• 한국의류학회지
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• 제46권4호
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• pp.583-599
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• 2022

This study aims to clarify the implications of rapidly growing live commerce in China by examining the multifaceted aspects of social presence, in particular to help small commerce operators and platform companies. It examines the effect of cognitive and affective social presence on consumer engagement by evaluating consumption values and trust in streamers. In this survey study, the responses of 221 individuals residing in large cities of China were analyzed using structural equation modeling. The results showed that cognitive social presence had a positive effect on consumer engagement by mediating the utilitarian value and trust in streamers. Furthermore, affective social presence had a positive effect on consumer engagement through the hedonic value and trust in streamers. Thus, our research provides a new perspective to approaching a multidimensional social presence and understanding consumer behavior in live commerce. Moreover, it contributes to the application and expansion of social presence theory in this field.

• 중소기업융합학회논문지
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• 제5권2호
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• pp.27-32
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• 2015

최근에는 기존 소셜커머스 사이트에서 판매하는 일반 상품보다 서비스 관련 상품들이 더 주목 받고 있다. 이러한 배경으로 본 연구에서는 소셜커머스 상품의 서비스 품질이 소비자의 만족도에 미치는 영향에 관한 분석을 하였다. 소셜커머스 상품을 구매해 본 경험이 있는 소비자들을 대상으로 상품 구매 후 서비스 품질이 소비자의 만족도에 얼마나 영향을 주는지 분석하는 연구이다. 소셜커머스의 경우 상품의 다양성, 상품의 편리성 등이 소비자의 만족에 유의한 영향을 미치는 것으로 알려져 있다. 소셜커머스는 현재 900개가 넘은 사이트와 수 십건의 뉴스가 쏟아지고, 포털 사이트의 실시간 인기검색어에 관련 사이트까지 심심하지 않게 등장할 정도로 대중적인 인기를 몰고 오면서 우리 인간들의 일상 속으로 빠르게 파고들었다. 흔히 소셜커머스를 모방한 기업들의 대부분은 소셜 쇼핑의 형태를 벗어나지 못하고 있기 때문에 소비자 만족도와 서비스 품질의 상관관계가 밀접한 결과를 얻었다.

• 유통과학연구
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• 제17권10호
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• pp.73-81
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• 2019

Purpose - The purpose of this study was to examine the effect of the heuristic type of consumers affecting purchase decision making and the intention of shopping value in their relationship to derive mobile social commerce purchase promotion plans. Research design, data, and methodology - A research model was constructed to relate the mediating effect of shopping value between heuristic types and purchase intentions. A total of 233 valid questionnaires were used for analysis for users using mobile social commerce. The statistical program used SPSS 24.0 and AMOS 24.0, and correlation analysis, regression analysis, and 3-step parametric regression analysis were used for the analysis. Results - The results of the analysis showed that representativeness heuristics, availability heuristics, adjustment heuristics, and affect heuristics had a statistically significant effect on the utilitarian value and the hedonic value. On the other hand, affect heuristics among the heuristic types were found to have the greatest influence not only on the utilitarian value but also on the hedonic value. The two types of shopping value were found to be partially mediated between representativeness heuristics and purchase intentions, between adjustment heuristics and purchase intentions, and fully mediated between availability heuristics and purchase intentions, affect heuristics and purchase intentions. Conclusions - These findings suggest that mobile social commerce companies should check in advance how consumer heuristic types affect purchase intentions. In particular, affect heuristics are caused by consumers' emotional mood such as mood or external stimulus being more important to decision making than rational decision making. Therefore, the result of this study suggests that it can be an important factor to secure the competitiveness that the potential customers who access to use mobile social commerce can feel enough fun and enjoyment in the platform provided by the company. It is also worth paying attention to the utilitarian and hedonic values perceived by consumers. This is because the judgment regarding the economic, convenience and important information provided by the mobile social commerce users affects the purchase intention through the trust of the information, past use, and shopping experience displayed on the mobile social commerce platform.

