• 한국프랜차이즈경영연구
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• 제15권1호
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• pp.1-10
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• 2024

Purpose: Despite the popularity of sales promotion as one of the key marketing tactics employed by many companies today, relatively little effort has been devoted to examining an interaction effect between promotion cues and promotion duration. Therefore, this study aims to examine how promotion cues and promotion duration will jointly affect consumers' attitudes toward promotions and purchase intentions. Research design, data, and methodology: The present study conducted an online experiment through the Qualtrics program in which a total of 141 participants were recruited from the Cloud panel members in the U.S. The experiment employed a 2(promotion cue: best-seller vs. limited edition) × 2(promotion duration: long vs. short) full factorial between-subjects design. Result: In the condition of best-selling sales promotion cue, a long promotion duration induced more positive promotion attitude and higher purchase intention, while in the condition of limited-edition sales promotion cue, the use of a short promotion duration contributed more positive promotion attitude and greater purchase intention. Conclusions: Marketers need to take the congruence between promotion cues and promotion duration into full consideration when designing effective sales promotion strategy.

• 한국경영과학회지
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• 제32권1호
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• pp.27-51
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• 2007

We analyze the effects of the sellers' strateiges on the final bid prices in internet auctions. We focus on the following three strategies of the seller adoption of the buy-price, setting the starting bid price, and adoption of 'the effective fixed price' which means that the starting bid price is set near the buy-price. In addition, the number of units sold single-unit or multi-unit, and item characteristics, such as whether the food is a search product (functional product) or an experience product (non-functional product), are also considered. We use real data on bids for 4 items from an online auction site. We find that in an auction for experience products when sold as single units, adopting the buy-price strategy raises the final bid price. We also find that in multi-unit auctions, starting the auction at 'the effective fixed price' raises the final bid price.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제11권3호
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• pp.1336-1356
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• 2017

The spectrum scarcity crisis has resulted in a shortage of resources for many emerging wireless services, and research on dynamic spectrum management has been used to solve this problem. Game theory can allocate resources to users in an economic way through market competition. In this paper, we propose a bidding game-based spectrum allocation mechanism in cognitive radio network. In our framework, primary networks provide heterogeneous wireless service and different numbers of channels, while secondary users have diverse bandwidth demands for transmission. Considering the features of traffic and QoS demands, we design a weighted interference graph-based grouping algorithm to divide users into several groups and construct the non-interference user-set in the first step. In the second step, we propose the dynamic bidding game-based spectrum allocation strategy; we analyze both buyer's and seller's revenue and determine the best allocation strategy. We also prove that our mechanism can achieve balanced pricing schema in competition. Theoretical and simulation results show that our strategy provides a feasible solution to improve spectrum utilization, can maximize overall utility and guarantee users' individual rationality.

• 아태비즈니스연구
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• 제14권1호
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• pp.231-246
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• 2023

Purpose - This study attempts to provide a new theoretical perspective on the quality signaling and its impact on a market under information asymmetry, focusing on how the accuracy and the cost of quality signaling affect sellers' and buyers' profit, suggesting appropriate designs of quality signaling methods which mitigates information asymmetry. Design/methodology/approach - In order to examine the effect of quality signaling on strategic interactions within the market, we establish an analytic model where market outcomes are determined by seller's quality claim and price, and buyers are risk-neutral. By investigating this analytic model through relevant game trees, we find the subgame perfect Nash equilibria of the market and predict related market outcomes based on sellers' quality signaling strategy. Findings - Our analytic model shows counterintuitive results that seller profit will be the lowest with inaccurate quality signaling and the highest with no quality signaling, mostly due to the certification cost. Consequently, sellers should proceed with caution if the quality signaling is less than accurate, as it may backfire. We believe that this is due to the fact that the inaccuracy of quality signaling causes some confusion and uncertainty in both sellers and buyers' decision to maximize profit, making it hard for sellers to predict buyers' behavior. Research implications or Originality - Although the sources and types of quality signaling errors have been investigated in the literature, there has not been satisfactory understanding regarding how inaccuracy of quality certification affects specific market outcomes. We expect that our theoretical model would provide important implications on how to utilize quality signaling to solve adverse selection issues in markets under information asymmetry.

