• Journal of Internet Computing and Services
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• v.19 no.5
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• pp.77-87
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• 2018

Since the inception of the platform business in educational contents, the prominence of the online educational video has flipped the educational environment. Educational contents have been produced on the internet and allowed learners to access more flexible and student-centered. In fact, the number of people watching the educational content online, such as TED talks and YouTube, has increased during the past decade. The ways of delivering the lecture and the course information in online educational videos are totally different from the traditional lectures. In this paper, we aimed to examine and categorize the online educational videos based on the user's engagement and interest in the course contents. For the study, a negative binomial regression analysis was applied to estimate the effects of the attributes of the traditional lectures by comparatively analyzing the educational videos online. Several values are determined as engaging factors in the online educational videos; hybrid production of education and entertainment, shorter duration, and the number of presenters. From the study, we suggests how to produce engaging educational contents which will appeal the attentions from the users. Moreover, the result of the study may use as a guide to the providers making the productive educational videos.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.58-67
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• 2007

The popularity of communities on the Internet has captured the attention of marketing professionals and more consumers are involved in online activities of fashion brands. The primary purpose of this research was to explain the process of how online interactivity influence members' relational market behavior. Subjects of this study were male and female members of online communities of fashion brands. Online survey data were obtained from 416 respondents. Empirical findings of this study were suggestive of two types of interaction in fashion online communities: community-customer interaction and customer-customer interaction. Fashion online community customers' relational market behavior (word of mouth and repurchase intention) was significantly influenced by both types of interactivity. The influence of interactivity on relational behavior was stronger for word of mouth intention than for repurchase intention. This study highlights the importance of interactivity in cyberspace as well as relational market behavior and contributes to e-relationship marketing strategies of fashion brands.

• Journal of Information Technology Applications and Management
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• v.13 no.2
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• pp.127-143
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• 2006

As the number of Internet users increases, online shopping malls are gradually flourishing and sales are continuously growing. However, since consumers are not able to check what they purchase when buying products on the Internet, they are bound to have higher risk perception than buying directly from off-line stores. Especially, sporting goods require a special attention because a preliminary test is important. Therefore, the risk perception is much higher when people purchase sporting goods online. This study first identifies the multi-dimensionality of risk perception. Then, it investigates whether online purchasing experience of sporting goods makes differences in the level of risk perception. In addition, it examines whether the risk perception by those who had an experience in purchasing sporting goods online affects the customer satisfaction. This study has identified five dimensions in the concept of risk perception, such as financial risk, performance risk, security risk, delivery risk, and psychological/physical risk. A statistical analysis shows that people without an experience in purchasing sporting goods online have perceived significantly higher performance risk, security risk, and psychological/physical risk than those with online purchasing experiences. Finally, this study has found that delivery risk, financial risk, and psychological/physical risk have significant negative influences on the customer satisfaction.

• International Journal of Contents
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• v.14 no.2
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• pp.7-15
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• 2018

Online shopping is increasing worldwide. Providing customers actual feeling of the product is essential in online shopping. Various technological aids can be used to support visual feeling. When delivering visual tangibility, it is important to study which attributes are significant in product presentations that best portray the actual tactileness. In this perspective, we suggest 'visual tactility' (VT) as a parameter for delivering tangibility in visual presentation. By measuring visual tactility in different product types, latent factors of visual tactility were identified and their influence on purchase intention was determined in this study. We defined material properties of touch such as surface texture, hardness, temperature, and weight as Visual Tactility (VT), the influential factor of tactility. We investigated the influence of VT on product purchase intention and analyzed tactileness within four online product presentations: single static picture, multi static pictures, zoom, and video. Our purpose was to investigate underlying effects of visual tactile attributes on touch and determine their influences according to online product presentation formats. Our results showed that visual tactility positively affected purchase intention and that each attribute differed in importance according to product type. Moreover, this study revealed a strong relation between online product presentation and VT attributes. These results provide a guide when selecting which presentation is optimal for delivering a product's tactility in online shopping situation.

• The Journal of Economics, Marketing and Management
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• v.9 no.2
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• pp.33-43
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• 2021

Purpose: This study aims to verify sellers' economic incentives for voluntarily disclosing negative information in online markets and provide practical guidelines to online sellers in terms of whether, when, and how sharing low quality to buyers increase sales. Research design, data and methodology: Our model examines the number of bidders in Internet auctions to measure potential demand and uses count data analysis following previous studies that have also analyzed the number of bidders in auctions. After checking over-dispersion and zero-inflation in our data, we have run a Poisson regression to analyze the effect of sharing negative information on sales. Results: This study presents a counterintuitive result that low-quality sellers can increase their demand by fully disclosing negative information in an online market, if appropriate risk-reducing methods are employed. Our finding thus shows that there exists economic incentive for online sellers to voluntarily disclose negative information about their products, and that the context of transactions may affect this incentive structure as the incentive varies across product categories. Conclusions: As the positive impact of disclosing negative information has rarely been studied so far, this paper contributes to the literature by providing a unique empirical analysis on the impact of sellers' honesty on sales. By verifying economic incentives of disclosing low quality with actual online sales data, this study suggests practical implications on information disclosure strategy to many online sellers dealing with negative information.

