• Journal of the Korean Data and Information Science Society
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• v.20 no.4
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• pp.615-627
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• 2009

In micro marketing promotion, it is important to know the behavior of customers. In this study we are interested in the forecasting of repurchase of customers from customers' behavior. By analyzing the cosmetic transaction data we derive some variables which play an important role in the knowledge of the customers' behavior and in the modeling of repurchase. As modeling tools we use the decision tree, logistic regression and neural network model. Finally we decide to use the decision tree as a final model since it yields the smallest RASE (root average squared error) and the greatest correct classification rate.

• Management & Information Systems Review
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• v.9
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• pp.139-163
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• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.

• Journal of Distribution Science
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• v.10 no.3
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• pp.7-13
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• 2012

Recently, with the success of Groupon in the USA using the new business model referred to as social commerce, which is a commercial transaction involving group purchases on social network service (SNS), social commerce business receives much attention. Social commerce is capable of effectively promoting additional purchasing by customers through unprecedented price discounts and limiting the number of purchasers and time allotted for purchases, and is able to achieve promotional effects over and above those of simple product promotion due to customers' voluntary word of mouth. Although social commerce is effective for short-term increase in the sales of products, there are numerous dissenting opinions on whether it can promote repurchasing by customers. In particular, social commerce in Korea focuses only on unprecedented discounted prices and does not have the marketing effect that SNS can produce over and above the sales promotion. The objective of this study is to find the factors that influence the repurchase intention on social commerce and to analyze factors that contribute the social commerce product. For this, this study extracts repurchase intention factors and computes a repurchase probability to assess the influence of factors other than price discount on social commerce customers at the time of repurchasing. In addition, the importance of factors toward sales revenue for each of the social commerce products (e.g., restaurant/café, beauty, tour/leisure, show/exhibition, and fashion/clothes) is estimated by using the computed repurchase probabilities. The repurchase probability through the analysis can be used for development of social commerce business in Korea.

• Journal of the Korean association of regional geographers
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• v.12 no.2
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• pp.229-244
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• 2006

Geographical indications are signs which identify a good as originating in the territory of a specific country, region, or locality, where the quality, reputation or other characteristics of the product is essentially attributable to its geographical origin. Korea has implemented geographical indication system through its Agricultural Product Quality Control Act since 1999. This research analyzes the impacts and implications of geographical indications on a particular cultural industry in a region using a case study of Boseong green tea which is the first product that was officially registered as a geographical indication in Korea. The results show that the geographical indication has contributed to the promotion of green tea industry in Boseong not only through increase of production but also through development of tourism. The implication is that a geographical indication can be used as an effective method to cope with trade liberalization in terms of agricultural policy. Another implication is that a geographical indication provides an efficient tool for place marketing.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.3
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• pp.291-300
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• 2014

This study determined the effects of television (TV) advertising restriction of Energy-Dense and Nutrient-Poor Foods on product and promotion activities by food companies producing or selling children's favorite foods. A survey using a selfadministered questionnaire was conducted via on-line or fax by marketers or R&D managers from 108 food companies. The data from 55 respondents (50.9%) were analyzed. Restriction exerted positive effects on food products with respect to compliance with labeling requirements (4.0 out of 5 points) and reinforcement of nutritional contents examination of new products (3.7 out of 5 points). Reformulations of products such as reduction of nutrients like sodium, sugar and fat were also reported. In addition, food companies underwent diverse changes in promotional activities, including modification of package designs and displays in stores, offering free gifts, discounts, etc. In conclusion, restriction of TV food advertising may contribute to improvement of children's food environment by encouraging food companies to make favorable product changes. On the other hand, the results also revealed that food companies adopt diverse marketing channels that are not yet under regulation. Hence, to make policies more effective, regulation needs to be extended from TV to other marketing channels to which children are easily exposed.

• Journal of the Korean Society of Costume
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• v.67 no.2
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• pp.131-146
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• 2017

The aim of this study is to investigate the operating characteristics of fashion start-up companies and the characteristics of their founders. For this purpose, this study surveyed fashion start-up companies via online survey in May 2015, and analyzed the data from one hundred companies. The results are as follows. First, for the characteristics of the founders, female founders constituted 65.0% and male founders 35.0%. At the time of establishment, founders aged 26-35 constituted 77.0%. Founders with less than five years of work experience made up about 80%. 82.1% of the founders participated in domestic and foreign exhibitions/fairs. 41.0% of the founders were awarded fashion contest and competition awards, and 33.3% of the founders were supported by rising designer support projects. Second, for the operating characteristics of the start-up companies, clothing at 78.0% was the most popular entrepreneurial item, and the majority targeted the age 20-30 group. 78.0% of the companies had less than 40 production styles per season, and all the enterprises had less than 5 employees. 59.0% of the companies had export experience. Exports to China, Hong Kong, and Japan accounted for 67.4% of all exports. Major distribution channels were mainly select shops(offline select shops 79.8%, online select shops 62.8%). The main methods of promotion were fashion media articles/interviews, product sponsorship, and SNS. The most preferred distribution channel was becoming a part of online/offline select shops(92.6%). Viral marketing(84.4%), star marketing and costume sponsorship(66.7%) were the most preferred method of promotion. The most preferred way to enter foreign markets was to participate in domestic and foreign exhibitions/fairs/trade shows. This study provides basic data necessary for future founders preparing to launch fashion start-up companies. It also aids fashion start-up companies in developing more advanced business operation strategies.

