• 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.

• Journal of Information Technology Applications and Management
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• 제21권3호
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• pp.135-156
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• 2014

The Online business model for purchasing agent service is getting more popular. However, consumers perceive more risk when buying products from foreign online purchasing agents (FOPA) than from common online sellers (COS). This study focuses on finding out how consumers manage risk when they perceive risk and what different risk-reliever strategies they use when buying from high-risk FOPA and low-risk COS. This study has proved the following two. First, when consumers perceive risk at online purchasing, they tend to select risk-reliever strategies, such as the use of communication media, online assurance mark, seller's record, and secure payment to mitigate risk. With the application of those risk-reliever strategies, they built trust with the seller. Second, risk-perception of FOPA influences usage of communication media and check of online assurance mark more strongly than that of COS. On the contrary, risk-perception of COS influences the check of seller record more strongly than that of FOPA. This study helps to explain why FOPA is proliferating, despite its inherent high risk due to the fact that buyers and sellers are separated in time and space and that buyers and sellers have different social and cultural backgrounds. This study also helps managers of E-commerce to relieve consumer's risk-perception and to build trust.

• 한국식품조리과학회지
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• 제32권6호
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• pp.762-772
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• 2016

Purpose: Adolescence is a critical period for growth and development; hence, knowledge about good food habits is essential amongst children. This study was conducted to investigate prevalence of awareness among food sellers, which could probably influence children's health and perceptions on food around schools towards adulterated food management beliefs, competencies, and food safety practices. Methods: Data was collected from 195 dealers around 25 elementary, middle and high schools in Daegu and Gyeongbuk provinces using a self-administered questionnaire in July and August, 2015. The data was analyzed using frequency analysis, one-way analysis of variance, $x^2$-test, factor analysis, and reliability analysis by SPSS Statistics (ver. 23.0). Results: A total of 121 people (62.1%) reported satisfaction of providing information and education on adulterated food. The perception of hazardous substances was found to be related to food poisoning bacteria and viruses (65.6%), heavy metals (42.1%), environmental hormones (36.4%), residual pesticides (27.2%), and irradiated food (26.7%). The perceived score on hygiene practices for processed food seller was $4.04{\pm}0.56/5.00$ and for cooked food seller was $4.09{\pm}0.45$. The capacity of adulterated food management practice of food sellers was significantly correlated with food knowledge on adulteration and public relation capacity, necessity of adulterated food management, and perception of hygiene practices (p<0.01). Similarly, knowledge and public relation capacity were significantly different according to ages (p<0.01). The perception of the necessity of adulterated food management was significantly different according to education levels (p<0.05), and the evaluation of hygiene practices was significantly different according to age (p<0.01). Conclusion: In order to solve the problem of adulterated food, which is one of the four social evils, and to strengthen the capacity of children to solve social problems, various practices like campaign on health promotion, goof food habits, education, and adulterated food management, should be actively promoted not only for children but also for food sellers around the schools.

• 산업융합연구
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• 제1권1호
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• pp.143-157
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• 2003

This paper examines the changed consumer perception to internet based channel. Internet based channel has time merit, place merit, assortment merit, compatibility merit, and so on. For seller, in the mean while, it has merits in the way of diminishing physical distribution cost, promotion cost, and reaching globally in the same time. In spite of so many merits of internet based channel, there were many types complain in past. Most of all, consumers expect that it will provide low-price merit to consumer, because it doesn't need shop, warehouse, stock, etc. Based on the empirical analyses in past, it didn't work, especially to price oriented consumer's perception. But in this research, it shows changing consumer's perception. Comparing past data with current data, we found outstanding gross in price related variables figure. But, in goods delivery related factors and personal credit information related factor, consumer recognized much more negatively yet. So, we conclude that even though some factors show improved perception, there are tasks to solve. We will observe the tuning point at that time.

• 한국정보시스템학회지:정보시스템연구
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• 제32권1호
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• pp.23-51
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• 2023

Purpose: Live commerce is a new type of electronic commerce in combination with live streaming services. It is expected to increase virtual presence in the context of online shopping by overcoming a lack of social interactions between sellers and buyers which have been raised as a limitation in electronic commerce. Drawing on the studies of communication media, this study examines how live commerce contributes to the increase of virtual presence which consists of telepresence and social presence. Telepresence refers to a buyer's perception that he or she is present at the physical shopping mall during live shopping streaming whereas social presence refers to a buyer's perception of social interaction with a seller which is human warm, social, sensitive, and personal. In this study, we verify key determinants of virtual presence and its consequences. More specifically, this study proposes virtual presence contributes to the increase of buyers' trust in products and further purchase intentions. Furthermore, we verify influential factors of virtual presence from the technical and influencer perspectives of live commerce. Design/methodology/approach: To test the proposed hypotheses, the partial least squares (PLS) analysis is conducted with a total of 250 data collected on users with experience in the TaoBao live streaming shopping platform. Findings: The results show that first, telepresence and social presence are increased by visibility, media richness and attractiveness in the context of live shopping streaming. Second, buyers' trust in product trust and purchase intentions are positively influenced by telepresence and social presence. Finally, buyers' trust in product has a direct, positve effect on their purchase intentions. Overall, the findings offer new insights into the studies of electronic commerce by introducting the concepts of virtual presence and media richness from the literature of communication media in the field of live commerce.