• Journal of Distribution Science
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• v.20 no.5
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• pp.13-22
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• 2022

Purpose: This study aimed to identify factors affecting attitudes and intentions toward online purchasing of millennials and gen z in Indonesia by considering distribution capabilities factors. Research design, data and methodology: This study used a non-probability sampling technique. The questionnaire was distributed through an online platform and obtained 225 respondents. The data acquired from the respondents used SPSS 23 and AMOSS 21 to process the Structural Equation Model (SEM). Results: The results of this study stated that attitudes and intentions toward online purchases were influenced by delivery speed and trust. The results also stated that the perception of web quality positively influenced trust. On the other hand, shipping tracking, people's importance to consumers, and online reviews had no significant effects on online purchasing attitudes. Conclusions: This research has made an essential contribution to increasing and expanding our understanding of factors that affect attitudes and intentions toward online shopping in a developing market, Indonesia. From a practical perspective, this research examined the integrated consumer model of millennials and Gen Z online shopping in Indonesia that considers distribution capability, trust, and perceived website quality factors. Therefore, e-commerce business actors can design e-marketing strategies and programs to achieve the company's long-term goals.

• Asia Marketing Journal
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• v.21 no.2
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• pp.99-115
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• 2019

Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market. The purpose of this study is to examine the causal relationships between offline brand equity (i.e., brand awareness, brand image, and perceived quality)toward online consumer responses, including satisfaction and loyalty, in the context of luxury brands. In addition, this study investigates the moderating effects of offline brand trust on the relationship between offline brand equity and online satisfaction and loyalty. Data was collected via online surveys. For empirical validation of the proposed hypotheses, a structural equation modeling technique was employed. The results show that offline luxury brand awareness, brand image, and perceived quality have a positive effect on consumers' online satisfaction. Also, offline brand image has a positive effect on online consumer loyalty. The results indicate that there is a significant moderating effect of offline brand trust on the relationship between brand image and e-loyalty. The results of the present study provide implications for luxury brand managers and retailers to develop effective online sales strategies.

• Journal of Information Technology Services
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• v.16 no.2
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• pp.21-32
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• 2017

This study analyzes the variable consumer characteristics that influence the intention to use online product reviews. In online e-commerce, where purchases take place without consumers seeing the products in person, the product reviews left by other consumers who have already purchased the product are believed to be valuable information. However, when different consumers read the same product review, their responses to it may vary. This study analyzes the characteristics of consumers who utilize product reviews for their purchases. Consumer characteristics are categorized into personal information, personality, purchasing tendency, and experience related to product reviews. These factors are examined to see if they have direct or indirect effects on a consumer's intention to use product reviews when making online purchases. We surveyed a total of 240 consumers who had experience using e-commerce and knew about online product reviews. Once the data was collected, path analysis was conducted using the statistics tool AMOS. The study results reveal that consumers who are female, extroverted, and have higher price sensitivity think that product reviews left by others are useful, and that this "perceived usefulness" has a positive effect on the intention to use product reviews for making online purchasing decisions. In addition, consumers who are agreeable to others, have high brand sensitivity, and who have left numerous reviews themselves demonstrated the tendency to trust reviews left by others more. Thus, we conclude that this "perceived reliability" makes it more likely that a consumer will use product reviews when making online purchasing decisions. Future research can be done to develop this study further by analyzing whether providing online product reviews corresponding to the personal characteristics of consumers enhances the effect of product reviews on online purchasing decisions.

• Journal of Information Technology Services
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• v.20 no.3
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• pp.103-118
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• 2021

With the advancement of technology, the market size of online bookstores is constantly increasing in Korea. Despite the importance of the quality of services provided by online bookstores as many customers use online bookstores, many existing studies have approached only from a linear perspective that satisfying service quality factors will lead to customer satisfaction. In addition, the service quality of online bookstores has only been addressed in general and universal service situations, such as SERVQUAL and e-SERVQUAL and WebQual, or online situations. This study was conducted to consider the specificity of online bookstores and to establish specific strategies for improving service quality. In this study, we present six higher dimensions of service quality for online bookstores and 25 lower dimensions to measure it, and we confirm strategic direction for service quality elements through IPA analysis. As a result of the analysis, a total of 12 factors were included in the first quadrant, which required maintenance of service quality due to the high importance and satisfaction perceived by customers. Next, the importance of customers is high, but their satisfaction is low, so the second quadrant that should be improved first had a total of two factors. Third, the third quadrant was an area where customers perceived low importance and satisfaction, and a total of nine factors were involved. Finally, the fourth quadrant was an area where the customer was satisfied but perceived low importance, with a total of two factors. The results of this study can be used as basic data for strategic use of online service quality factors.

• Journal of the Korean Society for Library and Information Science
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• v.58 no.1
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• pp.225-254
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• 2024

The study aims to understand undergraduates' and graduate students' perceptions and satisfaction with online learning platforms and to verify the relationship between usability factors and satisfaction with online courses. The literature review facilitated the summarization of major factors to be considered in the online learning platform development process and established the research model. The follow-up survey verified the perceptions of university constituents regarding the fulfillment of the university online learning platforms' user interface principles, platforms' usability, satisfaction with platforms, and satisfaction with online courses. Causal relationships between variables were tested and modeled by analyzing survey results. We also confirmed that the same model can be applied to different types of learners and various types of online learning methods. This study is significant in verifying that the fulfillment of the platforms' user interface design principles can affect satisfaction with online courses using the platforms based on learners' evaluation results. We expect that the research model proposed in this study can contribute to the improvement and development of online learning environments in the future.