• Journal of Global Scholars of Marketing Science
• /
• v.15 no.2
• /
• pp.227-244
• /
• 2005

This case examined the strategy of taking back a market leader in Korea Internet shopping mall through free book delivery service of Interpark. Although lnterpark was an oldest Internet shopping mall in Korea, its market position has been weaken and weaken due to strong challengers based on TV Home shopping companies. In order to overcome the difficult situation, Interpark chose the book division as a bowling alley. The company offered boldly a free delivery service of book for customers. The free delivery service was considered as a risky bating because it cost a lot. However, it led more customer traffic to Interpark and cross-selling of other categories. At last Interpark took back a market leader based on free book delivery service. The case showed it was very important for e-business company to analyze market and competitors and to implement bold strategies at high speed.

• Journal of Global Scholars of Marketing Science
• /
• v.18 no.3
• /
• pp.1-25
• /
• 2008

Ⅰ. Introduction Retailers in the 21st century are being told that future retailers are those who can execute seamless multi-channel access. The reason is that retailers should be where shoppers want them, when they want them anytime, anywhere and in multiple formats. Multi-channel access is considered one of the top 10 trends of all business in the next decade (Patricia T. Warrington, et al., 2007) And most firms use both direct and indirect channels in their markets. Given this trend, we need to evaluate a channel equity more systematically than before as this issue is expected to get more attention to consumers as well as to brand managers. Consumers are becoming very much confused concerning the choice of place where they shop for durable goods as there are at least 6-7 retail options. On the other hand, manufacturers have to deal with category killers, their dealers network, Internet shopping malls, and other avenue of distribution channels and they hope their retail channel behave like extensions of their own companies. They would like their products to be foremost in the retailer's mind-the first to be proposed and effectively communicated to potential customers. To enable this hope to come reality, they should know each channel's advantages and disadvantages from consumer perspectives. In addition, customer satisfaction is the key determinant of retail customer loyalty. However, there are only a few researches regarding the effects of shopping satisfaction and perceptions on consumers' channel choices and channels. The purpose of this study was to assess Korean consumers' channel choice and satisfaction towards channels they prefer to use in the case of electronic goods shopping. Korean electronic goods retail market is one of good example of multi-channel shopping environments. As the Korea retail market has been undergoing significant structural changes since it had opened to global retailers in 1996, new formats such as hypermarkets, Internet shopping malls and category killers have arrived for the last decade. Korean electronic goods shoppers have seven major channels : (1)category killers (2) hypermarket (3) manufacturer dealer shop (4) Internet shopping malls (5) department store (6) TV home-shopping (7) speciality shopping arcade. Korean retail sector has been modernized with amazing speed for the last decade. Overall summary of major retail channels is as follows: Hypermarket has been number 1 retailer type in sales volume from 2003 ; non-store retailing has been number 2 from 2007 ; department store is now number 3 ; small scale category killers are growing rapidly in the area of electronics and office products in particular. We try to evaluate each channel's equity using a consumer survey. The survey was done by telephone interview with 1000 housewife who lives nationwide. Sampling was done according to 2005 national census and average interview time was 10 to 15 minutes. Ⅱ. Research Summary We have found that seven major retail channels compete with each other within Korean consumers' minds in terms of price and service. Each channel seem to have its unique selling points. Department stores were perceived as the best electronic goods shopping destinations due to after service. Internet shopping malls were perceived as the convenient channel owing to price checking. Category killers and hypermarkets were more attractive in both price merits and location conveniences. On the other hand, manufacturers dealer networks were pulling customers mainly by location and after service. Category killers and hypermarkets were most beloved retail channel for Korean consumers. However category killers compete mainly with department stores and shopping arcades while hypermarkets tend to compete with Internet and TV home shopping channels. Regarding channel satisfaction, the top 3 channels were service-driven retailers: department stores (4.27); dealer shop (4.21); and Internet shopping malls (4.21). Speciality shopping arcade(3.98) were the least satisfied channels among Korean consumers. Ⅲ. Implications We try to identify the whole picture of multi-channel retail shopping environments and its implications in the context of Korean electronic goods. From manufacturers' perspectives, multi-channel may cause channel conflicts. Furthermore, inter-channel competition draws much more attention as hypermarkets and category killers have grown rapidly in recent years. At the same time, from consumers' perspectives, 'buy where' is becoming an important buying decision as it would decide the level of shopping satisfaction. We need to develop the concept of 'channel equity' to manage multi-channel distribution effectively. Firms should measure and monitor their prime channel equity in regular basis to maximize their channel potentials. Prototype channel equity positioning map has been developed as follows. We expect more studies to develop the concept of 'channel equity' in the future.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2014.11a
• /
• pp.1046-1049
• /
• 2014

