• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.83-88
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• 2022

As the number of students participating in nail art with great interest rises, it has become crucial to form instructor-student ties through offline interactions and establish relationships with education through media under the Fourth Industrial Revolution. Therefore, it would be very important to check the quality of online and offline services and examine customer satisfaction. For this, this study investigated current online and offline nail art education, service quality and satisfaction with the education. A questionnaire survey was performed a total of 319 men and women in their 10-50s or older from Daejeon, Sejong, Chungnam, Chungbuk and other regions. The collected data were analyzed, using SPSS 27.0, and the results found the followings. The above results confirm that perception of online and offline nail art education is correlated with service quality and satisfaction. However, there are limitations in generalizing the results due to a difficulty in accurate measurement. It is anticipated that if a subject area is expanded, and teachers' satisfaction is added for comparison and analysis, there would be better results.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.40 no.1
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• pp.105-113
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• 2017

Network externality can be defined as the effect that one user of a good or service has on the value of that product to other people. When a network externality is present, the value of a product or service is dependent on the number of others using it. There exist asymmetries in network externalities between the online and traditional offline marketing channels. Technological capabilities such as interactivity and real-time communications enable the creation of virtual communities. These user communities generate significant direct as well as indirect network externalities by creating added value through user ratings, reviews and feedback, which contributes to eliminate consumers' concern for buying products without the experience of 'touch and feel'. The offline channel offers much less scope for such community building, and consequently, almost no possibility for the creation of network externality. In this study, we analyze the effect of network externality on the competition between online and conventional offline marketing channels using game theory. To do this, we first set up a two-period game model to represent the competition between online and offline marketing channels under network externalities. Numerical analysis of the Nash equilibrium solutions of the game showed that the pricing strategies of online and offline channels heavily depend not only on the strength of network externality but on the relative efficiency of online channel. When the relative efficiency of online channel is high, the online channel can greatly benefit by the network externality. On the other hand, if the relative efficiency of online channel is low, the online channel may not benefit at all by the network externality.

• Korea Trade Review
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• v.42 no.1
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• pp.141-163
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• 2017

The purpose of this study to analyze the relationship among three characteristics of O2O commerce and extended goal-directed behavior(EGB) model(trust, desire and intention to use). From June to July in 2015, the questionnaires were sent to Chinese customers using O2O commerce. Among 494 questionnaires gathered, 433 valid ones are analyzed using SPSS and AMOS. Among ten research hypotheses derived from prior research and the research model, eight hypotheses are tenable, while the rest hypotheses are untenable. Online features of mobility and Offline features of service quality. The Online features of mobility bring consumers convenience but also has some latent customer privacy issue. On other hand, because of the untenable hypothesis, there is inconformity between online service and offline service, and customer have distrust on the O2O commerce. To achieve continuous online consumption, offline businesses need to improve their service. The perceived quality of selling company exerts a significant effect on the customers' reliability for the brand equity of open market company and selling company, such as the brand awareness of the open market, open market image, brand awareness of selling company, and the perceived quality of selling company. Thus, selling company should improve self-brand service and quality in order to improve customers' reliability. In addition, the consumer characteristics of attitude, subjective norm, and perceived behavioral control are all tenable. These results mean that O2O commerce is a favorite way of consumption by Chinese consumers.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.97-111
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• 2017

As a single-person household emerges as an important consumer group, an Online-to-Offline or Offlineto-Online(O2O) service market is rapidly growing. This study attempted to verify the effects of convenience and webrooming characteristics of O2O service using the Technology Acceptance Model (TAM). The purpose of this study was to investigate the effects of the convenience and webrooming of food O2O service on users' perceived ease of use and perceived usefulness, and the effects of perceived ease of use and perceived usefulness on purchase intention of O2O services. Using a convenience sampling technique, an online survey was conducted through Google survey from April 16 to April 30, 2017 and was distributed to 447 O2O service users. A total of 320 questionnaires were included in the final analysis. The results showed that convenience had a significant effect on users' perceived ease of use as well as perceived usefulness. In addition, users' perceived ease of use had a significant impact on users' perceived usefulness. Finally, both perceived ease of use and perceived usefulness positively affected users' purchase intention of O2O services. These findings suggest that differentiated events, promotions, and store information should be provided when launching O2O service because webrooming is a more important factor in enhancing perceived usefulness than the perceived ease of use.

• Journal of Digital Convergence
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• v.5 no.1
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• pp.141-157
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• 2007

Due to the development of Internet and networking technologies, it is much more easier to get in touch with public service through the web services such as tax, travel information, getting a job, etc. In order to measure the quality of official government web sites, we are to test the difference between the web quality of the government sites and the offline feature of the same official service by means of customer perspectives. The resulting of this study show that the quality of official web site has been improved so far though such areas as privacy, security needed to be updated. Especially the web interface or contact point of the digital media should be reflected customer's need so that the online materials may be quickly updated according to the request of client's.