• 가정과삶의질연구
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• 제5권2호
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• pp.163-176
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• 1987

This paper was designated to review consumer complaining in the context of consumerism . For the purpose of this study, the literature in the consumer satisfaction/ dissatisfaction, complaining and noncomplaining behavior was reviewed. A conceptual approach to understanding why consumers complain or not when the dissatisfied was presented. It was suggested that regardless of how dissatisfied a consumer is , an action is taken or forgone only after the costs and benefits of the various alternative are considered and an assessment of the probabilities of success are made. It was suggested that aroused citizens through consumer education, government agency's effort to reduce the consumer's dissatisfaction and seller's marketing strategy in the view of consumerism are three main propositions for the enhancement of the consumer's quality of life in this study. Consumer complaining must be made in virtue of national economic systems( standard of living and the effectiveness of its marketing system, extent of government control and provision of consumer assistances) to achieve high levels of efficiency. Besides national economic systems. the third parties must be promoted for the efficient consumer complaining.

• 신재생에너지
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• 제8권2호
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• pp.33-43
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• 2012

Why solar companies preferred vertical integration of whole value chain? Major solar companies have built internally strong vertical integration of entire PV value chain. We raise a question whether such integration increases the corporate value and whether market situation affects the result. To test these questions, we conducted multi-variant analysis where characteristic factors mainly affect the corporate value measured in terms of Tobin'Q, based on the financial and non-financial data of PV companies listed in US stock market between 2005 and 2010. We hypothesize that since integration increases the overall efficiency but decreases the flexibility to adjust to various market situation, the combined effect of the efficiency gain and the flexibility loss ultimately determines the sign of integration effect on the corporate vale. We infer that the combined effect will be influenced heavily by business cycle, as in boom market (Seller's market) the efficiency gain may be larger than the flexibility loss and vice versa in bust market. We test whether the sign of combined effect changes after the year of 2009 and which factors influence most the sign. Year of 2009 is known as the year when market shifted from Seller's to Buyer's market. We show that 1) integration increases corporate value in general but after 2009 integration significantly decreases the value, 2) the ratios such as Production/Total Cost, Cash turnover period chosen for reversal of the flexibility measure are negatively affect Tobin's Q and especially stronger after 2009. This shows the flexibility improves corporate value and stronger in the recess period (Buyer's market). These results imply that solar company should set up integration strategy considering the tradeoff between efficiency and flexibility and the impact of the business cycle on both factors. Strategy only based on the price competitiveness determined in boom time can bring undesirable outcomes to the company. In addition, Strategic alliances in some value chains as a flexible bondage should be taken in account as complementary choice to the rigid integration.

• 농업생명과학연구
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• 제46권6호
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• pp.185-195
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• 2012

The purpose of this paper is to analyze how strategically the bilaterally monopolistic firms, only-one-seller and only-one-buyer, behave in a situation in which each firm has uncertain information on its opponent firm's cost. Even though the two firms know that seeking integrated profit leads to the optimized profit for both firms, each firm has an incentive to opportunistically behave to increase its share of the integrated profit. These opportunistic behaviors of the firms are analyzed through a game theoretic approach especially finding Nash equilibrium mixed strategies for the strategic profiles such as true-report or not and monitoring or not. The comparative statics to the Nash equilibrium mixed strategies shows that as the profit share increases the probability of monitoring an opponent firm is decreased while the probability increases as the size of the overstated production cost increases. This study also shows that high penalty and low monitoring cost lead to high probability to tell the truth of the production cost.

