• 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.

• 융합경영연구
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• 제7권4호
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• pp.1-5
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• 2019

Purpose - Along with the rapid growth of the economics and IT industry, E-commerce appears as the next potential area of world economics. For this no-entity shops commerce style, logistics is crucial for the success of E-commerce. Research design, data and methodology - In this paper, Dangdang.com, the largest online marketplace in China, is studied and a conceptual model is present, to develop a practical way to develop the logistics system in E-commerce situation. Results - This research finds that following 4 factors are critical success factors for E-commerce logistics: 1) logistics centres are very important to control the inventory management; 2) keep good cooperation with third-party logistics (3PL) can guarantee good quality shipping service and also can reduce delivery costs; 3) build strong information system; 4) quick response system also needed for an efficient logistics system. When E-commerce firms are developing their logistics systems, they should pay more attention to these 4 critical success factors. Conclusions - In summary, successful 3PL management is vital for competing regionally and globally throughout the logistics value chain. We see information system as an enabler in logistics management to get the right products to the right place in the right quantity at the right time and to provide quality services to satisfy the customer's needs.

• 한국항만경제학회지
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• 제33권4호
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• pp.149-172
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• 2017

마윈은 1997년 알리바바그룹을 창업하여 모든 역경을 극복하고 2016년 세계전자상거래산업에서 세계1위로 올라섰다. 물류시스템 및 지불시스템이 알리바바의 성공에 크게 기여하였다. 본 연구는 마윈의 기업가정신을 분석하여 한국청년들에게 기업가정신을 고취할뿐만아니라, 알리바바의 아직 미흡한 물류시스템의 문제점을 진단하여 우리나라 전자상거래기업의 물류정책 수립에 도움을 주는데 본 연구의 목적이 있다. 본 연구는 경영사적(經營史的) 연구방법을 채택하여 문헌조사를 통하여 주로 수행되었다. 연구결과로는 대학 강사로서의 근무하던 중 중국의 개혁개방의 시작과 동시에 '하이보퉁번역회사'를 설립하여 투잡으로 창업을 시작하여, 1995년 미국의 인터넷원년에 감히 '차이나옐로우페이지'를, 1999년에는 알리바바 전자상거래기업을 창업하여 글로벌 마인드로 무한도전하여 무에서 유를 창조한 마윈의 불굴의 기업가정신을 밝혀냈다. 여기에는 그의 뛰어난 천재적인 마케팅/홍보능력, 모국의 중소기업의 수출을 도와 경제발전을 일으키고 일자리를 창출하고자 하는 그의 애국심도 그의 독특한 기업가정신으로 제시될 수 있다. 아울러 알리바바의 물류시스템은 아직까지 엄청난 전자상거래 물동량을 저가격으로 처리하는데 비교적 성공하였다. 그러나 중국의 낙후된 물류관리수준, 알리바바의 지나치게 우월한 가격협상력에 따른 원가이하의 물류계약단가, 경쟁사에 비대 창고부문의 경쟁 열위, 안정적인 라스트마일 배송 등은 해결되어야 할 현안문제이다.

• 한국컴퓨터정보학회논문지
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• 제16권11호
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• pp.77-83
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• 2011

온라인 쇼핑 시장이 IT 기술발전과 더불어 급속히 성장하게 되면서, 다양한 형태와 함께 온라인 쇼핑들 간의 치열한 경쟁이 심화되고 있다. 이에 따라 온 오프라인에서 차별화된 특징이 경쟁력을 도모할 수 있게 되었으며, 젊은 계층인 연인들을 마케팅 대상으로 하는 커플 이벤트 기획이 필요하게 되었다. 본 연구에서는 커플 및 젊은 구매계층들을 마케팅 대상으로 하며, 매출 향상을 목적으로 기획 및 구현된 사이트 개발을 목표로 하고 있다. 이를 위해서 기존 상업 사이트에 대한 이벤트 기획들에 대한 분석을 기반으로, 커플 생일을 마케팅 전략 및 다양한 기념 이벤트 및 고객들이 사이트를 방문하였을 때 이벤트가 한층 돋보이도록 마케팅 기획과 정보 배치를 중심으로 사이트를 구축하였다. 이를 통해 일부 고객층 대상으로 이벤트 효과 증대를 통한 매출 증대를 도모할 수 있을 것으로 기대된다.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회/대한산업공학회 1999년도 춘계공동학술대회:정보화시대의 지식경영
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• pp.174-174
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• 1999

• 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.

