• Asia pacific journal of information systems
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• v.28 no.1
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• pp.36-60
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• 2018

As an increasing number of people gained access to social network services (SNS), organizations started to use SNS as a channel for marketing and promotional purposes. The online advertising market has significant growth potential. Brand engagement is a key motive for online advertising, but how SNS users engage with brands, particularly in terms of the promotion of organizations, is poorly understood. This study uses customer value theory to examine brand engagement of users in terms of promoting companies in the context of Korean SNS marketing. This study identifies the antecedents of brand engagement based on customer value theory. Our findings show the significance of three factors of SNS marketing, namely, price discount, relationship support, and convenience, on brand engagement. We further show the consequences of brand engagement, namely, purchase decisions and word-of-mouth activities. These findings help advance customer value theory and offer practical insights into the use of information systems and marketing in the context of SNS.

• Journal of Fashion Business
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• v.26 no.4
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• pp.52-63
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• 2022

As live commerce, mobile sales platforms based on real-time content and text are drawing attention as a new marketing channel. In particular, the fashion industry also using live commerce as a new fashion distribution channel, requiring marketing strategies to utilize it efficiently. This study attempted to verify the effect of information source, sales promotion, and impulse buying tendency characteristics on fashion live commerce purchase intention. The experimental design of this study was 2(characteristics of information source: expertise vs attractiveness) × 2(sales promotion type: value-added vs price discount) × 2(impulse buying tendency: high vs low) three-way mixed analysis of variance(ANOVA). A convenience sampling of 264 women in their 20s and 50s living in Seoul and the Gyeonggi area who had purchased products through Live Commerce was conducted. For the final analysis, 240 questionnaires were used. Data were analyzed by the SPSS 26 program and three-way ANOVA. Simple main effects analysis was conducted. The results of this study follow. First, there were statistically significant differences in purchase intention according to consumers' impulse buying tendencies and sales promotions. Second, information source and sales promotion showed statistically significant interaction effects on purchase intention. Lastly, information source, sales promotion, and impulse buying tendency showed significant three-way interaction effects on fashion live commerce purchase intention. Therefore, conducting appropriate marketing analysis can result in positive attitudes regarding live commerce products and substantive increases in sales.

• Journal of Distribution Science
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• v.10 no.3
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• pp.7-13
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• 2012

Recently, with the success of Groupon in the USA using the new business model referred to as social commerce, which is a commercial transaction involving group purchases on social network service (SNS), social commerce business receives much attention. Social commerce is capable of effectively promoting additional purchasing by customers through unprecedented price discounts and limiting the number of purchasers and time allotted for purchases, and is able to achieve promotional effects over and above those of simple product promotion due to customers' voluntary word of mouth. Although social commerce is effective for short-term increase in the sales of products, there are numerous dissenting opinions on whether it can promote repurchasing by customers. In particular, social commerce in Korea focuses only on unprecedented discounted prices and does not have the marketing effect that SNS can produce over and above the sales promotion. The objective of this study is to find the factors that influence the repurchase intention on social commerce and to analyze factors that contribute the social commerce product. For this, this study extracts repurchase intention factors and computes a repurchase probability to assess the influence of factors other than price discount on social commerce customers at the time of repurchasing. In addition, the importance of factors toward sales revenue for each of the social commerce products (e.g., restaurant/café, beauty, tour/leisure, show/exhibition, and fashion/clothes) is estimated by using the computed repurchase probabilities. The repurchase probability through the analysis can be used for development of social commerce business in Korea.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.1
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• pp.37-50
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• 2011

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women's apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as 'theme' and 'tool'. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the 'theme' group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the 'tool' group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.

