• Journal of Distribution Science
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• v.14 no.7
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• pp.83-90
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• 2016

Purpose - This study focuses on new type distribution channel that named as Omnichannel. Omnichannel is developed from Multichannel which is used in many distribution channels to buy or selling goods. Omnichannel basically needs an Information and Communications Technologies(ICT) to use, so researcher conduct a Technology Acceptance Model(TAM) to research model. Customer-brand relationship was used as dependent variable to focus on the role of Omnichannel. Research design, data, and methodology - The subject of this study is customer who purchase goods or service through omnichannel. Based on the literature from the preceding research analysis of TAM and customer-brand relationship, this study was constructed by the reference to previous studies, final research model design for figure out casual relationship among perceived ease of use, perceived usefulness, omnichannel use and customer-brand relationship. From 2016 February 3 to March 17, questionnaire survey targeted customers who use online and offline channels. 273 questionnaire survey had conducted, then, 252 survey data were available for empirical analysis. Researcher provide descriptive statistics for checking generality. Cronbach's alpha value was used to check the reliability of data. Exploratory factor analysis was used for purification of values and eigenvalue checking. After EFA, Confirmatory factor analysis was used to prepare structural equation modeling with executing structural equation modeling for confirming hypothesis which developed by researcher. Results - The main results of this empirical study are as follows. First, omnichannel's perceived ease of use has positive significant effect on perceived usefulness(estimate: 0.579). Moreover, omnichannel's perceived ease of use and perceived usefulness has positive significant effect on omnichannel use(estimate: 0.325,0.648). Second, using omnichannel has positive significant effect on brand-customer relationship(estimate: 0.521). Every hypothesis adopted as researcher designed. This study found out the intermediate relationship between perceived ease of use and omnichannel use by investigating hypothesis. Conclusions - Base on the empirical result, this study confirmed that TAM theory perceived has relation with omnichannel. First, factors of TAM has positive effect on omnichannel use, so it highlights the important role of customer based interface and usefulness. Especially, perceived usefulness has high indirect influence on ease of use and use of omnichannel. It seems that when customers try to decide use or not use omnichannel, customers focus on percept benefits from omnichannel. Thus, a provider should applicate attractive price table, accurate product or service information and high switching cost strategy to emphasize the usefulness of omnichannel. Second, using omnichannel enhances the relationship between customers and brand, because there are more time and frequency to serve customers. It is important because good relationship between customers can increase the future's financial performance through word of mouse, positive brand image and loyalty to brand or company. Finally, despite of empirical result and implications, this study has limitations. First, there are only a few previous studies about omnicahnnel, so literature reviews are restricted. While set up the factors which can affect the use of omnichannel, next study should be considered with broader theories or models(ex: contingency theory). Second, omnichannel has developed from multichannel, so comparative analysis is needed between these methods because there is a possibility about different forte character of each distribution system on customer's consuming patterns.

• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1320-1333
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• 2011

The purpose of this study is to investigate high school students' buying attitudes toward school uniform brands according to clothing conformity orientation. For this research, a survey was carried out to 418 boy and girl students in Seoul and Gyeonggi areas. The data analysis of this study was verified by descriptive analysis, factor analysis, reliability tests, cluster analysis, one-way ANOVA with Duncan-test, and ${\chi}^2$-test. The results are as follows. First, high school students preferred and had strong intentions to buy school uniforms of famous leading brands although they were not satisfied with famous brands. Especially, respondents tended to have favorable attitudes toward sophisticated and luxurious designs of famous school uniform brands. Second, respondents who had a conformity to parents tended to follow parents' opinions by purchasing famous brand uniforms. The conformity group of mass media preferred famous brands, and acquired the information about uniforms from various mass media such as television or magazines. A peer conformity group also preferred leading brands. Based on results of this study, curriculum of home education department should consist of contents for inducing rational consumption of uniforms by considering students' inclination of conformity. In terms of marketing perspectives, school uniforms firms need to reinforce strategies to improve products' quality and value for money.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.60
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• pp.47-77
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• 2013

