• 한국정보시스템학회지:정보시스템연구
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• 제33권2호
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• pp.1-25
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• 2024

Purpose Live commerce, a real-time product promotion method using portable hardware, is experiencing significant growth. This approach involves product experts or celebrities endorsing products, providing consumers with valuable information to mitigate uncertainty. This research underscores the significance of the seller's authenticity and their value similarity with consumers in live commerce. The study's first objective enhance the seller's authenticity and elucidate the mechanism that influences purchase intention. The second objective is to demonstrate the interactive effect of value similarity and the seller's authenticity on positively influencing purchase intention. Design/methodology/approach This research utilized previous studies to develop models and hypotheses, focusing on adults experienced in live commerce product purchasing. The study tested the research hypothesis using 330 samples. The study analyzed the path from seller authenticity to purchase intention via structural equation modeling (AMOS 22.0), and also explored the interaction between value similarity and seller authenticity using the Process 3.1 macro. Findings The research validates that the seller's channel activities and external perception amplify the seller's authenticity, influencing purchase intentions. It also affirms that value similarity fosters seller authenticity and interactive effects, thereby boosting purchase intentions. These findings provide insights for devising seller management strategies on live commerce platforms.

• Industrial Engineering and Management Systems
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• 제12권3호
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• pp.264-273
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• 2013

Credit option is a policy that has been studied by many researchers in the area of supply chain management. This policy has been applied in practice to improve the profits of supply chain members. Usually, a credit option policy is proposed by the seller, and often under a symmetric information environment where members have complete information on each others' operations. In this paper, we investigate two scenarios: firstly, the seller offers a credit option to the buyer, and secondly, the buyer attempts to stretch the length of the credit period offered by the seller. The proposed model in both scenarios will be investigated under an asymmetric information structure where some information are private and are only known to the individual who has knowledge of this information. The interactions between buyer and seller will be modeled by non-cooperative Stackelberg games where the buyer and seller take turn as leader and follower. Among some of the numerical results obtained, the seller and buyer's profits obtained from symmetric information games are larger than those obtained from an asymmetric information game in both scenarios. Furthermore, both buyer and seller's profit in the second scenario are better than in the first scenario.

• 아태비즈니스연구
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• 제11권4호
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• pp.21-36
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• 2020

Purpose - This study analyzes the effect of sellers' dishonesty on various market outcomes such as seller profit, buyer profit, and market welfare, through precisely measuring the level of sellers' information disclosure and its economic impacts. As an explicit observation of sellers' dishonesty is not easy in most other settings, this study is expected to suggest unique and meaningful implications on the effect of sellers' incomplete information disclosure to researchers, managers, and policy makers. Design/methodology/approach - In order to precisely measure the level of sellers' dishonesty under information asymmetry, this study analyzes the data from an incentive-based economic experiment using z-Tree software. This experimental method enables us to focus on the strategic interactions among participants, observe the integrity of seller's information disclosure, and reproduce real market situations. Findings - The analysis of sellers' dishonesty has provided the following important and counterintuitive findings about the reality of buyer-seller interactions under information asymmetry. First, sellers' lies do not affect seller profit even when they are very intensive. Second, sellers' dishonesty negatively affects buyer profit and the entire market welfare. Third, a seller's quality claim has a positive effect on the seller profit only when a seller is being honest. Research implications or Originality - This study analyzes sellers' dishonesty using incentive-based economic experiment using z-Tree software which provides a straightforward examination on dishonest behavior of sellers, that is not readily available with other types of observational or experimental data.

• 융합경영연구
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• 제11권2호
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• pp.23-32
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• 2023

Purpose: This study examines the effect of full information disclosure on seller profit when there exists information asymmetry between sellers and buyers, focusing on the risk averseness of buyers. By investigating the interaction between product quality and perceived risk through online sales data, we attempt to figure out the incentive structure of full information disclosure specifically when buyers are risk-averse, so that we can suggest more feasible information disclosure strategy to sellers. Research design, data and methodology: Our empirical model analyzes the sales data of collectible goods from a major online seller using Poisson regression. In our model, we have specifically considered risk-averseness of buyers by estimating the interaction effect between the product quality and perceived risk on seller profit, aiming for a more precise empirical analysis on sellers' incentive structure of full disclosure. Results: Our empirical analysis strongly supports the effect of interaction between product quality and perceived risk, showing that the incentive for full disclosure is much stronger when product quality is higher, and vice versa. Therefore, sellers are strongly encouraged to voluntarily reveal product weaknesses when their product quality is higher than average, while it is more profitable to hide any product defects when quality claim is lower than average. Conclusions: This study supports the related literature by confirming economic incentives for full disclosure, and also supplements and strengthens previous studies by presenting that the effect of interaction between product quality and perceived risk strongly affects seller profit. Our unique finding supports both mandatory disclosure and voluntary disclosure arguments and presents practical implications to marketing managers by suggesting that seller's incentive for revealing weaknesses depends on the level of seller's product quality.

