• Asia Marketing Journal
• /
• 제25권3호
• /
• pp.148-159
• /
• 2023

As Major League Baseball (MLB)'s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry factors such as online search and game rule changes. We find that game attendance increases as the prior winning performance of the home (away) team increases (decreases). We also find that online search and rule changes for more dynamic games moderate the effect of winning performance on game attendance.

• Asia Marketing Journal
• /
• 제26권2호
• /
• pp.90-103
• /
• 2024

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where online shopping is most prevalent. Both theoretical and practical implications are discussed.

• Asia Marketing Journal
• /
• 제16권3호
• /
• pp.23-33
• /
• 2014

The selection of keywords for bidding is a critical component of paid search advertising. When the number of possible keywords is enormous, it becomes difficult to choose the best keywords for advertising and then subsequently to assess their effect. To this end, we propose an ultrahigh dimensional keyword selection approach that not only reduces the dimension for selections, but also generates the top listed keywords for profits. An empirical analysis using a unique panel dataset from a large online clothes retailer that advertises on the largest search engine in China (i.e., Baidu) is presented to illustrate the usefulness of our approach.

• 한국전자통신학회논문지
• /
• 제18권5호
• /
• pp.885-894
• /
• 2023

본 연구는 1인 창업에 대한 경제적 어려움과 리소스(resource) 부족으로 극복할 수 있는 다양한 마케팅 모델을 조사하고 분석하였다. 이전의 연구에서는 통합 마케팅 커뮤니케이션모델에 중점을 두고 진행하였기에 융합적 논의가 부족하였다. 본 연구에서는 포괄적 분석과 시점의 변화를 고려한 역할을 파악하여 IT 콘텐츠 마케팅 커뮤니케이션 모델에 중점을 두고 진행하였다. 그 결과, IT 콘텐츠 커뮤니티 모델을 융합적 가치사슬(Value Chain)방식으로 통합하여 IT 콘텐츠 모델을 개선하고 브랜드 성장과 온라인 프레젠테이션 강화를 도모할 수 있는 새로운 전략적 접근법을 제안할수 있었다. 이를 통해 브랜드 인지도를 효과적으로 높일 수 있는 기반 시설을 마련하게 되었으며, 구체적인 가이드라인을 제공하여 1인 창업의 지속적 성장을 지원하는 방안을 제시할수 있게 되었다.

• 유통과학연구
• /
• 제22권3호
• /
• pp.21-31
• /
• 2024

Purpose: The primary aim of this study is to explore how social media marketing influences customer purchase intention, focusing on the roles of customer engagement and trust as mediators. Research Design, Data, and Methodology: The investigation utilized an online survey conducted in Chinese on the Questionnaire Star platform. It targeted male and female consumers aged 18 and above who purchase products online, yielding 1107 valid responses from across major Chinese cities. Results: Analysis reveals that social media marketing significantly affects customer purchase intention in a positive manner. It also enhances customer engagement and trust, which serve as crucial mediating variables linking social media marketing to purchase intention. The study found that engagement and trust facilitate brand identification and alignment, thereby directly boosting purchase intention. Conclusion: The findings offer essential insights for businesses aiming to improve their social media marketing impact on consumer behavior. It highlights the importance of fostering user engagement and trust, as well as creating a favorable brand image. These elements are key to influencing consumer purchase decisions within social media contexts. The study advises businesses to engage deeply with consumers and build trust, providing practical recommendations for navigating the evolving social media environment towards sustainable growth.

• 한국전자거래학회지
• /
• 제13권3호
• /
• pp.21-49
• /
• 2008

인터넷 쇼핑몰은 인터넷 기술에 대한 의존도가 다른 분야에 비해 크며, 대부분의 구매 관련 활동이 인터넷이라는 공간에서 일어난다는 점에서 정교한 마케팅 모델이 반드시 필요한 분야이다. 웹 2.0을 대표하는 기술들 중 하나인 RSS는 웹 브라우저를 통하지 않고 다양한 콘텐츠를 배포하기 위한 체계로서, 이미 뉴스와 블로그 등에서 활발히 사용되고 있으며 마케팅에서도 그 활용도가 클 것으로 기대된다. AISAS 모델은 기존의 AIDMA 모델이 검색과 공유를 중요시하는 최근 소비자들의 요구를 수용하지 못하는 것을 보완하기 위해 제안되었다. 본 연구에서는 AISAS 모델을 기반으로 하여 인터넷 쇼핑몰에 적합한 RSS 활용 마케팅 모델을 제안하고 그 프로토타입을 구현하였다. 이를 통해 인터넷 쇼핑몰이 AISAS의 각 단계에서 소비자에게 필요한 서비스를 빠뜨리지 않고 제공하며, 각 단계의 서비스 요소들 간의 유기적 결합을 통해 통합된 서비스를 고객에게 제공하도록 지원하고자 한다. RSS는 변화된 인터넷 환경에서 검색과 공유를 지원하는데 많은 장점을 갖고 있으며 이를 기반으로 본 연구의 마케팅 모델을 설계하였다.