The way for seller to procure the goods for selling is to produce the goods at his own factory and to buy the manufactured goods from the other company. In order to produce the goods for selling the seller have to obtain the resource from the domestic company or overseas. In the middle of producing the goods to sell, seller may breach the right of a third party based on intellectual property rights. That is to say, seller may use the machine that has not itself been patented and use a process which has been patented by a third party. Seller may manufacture the goods which themselves are subject to the third party industrial property rights. Nowadays it is stressed the importance of intellectual property rights such as a patent, brand, and design. These factors consist of the core elements of the competitiveness of the goods. Many embedded software have been used in the various sector. So the disputes regarding to the intellectual property rights is gradually increasing in number. Article 42 of CISG defines the seller's delivery obligations and liabilities in respect to third party intellectual property rights and claims. It contains a special rule for this similar kind of defective in title, which tries to provide an proper solution to the complex problems caused by such rights and claims in international transactions. When seller will apply this clause to the business fields, there are several points to which seller should give attention. First, Intellectual property is general terms in intangible property rights, encompassing both copyright and industrial property. Which matter fall within the scope of intellectual property? The scope of intellectual property can be inferred from the relevant international conventions, which are based on broad international consensus. Second, Article 42 of CISG governs the relationship between the seller and the buyer, that is to say, questions of who has to bear the risk of third party intellectual property rights. The existence of such intellectual property rights, the remedies available and the question of acquiring goods free of an encumbrances in good faith are outside the scope of the CISG. The governing law regarding to the abovementioned matters is needed.

• Journal of Distribution Science
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• v.16 no.12
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• pp.57-68
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• 2018

Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors' effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female = 39%) were divided into groups and exposed to one of the eight scenarios. Participant's purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and the purchase intentions of non-essential goods increase under high retailtainment. Conclusions - When customers buy essential goods, discounts decrease purchase intentions. During the season for bargain sales, purchase intentions increase when retailtainment of essential goods is low, and retailtainment of non-essential goods is high.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.207-219
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• 2016

This study was performed to investigate shopping behavior of Chinese, Japanese, and US tourists in Korea. For this purpose, travel activities and shopping items were identified first. And thereafter the shopping satisfaction, travel satisfaction, intention to word-of-mouth, and intention to re-visit were compared by country, gender and age. Finally, the effect of shopping satisfaction on travel evaluations as well as the effect of demographics on shopping satisfaction were examined. Secondary data were used for this survey, while ${\chi}^2$ test, t-test, ANOVA, Duncan test and regression analysis were applied to analyze data. The results were listed below. First, main travel activities were shopping, followed by enjoying natural scenery and visiting historic sites. Apparel, cosmetics, leather goods, and shoes were major shopping products. Chinese and Japanese tourists preferred cosmetics and apparel most, while US travellers bought lots of apparel and shoes. Men and older tourists tended to buy food products more than women and younger people did. Second, degree of shopping satisfaction significantly differed by country and age. The US tourists showed highest satisfaction, followed by Japanese and Chinese ones. Younger people tended to be satisfied more than older people significantly. In terms of travel satisfaction and intention for word-of-mouth, the US tourists, women, and younger people revealed higher scores than the other counterparts. Intention to re-visit Korea were significantly different, based on country and gender, showing higher for the US people and women. Third, shopping satisfaction was found to affect travel satisfaction, intention for word-of- mouth, and intention to revisit Korea significantly. In turn, travel satisfaction was also shown significantly to affect on intention for word-of-mouth, and intention to re-visit Korea.

• Journal of the Korean Society of Costume
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• v.40
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• pp.109-119
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• 1998

In order to identify the factors responsible for the recent drastic increase of imported apparel in Korea, an attempt was made to determine the variables influencing the purchasing behavior of imported and domestic apparel and forecast the purchasing intention with the use of Fishbein & Ajzen's behavioral intention model including both attitude and subjective norm. Based on literature review, the empirical study was conducted using the questionnaire for 900 college women and high school girls living in Seoul. Descriptive statistics, t-test, paired-t test, multiple regression analysis, and correlation analysis were made of 771 returned questionnaires using SAS program. The results were as follows : First, the results of assessing both their attitudes toward imported and domestic apparel and their subjective norms were shown to be different. Second, there was a difference in the attributes that had an effect on their attention to buy imported and domestic apparel. Third, those respondents having a preference for imported apparel were most highly influenced by color and price. While those respondents showing a preference for domestic apparel were most highly influenced by materials and comfortableness. Fourth, the validity of the prediction value of their buying intention was confirmed as it was shown to be more than coreelation coefficien r=0.65. In conclusion, 1) it was proved that both attitude and subjective norm were the important variables that could predict the consumer's purchasing intention, 2) since competitiveness in color and materials and brand influencing the consumer's purchase of and preference for domestic apparel relatively lagged behind in comparison with that of imported apparel, the domestic apparel business enterprise will have to make a greater effort to develop differentiated color, material and prestigious brand so as to enhance competitiveness with imported apparel.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.2
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• pp.173-186
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• 2014

There are a variety of alternative products in the computer markets. A tablet PC, which is a small type of computer, is expanding its market share as an independent type of computer products. The purpose of this study is to find out what the factors are that led to the success of the tablet PC. A research study was carried out on the intention to use of tablet PCs by consumers. The factors that affect the intention to use of tablet PCs users were structured on the basis of attitude theory. According to the one-dimensional theory of attitude, cognitive factors affect the affective factors, which in turn affect conative factors. In the study, the relations between each dimension were set up. The hypothesis was tested by structural equation modeling. The test results are as follows. First, the values and satisfaction that the owners of tablet PCs feel from the products and the positive comments on the products from their nearby acquaintances affect in a positive way how much they like their products. Second, the products surrounding the tablet PCs did not affect the intention to use of the products. Third, the product favorability that the owners of tablet PCs feel affects the intention to use in a meaningful way. The results of the research also show that hi-tech products such as tablet PCs affect their attitude after they buy and use the products. This attitude affects intention to use of the products. The managers of companies that produce hi-tech products should consider the cognitive and affective aspects of the product owners when manufacturing and marketing products.

