• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.801-815
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• 2011

This study examines the characteristics of marketing and customer that influence the selection of multichannel (preference/frequency of use) in the fashion retail. The subjects of this study are men and women live in Seoul/Gyeonggi province and Busan/Gyeongsangnam-do in their 20s-40s who have shopping experiences in fashion items of more than 2 shopping channels among offline stores, catalogs, and the internet. The survey period was from March to May 2010 and 411 forms were used in this survey. The data were analyzed by a reliability analysis (Cronbach's ${\alpha}$), a factor analysis, t-test and one-way ANOVA. The main results of this study are summarized as follows. First, marketing characteristics, which effect the selection of multichannel (preference/frequency of use), consist of sales promotion, service, price, merchandise, and distribution. Those have a significant influence (***p${\leq}$.001) on choosing multichannel of fashion retail. Price has a significant impact on the preference of multichannel and merchandise affect for frequency of use in multichannel shopping. Second, customer characteristics have a significant influence (***p${\leq}$.001) on the monthly average purchasing amount, shopping hours, shopping frequency, brand knowledge, and price sensitivity. Particularly, monthly average purchasing amount & shopping frequency have meaningful differences in the frequency of using multichannel; in addition, shopping hours were affected by preference & frequency of use. Price sensitivity has a greater influence on the frequency of using multichannel and brand knowledge has a greater effect on multichannel preference. Customer's information searching characteristics have main 3 factors through the use of marketing information, personal information and experience information. Application of experience information is the main factor in preference and frequency of using multichannel shopping. The customer demographic characteristics of age (*p${\leq}$.05, **p${\leq}$.01) and gender (*p${\leq}$.05) show a difference for selecting multichannel. There is no difference for marital status, average household income per month, and job.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.51-68
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• 2017

Financial technology (FinTech) is an emerging financial service sector include innovations in financial literacy and investment, retail banking, education, and crypto-currencies like bitcoin. One of the crucial branch of financial technology-third-party payment (TPP) is undergoing rapid growth, with online/mobile systems replacing offline financial systems. System quality and user attitudes are key perceptions driving third-party payment usage, the importance of these perceptions, however, may be different with countries as users' thinking varies from country to country. Thus, the purpose of this study is to elaborate how factors differ from China to Korea by drawing on the unified theory of acceptance and use of technology (UTAUT2). Additionally, this study also aims to propose a multi-attribute evaluation of the third-party online payment system based on analytic hierarchy process (AHP), fuzzy sets and technique for order performance by similarity to ideal solution (TOPSIS), to examine the relative importance of the perceptions influencing new technology adoption intention. The results showed that the price value has the most significant influence on Chinese perceptions, while the perceived credibility has the most significant effect on Korean perceptions. Sub-criteria also performs different results to Chinese and Korean third-party online payment system.

• Journal of Digital Contents Society
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• v.17 no.5
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• pp.317-327
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• 2016

Flipped learning is a new learning technique which can maximize the learning effect by mixing two or more different learning environments including online & offline, and recently introduced system: 'Google classroom' is the optimized internet platform for flipped learning. This study tried to apply flipped learning to regular course 2nd grade dental students(n=70) and evaluated the satisfaction of students. The subjects of periodontology and operative dentistry were chosen to evaluate flipped learning model for regular course 2nd grade dental students(n=70). Each class consisted of six classes, and three times of them were performed in conventional classes and the other three times were in flipped learning method by using Google classroom. Evaluation of satisfaction progressed at the end of class. In this study, application of flipped learning in the dental college classes showed high efficiency in terms of degree of understanding, self-directed learning and motivation. Collectively, it was shown that flipped learning using Google classroom can be a reliable platform in dental classes.