• The Journal of the Convergence on Culture Technology
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• v.6 no.1
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• pp.147-153
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• 2020

The purpose of this study is to suggest the value and type of online and offline linked advertisement, which is a new advertisement type that emerged with the advent of the 4th industrial revolution. In this study, based on literature research, we understood the marketing method that evolves from "4P (product, price, place, promotion)" to "4C (co-creation, community, conversation, currency)" and extracted derive 4C elements. Based on this, we analyzed what elements of 4C showed online and offline connectivity through the investigation of on and offline linked advertisements. Through the analysis results, online and offline linked advertisements were classified into 4 types and 14 detailed types according to how they were connected to the number of 4C elements. In this paper, as a final result, we verified that 4C elements of marketing that appeared in the era of the 4th Industrial Revolution are represented in advertisements and suggested the typology of advertisements accordingly. This study is expected to contribute to providing new insights to advertisers and researchers who produce and study online and offline advertisements.

• Journal of Fashion Business
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• v.24 no.3
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• pp.69-84
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• 2020

The purpose of this study is to analyze examples of online fashion product planning of domestic fashion brands, to grasp the characteristics and step-by-step problems in product planning, and to suggest product planning methods. This study consists of a literature study and a case study. The results of th study are as follows. First, in the information analysis and product planning, product planning according to analysis and targeting of online consumers should be conducted separately from offline, and the proportion of online-only products should be expanded. Second, in the design planning and product development stages, it should be possible to secure the quantity through the pre-planning of fabrics, a to acquire the novelty of the material through the preemption of good fabrics and the pre-planning of colors to secure competitive design. Third, in the convention, a systematic review process involving company members and customer review teams should be conducted to ensure product quality and sales-ability Fourth, in the production stage, the production period must be to reduce cost. Fifth, differentiated services according to the characteristics of their products for each brand in the promotion and sales stages. Based on this analysis, a desirable approach online product planning should first run promotion phase, increasing pre-planning for the product, and organizing specialize work and manpower issues.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.457-470
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• 2021

The banking system provides a number of important functions for the economy and is also the lifeblood and financier of the economy in each country. Large amounts of idle money have not been exploited by banks; however, banks still depend on loans, including loans from foreign banks, to meet the growing demand, as such, for banks, the cost of capital is high, the stability and business efficiency are low and banks have not promoted their internal resources to grow steadily. To achieve the goal, this research analyzes the factors affecting the choice of bank for the deposit decisions of customers in Vietnam. The study used a sample data of 250 individuals and SPSS software was used to analyze the data. The results showed that customer policy has a positive effect on customers' deposit decisions in a bank, and this is new evidence regarding behavioral theory in the case of Vietnam. Results further demonstrated that other factors such as employee image, brand, interest rate, relative influencing, and transaction time positively impact the choice of bank for the deposit decisions of customers. However, the bank's promotion strategies had no impact on the choice of bank for the deposit decisions of customers. Besides, employee image is the most influential factor in the deposit decisions, followed by the bank's brand and interest rate.

• Journal of Sport and Applied Science
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• v.5 no.2
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• pp.23-29
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• 2021

Purpose: The purpose of the study is to review the current states of new sports imported from foreign countries and to discuss strategic insights for promoting new sports which has been invented in Korea. Research design, data, and methodology: This study employed the qualitative approach, in which reviewed a related literature. First, the study selected flying disc, sports stacking, and T-ball as sample cases. This is because these new sports were recognized the prominent sports frequently played in physical education classes in Korea. Second, the study reviewed prior studies in the field of distribution and marketing in order to determine the criteria of analysis and variables that frequently examined in distribution and marketing studies. Finally, the study confirmed such terminologies as research variables including new sport name, organization name, background of the invented sports, distributional channel, promotional activities and so forth. To collect data, the study search literature via academic search engine including DBpia, KISS, RISS, ScienceDirect, SAGE Journals, SpringerLink, and Taylor & Francis. Results: It was found that all of the imported new sports organized association and its nationwide branches to deliver their sprots to local schools and recreational markets. second, they targeted schools and sought to broaden their markets to recreational communities. Conclusions: In order to promote new sport invented in Korea, associations need to be systematically organized and mission should be clearly stated. In addition, creative methods for promotion need to be developed. Future directions were discussed.