• Journal of the Korean Society for Library and Information Science
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• v.49 no.4
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• pp.289-315
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• 2015

The Fixed book price policy, a portion of publication and printing promotion act applied from February 2003 in the South Korea, is a system of fixed book prices that administered by a government body. The publishing industries had been attempted to lower the discount rate and to extend the application scope. The amendment for the attempts was passed in April 2014, and implemented from November 2014. From the library point of view, this amendment caused a reduction of buying library materials. For this reason, the agenda about expansion of material budget in libraries has been recognized as the alternative. The purpose of this study is to analyze the stance and role of libraries as actors in the policy process. Based on this, this study also attempt to identify usefulness and improvement point of Policy Network Model. For this purpose, this study identifies actor's internal characteristics as an improvement point that previous studies did not identified.

• Korean journal of communication and information
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• v.37
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• pp.270-306
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• 2007

This study examines the economies of promotion gifts in the newspaper industry. Because of the oligopolistic structure, the newspaper industry shows highly concentrated market. Under the certain circumstance, the dominant firms are struggling to become the market leader by providing unlawful promotion gifts and unbearable price discount which yields the prisoner's dilemma. Ultimately, in spite of the criticism about their unlawful behaviors, the dominant firms choose the fierce competition with high costs. On the other hand, the remaining fringe firms do not have many strategic choices due to the limited financial capacity. They cannot provide free gifts or any other incentives to the subscribers. Even worse, because advertisers and subscribers also prefer promotional gifts as a rational choice, the distorted mechanism has been sustained in the newspaper industry. Thus, governmental interventions hardly achieve the goal of controlling unfair trade. This study examines the structure, strategic behaviors of the players, and the unintended consequences leading to the dilemma on promotional sales in the newspaper industry.

• Journal of Distribution Science
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• v.7 no.2
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• pp.29-44
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• 2009

The aim of this study was to theoretically examine the current status of TV home shopping business entities' expansion of business structure, and then look into TV home shopping business entities' preparation for the future business in their mature period. For this, the investigator examined literature home and abroad and then empirically carried out an experimental sale of household goods by selecting a model TV home shopping business entity. In order to understand current business structure of TV home shopping and increase sales, the investigator has changed price and then induced sales, focusing on the price of household goods. Study findings are as follows: As for the influence of TV home shopping household goods' price upon its sales, because TV home shopping business entities set in advance an efficiency unit-price per broadcast hour and carry out a sales strategy of reaching out the efficiency, they try to keep their sales with discounted price in the real sales setting of TV home shopping. But it is not an exclusive practice. General promotion became a common practice. The price of goods is the same with its life. Continuous discount events lower the reliability of goods and its supplier must bear the result. Overall sales after experiment increases by 13% and the sales efficiency also increases by 9%. Sales amount increases by 9% and a stable sales which is above average is achieved. The number of sales goods keeps 100%.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.191-197
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• 2020

As an effective means of price discrimination, some suppliers offer trade credit to the distributors for the purpose of increasing the demand of the product they produce. The availability of the delay in payments from the supplier enables discount of the distributor's selling price from a wider range of the price option in anticipation of increased customer's demand. In this regard, we consider the problem of determining the distributor's optimal price and lot size simultaneously when the supplier permits delay in payments for an order of a product whose demand rate is represented by a constant price elasticity function. It is assumed that the distributor pays the shipping cost for the order and hence, the distributor's ordering cost consists of a fixed ordering cost and the shipping cost that depend on the order quantity. For the analysis, it is also assumed that inventory is depleted not only by customer's demand but also by decay. We are able to develop a solution algorithm from the properties of the mathematical model. A numerical example is presented to illustrate the algorithm developed.