• Journal of the Korean Data and Information Science Society
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• v.27 no.4
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• pp.979-991
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• 2016

Measuring nation images was a challenging task when employing offline surveys was the only option. It was not only prohibitively expensive, but too much time-consuming and therefore unfitted to this rapidly changing world. Although demands for monitoring real-time nation images were ever-increasing, an affordable and reliable solution to measure nation images has not been available up to this date. The researcher in this study developed a semi-automatic ontology construction algorithm, named "double-crossing double keyword collection (or DCDKC)" to measure nation images from Wikipedia in real-time. The ontology, WikiOnto, can be used to reflect dynamic image changes. In this study, an instance of WikiOnto was constructed by applying the algorithm to the big-three exporting countries in East Asia, Korea, Japan, and China. Then, the numbers of page views for words in the instance of WikiOnto were counted. A collection of the counting for each country was compared to each other to inspect the possibility to use for dynamic nation images. As for the conclusion, the result shows how the images of the three countries have changed for the period the study was performed. It confirms that DCDKC can very well be used for a real-time nation-image monitoring system.

• Korean Association of Arts Management
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• no.56
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• pp.145-188
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• 2020

This study starts from an experience-oriented perspective that raises the need to examine the individual's cultural consumption experience with qualitative approach. In particular, this study aims to analyze in-depth the journey of the performance experience by connecting with offline-based social relationships as well as online-based informative and communicative behaviors. For this, in-depth interviews were conducted with 15 teams (30 people) by setting up two people as research units, and self-recorded data using the mobile application were collected. Results showed that social media and online communication play an important role before and after the performance in amplifying the performance experience and the consumer's taste developments. This study also found that relational aspects of the performance experience by identifying the significance of the partners and the existence of the cultural taste leader. For each result, there was a difference among audience proficiency: enthusiastic, interested, and indifferent audiences. Based on these results, we suggest that the performance experience should not be limited to the performance itself, but should be understood in a comprehensive manner before and after the performance, and that the consumption of the performance takes place in a social relationship, not in an individual's own experience only.

• Journal of Intelligence and Information Systems
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• v.20 no.2
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• pp.163-178
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• 2014

Following research proposes "Virtualization of Smart Cards (ViSCa)" which is a security system that aims to provide a multi-device platform for the deployment of services that require a strong security protocol, both for the access & authentication and execution of its applications and focuses on analyzing Virtualization of Smart Cards (ViSCa) platform-based mobile payment service by comparing with other similar cases. At the present day, the appearance of new ICT, the diffusion of new user devices (such as smartphones, tablet PC, and so on) and the growth of internet penetration rate are creating many world-shaking services yet in the most of these applications' private information has to be shared, which means that security breaches and illegal access to that information are real threats that have to be solved. Also mobile payment service is, one of the innovative services, has same issues which are real threats for users because mobile payment service sometimes requires user identification, an authentication procedure and confidential data sharing. Thus, an extra layer of security is needed in their communication and execution protocols. The Virtualization of Smart Cards (ViSCa), concept is a holistic approach and centralized management for a security system that pursues to provide a ubiquitous multi-device platform for the arrangement of mobile payment services that demand a powerful security protocol, both for the access & authentication and execution of its applications. In this sense, Virtualization of Smart Cards (ViSCa) offers full interoperability and full access from any user device without any loss of security. The concept prevents possible attacks by third parties, guaranteeing the confidentiality of personal data, bank accounts or private financial information. The Virtualization of Smart Cards (ViSCa) concept is split in two different phases: the execution of the user authentication protocol on the user device and the cloud architecture that executes the secure application. Thus, the secure service access is guaranteed at anytime, anywhere and through any device supporting previously required security mechanisms. The security level is improved by using virtualization technology in the cloud. This virtualization technology is used terminal virtualization to virtualize smart card hardware and thrive to manage virtualized smart cards as a whole, through mobile cloud technology in Virtualization of Smart Cards (ViSCa) platform-based mobile payment service. This entire process is referred to as Smart Card as a Service (SCaaS). Virtualization of Smart Cards (ViSCa) platform-based mobile payment service virtualizes smart card, which is used as payment mean, and loads it in to the mobile cloud. Authentication takes place through application and helps log on to mobile cloud and chooses one of virtualized smart card as a payment method. To decide the scope of the research, which is comparing Virtualization of Smart Cards (ViSCa) platform-based mobile payment service with other similar cases, we categorized the prior researches' mobile payment service groups into distinct feature and service type. Both groups store credit card's data in the mobile device and settle the payment process at the offline market. By the location where the electronic financial transaction information (data) is stored, the groups can be categorized into two main service types. First is "App Method" which loads the data in the server connected to the application. Second "Mobile Card Method" stores its data in the Integrated Circuit (IC) chip, which holds financial transaction data, which is inbuilt in the mobile device secure element (SE). Through prior researches on accept factors of mobile payment service and its market environment, we came up with six key factors of comparative analysis which are economic, generality, security, convenience(ease of use), applicability and efficiency. Within the chosen group, we compared and analyzed the selected cases and Virtualization of Smart Cards (ViSCa) platform-based mobile payment service.

• Journal of Intelligence and Information Systems
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• v.18 no.4
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• pp.1-17
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• 2012

Personalized smart devices such as smartphones and smart pads are widely used. Unlike traditional feature phones, theses smart devices allow users to choose a variety of functions, which support not only daily experiences but also business operations. Actually, there exist a huge number of applications accessible by smart device users in online and mobile application markets. Users can choose apps that fit their own tastes and needs, which is impossible for conventional phone users. With the increase in app demand, the tastes and needs of app users are becoming more diverse. To meet these requirements, numerous apps with diverse functions are being released on the market, which leads to fierce competition. Unlike offline markets, online markets have a limitation in that purchasing decisions should be made without experiencing the items. Therefore, online customers rely more on item-related information that can be seen on the item page in which online markets commonly provide details about each item. Customers can feel confident about the quality of an item through the online information and decide whether to purchase it. The same is true of online app markets. To win the sales competition against other apps that perform similar functions, app developers need to focus on writing app descriptions to attract the attention of customers. If we can measure the effect of app descriptions on sales without regard to the app's price and quality, app descriptions that facilitate the sale of apps can be identified. This study intends to provide such a quantitative result for app developers who want to promote the sales of their apps. For this purpose, we collected app details including the descriptions written in Korean from one of the largest app markets in Korea, and then extracted keywords from the descriptions. Next, the impact of the keywords on sales performance was measured through our econometric model. Through this analysis, we were able to analyze the impact of each keyword itself, apart from that of the design or quality. The keywords, comprised of the attribute and evaluation of each app, are extracted by a morpheme analyzer. Our model with the keywords as its input variables was established to analyze their impact on sales performance. A regression analysis was conducted for each category in which apps are included. This analysis was required because we found the keywords, which are emphasized in app descriptions, different category-by-category. The analysis conducted not only for free apps but also for paid apps showed which keywords have more impact on sales performance for each type of app. In the analysis of paid apps in the education category, keywords such as 'search+easy' and 'words+abundant' showed higher effectiveness. In the same category, free apps whose keywords emphasize the quality of apps showed higher sales performance. One interesting fact is that keywords describing not only the app but also the need for the app have asignificant impact. Language learning apps, regardless of whether they are sold free or paid, showed higher sales performance by including the keywords 'foreign language study+important'. This result shows that motivation for the purchase affected sales. While item reviews are widely researched in online markets, item descriptions are not very actively studied. In the case of the mobile app markets, newly introduced apps may not have many item reviews because of the low quantity sold. In such cases, item descriptions can be regarded more important when customers make a decision about purchasing items. This study is the first trial to quantitatively analyze the relationship between an item description and its impact on sales performance. The results show that our research framework successfully provides a list of the most effective sales key terms with the estimates of their effectiveness. Although this study is performed for a specified type of item (i.e., mobile apps), our model can be applied to almost all of the items traded in online markets.