최근 웹 2.0 의 폭발적인 성장과 스마트기기의 대중화 및 모바일 서비스의 활성화로 인하여 다양하고 방대한 양의 정보들이 생성되었다. 또한, 현재 산업분야에서는 이와같은 방대한 양의 데이터들을 처리하기 위하여 데이터웨어하우스와 OnLine Analytical Processing(OLAP)을 통한 정보 분석 사례가 많아지고 있다. 특히, 의사결정자들은 이러한 수많은 정보들 중에서 의사결정에 도움이 되는 정보들을 찾는 것을 목표로 하지만 아직까지도 의사결정자들은 자신들이 원하는 정보들을 찾는데 많은 어려움을 겪고 있다. 따라서, 최근에 수많은 정보들을 효과적으로 활용하기 위한 다양한 연구가 수행어지고 있고 의사결정자들의 올바른 의사결정을 도와주는 시스템에 대한 중요도가 나날이 급증하고 있다. 본 논문에서는 이러한 의사결정자들의 올바른 의사결정을 위해 OLAP 을 활용하여 TV 홈쇼핑에서 발생하는 수많은 정보들을 분류 목적에 따라 다차원적으로 분석하고 분석된 정보들을 바탕으로 하여 TV 홈쇼핑에서 판매하고 있는 상품의 트렌드를 분석한다.

• Korean Management Science Review
• /
• v.15 no.2
• /
• pp.161-175
• /
• 1998

As organizations have come to be more complex and diverse, management has come to spend an increasing proportion of its time and efforts in handling organization conflict. Moreover, organizational conflict problems are often not recognized until the balance of interests is destroyed or a radical organizational change such as BPR takes place. Once an organizational conflict arises, however, it reduces corporate synergy seriously, leading to organizational ineffectiveness. Therefore, it is important to identify the cause of organizational conflict in advance and resolve it based on the proper diagnosis as early as possible lest it should undermine the organizational effectiveness. We propose a method that facilitates diagnosing potential organizational conflict and determining appropriate strategy to the conflict, based on the analysis of cognitive maps. To support the application of the method in the real world context, a computerized tool is introduced. The working procedures of the method and the features of the tool are illustrated with their application to the real case of the cable TV home shopping company.

• Journal of the Korean Home Economics Association
• /
• v.30 no.1
• /
• pp.11-24
• /
• 1992

The purpose of this study is to investigate the present states and preferences for a type of campus wear, the differences between the life-style variables and clothing behavior among school uniform students and non-uniform students, to explore variabels of the purchasing tendency in clothes of boys' and girls' high school students. The questionnaires were administered to samples of four boys' and girls' high schools respectively in Kwangju. The data from 522 respondants were analyzed in using Frequency and T-test. The results were as follows: 1. Most of schools are likely to take a school uniform system in the near future but students do not have favorable attitude against the system. 2. There were partly significant differences between the clothing behavior variables (boys : psychological dependence, comfort and atmosphere of the store, girls : downtown shopping) among school uniform students and non-uniform students. 3. There were partly significant differences between life-style variables(boys : leadership and social attitude, advertisement confidence, girls : price consciousness) among school uniform students and non-uniform students. 4. About 80% of the subject group planned their clothing purchase in advance, and their parents and friends influenced on clothing buying behaviors more then other fashion information sources, however, for the boy students the atmosphere of the store is most affecting variables. The store in which the subject group purchased clothing most frequently was a specialty fashion store. In clothing selection, aesthetic factors were showen as important factor and the most affecting mass media is TV.

• Journal of Internet Computing and Services
• /
• v.22 no.1
• /
• pp.31-39
• /
• 2021

Obtaining delivery addresses from calls is one of the most important processes in TV home shopping business. By automating this process, the operational efficiency of TV home shopping can be increased. In this paper, a method of recognizing and validating road name address, which is the address system of South Korea, from speech oriented text is proposed. The speech oriented text has three challenges. The first is that the numbers are represented in the form of pronunciation. The second is that the recorded address has noises that are made from repeated pronunciation of the same address, or unordered address. The third is that the readability of the resulted address. For resolving these problems, the proposed method enhances the existing address databases provided by the Korea Post and Ministry of the Interior and Safety. Various types of pronouncing address are added, and heuristic rules for dividing ambiguous pronunciations are employed. And the processed address is validated by checking the existence in the official address database. Even though, this proposed method is for the STT result of the address pronunciation, this also can be used for any 3^rd party services that need to validate road name address. The proposed method works robustly on noises such as positions change or omission of elements.