• 아태비즈니스연구
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• 제12권3호
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• pp.235-250
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• 2021

Purpose - This study analyzed the correlation and influence between social support, trust (seller, brand), and continuous purchase intention in C2C social commerce in China. Design/methodology/approach - To test the hypothesis, SPSS and Smart PLS 3.0 statistical packages were used based on the collected data. Findings - First, it was confirmed that social support (emotional support, informational support) had a positive effect on trust in sellers. Second, it was found that trust in sellers had a positive effect on brand trust. Third, both seller trust and brand trust have a positive effect on consumers' continuous purchase intention. Research implications or Originality - When consumers gain emotional and informational support from sellers, trust in sellers will be effectively improved. Companies wishing to improve brand credibility of their products will have to outsource the sale of their products to trusted sellers. The C2C social commerce platform should build its own trust rating system, recommend sellers with high reliability ratings, and encourage sellers to provide consumers with a lot of information about their brand.

• 유통과학연구
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• 제13권1호
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• pp.47-55
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• 2015

Purpose - The objective of this study is to verify whether there are differences between Korean and Chinese consumers in the importance of the attributes such as shopping value and loyalty in social commerce. With the purpose of finding out these differences, the following questions are set up as research questions. First, will there be a difference between Korea and China in the importance of attributes of social commerce? Second, will there be a difference between Korean and Chinese consumers in shopping value? Third, will there be a difference between Korean and Chinese consumers in their loyalty? Research design, data, and methodology - The researchers collected data through self-administered questionnaires from Korean and Chinese consumers who had used social commerce within the past six months before answering the questionnaire. First, for social commerce users in Korea, comprising male and female university students in Chungcheong, a questionnaire was circulated. For social commerce users in China, university students within Beijing were surveyed. Responses to 336 questionnaires were used, excluding those with no answers or unreliable answers. Data coding and data cleaning were used. SPSS 18.0 was used. First, exploratory factor analysis is done to verify the validity of testing tools, and Cronbach's α coefficient is used to verify credibility. For factor analysis, the Varimax method is used. To verify the internal consistency reliability of each factor, the Cronbach's α coefficient is used to verify the credibility. Second, a T-test is done to verify differences between Korean and Chinese consumers for the importance of attributes. Third, ANOVA (Analysis of variance) is done to verify differences between Korean and Chinese consumers in shopping value and loyalty. Results - When Korean and Chinese consumers use social commerce, first, the importance of the attributes of social commerce is affected by four factors; playfulness and economic factors are more important to Korean consumers than Chinese consumers. As for informativeness factors, including product information and quality, and buyer comments, there was no confirmed difference between Korean and Chinese consumers. The convenience factor is more important to Chinese consumers than Korean consumers. Second, the factors affecting shopping value for Korean and Chinese consumers were hedonic shopping value and rational shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the rational shopping value factors of social commerce, Korean consumers scored higher than did Chinese consumers. These results were verified to be meaningful through statistics. In the hedonic shopping value factor of social commerce, Korean consumers scored higher than Chinese consumers. These results showed a significant difference. Third, loyalty in social commerce is higher for Chinese consumers than for Korean consumers. However, there is no difference in loyalty depending on sex. Conclusion - These results will hopefully be valuable and used in the future by Korean companies that wish to enter the Chinese social commerce market.

• 유통과학연구
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• 제13권1호
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• pp.105-118
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• 2015