• The Journal of Industrial Distribution & Business
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• v.12 no.3
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• pp.7-19
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• 2021

Purpose: This study aims to examine customer experience toward repurchase intention in offline and online stores and discuss customer satisfaction as a mediator variable. Research design, data, and methodology: This study investigates customer experience that consists of product, customer service, staff service, shopping environment and shopping procedure toward customer satisfaction using Regression Linear. This study also measures customer satisfaction as a mediated variable in the relationship between customer experience and repurchase intention using Sobel Test. Results: Almost all of the customer experience hypothesis is significant toward customer satisfaction, shopping process experience in the context of the online channel to customer satisfaction is not significant. We also found that customer satisfaction can be mediated variable in customer experience toward repurchase intention. Conclusions: Retails who want to make customers feel satisfied to have to make sure that have good resources in improving the product, the customer service is easy to contact to find the solution over customer problem in purchasing product, also develop the staff member skill in functional product knowledge, presentations, and communicating with customers online or offline, the retailer has to create enjoyment and pleasurable customer emotion through the shopping environment and also give seamless shopping experience to their customer in two-channel.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.165-178
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• 2017

O2O platforms are developing in a business area of daily life with evolution of IT technology. The aim of this research is to identify any quality factor of online and offline which affects the satisfaction of O2O service by business characteristic and to varify the relationship between service satisfaction and reuse intention. In this study, information quality, system quality and service quality are defined as factors for online quality and perceived quality and perceived price defined as offline quality. This study was conducted on 199 users who use O2O service. The results showed that online quality system and perceived price of offline quality had a positive effect on user satisfaction and that user satisfaction had a positive effect on Intention to Reuse. These results will provide guidelines for O2O service providers to improve their online services and to select an offline vendor for the O2O platform. It would provide customized O2O service according to personal property of a customer, in case that further research by types of business or service, which are not covered this paper.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.460-470
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• 2022

Customized cosmetics are emerging as a consumer product that companies should pay attention to in the beauty industry due to the combination of market trends and institutional introduction of customized cosmetics. In this study, six offline service brands and online service brands currently in Korea were selected to understand the current status of domestic customized cosmetics online and offline services and to derive detailed characteristics, and the cases of each brand were analyzed. The results are as follows. First, customized cosmetics services could be classified online and offline. Second, customized cosmetics brands could be divided into general brand types and brand extension types. Third, skin data measurements could be classified into genetic analysis, big data-based surveys, and device measurements. Fourth, customized cosmetics manufacturing could be classified into a device manufacturing system, a consultant manufacturing system, and an individual production process system. Fifth, customized cosmetics distribution and delivery could be classified into same-day sales, general delivery, and regular delivery. The results of this study are meaningful in that they have identified and analyzed the current status of personalized cosmetics on-line and offline systems in recent trends, and it was confirmed that creative attempts in the domestic customized cosmetics market continue to change. It is hoped that this study will provide information and ideas to the beauty industry and related experts in the future and be used as basic data for customized cosmetics marketing

• Journal of Digital Contents Society
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• v.19 no.7
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• pp.1413-1422
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• 2018

As the online food market is becoming major channel and fragmented, online premium food market is also emerging and growing. The purpose of this study is to clarify the experience factors of consumers in online premium food market and define the differences with offline. It is suggested that the online premium food market should be differentiated in terms of providing contents and services by revealing the differences in experience of cognitive, aesthetic and emotional experience with offline premium food market. In addition, the channel that consumers use in the online premium food market has a combination of online and offline experiences, so it is necessary to provide a consistent experience to the consumers. The consumer experience derived from this study is intended to be used as a basic data for providing content and services from the consumer perspective in the service design of online premium food market.

• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.2
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• pp.93-110
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• 2022

The purpose of this study is to explore business investment and operation of O2O (Online-To-Offline) combined service. The study will analyze the necessary factors for growing the business by dividing the O2O service by industry. The Online-to-Offline is a method of inducing purchases of products and services by connecting between online and offline This research methodology organized the four stages of the analysis process. The analysis of all stages was performed with association rules in big data techniques. It is divided into the start-up period, growth period, maturity period, and decline period, and analysis is conducted on the business investment, expenditure cost, business operation, and conflict factors. As the research result, the first analysis has shown commonality with government subsidies, bank loans, and personal funds in all industries. The second analysis showed a lot of expenditure on labor costs of internal employees, marketing/sales, facility facilities, equipment, and equipment purchase costs. The third analysis showed difficulty in raising the investment resources necessary for business operations in all industries. The last analysis showed conflicts in the industry, businesses license, legal systems, and small business owners in all industries. This study contributed to the abundance and diversity of research methodologies in management information systems using association rules. In addition, the description of organizational development theory was updated while explaining the business investment and operation of O2O combined services. In practical implication, the O2O services include environmental factors that cause convergence between industries. Accordingly, this is required for new O2O services through new laws and systems and reorganization of existing laws and regulations.