• Journal of Intelligence and Information Systems
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• v.20 no.1
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• pp.67-101
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• 2014

The use of new technology greatly shapes the marketing strategies used by companies to engage their consumers. Among these new technologies, social media is used to reach out to the organization's audience online. One of the most popular social media channels to date is the microblogging platform Twitter. With 500 million tweets sent on average daily, the microblogging platform is definitely a rich source of data for researchers, and a lucrative marketing medium for companies. Nonetheless, one of the challenges for companies in developing an effective Twitter campaign is the limited theoretical and empirical evidence on the proper organizational usage of Twitter despite its potential advantages for a firm's external communications. The current study aims to provide empirical evidence on how firms can utilize Twitter effectively in their marketing communications using the association between brand personality and brand engagement that several branding researchers propose. The study extends Aaker's previous empirical work on brand personality by applying the Brand Personality Scale to explore whether Twitter brand communities convey distinctive brand personalities online and its influence on the communities' level or intensity of consumer engagement and sentiment quality. Moreover, the moderating effect of the product involvement construct in consumer engagement is also measured. By collecting data for a period of eight weeks using the publicly available Twitter application programming interface (API) from 23 accounts of Twitter-verified business-to-consumer (B2C) brands, we analyze the validity of the paper's hypothesis by using computerized content analysis and opinion mining. The study is the first to compare Twitter marketing across organizations using the brand personality concept. It demonstrates a potential basis for Twitter strategies and discusses the benefits of these strategies, thus providing a framework of analysis for Twitter practice and strategic direction for companies developing their use of Twitter to communicate with their followers on this social media platform. This study has four specific research objectives. The first objective is to examine the applicability of brand personality dimensions used in marketing research to online brand communities on Twitter. The second is to establish a connection between the congruence of offline and online brand personalities in building a successful social media brand community. Third, we test the moderating effect of product involvement in the effect of brand personality on brand community engagement. Lastly, we investigate the sentiment quality of consumer messages to the firms that succeed in communicating their brands' personalities on Twitter.

• Asia pacific journal of information systems
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• v.22 no.4
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• pp.101-123
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• 2012