• 정보과학회 논문지
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• 제42권10호
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• pp.1286-1293
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• 2015

e-마켓플레이스는 구매자들이 보다 신뢰할 수 있는 판매자와 거래할 수 있도록 평판 시스템(Reputation system)을 구축하여 예비 소비자들에게 판매자의 평판을 제공한다. 판매자의 평판은 소비자의 평점을 기반으로 산출되는데 이 때 소비자의 평가 요소로는 판매자의 행동에 대한 평가와 상품에 대한 평가가 있다. 기존의 평판 계산 방안들은 구매자의 평점이 두 가지의 평가가 혼합된 점수라는 것을 인지하지 못한 채로 판매자의 평판을 산출한다. 본 논문에서는 소비자 평점을 판매자 점수와 상품 점수로 분리한 후 오직 '판매자의 점수'만을 이용하는 평판 계산 방안을 제안한다. 제안하는 방안은 판매자의 점수만을 이용하여 판매자의 능력에 대한 평판만을 제공하는 방안으로 예비 소비자들이 빠른 배송과 친절한 서비스를 제공하는 판매자를 선택할 수 있도록 돕는다. 실험에서는 실제 e-마켓 플레이스의 현실성을 반영한 시뮬레이션 방안을 제안한다. 생성된 시뮬레이션 데이터를 기반으로 진행하는 실험을 통해 제안하는 방법의 우수성을 입증한다.

• Asia pacific journal of information systems
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• 제23권3호
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• pp.105-129
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• 2013

This study draws important factors in electronic Word-of-Mouth (eWOM) and examines how these influence the building of customer loyalty. eWOM is viewed as social communication between customers and sellers, and thus the communicative action theory is applied. With the theory, we identify reviewer and seller as influential players on customers, and derive important factors such as correctness and veracity of reviews from the reviewers' action, and information compactness and adequacy from the seller's action. We propose these constructs as antecedents of customer loyalty and further hypothesize their curvilinear impacts as follows: the marginal impacts of veracity and correctness will decrease as veracity and correctness increase, and the marginal impacts of compactness and adequacy will increase as compactness and adequacy increase. The result indicates that only the seller's action has a curvilinear impact, whereas the reviewer has proportional positive impact on customer loyalty. This study indentifies important factors in eWOM from a critical social theory perspective and validates them using the positivistic approach. For practitioners, it discusses the important factors in eWOM with the identification of the individuals who are responsible for these factors.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제5권8호
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• pp.1472-1491
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• 2011

As used product transactions are currently on the rise, the demand for transactions of secondhand digital content will grow in the future; thus, learning to make secure transactions while avoiding cyber attacks becomes an important issue. In this paper, we combine the new buyer's secret key, the new buyer's watermark to embed in resold digital content, and the reseller's encrypted watermark, which can prove legal ownership of the reseller. Using the privacy homomorphism property of RSA and exponential calculus, the original seller of digital content can verify the legality of the reseller and the new buyer. We also reduced the load of encryption/decryption digital content using a partial encryption/decryption algorithm to make our protocol more efficient and practical. In the proposed protocol, the seller is not able to conduct piracy and easily frame any other innocent secondhand buyer when a case of piracy is found. In fact, piracy can be clearly traced using the privacy homomorphism property of RSA and the embedded watermark mechanism. Further, in the proposed protocol, the seller himself can trace the piracy using exponential calculus. Since it is unnecessary to trust third party participation, the conspiracy problem is resolved and the new buyer is not required to participate in the dispute. Moreover, the seller, reseller and new buyer can simultaneously benefit from the secondhand transaction.

• 경영정보학연구
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• 제25권2호
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• pp.103-123
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• 2023

e-커머스 플랫폼 문헌에서 유효한 관점 중 하나는 정보 비대칭 상황에서의 판매자 신호전략이다. 본 연구에서는 판매자의 신호전략이 소비자의 의사결정에 미치는 영향을 체계적으로 탐색하기 위해 신호이론과 쇼핑목표이론을 기반으로 연구모델을 구성하였다. 구체적으로 소비자의 쇼핑 목표에 따라 판매자가 제공하는 신호 효과(i.e., 평판, 온라인 구전 비율, 가격)에 차이가 있는지 분석하였다. 실증분석을 위해서는 대표적인 e-커머스 플랫폼인 아마존을 대상으로 26,246개의 데이터를 수집하여 가우시안 코플라 방법을 활용하였다. 분석결과, 판매자가 제공하는 신호는 수익에 긍정적인 영향을 미치는 것으로 나타났으며, 이러한 효과는 소비자의 쇼핑목표에 따라 조절되는 것으로 분석되었다. 본 연구는 쇼핑목표이론을 기반으로 소비자가 입력하는 키워드에 따라 판매자의 신호전략 효과에 차이가 있다는 점을 발견함으로써 신호이론 및 전자상거래 문헌에 기여하였다.

• 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.

• 통상정보연구
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• 제13권3호
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• pp.459-485
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• 2011

본 연구는 매도인의 서류교부의무에 관하여 규정하고 있는 CISG의 제30조와 34조의 내용을 무역관습인 Incoterms 및 신용장통일규칙(UCP)과 관련하여 해석하고, 서류교부의무의 위반이 매수인에게 어떤 법적 구제권을 부여하는지를 규명한다. CISG는 제 30조와 34조에 매도인의 서류교부의무에 관한 규정을 두고 있으나 서류의 종류, 서류교부 시기, 장소, 형식 등에 대해서는 별도로 규율하지 않고 계약 및 관습(usage)에 의존하고 있다. 이에 따라 계약에 명시적인 규정이 없는 경우 Incoterms와 신용장통일규칙이 협약을 보완하여 적용된다. 매도인이 계약에 적합한 서류를 정해진 시기, 장소, 형식에 따라 교부할 의무를 이행하지 않는 경우 협약의 제45조에 의해 이행청구권, 계약해제권 및 손해배상청구권 등의 구제권이 매수인에게 부여된다. 그러나 계약해제권의 경우 협약이 계약의 유지를 기본 정신으로 하고 있으므로 매우 제한적으로 인정되는 경향이 있다.