• Journal of Distribution Science
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• v.13 no.3
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• pp.51-60
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• 2015

Purpose - Among potential marketing strategies, the most efficient method to encourage purchase intention is through sales promotions. Sales promotions also serve to enhance customer satisfaction, which is closely related to the incidence of repurchases. Therefore, the success of retail stores greatly depends on the effectiveness of their promotional activities. The present study aimed to obtain the necessary information for apparel stores to establish more effective promotional activities. To this end, the study's specific research questions were to examine 1) consumer satisfaction with the recent sales promotions of retail apparel stores, 2) the levels of consumer preferences for different types of sales promotions (cash discounts, promotional gifts, prize drawings, discount coupons, stamp cards, or mileage cards), and 3) the differences in purchase intention according to preference levels for different types of sales promotions. Research design, data, and methodology - The research employed a descriptive survey method using a self-administered questionnaire. The sample consisted of 700 men (n=234) and women (n=466) ranging in age from their 20s to their 50s and residing in the Seoul area. Data were analyzed through methods including factor analysis as well as Cronbach's α coefficients, the t-test, ANOVA, and the Duncan test. Results - Differences among consumer preferences were identified for each type of sales promotion according to the purchase amount and the customer's age. In relation to purchase amounts below 500,000 won, participants in their 50s have lower preferences for price discounts than those in their 20s or 30s, whereas participants in their 40s or 50s have lower preferences for stamp cards and mileage cards than those in their 20s. When the purchase amount is greater than 500,000 won, housewives have higher preferences for promotional gifts than respondents with other occupations. However, no gender differences were found with regard to preference levels for the different types of sales promotions. Respondents generally exhibited mediocre satisfaction with the sales promotion events of retail apparel stores. They also expressed negative opinions about sales promotions when such promotions lead to high prices, as well as dissatisfaction with the poor quality of promotional gifts. It was also found that, regardless of the purchase amount, the groups with higher preferences for discount coupons and mileage cards displayed higher purchase intentions. Only when the purchase amount is greater than 200,000 won did the group with higher preferences for lottery system promotional gifts express higher purchase intentions. On the other hand, for all purchase amount sizes, there were no differences in purchase intentions according to preferences for cash discounts, promotional gifts, or stamp cards. Conclusions - The results revealed that greater effort must be devoted to enhancing consumers' satisfaction levels with the promotional activities performed by apparel retail stores. The results also showed that it is necessary to differentiate among sales promotion strategies according to preference levels for different types of sales promotions, purchase amounts, and target consumer ages.

• The Journal of Fisheries Business Administration
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• v.40 no.1
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• pp.113-132
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• 2009

The purpose of this study is to derive the factors for the general consumers to choose the store to buy seafood. Survey on 414 general consumers by questionnaires was conducted to find out the factors for them to choose the stores in the traditional market and large supermarket, and through the analysis on the results the factors for general consumers to choose large supermarkets were derived when they buy seafood and at the same time the degree of its importance was analyzed. The results of the survey showed that the general consumers chose large supermarkets to buy seafood despite the fact that they recognized the seafood prices are lower in the traditional markets than in the large supermarkets. Particularly, the results of analyzing the sixteen criteria for choosing the store in which to buy seafood were grouped into four: the 'assortment of goods and high quality', 'service', 'price and promotion' and 'convenient accessibility.' The results of examining the order of priority based on the four factors showed that the 'assortment of diverse seafood and high quality' was found to be given the first priority, followed by 'convenient accessibility' and 'prices and promotion factors', with 'service' being statistically insignificant. Based on these results, Monroe (1975)'s consumers' store choice process is summarized as follows. Before buying seafood, the consumers who use large supermarkets have the desire for buying seafood and then judge the properties of the store which they will use. In this process, consumers were satisfying their needs in large supermarkets in the criteria of 'assortment of diverse seafood and high quality', convenient accessibility', and 'prices and promotion factors' which were found to be statistically significant in this research. Accordingly, the general consumers choose to buy seafood in large supermarkets rather than in the traditional markets. The general consumers were more satisfied with using large supermarkets than using traditional markets, so after they have initially bought seafood in the large supermarkets, they habitually buy seafood in the large supermarkets without going through Monroe (1975)'s 'eight stage process for the store choice.' When such habitual store choice behavior continues for a long time, it results in becoming structural.