• 유통과학연구
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• 제17권4호
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• pp.17-26
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• 2019

Purpose - Today's companies concentrate intensively on building consumer value and corporate reputation for continuing growth and advancement in an ever-changing global business management environment. This research intended to study the correlation between consumer value and corporate social responsibility (CSR) activities in building corporate reputation with consumers. Research design, data, and methodology - Online and offline surveys were conducted among male and female adults across Korea. Surveys were conducted for three weeks from August 21, 2018 to September 8, 2018. The samples consisted of 350 offline and 112 online surveys, and a combined total of 462 samples was used for final analysis. Result - Higher consumer value means a greater chance that consumers will select that company's products over those of competitors. For competitive advantage purposes, companies use various consumer management strategies to bolster consumer value and corporate reputation with consumers. Conclusions - Brand assets are subject to ethical responsibility, which is a dimension of corporate social responsibility. Of note, one relevant finding about brand assets (similar to findings in previous research) is the existence of confusion about brand recognition and brand image as perceived by customers.

• 정보학연구
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• 제5권1호
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• pp.113-131
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• 2002

본 연구는 공동 마케팅제휴에 있어서 제휴 파트너기업에 대한 거래관련 정보와 평판 등과 같은 정보가 제휴 파트너들간의 기회주의 성향과 제휴성과에 미치는 영향을 밝히는데 그 목적이 있었다. 이를 위하여 본 연구에서는 거래기간, 거래실적 및 평판이 기회주의적 성향의 매개를 거쳐 궁극적으로 지각된 제휴성과에 영향을 미친다는 것을 조사하고, 구조모형 내에서 각 연구단위들간의 관계를 실증하였다. 본 연구에서 제시된 연구가설에 대한 실증분석 절과는 다음과 같다. 첫째, 거래기간이 길수록 제휴 파트너들간의 기회주의적 성향은 감소하고 지각된 제휴성과는 높아지는 것으로 나타났다. 둘째, 거래실적이 좋았을수록 제휴 파트너들간의 기회주의적 성향은 감소하고 지각된 제휴성과도 높아지는 것으로 나타났다. 셋째, 기회주의적 성향이 낮아질수록 지각된 제휴성과도 향상되는 것으로 나타났다. 이는 기업들이 제휴파트너를 선택할 때 평판 등과 같은 외부정보에 비하여 자사와의 거래기간이나 거래실적 등과 같은 내부정보에 보다 많이 의존한다는 것을 보여주는 결과이다. 끝으로, 본 연구의 시사정과 한계점 및 미래 연구를 위한 제언을 하였다.

• 유통과학연구
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• 제18권3호
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• pp.5-14
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• 2020

Purpose: Trust plays an important role in e-commerce because consumers perceive more risk involved with this type of shopping than traditional way of shopping. Trust is defined as complex and multidimensional issue. This paper argues that trust should be considered to have two important components as trust belief and trust intention, in which trust belief has three components as competence, integrity and benevolence. Research design, data and methodology: This study examines the relationship between retailer website quality (web design, navigation, information), reputation and risk toward trust. In addition, trust and risk toward buying behavior are also considered, leading to customer satisfaction. The paper is conducted on a sample of 594 customers with direct experience of online shopping in Vietnam. Both confirmatory factor analysis (CFA) and a structural equation model (SEM) were utilised. Results: Empirical findings from this paper indicate that trust is high order construct. Website quality and reputation have positive impacts on customers' trust. Trust has a positive relationship to buying behavior and customers' satisfaction while perceived risk has negative relationship to buying behavior. In contrast, a relationship between perceived risk and trust is not supported in this study. Conclusions: Improving reputation and website quality (especially information) may increase customers' trust and eventually lead to purchase decision.

• 한국IT서비스학회지
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• 제10권3호
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• pp.77-94
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• 2011

Since the general quality of life has been improving, people have become interested in "well-being." The widespread acceptance of the importance of "well-being" to quality of life has encouraged people to take more interest in getting health information online when they need it. Expansive use of online health information suggests that individual characteristics (i.e., gender and other traits), Website features, and perceived trust are related to the primary concern for many online health information consumers. This study examines whether familiarity, perceived security, and reputation of health information on various Websites influence the relationship of trust and intention to use by gender. These research results will contribute to the adoption of online health information by gender and, moreover, will provide companies with an understanding of key characteristics of consumers who use emoticons and provide useful implications for marketing strategies to current and future consumers.

• 가정과삶의질연구
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• 제27권1호
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• pp.209-219
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• 2009

This study identifies the key determinants and technology innovation adoption type of participation in multimedia UCC services. This research examines how the major factors of perceived usability, self-expression, fun & entertainment, arousal, information sharing, other's positive reputation and interface easiness contribute to participation in multimedia UCC services. A sample survey of internet users was conducted, responses were collected from 629 respondents and consumer streaming data were analyzed. Some of the practical implications of the results are follows. This research have categorized that the types of technology adoption for the participation of UCC were innovator consumer, early adaptor consumer, early majority consumer, and late majority consumer. The results of multiple regression analysis indicated that perceived usability, interface easiness, fun & entertainment, self-expression, arousal, other's positive reputation and type of technology adoption posited a significant effect in multimedia UCC Services.