• 한국산학기술학회논문지
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• 제15권4호
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• pp.2062-2073
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• 2014

오늘날 식자재 유통시장은 싱글가구의 증대, 소비자의 건강식품 선호, 시장개방 등으로 관심의 대상이 되고 있으나 사실 체계적인 연구들이 매우 미흡한 실정이다. 이에 본 연구는 식자재 유통시장의 안정적인 성장과 더불어 경쟁력 제고맥락에서 식자재 구매자-판매자의 관계편익이 관계학습 및 협력에 미치는 영향을 식자재 판매자를 대상으로 회수된 228개의 설문을 실증적으로 분석한 결과, 첫째, 판매자의 구매자에 대한 다차원적 관계편익에서 사회적 편익을 제외한 경제적 및 상징적 편익은 관계학습에 통계적으로 유의한 것으로 나타났다. 둘째, 판매자의 구매자에 대한 관계학습은 협력에 통계적으로 유의한 관계로 분석되었다. 요컨대, 식자재 유통시장이 영세한 중소기업과 유통망, 브랜드를 갖고 있는 대기업과 양분되어 있으나 아직까지 상징적인 편익이 관계학습에 유효하지만 그래도 경제적 편익을 소홀히 다룰 수 없다는 점을 발견할 수 있었다. 더욱이 판매자의 구매자에 대한 관계학습은 협력에 매우 유의적인 것으로 보아 향후 관계기업 간의 공유된 목표에 대한 지속적인 관계학습으로 협력의 시너지가 일어날 수 있도록 초미의 관심을 가져야 한다.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2000년도 추계학술대회 및 정기총회
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• pp.185-188
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• 2000

Dongdaemoon clothes market can make traditional commerce to improve problems which happen to traditional commerce and satisfy between customers and salers through combination among Electronic Commerce which is growing up in 21 centuries place innovation This thesis is focusing on suggesting strategies which practice to let Dongdaemoon clothes market customers and wholesalers, retailers to use Electronic Commerce as strategic skills by analyzing core successful factors for adopting Electronic Commerce in Dongdaemoon clothes market. Adopting Electronic Commerce in Dongdaemoon clothes market when the customer make a reservation and the salers provide the customer with discounting service, the customer was willing to but it. Internet service categories which affect customer's satisfaction are providing lots of product information. This thesis shows providing information made the customer to increase customers's satisfaction degree and buying intention. Also convenience of product research, and reliability in transaction process can enable the customer to increase transaction reliability. These factors are very important in Electronic Commerce. In addition, factors which show customer's suggestion and inconvenience by using best seller information and discounting service board when they buy some items in Dongdaemoon clothes market affect the customer satisfaction degree and satisfaction degree of providing information. However, this thesis is analyzed that reliability of transaction process doesn't affect all successful factors such as product quality, size, online payment system, price reliability.

• 한국산업정보학회논문지
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• 제10권3호
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• pp.21-29
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• 2005

대부분의 자동협상시스템은 협상의 진행과정에 있어 협상자의 제안에 의존적이라 할 수 있다. 특히 협상속성에 대한 선호도, 평가함수 그리고 협상전략 등은 협상자에 의해 협상라운드마다 다양하게 변화하게 되고 이러한 특징은 협상의 수정제안 생성에 영향을 미치게 된다. 따라서 본 연구에서는 협상자의 참여를 최소화하는 자동협상방법론 및 협상 모델을 제안하였다. 협상자의 참여를 최소화하기 위하여, 협상자의 속성에 대한 선호도는 판매자와 구매자의 제안값에 대한 비율에 의해 예측되었으며, 협상자의 평가함수는 각 협상라운드마다 최소자승법을 통하여 예측한 후, 결정계수($R^2$)값에 의해 평가함수가 선택되도록 하였다. 또한 본 연구에서는 예측된 속성에 대한 선호도와 평가함수를 이용하여 최적 수정 제안을 유전알고리즘을 이용하여 생성하였다.