• 유통과학연구
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• 제13권11호
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• pp.47-58
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• 2015

Purpose - This study aims to seek determinants of department store sales commission rates under consignment contracts based on transaction cost theory, the power-dependence view, and the resource-based view. A consignment contract is a unique contract where the retailer, over a given period, takes possession of goods owned by a supplier, promotes the sales of these goods, and receives a profit share from their sales. Under this contract, the supplier owns the goods until they are sold. In department stores in South Korea, over 70% of overall sales comes through consignment contracts. In other words, this is the most popular contract agreement between large retailers and vendors in South Korea. Consignment contracts yield high profits to department stores with minimal sales uncertainty, stock cost, and marketing investment. Many suppliers believe the consignment contract commission rates are too high. However, department stores disagree. They state that the commissions are not high as they generate new value for the suppliers by accumulating up-to-date merchandise and supporting various marketing programs on their behalf. Recently, consignment contracts have been critically examined and scrutinized by politicians, mass media, and the public of Korea. This study further intends to derive implications reflecting both buyer and seller perspectives as well as offer insights to policy makers in making appropriate decisions. Research design, data, and methodology - To verify the proposed research model and test hypotheses, the authors selected 164 suppliers, which currently have relationships with department stores. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program Results - For the transaction cost theory and the power-dependence view, the results indicated that product diversity and demand volatility had a positive impact on the sales dependence on a department store. Dependence in turn had a positive effect on the sales commission under the consignment contract. Based on the resource-based view, the department store's marketing capability, the supplier's perception toward merchandising, and supporting activities could enhance the department store's channel leadership in the buyer-seller relationship. Subsequently, the channel leadership had a positive effect on the sales commission. However, product complexity had no relationship with department store dependence. Conclusions - This is the first empirical research that investigates the determinants of sales commissions under consignment contracts in the domestic retail industry. This study reveals several theoretical and practical implications for both marketing scholars and marketers. In terms of theoretical implication, this study integrated and enlarged certain theoretical background, such as transaction cost theory, the power-dependence view, and the resource-based view, to explain the determinants of sales commissions under consignment contracts that include sales revenue. From a business management viewpoint, this research offers useful insights for policy makers by applying two different perspectives, both the manufacturer and the retailer, in terms of the sales commission issue under a consignment contract.

• 경영정보학연구
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• 제18권2호
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• pp.59-77
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• 2016

전자상거래 시장에서는 점차 다양한 추천기법들이 적용되고 있으나, 고객 관점에서 이에 대한 사용의도를 비교 분석한 연구는 매우 드물다. 본 연구는, 온라인 쇼핑몰에서 널리 활용되고 있는 베스트셀러 추천, MD(Merchandiser)추천, 내용기반 추천, 협업필터링 추천, 그리고 지인추천 등의 다섯 가지 추천기법들에 대한 고객의 사용의도를, 전자제품군 구매 시와 의류군 구매 시에 대해서 비교 분석하였다. 이와 더불어, 어떠한 요소들이 고객의 추천서비스 사용의도에 영향을 미치는지에 대한 연구를 수행하였다. 이를 위해, 추천서비스 사용경험이 있는 전자상거래 사용자 총 220명을 대상으로 설문조사를 수행한 후, 분산분석(ANOVA), 회귀분석 등을 사용하여 데이터 분석을 수행하였다. 본 연구결과, 추천기법에 따른 고객의 추천서비스 사용의도에는 통계적으로 유의한 차이가 있으며, 특히 전자제품군 구매 시에는 베스트셀러 추천기법이, 의류군 구매 시에는 내용기반의 추천기법이 가장 선호되는 것으로 나타났다. 또한, 고객의 인물특성, 성격요인, 구매성향, 구매하려는 제품에 대한 인식 및 추천서비스에 대한 인식 등이 추천서비스 사용의도에 영향을 미치는 것으로 나타났으나, 세부적인 영향요소들은 추천기법별로 상이하게 도출되었다. 이러한 연구는 기업들에게 제품군 및 개인의 성향에 적합한 기법을 채택하여 추천서비스를 수행할 수 있도록 하는 가이드라인(guideline)을 제시해 줄 수 있을 것으로 기대된다.

• 한국항해항만학회:학술대회논문집
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• 한국항해항만학회 2013년도 춘계학술대회
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• pp.163-165
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• 2013

국제해사기구(IMO)에서는 선박매매 시 정비이력 및 고장정보를 신규 선주에게 이관하도록 ISM Code를 개정하기 위한 움직임이 있다. 이에 대비하여 해운산업에 미치는 영향을 관련 분야 종사자들에 대한 인터뷰와 설문지 조사를 통해 실증분석을 하였다. 그 결과 부정적인 영향보다는 ISM Code의 고유목적인 선박안전의 측면에 긍정적인 영향이 더 많은 것으로 나타났다. 선박매매가격, 선박보험에 전반적인 영향은 크지 않지만 선박관리가 잘 된 선박에 대해서는 긍정적인 영향을 줄 것이라고 예측되었다. 응답자 그룹별 인식차이분석에서는 실제 선박을 운영하고 매매하는 해운회사와 물류회사가 포워더나 화주사에 비해 개정의 영향을 더욱 의미 있게 받아들이고 있는 것으로 나타났다. 또한 정비기록 및 고장이력 열람이 매수자 및 매도자에게 동일하게 적용됨으로써, 선박매매 시 정보 편향성이 해소되어 공정한 시장(Clean Market)을 형성할 수 있고, 해운기업들은 정비기록정보를 통해 미래에 발생할 수 있는 문제점을 예방하고 해결점을 찾는데 소요되는 시간과 비용 손실을 줄일 수 있다. 이러한 정보를 활용하여 선박의 리스크 분석 및 위험예방관리가 가능함으로 선박의 유지 보수 능력이 증대되어 선박안전 역량제고 및 환경 오염 예방에 기여할 것이라고 판단된다.