Purpose - The objective of this study is to verify whether there are differences between Korean and Chinese consumers in the importance of the attributes such as shopping value and loyalty in social commerce. With the purpose of finding out these differences, the following questions are set up as research questions. First, will there be a difference between Korea and China in the importance of attributes of social commerce? Second, will there be a difference between Korean and Chinese consumers in shopping value? Third, will there be a difference between Korean and Chinese consumers in their loyalty? Research design, data, and methodology - The researchers collected data through self-administered questionnaires from Korean and Chinese consumers who had used social commerce within the past six months before answering the questionnaire. First, for social commerce users in Korea, comprising male and female university students in Chungcheong, a questionnaire was circulated. For social commerce users in China, university students within Beijing were surveyed. Responses to 336 questionnaires were used, excluding those with no answers or unreliable answers. Data coding and data cleaning were used. SPSS 18.0 was used. First, exploratory factor analysis is done to verify the validity of testing tools, and Cronbach's α coefficient is used to verify credibility. For factor analysis, the Varimax method is used. To verify the internal consistency reliability of each factor, the Cronbach's α coefficient is used to verify the credibility. Second, a T-test is done to verify differences between Korean and Chinese consumers for the importance of attributes. Third, ANOVA (Analysis of variance) is done to verify differences between Korean and Chinese consumers in shopping value and loyalty. Results - When Korean and Chinese consumers use social commerce, first, the importance of the attributes of social commerce is affected by four factors; playfulness and economic factors are more important to Korean consumers than Chinese consumers. As for informativeness factors, including product information and quality, and buyer comments, there was no confirmed difference between Korean and Chinese consumers. The convenience factor is more important to Chinese consumers than Korean consumers. Second, the factors affecting shopping value for Korean and Chinese consumers were hedonic shopping value and rational shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the rational shopping value factors of social commerce, Korean consumers scored higher than did Chinese consumers. These results were verified to be meaningful through statistics. In the hedonic shopping value factor of social commerce, Korean consumers scored higher than Chinese consumers. These results showed a significant difference. Third, loyalty in social commerce is higher for Chinese consumers than for Korean consumers. However, there is no difference in loyalty depending on sex. Conclusions - These results will hopefully be valuable and used in the future by Korean companies that wish to enter the Chinese social commerce market.

• 통상정보연구
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• 제12권2호
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• pp.291-322
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• 2010

Many companies make active use of loyalty programs to improve their customers' loyalty to the company. Loyalty programs are widely used in various industries and sectors, including oil, telecommunications, credit card, department stores, and internet shopping malls; their performance seems to be successful in building a positive relationship with customers. This study emphasizes the role of affiliate programs in creating loyalty, thereby helping companies to maintain their competitive advantage. To objectives of this study are to investigate which antecedent variables(affiliate program benefit, service company characteristic , consumer characteristic) have significant effects on consumer perceived affiliate program satisfaction and to examine whether these factors have differences between Korean and Japanese consumers. The useful results will provide marketing strategy for marketers of service companies. The results also show that affiliate program is very important in order to maintain relationship with customers in service companies.

• 한국의류학회지
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• 제45권3호
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• pp.464-476
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• 2021

This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.

• 정보학연구
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• 제4권2호
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• pp.83-102
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• 2001

본 연구에서는 최근 들어 인터넷 상거래 물량과 업체의 증가에 따라 그 중요성이 더해가고 있는 택배운송업의 본질을 규명하고 국내외 업체의 사업현황을 개괄적으로 살펴본 다음, 해외 선진택배업체의 전략적 특징과 국내 택배업의 전자상거래 변화추세 및 전자상거래 배송현황을 고찰을 통해 전자상거래시대에 국내 택배업이 지니는 문제점과 전자상거래 물류전략을 구체적으로 지적함으로써 전자상거래 시대에 국내 택배운송업체들의 경쟁력강화에 일조하고자 한다.

• 디지털융복합연구
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• 제20권4호
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• pp.119-126
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• 2022

"인터넷+" 경제 모델의 부상과 급속한 발전으로 인터넷은 사회 경제와 깊이 통합되어 삶의 구석구석을 파고든다. 전자상거래 기업은 내부 투자나 자본 축적을 통한 사업 규모 확대에 비해 효율적인 인수합병(M&A)을 통해 직접 타사를 지배하려는 경향이 강하다. 본 연구의 목적은 인터넷 시대 중국 최대 전자상거래기업인 알리바바의 M&A를 중심으로 M&A 전후의 재무실적 변화를 분석하고자 한다. 본 연구는 M&A가 알리바바의 주가와 주주 재산에 미치는 영향을 보다 직관적으로 제시하기 위해 사건연구 방식으로 시장모델을 선정해 비정상수익률을 측정했다. 연구결과 M&A 이벤트는 단기적으로 알리바바의 주주재산 감소로 이어졌음을 보여준다. 본 연구는 전자상거래기업들의 M&A성과에 대한 이론적 근거를 제시하고 있다.