• Journal of Dairy Science and Biotechnology
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• v.35 no.3
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• pp.184-195
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• 2017

This study was carried out to investigate the micro-agribusiness realities of dairy farms by surveying both farmers' opinions and consumers' recognition of dairy farm products for in a value-chain analysis. In most cases, dairy farms produced fermented milk for sales and to prepare cheese both for sales and for providing the necessary material for farm visitors. Value-chain analysis did not seem to be a viable strategy for dairy farmers, except when assessing the quality of farmstead milk products in comparisons of dairy farm milks and commercial milk products. Consumers had a wide range of experience with milk products and had no willingness to buy products from dairy farms because of the high cost and the lack of product diversity. Our findings established three strategies for improving the economic feasibility of dairy farms. First, the price should be reduced by adopting a production balance to establish a farm-gate price, i.e., not as quota milk but as surplus milk. Second, consumers should be educated on the prescription of cheese at home. Third, a value-chain based on cooperative partnerships should be established among dairy farms. In addition, to improve the consumers' satisfaction on the diversity and quality of farm dairy products, developments of new value-added milk products made from the milk of cows allowed to graze on mountain pastures are needed.

• Journal of Fashion Business
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• v.8 no.1
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• pp.117-132
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• 2004

The purpose of this study is to analyze consumers attitude toward PPL (Product Placement) of fashion products on TV, with regarding PPL as a new-communication sphere of marketing. This study used a questionnaire method, and the results of the analysis are as follows. First, as for the information availability of PPL related to fashion products on TV, it was shown to be higher in order of trend, brand, color, practicability, price and material. Second, as a result of analyzing, through 11 items, the attitude on PPL experience of fashion products on TV, there were many positive responses as to 5 items (The commodity with PPL is the product of a renowned brand, The commodity with PPL is the expensive product, An image of the product with PPL becomes good, The product with PPL is suitable to the mood in a drama, I try to think whether the product with PPL matches with myself), and there were more negative responses as to 6 items (Because of desiring to know a brand of the product with PPL, I look for it, The product with PPL is practical, The product with PPL is same as the real situation, I will also buy the product with PPL, Because there are too many commodities with PPL, I become angry, In case of facing PPL, I change a channel). Third, it was shown that the purchase experience and purchase intention as to the product with PPL on TV, have a positive correlation with TV viewing time and with whether or not re-approval as to PPL of a specific company. Also, the purchase experience as to the product with PPL on TV was shown much in the group of viewing TV via internet and in the group of using the digital TV broadcasting. The purchase intention as to the product with PPL on TV was shown higher in the group of using much cable TV broadcasting and general TV broadcasting, while the group of viewing TV via internet had purchase experience, but the response of not having intention of repurchasing was the highest.

• Journal of Information Technology Services
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• v.19 no.1
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• pp.145-158
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• 2020

With the development and widespread application of online shopping, the number of online consumers has increased. With one click of a mouse, people can buy anything they want without going out and have it sent right to the doors. As consumers benefit from online shopping, people are becoming more concerned about protecting their privacy. In the group buying scenario described in our paper, online shopping was regarded as intra-group communication. To protect the sensitive information of consumers, the polynomial-based encryption key sharing method (Piao et al., 2013; Piao and Kim, 2018) can be applied to online shopping communication. In this paper, we analyze security problems by using a polynomial-based scheme in the following ways : First, in Kamal's attack, they said it does not provide perfect forward and backward secrecy when the members leave or join the group because the secret key can be broken in polynomial time. Second, for simultaneous equations, the leaving node will compute the new secret key if it can be confirmed that the updated new polynomial is recomputed. Third, using Newton's method, attackers can successively find better approximations to the roots of a function. Fourth, the Berlekamp Algorithm can factor polynomials over finite fields and solve the root of the polynomial. Fifth, for a brute-force attack, if the key size is small, brute force can be used to find the root of the polynomial, we need to make a key with appropriately large size to prevent brute force attacks. According to these analyses, we finally recommend the use of a relatively reasonable hash-based mechanism that solves all of the possible security problems and is the most suitable mechanism for our application. The study of adequate and suitable protective methods of consumer security will have academic significance and provide the practical implications.