• 문화기술의 융합
• /
• 제9권4호
• /
• pp.283-290
• /
• 2023

유학생이 계속 늘고 있는 국내 교육 시장에서 소셜 미디어를 활용한 대학 마케팅이 중요해지고 있다. 본 연구는 소셜 미디어를 사용하는 소비자의 심리적 요인에서 출발하여 한국 교육 관광지의 온라인 구전의도에 영향을 미치는 요소를 탐구했다. 본 연구에서는 온라인 구전의도에 영향을 미칠 수 있는 영향을 설명하고 있으며 교육 관광지의 이미지와 중국 관광객의 관광만족감의 중요성을 확인했다. 또한, 소셜 미디어를 사용할 목적으로 여행하는 이용자들은 자아 이미지 일치성과 과시적 자기표현을 더 중요시하는 경향을 발견했다. 본 연구에서는 대학 마케팅을 목적으로 소셜 미디어를 사용하고 온라인 구전을 활성화함으로써 중국 관광객이 한국 교육 관광지에 대한 인식을 개선할 수 있으며 나아가서 유학생 모집에서도 성공적일 수 있음을 밝혀냈다.

• 산경연구논집
• /
• 제10권7호
• /
• pp.83-89
• /
• 2019

Purpose - It is a very important issue for the Korean tourism industry to increase tourism revenue by attracting foreign tourists. Although Japanese tourists have been an important part of the Korean tourism industry for a long time, the level of tourist satisfaction including accommodation has been at the worst compared to other foreign visitors, which strongly requires concrete solutions. Therefore, this study focuses on improving the satisfaction level of Japanese visitors in the use of accommodation, and find out the influence of the managerial response. Research design, data, and methodology - In this study, customer review and managerial response of hotels in Seoul were collected from "Rakuten Travel" which is the most representative online travel agency in Japan. As a result of collecting data from 2016 to 2018, 6,190 customer reviews and 1,241 managerial responses from 120 hotels were used for analysis. In addition, information on the properties of 120 hotels, such as the number of rooms, classification, types of hotel facilities, types of room facilities, accessibility and prices, were collected. To test the hypotheses, moderated multiple regression analysis was conducted with SPSS 22.0. Results - It was found that only 25 sites, 20.8% of the total 120 sites, were implementing managerial response and average response rate was 66.42% among them. As a result of examining the main effects of the hotel attributes on the ratings, accessibility and price are confirmed as effective variables. We also found that the response rate has a significant moderate effect in both the accessibility and price. In other words, there was a significant difference in the influence of accessibility and price on the ratings depending on the response rate. Also, it was confirmed that the response rate is not a pure moderator variable but a quasi moderator variable. Overall, the evidences partially supported the hypothesis. Conclusion - It was possible to provide important suggestions to the hotel managers who were concerned about managing tourist satisfaction with accessibility problems. It was found that the accessibility problem could be overcome by increasing the response rate. It was also confirmed that high ratings can be more effectively achieved for high priced hotels by increasing the response rate.

• International Journal of Advanced Culture Technology
• /
• 제11권2호
• /
• pp.125-131
• /
• 2023

OVO is a digital platform that provides simple payments and smart financial services, as well as one of the largest digital payment platforms in Indonesia. It has wide coverage and security when making payments, and supports multiple settlement currencies. The purpose of this study is to explore the history, business model, and future strategic direction of OVO, an Indonesian e-wallet. To date, OVO has built its own mobile payment ecosystem covering a wide range of consumer scenarios including e-commerce, travel, offline shopping and finance. And it supports mobile banking, online banking, debit cards or selected partner merchants. Its three largest transaction categories are in the transportation, retail and e-commerce sectors. With over 110 million consumers and 1.3 million merchant users, it is one of the dominant e-wallets in Indonesian market and has become the country's e-payment market leader. OVO eWallet's 'One Card' model offers convenience and choice for users, thus contributing to the rapid growth of OVO eWallet. And OVO eWallet competes fiercely with other competitors, but OVO eWallet continues to grow in terms of the number of users and market share. Finally, this study analyzes the strategic goals and plans of OVO eWallet, predicts its future direction. OVO eWallet has a huge success, but there are still competition and challenges to face.