Currently, Social Media, it has widely a renown keyword and its related social trends and businesses have been fastly applied into various contexts. Social media has become an important research area for scholars interested in online technologies and cyber space and their social impacts. Social media is not only including web-based services but also mobile-based application services that allow people to share various style information and knowledge through online connection. Social media users have tendency to common identity- and bond-attachment through interactions such as 'thumbs up', 'reply note', 'forwarding', which may have driven from various factors and may result in delivering information, sharing knowledge, and specific experiences et al. Even further, almost of all social media sites provide and connect unknown strangers depending on shared interests, political views, or enjoyable activities, and other stuffs incorporating the creation of contents, which provides benefits to users. As fast developing digital devices including smartphone, tablet PC, internet based blogging, and photo and video clips, scholars desperately have began to study regarding diverse issues connecting human beings' motivations and the behavioral results which may be articulated by the format of antecedents as well as consequences related to contents that people create via social media. Social media such as Facebook, Twitter, or Cyworld users are more and more getting close each other and build up their relationships by a different style. In this sense, people use social media as tools for maintain pre-existing network, creating new people socially, and at the same time, explicitly find some business opportunities using personal and unlimited public networks. In terms of theory in explaining this phenomenon, social capital is a concept that describes the benefits one receives from one's relationship with others. Thereby, social media use is closely related to the form and connected of people, which is a bridge that can be able to achieve informational benefits of a heterogeneous network of people and common identity- and bonding-attachment which emphasizes emotional benefits from community members or friend group. Social capital would be resources accumulated through the relationships among people, which can be considered as an investment in social relations with expected returns and may achieve benefits from the greater access to and use of resources embedded in social networks. Social media using for their social capital has vastly been adopted in a cyber world, however, there has been little explaining the phenomenon theoretically how people may take advantages or opportunities through interaction among people, why people may interactively give willingness to help or their answers. The individual consciously express themselves in an online space, so called, common identity- or bonding-attachments. Common-identity attachment is the focus of the weak ties, which are loose connections between individuals who may provide useful information or new perspectives for one another but typically not emotional support, whereas common-bonding attachment is explained that between individuals in tightly-knit, emotionally close relationship such as family and close friends. The common identify- and bonding-attachment are mainly studying on-offline setting, which individual convey an impression to others that are expressed to own interest to others. Thus, individuals expect to meet other people and are trying to behave self-presentation engaging in opposite partners accordingly. As developing social media, individuals are motivated to disclose self-disclosures of open and honest using diverse cues such as verbal and nonverbal and pictorial and video files to their friends as well as passing strangers. Social media context, common identity- and bond-attachment for self-presentation seems different compared with face-to-face context. In the realm of social media, social users look for self-impression by posting text messages, pictures, video files. Under the digital environments, people interact to work, shop, learn, entertain, and be played. Social media provides increasingly the kinds of intention and behavior in online. Typically, identity and bond social capital through self-presentation is the intentional and tangible component of identity. At social media, people try to engage in others via a desired impression, which can maintain through performing coherent and complementary communications including displaying signs, symbols, brands made of digital stuffs(information, interest, pictures, etc,). In marketing area, consumers traditionally show common-identity as they select clothes, hairstyles, automobiles, logos, and so on, to impress others in any given context in a shopping mall or opera. To examine these social capital and attachment, we combined a social capital theory with an attachment theory into our research model. Our research model focuses on the common identity- and bond-attachment how they are formulated through social capitals: cognitive capital, structural capital, relational capital, and individual characteristics. Thus, we examined that individual online kindness, self-rated expertise, and social relation influence to build common identity- and bond-attachment, and the attachment effects make an impact on both the willingness to help, however, common bond seems not to show directly impact on information sharing. As a result, we discover that the social capital and attachment theories are mainly applicable to the context of social media and usage in the individual networks. We collected sample data of 256 who are using social media such as Facebook, Twitter, and Cyworld and analyzed the suggested hypotheses through the Structural Equation Model by AMOS. This study analyzes the direct and indirect relationship between the social network service usage and outcomes. Antecedents of kindness, confidence of knowledge, social relations are significantly affected to the mediators common identity-and bond attachments, however, interestingly, network externality does not impact, which we assumed that a size of network was a negative because group members would not significantly contribute if the members do not intend to actively interact with each other. The mediating variables had a positive effect on toward willingness to help. Further, common identity attachment has stronger significant on shared information.

• Journal of Intelligence and Information Systems
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• v.20 no.4
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• pp.59-87
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• 2014