• 한국정보시스템학회지:정보시스템연구
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• 제20권4호
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• pp.233-254
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• 2011

Although e-commerce is growing fast, e-commerce consumers are still under higher risk and uncertainty in the comparison of the traditional commerce's. Consumer review boards of online shopping malls are good measures to help buyer's decision making, and should be managed effectively by sellers. We formulate the research model on consumer trust formation on seller managed web review boards on the background of previous literatures on e-WOM and trust. Our data analysis with 368 samples shows seller's reputation, e-service quality, perceived reviewer's benevolence and ability have significant positive effect on the trustworthiness of the board. Product involvement shows weak negative moderation effect on the relationship between perceived reviewer's benevolence and trustworthiness of review boards.

• 경영과정보연구
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• 제33권2호
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• pp.1-12
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• 2014

본 연구는 현대기업의 경쟁력과 관련된 중요한 요인 중 하나인 기업평판에 관한 연구이다. 기업평판에 관한 연구들은 주로 외부고객관점에서 이루어져 왔는데, 최근들어 내부고객관점에서 평판의 중요성이 부각되고 있다. 이에 본 연구는 비교적 외부이해관계자 관점에서 주로 고려된 기업평판을 내부이해관계자인 종업원 관점에서 고찰함으로써 기업의 성과를 예측하는 중요한 변수로서 기업평판의 관리가 필요하다는 점을 주장하고 있다. 이론적 논의와 실증분석을 통해 기업평판이 회사몰입과 이직의도에 미치는 영향을 분석하였고, 기업평판의 보다 다양한 시사점을 위해 기업차원의 사회적 자본이라고 할 수 있는 경영자신뢰의 조절효과를 검증하였다. 포항지역의 금속산업 종업원 239명을 대상으로 연구가설을 검증하여 다음과 같은 결과를 얻었다. 첫째, 기업평판이 높을수록 회사몰입은 높고 이직 의도는 낮게 나타났다. 둘째, 경영자신뢰는 기업평판이 회사몰입에 미치는 영향을 강화하는 작용을 하였지만 이직의도에 미치는 영향에 유의한 영향을 미치지 않았다. 이러한 실증연구결과를 토대로 연구의 시사점 제시하고 있다.

• Asia Marketing Journal
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• 제17권3호
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• pp.105-127
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• 2015

This study compares experienced and inexperienced consumers' patterns in cue utilisation in product evaluations in the arts market. Borrowing the notion of high- and low-scope cues introduced by the cue-diagnosticity framework, we differentiate between the two most readily discernible extrinsic cues in the fine arts market - an art gallery's brand reputation (a high-scope cue) and certificates of authenticity (a low-scope cue). These two cues are different in nature; the former is more abstract, intangible, and rich in content, so is more difficult to interpret than the latter. Given the differences in experienced and inexperienced consumers' information processing styles, we hypothesise that experienced arts consumers form perceived credibility of and purchase intentions towards artworks based on high-scope cues, whereas inexperienced consumers do so based on low-scope cues. To test our hypothesis, we conducted a consumer intercept study at Korea's two most representative art fairs. The survey participants were categorised into either experienced or inexperienced consumers based on their prior purchase experience, and their responses to a set of attribute combinations about two artworks created by the same artist were collected. The results indicate that experienced participants show higher purchase intentions when an art gallery's reputation is very high, whereas inexperienced participants show higher purchase intentions when artworks are accompanied by certificates of authenticity. This congruency effect between prior experience and cue type is mediated by the perceived credibility of the artworks. The findings suggest a correspondence between a consumer's prior experience and the types of extrinsic cues that are important in product evaluations. To the best of our knowledge, this study is the first attempt ever to investigate the role of prior experience in determining when to use high- or low-scope cues. It also provides a useful frame of reference to advise marketers on the effective sales approach based on a client's prior purchase experience.

• 통상정보연구
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• 제10권2호
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• pp.433-453
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• 2008

Customer satisfaction and loyalty are becoming an increasing salient topic in many firms and in academic research. This study places significance in establishing corporate marketing strategy via analyzing and understanding purchasing by Korean and Chinese customer, especially those for service store, who serve as the core in marketing activities. To objectives of this study are to investigate which antecedent variables have significant effects on consumer perceived satisfaction or loyalty and to examine whether these factors have differences between Korean and Chinese customer. To test the hypotheses, such antecedent variables as the product quality, service quality, store reputation, store image. All variables are significant factors in both Korean and Chinese customer. Under the current increasingly rapid competitive market, product/service quality, store reputation/image can provide customer satisfaction and loyalty, can generate continual customer expansion of current customer through the reuse intention and can contribute to the expansion of new customers.

• 통상정보연구
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• 제10권2호
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• pp.63-87
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• 2008

This study investigates the relationship between perceived system characteristics of Internet shopping mall and loyalty, and examines how perceived website attractiveness and flow play mediating roles between perceived system characteristics of Internet shopping mall and affective commitment in the context of Internet clothing shopping mall. For these purposes, the author developed a structural model which consists of several variables. In this model, perceived system characteristics of Internet shopping mall that consist of such as familiarity, reputation, uniqueness, positive emotion, self-efficacy, and interactivity were proposed to affect the website attractiveness and flow, and in turn, result in higher affective commitment. Thus, perceived website attractiveness and flow were proposed as core mediating variables between perceived mobile service characteristics and affective commitment. To test unidimensionality and nomological validity of the measures of each construct, the author employed scale refinement procedure. The results of reliability test with Cronbach's, and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis.