results: The airline's successful SNS marketing directly affects the airline's brand image and airline's brand attitude, and a good brand image forms a positive brand attitude for consumers and also suggests that this can lead to purchasing intentions. Conclusions: Airlines that want to successfully market SNS should pay attention to SNS characteristics and consider them in-depth, and pay attention to SNS as an important marketing tool.

• 유통과학연구
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• 제20권4호
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• pp.33-50
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• 2022

Purpose: This pilot study aims to conceptualize a new green marketing mix for retail consumers based on Stimulus-Organism-Response (SOR) model. Moreover, it also aims to conceptualize a testable research model of new green marketing mix with consumers' green purchasing behavior, and to validate the measurement model with traditional as well as modern suggested validating techniques. Research design, data and methodology: A pilot test data from 75 respondents of retail buyers of energy-efficient electric appliances in Pakistan were tested for the confirmatory factor analysis (CFA) by examining a measurement model of the construct through different validation techniques (like Composite Reliability, McDonald's Omega (ω), rho (ρA), HTMT, etc.) as heretofore these scales were not validated through these modern methods. Results: The results revealed that the instrument has a certain degree of reliability and validity through different validating techniques. All the measurement items reach the suggested threshold values. Conclusions: Therefore, this study conceptualized an integrated framework of all the three stakeholders of the environment (government, companies, and public or consumers) to achieve environmental sustainability. Hence, future studies can extend these findings and conduct a full-scale study to establish an empirical relationship between the 5G's of green marketing for retailing businesses and consumers' green purchase behavior.

• 유통과학연구
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• 제17권12호
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• pp.33-42
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• 2019

Purpose: This study seeks to identify whether internal marketing factors have a statistically significant positive effect on the flow of services to customers of bank service employees. Specifically, the purpose of this study is to confirm the importance of internal marketing in the employees' services immersion to customers. In addition, the study seeks to identify whether employees' perceived organizational support recognition mediates between internal marketing factors and the employee's immersion in services to customers. Research design, data and methodology: This study distributed 100 questionnaires to employees working at banks to obtain data. Finally, the study conducted a statistical analysis on a questionnaire of 94 employees. For regression, factor analysis, and reliability analysis, the 24 version of the SPSS was used. For the mediation analysis, the SPSS macro developed by Hayes was used. Results: This study seeks to statistically verify which factors of internal marketing have a greater impact on employee immersion in services. Conclusions: Research verification has shown that all elements of internal marketing affect the employee's immersion in services to customers. It was also shown that the employee's recognition of organizational support mediated the relationship between factors of internal marketing and the employee's immersion in services to customers.

• 마케팅과학연구
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• 제18권2호
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• pp.113-145
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• 2008

점점 치열해지는 유통업의 경쟁환경 속에서 유통업의 마케팅 효율성 제고를 위해 유통업 IMC 기획모델에 대한 연구와 이 모델의 전략적 활용에 대한 연구가 필요하다. 유통업 IMC 기획모델은 선행연구를 통해 IMC 목표수립, 상황분석(고객분석, 경쟁분석, 자사분석), 고객 데이터분석, 접촉관리, 예산수립, IMC 전략개발, IMC 믹스와 IMC 실행, 평가시스템, 피드백 단계로 구분하여 설정하였다. 유통업 IMC 기획모델의 전략적 활용을 위해서 연구모형을 설정하여 IMC 활동(광고, 판촉, DM, PR, 인적판매, 인터넷, 모바일, VMD, 구전)과 IMC 태도의 관계, IMC 태도와 브랜드 충성도의 관계, IMC 태도와 재구매 의도의 관계, 브랜드 충성도와 재구매 의도의 관계에 대한 가설 검증을 하였다. 가설 검증 결과 IMC 활동은 인터넷을 제외하고 IMC 태도에 유의한 영향을 미치고 그 유의 수준의 차이를 볼 때 IMC 믹스 전략 전개에 있어 체계적인 접근이 필요한 것을 알 수 있다. 또한 IMC 활동이 향후 유통기업의 마케팅 방향에 대한 주요한 변수임을 알 수 있다. 이는 브랜드 충성도와 재구매 의도 관계가 매우 유의한 결과로 나타난 점과 함께 고려해야 한다. 결론적으로 유통업의 IMC 수단들의 통합적이고 일관된 활동이 브랜드 충성도와 재구매 의도에 미치는 영향력이 매우 큰 것으로 나타났다.