• 한국유통학회지:유통연구
• /
• 제8권2호
• /
• pp.1-18
• /
• 2003

본 연구는 온라인 인터넷쇼핑몰과 오프라인 백화점간 소비자의 반응에 대한 통합적 접근을 시도하여 각 업태별로 쇼핑상황에 따른 쇼핑가치의 조절역할을 분석하는데 중점을 두었다. 오프라인 백화점과 온라인 인터넷쇼핑몰에서의 쇼핑행동 차이를 하나의 틀에서 분석하고 영향요인을 규명함으로서 온ㆍ오프라인 통합의 효과나 멀티채널 전략에 적용할 수 있는 소비자행동의 변화를 파악하였다. 향후에는 단순한 4P's 중심의 마케팅 믹스(marketing mix)전략 보다는 온라인과 오프라인별 소비자의 쇼핑가치를 중심으로 한 고객세분화기준을 적용함으로서 효과적인 채널전략을 수립하는데 초점을 두어야 할 것이다.

• 한국의류산업학회지
• /
• 제11권5호
• /
• pp.741-752
• /
• 2009

As a major obstacle to active online purchase at the level of consumer in China, distrust is raised in this study. Most of previous studies showed that trust is a major variable to cause a relational unity between company and consumer, on the other hand, this study attempts to show that according to the two dimensional point of view regarding trust each dimension of both trust and distrust distinctly contributes to marketing achievement. Interaction, perceived popularity, information usefulness, perceived security risk and perceived dealing risk were created as preceding variable, trust and distrust were constituted as parameter and relation absorption and purchase intention as consequential variable. These variables were analyzed with structural equation modeling (SEM) in LISREL 8.3 program. The results for this study are as follows. First, relation between exchange actors in marketing is divided into two concepts of trust and distrust differently from the previous studies. On the assumption that trust and distrust might exist simultaneously and they would distinctly have an influence on marketing consequency such as relation absorption and repurchase intention, it is identified that trust and distrust are a different dimension in online context. Second, the formative factor of online trust-distrust is identified and it is shown what relationship between internet shopping mall and relation absorption and foregoing purchase intention resulting from online trust-distrust exists. Third, it is shown that in online context the formative factor of online trust-distrust is distinctly contributed to relation absorption and repurchase intention. It is suggested that trust needs to be managed two-dimensionally separating from trust and distrust. Fourth, it is shown that both trust and distrust factor in terms of relation absorption and repurchase intention of consumer in internet shopping mall are significant variables. Trust is linked with repurchase intention through relation absorption, however, distrust is not directly linked with repurchase intention through relation absorption. Thus, the ripple effect of distrust appears to be much higher than that of trust.

• 디지털융복합연구
• /
• 제18권5호
• /
• pp.399-404
• /
• 2020

본 연구는 편의점 브랜드가 새로운 PB 상품을 온라인에서 마케팅하였을 때, 소비자의 구매 행동과 그에 따른 요인이 무엇인지 파악하는 것을 목적으로 한다. 연구를 위해 2030 밀레니얼 세대를 대상으로 편의점 PB 상품의 구매 행태와 PB 상품을 접하게 되는 경로에 대해 설문조사를 하였다. 분석 결과, 편의점 PB 상품을 구매하는 소비자들은 SNS나 유튜브를 통해 상품을 접하게 되었으며 구매 후 SNS에 게시함으로써 트렌드에 합류하고자 하는 경향이었다. 하여 본 연구에서는 이런 소비 형태를 가지게 되는 밀레니얼 세대의 소비 트렌드와 그에게 영향을 주는 온라인 마케팅의 개념에 대해 알아보고자 하며, 일시적인 구매가 아닌 지속적인 구매를 유도하기 위해 기업은 소비자 리서치를 참고해 향후 방안을 개선하여 앞으로의 소비자의 구매 요인이 트렌드에 의존하는 것이 아닌 지속해서 가치 있는 소비로 이끌어 가길 바란다.

• The Journal of Asian Finance, Economics and Business
• /
• 제7권12호
• /
• pp.283-292
• /
• 2020

The implementation of physical or social distancing during the Covid-19 pandemic has an implication on the shifting of conventional to online business activities. This study aims to explore how financial support, perceived benefits, external pressure determine social media marketing as well as understanding the role of internet and e-business technology (IEBT) that occurs in this relationship. This study adopted a quantitative study with Structural Equation Modeling (SEM)-based variance Partial Least Square (PLS), which aims to enhance understanding of the relationship between variables. The surveyed population of this study came from 123 small- and medium-sized enterprise (SME) owners in East Java of Indonesia, using an online survey and selected with the convenience random sampling method. The findings of this study indicated that the perceived benefits and external pressure have a positive effect on the adoption of IEBT. However, financial support failed in explaining SMEs' adoption of IEBT. This study confirmed that the adoption of IEBT has successfully mediated the influence of financial support, perceived benefits, and external pressure on social media marketing. Despite the samples solely collected from East Java, this study is the first step in research related to the social media marketing in SMEs in Indonesia.