• 문화기술의 융합
• /
• 제6권4호
• /
• pp.317-322
• /
• 2020

본 연구는 성인자녀가 지각하는 부모양육태도가 결혼가치관 및 결혼이미지에 미치는 영향을 알아보고자 하였다. 이를 위해 대구광역시, 경상북도 및 경상남도 지역에 거주하는 20~30대 미혼남녀 411명을 대상으로 온라인과 대면 설문조사를 하였다. SPSS 25.0 프로그램을 이용하여 분석한 결과는 다음과 같다. 첫째, 연구대상자의 일반적 특성 중 성별, 연령, 부모의 결혼형태, 종교, 출생순위에 따라 결혼가치관은 유의한 차이가 나타났으나, 학력과 직업, 동거가족원, 월평균 가구소득, 부모의 학력은 결혼가치관에 무의미하게 나타났다. 그리고 결혼이미지는 성별, 부모의 결혼형태, 결혼의향이 유의미하게 나타났다. 둘째, 성인자녀가 지각하는 부모양육태도는 아버지의 거부적 양육태도가 낮고, 어머니의 수용적 양육태도가 높을수록 결혼에 대한 안정적 가치관이 높은 것으로 확인되었다. 그리고 부모양육태도가 결혼이미지에 미치는 영향은 아버지의 거부적 양육태도가 낮을수록 결혼이미지가 좋아지는 것으로 확인되었다.

• 한국경영과학회지
• /
• 제39권1호
• /
• pp.29-48
• /
• 2014

The recent keyword advertising does not reflect the individual customer searching pattern because it is focused on each keyword at the aggregate level. The purpose of this research is to observe processes of customer searching patterns. To be specific, individual deal-proneness is mainly concerned. This study incorporates location as a control variable. This paper examines the relationship between customers' searching patterns and probability of purchase. A customer searching session, which is the collection of sequence of keyword queries, is utilized as the unit of analysis. The degree of deal-proneness is measured using customer behavior which is revealed by customer searching keywords in the session. Deal-proneness measuring function calculates the discount of deal prone keyword leverage in accordance with customer searching order. Location searching specificity function is also calculated by the same logic. The analyzed data is narrowed down to the customer query session which has more than two keyword queries. The number of the data is 218,305 by session, which is derived from Internet advertising agency's (COMAS) advertisement managing data and the travel business advertisement revenue data from advertiser's. As a research result, there are three types of the deal-prone customer. At first, there is an unconditional active deal-proneness customer. It is the customer who has lower deal-proneness which means that he/she utilizes deal-prone keywords in the last phase. He/she starts searching a keyword like general ones and then finally purchased appropriate products by utilizing deal-prone keywords in the last time. Those two types of customers have the similar rates of purchase. However, the last type of the customer has middle deal-proneness; who utilizes deal-prone keywords in the middle of the process. This type of a customer closely gets into the information by employing deal-prone keywords but he/she could not find out appropriate alternative then would modify other keywords to look for other alternatives. That is the reason why the purchase probability in this case would be decreased Also, this research confirmed that there is a loyalty effect using location searching specificity. The customer who has higher trip loyalty for specificity location responds to selected promotion rather than general promotion. So, this customer has a lower probability to purchase.

• 한국조경학회지
• /
• 제42권3호
• /
• pp.25-34
• /
• 2014

본 연구의 목적은 (a) 관광참여가 주관적 안녕감에 미치는 영향력을 검증하고, (b) 관광 참여자와 비참여자 간의 동기, 제한요소 및 개인적 가치의 차이가 주관적 안녕감에 미치는 영향을 이론적으로 설명하기 위함이다. 자료는 여론조사 조사기관이 전국의 주요 도시민들을 대상으로 쿼터샘플링한 후 온라인 조사로 수집하였다. 분산분석과 회귀분석 결과, (a) 참여자들은 자기주도적인 성향이 높아 주관적 안녕감을 높일 수 있는 수단으로 관광을 선택하였으며, (b) 비참여자들보다 관광 동기가 높아 이것을 실천할 수 있는 여행목표를 세웠고, (c) 제한요소가 적어 관광을 쉽게 실행할 수 있어, 관광후의 경험이 전체적인 주관적 안녕감의 향상으로 이어졌다. 또한, 관광 참여 여부와 응답자 자신이 평가한 주관적 경제상태는 주관적 안녕감을 설명하는 주요 변수이었으며, 전체 분산의 21.1%를 설명하였다. 관광을 통해 주관적 안녕감을 향상시킬 수 있는 관리측면에서의 제언과 추후연구를 위한 본 연구의 한계점을 기술하였다.