In MIS field, the researches on payment services are focused on adoption factors of payment service using behavior theories such as TRA(Theory of Reasoned Action), TAM(Technology Acceptance Model), and TPB (Theory of Planned Behavior). The previous researches presented various adoption factors according to types of payment service, nations, culture and so on even though adoption factors of identical payment service were presented differently by researchers. The payment service industry relatively has strong path dependency to the existing payment methods so that the research results on the identical payment service are different due to payment culture of nation. This paper aims to suggest a successful adoption factor of noble payment service regardless of nation's culture and characteristics of payment and prove it. In previous researches, common adoption factors of payment service are convenience, ease of use, security, convenience, speed etc. But real cases prove the fact that adoption factors that the previous researches present are not always critical to success to penetrate a market. For example, PayByPhone, NFC based parking payment service, successfully has penetrated to early market and grown. In contrast, Google Wallet service failed to be adopted to users despite NFC based payment method which provides convenience, security, ease of use. As shown in upper case, there remains an unexplained aspect. Therefore, the present research question emerged from the question: "What is the more essential and fundamental factor that should takes precedence over factors such as provides convenience, security, ease of use for successful penetration to market". With these cases, this paper analyzes four cases predicted on the following hypothesis and demonstrates it. "To successfully penetrate a market and sustainably grow, new payment service should find non-customer of the existing payment service and provide noble payment method so that they can use payment method". We give plausible explanations for the hypothesis using multiple case studies. Diners club, Danal, PayPal, Square were selected as a typical and successful cases in each category of payment service. The discussion on cases is primarily non-customer analysis that noble payment service targets on to find the most crucial factor in the early market, we does not attempt to consider factors for business growth. We clarified three-tier non-customer of the payment method that new payment service targets on and elaborated how new payment service satisfy them. In case of credit card, this payment service target first tier of non-customer who can't pay for because they don't have any cash temporarily but they have regular income. So credit card provides an opportunity which they can do economic activities by delaying the date of payment. In a result of wireless phone payment's case study, this service targets on second of non-customer who can't use online payment because they concern about security or have to take a complex process and learn how to use online payment method. Therefore, wireless phone payment provides very convenient payment method. Especially, it made group of young pay for a little money without a credit card. Case study result of PayPal, online payment service, shows that it targets on second tier of non-customer who reject to use online payment service because of concern about sensitive information leaks such as passwords and credit card details. Accordingly, PayPal service allows users to pay online without a provision of sensitive information. Final Square case result, Mobile POS -based payment service, also shows that it targets on second tier of non-customer who can't individually transact offline because of cash's shortness. Hence, Square provides dongle which function as POS by putting dongle in earphone terminal. As a result, four cases made non-customer their customer so that they could penetrate early market and had been extended their market share. Consequently, all cases supported the hypothesis and it is highly probable according to 'analytic generation' that case study methodology suggests. We present for judging the quality of research designs the following. Construct validity, internal validity, external validity, reliability are common to all social science methods, these have been summarized in numerous textbooks(Yin, 2014). In case study methodology, these also have served as a framework for assessing a large group of case studies (Gibbert, Ruigrok & Wicki, 2008). Construct validity is to identify correct operational measures for the concepts being studied. To satisfy construct validity, we use multiple sources of evidence such as the academic journals, magazine and articles etc. Internal validity is to seek to establish a causal relationship, whereby certain conditions are believed to lead to other conditions, as distinguished from spurious relationships. To satisfy internal validity, we do explanation building through four cases analysis. External validity is to define the domain to which a study's findings can be generalized. To satisfy this, replication logic in multiple case studies is used. Reliability is to demonstrate that the operations of a study -such as the data collection procedures- can be repeated, with the same results. To satisfy this, we use case study protocol. In Korea, the competition among stakeholders over mobile payment industry is intensifying. Not only main three Telecom Companies but also Smartphone companies and service provider like KakaoTalk announced that they would enter into mobile payment industry. Mobile payment industry is getting competitive. But it doesn't still have momentum effect notwithstanding positive presumptions that will grow very fast. Mobile payment services are categorized into various technology based payment service such as IC mobile card and Application payment service of cloud based, NFC, sound wave, BLE(Bluetooth Low Energy), Biometric recognition technology etc. Especially, mobile payment service is discontinuous innovations that users should change their behavior and noble infrastructure should be installed. These require users to learn how to use it and cause infra-installation cost to shopkeepers. Additionally, payment industry has the strong path dependency. In spite of these obstacles, mobile payment service which should provide dramatically improved value as a products and service of discontinuous innovations is focusing on convenience and security, convenience and so on. We suggest the following to success mobile payment service. First, non-customers of the existing payment service need to be identified. Second, needs of them should be taken. Then, noble payment service provides non-customer who can't pay by the previous payment method to payment method. In conclusion, mobile payment service can create new market and will result in extension of payment market.