• Journal of Distribution Research
• /
• v.14 no.1
• /
• pp.45-65
• /
• 2009

As a number of people using the internet for their shopping steadily rises, it is increasingly important for retailers to understand why consumers decide to buy products via online or offline. The main purpose of this study is to develop and test a model that enhance our understanding of how consumers respond future online and offline channels for their purchasing. Rather than merely adopting statistical models like most other studies in this field, the present study develops a model that combines double-cohort method with multinomial logit model. It is desirable if one can adopt an overall encompassing criterion in the study of consumer behaviors form diverse sales channels. This study uses the concept of cohort or aging to enable this comparison. It enables us to analyze how consumers respond to online and offline channels as people aged by measuring their shopping behavior for an online and offline retailers and their subsequent purchase intentions. Based on some empirical findings, this study concludes with policy implications and some necessary fields of future studies desirable.

• Korean journal of communication and information
• /
• v.18
• /
• pp.199-229
• /
• 2002

This study analyzed the trends of broadcaster licensing policy during 1990-2001 in Korea. It is to seek the answers about how the examination standards and procedures applied to broadcaster licensing has been changed for the last decade. For the purpose this study inquired six cases such as private broadcasting licence (1990 October), cable TV program provider licences(1993 July), cable TV system operator licences(1994 January), private local broadcaster licences(1994 July), satellite broadcaster licence(2000 December) and cable TV home shopping channel licences(2001 March). It examined the degree of specification and measurement of the standards based upon the government white paper; average points per item, average points per quantitative item, and average points per qualitative item etc. The government hadn't opened the standards and procedures how it licensed broadcasters until 1990 and the uncertain attitude brought distrust on the government broadcasting policy. The first white paper about broadcaster licensing was made in 1994 after cable TV broadcaster licensing was finished. The results indicated that Korean broadcasting licensing policy rapidly developed in the dimension of transparency from 'a secret room policy' to 'a sunshine policy' for the last decade. But it still needs improvement in the dimension of fairness of examination. Now one of the main distrust is the ratio that the one of qualitative examination standards are much more than the qualitative one.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.11 s.158
• /
• pp.1495-1506
• /
• 2006

The purposes of this study are to investigate the formation and the change of apparel retail structure historically with the viewpoint that the retail structure is affected by the process of economic development. This study was done by literature research method and the result of this study is the following. The tailor and seamstress shops, the first clothing shops in Korea, were replaced by ready-made shops, because mass production system which had developed with the industrialization of Korea increased the advantage of economy of scale compared to handicrafts individual one. After that, the production system of apparel industry had been efficient continuously, while retail system had not. The retailing of famous brand apparel conducted by exclusive franchise store caused supplier oriented markets where the opinion and the desire of consumers were not reflected. While the retailing of the unknown brand apparel handled by small retail stores were inefficient. As the apparel industry matured in 1990s, various types of new stores appeared such as specialty stores, discount stores, TV home shopping, internet shopping, outlet malls, and big fashion stores in Dongdeamoon. These new stores have features of seeking profits in mass merchandising. As these large retail stores grow, the apparel retail structure of Korea is changing from a fragmented market to a vertically integrated one. This change is shown by the decrease of stores per inhabitants. With the change of environment, the apparel retail system which has lagged behind comparatively is expected to develop into more efficient system based on the large capital investment which raise the advantage of economy of scale.

• Journal of Broadcast Engineering
• /
• v.13 no.3
• /
• pp.319-327
• /
• 2008

The purpose of study is to investigate the customer oriented transaction environment for the customers' convenience, the plan of public policy in regard to the customer oriented T-Commerce, and the consumption pattern of customers' commercial transaction, necessary for the marketing strategy by analyzing the demand for the T-Commerce with the purchase intention and maximum willingness to pay according to the demographic factors, the pattern of commercial transaction, and the technology innovation types. The results showed that there were statistically significant relations between consumer's willingness price to pay for the T-commerce and the consumer's technology adoption types, monthly internet shopping amounts, and weekly TV-home shopping hours. The simulations on a basis of multiple regression analysis for the T-commerce were illustrated by those factors.