• 유통과학연구
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• 제18권2호
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• pp.49-58
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• 2020

Purpose: This study focuses on the performance of the strategy of Indonesia's companies in facing the development of e-commerce business. The relationship between Knowledge Management (Organizational Memory, Knowledge Sharing, Knowledge Absorption, Knowledge Acceptance), Organizational Innovativeness, Competitive Advantage (Time, Quality, Cost, Flexibility) and E-Commerce (Humanistic Factors: Management, Competence, Organizational Structures) examined in this case study. Research design, data, and methodology: This study uses two types such us qualitative and quantitative. A survey approach were conducted to collect data from the Group of Companies (Director and Manager), Academician (Lecturer), Regulator (Head of Government Institution Division), and Master of Management (at least five years). Total of 114 samples was collected and processed for statistical analysis using Smart PLS. Results: This study provide the findings proved that Knowledge Management and Organization Innovativeness simultaneously have positive influence on Competitive Advantage, while Knowledge Management, Organization Innovativeness, and Competitive Advantage simultaneously have positive influence on E-commerce where Competitive Advantage positively influence to E-commerce. Conclusions: The implementation of strategies or steps in this study are expected to steer and motivate an organization to successfully implement a good knowledge management system to pass on knowledge from generation to generation in the company Organizational Innovativeness strategies to improve e-commerce performance.

• 지식경영연구
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• 제20권4호
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• pp.169-183
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• 2019

The growth of mobile commerce (m-commerce) has been accelerated around the world. Why do e-retailers have to put a great deal of effort for the distribution of their mobile apps? The literature has paid little attention to the influence of the introduction of an e-commerce app on shopping behaviors of consumers. By analyzing the dataset of 2,342 users in Korea, this study aims to broaden our understanding of mobile shopping app usage across competing e-retailers and different channels. We found that a user's prior usage of a specific e-commerce mobile app increases her subsequent usage of its website through a mobile web browser. Thus, mobile apps do not cannibalize the mobile web channel, and there could be a complementary relationship. We also found that a user's usage of competitors' apps is positively associated with her subsequent usage of a specific e-commerce app. Because many consumers search products and compare prices across multiple e-retailers, having a mobile app helps an e-retailer be exposed to more potential consumers. This study is among the first to study the role of mobile apps in e-commerce by showing the dynamics of cross-channel and cross-vendor usage by a user.

• 유통과학연구
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• 제21권6호
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• pp.1-11
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• 2023

Purpose: As a modern distribution channel, the growth of e-commerce has brought more competitive pressures on e-marketplace, making trust and loyalty become top priority. As one of many sources of trust and loyalty issues, understanding the effect of careless marketing communications on consumers' perception is critical. This study examines the effect of careless marketing communications (e.g. misspellings, incomplete information) in website on consumers' trust toward and confidence in purchasing a product from an e-commerce. Research design and methodology: An experimental research design (with two experimental studies) was used in to test the hypotheses. Study 1 employs a single-factor design and study 2 employs a 2x2, full-factorial, between-subjects design. Results: Results of the two experimental studies (Study 1, n = 60; Study 2, n = 140) demonstrate that simple mistakes significantly decrease consumers' trust toward an e-commerce and their confidence to purchase from the e-commerce. The effect is found to be significant in the case of high-involvement products; whereas no effect is found in low-involvement products. Conclusions: E-commerce relies heavily on carefully crafted marketing communications to establish consumers' trust and confidence. These studies confirm the equal importance of distribution and communication in maintaining consumers' trust and sustainability of the business.

• 유통과학연구
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• 제22권2호
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• pp.51-61
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• 2024

Purpose: This comprehensive study delves into the intricate relationship between customer engagement, perceived risk, and perceived value within China's burgeoning e-commerce livestreaming sector. It focuses on how different customer engagement types in livestreaming influence their perception of value and risk. Research Design, Data, and Methodology: Adopting a convenience sampling approach, this research scrutinizes data collected from 852 consumers actively involved in e-commerce livestreaming shopping. Participants provided their insights through a meticulously designed questionnaire survey. Structural equation modeling helped examine the interplay between customer engagement, perceived risk, and value. Results: Significant impacts of customer engagement on perceived value and risk were found. Observation-based, conversation-based, and action-based engagements enhance perceived risk, while conversation-based and action-based engagement reduce perceived risk. Interestingly, observation-based engagement did not significantly affect perceived risk. The study also uncovered that perceived risk negatively impacts perceived value. Conclusions: The research offers insights into customer behavior and value creation in e-commerce livestreaming. It underscores how different engagement types affect perceived value and risk, aiding e-commerce platforms and businesses in strategy development to improve customer experience and minimize risks, enhancing perceived value in this dynamic sector. Enhances understanding of customer engagement dynamics in China's e-commerce livestreaming, guiding strategic development.