• Journal of the Korea Society of Computer and Information
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• v.25 no.8
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• pp.189-196
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• 2020

In this paper, we propose a study on the purchasing intent of the new e-commerce consumer, the coronavirus may once again drive the structural change of China's economy, and the new online marketing model will be noticed during the epidemic. Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. Study the validation of hypotheses in the model to reveal the reasons why consumers in the new e-business are exposed. The results show that e-commerce features of Internet celebrities and individual characteristics of Internet celebrities can only enhance consumers' satisfaction. Quasi social relationships only increase consumer satisfaction without generating the will to purchase directly. Consumer satisfaction is the core foundation that dominates long-term consumption. E-commerce should focus on the ability of online celebrities to sell their expertise and the adaptability of value and product characteristics when conducting online celebrity marketing.

• Journal of the Korean Operations Research and Management Science Society
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• v.31 no.4
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• pp.49-68
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• 2006

E-business strategy has interests in Issues of strategic positioning and its impact on firm performance. These studies address the environmental factors as antecedents to strategic decision makings and its consequences such like firm performance. However most studies has not considered the role of business models In explaining e-business firm performance. We adopt Porter's generic strategies to the e-business context. We Identify business models and e-business environmental factors as antecedents and then examine these factors Influence on firm performance. We find that uncertainty of environment has a negatively related to the strategic choices of e-Business firms; in contrast, market turbulence positively affects the level of adoption of all the strategies. Among the strategies, marketing differentiation only makes an Impact on firm performance.

• International Commerce and Information Review
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• v.7 no.3
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• pp.53-75
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• 2005

Owing to the Digital revolution, Internet Commerce and Electronic Commerce is having a profound influence on the global Market and internal commerce, revolutionizing the way of doing business. e-Marketplace have adopted in order to the reshape of the Fisheries Sector's competitiveness, and it is now being utilized as a major global marketing instrument to develop new customers, save Market transaction costs ad facilitate new work processes. The purpose of this study is to provide a program for activation in e-Marketplace of the Fisheries Sector in Gangwon Do. However, at present, the environment of e-Marketplace Infrastructure in Gangwon Do is very poor. Therefore, this study points out the problems of e-Marketplace of the Fisheries Sector in Gangwon Do and provides many considerations for a program for activation of e-Marketplace.

• Proceedings of the Safety Management and Science Conference
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• 2010.04a
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• pp.371-392
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• 2010

Since the 21st century, to the worldwide computer, broadcasting, communications and other technologies have be developed. because of the Internet allows real-time information delivery, Information Society that was done quickly. In this study, using information technology, Active measures to enable e-commerce in agriculture is discussed. agricultural e-commerce to the consumer satisfaction surveys were conducted, too. In addition to, as a e-commerce features, informance, convenience, interface presented. After research results, I think information, convenience, interface is important to consumers. Consumers will be spent on activities having a new value. To respond to these consumers, Companies must evaluate the internal capabilities. and outside the assessment continuously. E-commerce will give an effective way to companies. And e-commerce will develop further in the future. Therefore, e-commerce will be done by the long-term plan.

• Journal of Smart Tourism
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• v.3 no.4
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• pp.33-41
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• 2023

This study examines the factors influencing e-sports product consumption among Chinese e-sports game players. We focus on the popular game "King of Glory" and use surveys to collect player data. Our findings show that e-sports product characteristics significantly impact consumption experiences, while incentive factors also influence consumption willingness. External factors have minimal impact. Additionally, souvenir products and festival events are key in driving e-sports consumption. This research explores the consumption willingness of Chinese e-sports players, the world's largest consumer market. Understanding their needs can help companies develop targeted marketing strategies, unlocking the commercial potential of e-sports and promoting industry growth.

• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.59-80
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• 2008

Recently, e-sports are growing with potentiality as a new industry with conspicuous profit model. But studies that dealing with e-sports are not enough. Hence, proposes of this paper are both to establish basic model that is for the design of e-sport marketing strategy and to contribute toward future studies which are related to e-sports. Recently, the researches to explain sports-sponsorship through the identification theory have been discovered. Many researches say that somewhat proper identification is a requirement for most sponsors to improve the their images which is essential to sponsorship activity. Consequently, the research for sponsorship associated with identification in the e-sports, not in the physical sports is the core sector of this study. We extracted the variables from online's major characteristics and existing sport sponsorship researches. First, because e-sports mean the tournaments or leagues in the use of online game, the main event of the game is likely to call it online game. Online media's attributes are distinguished from those of offline. Especially, interactivity, anonymity, and expandibility as a e-sport game attributes are able to be mentioned. So, these inherent online attributes are examined on the relationship with flow. Second, in physical sports games, Fisher(1998) revealed that team similarity and team attractivity were positively related to team identification. Wann(1996) said that the result of former game influenced the evaluation of the next game, then in turn has an effect on the identification of team supporters. Considering these results in the e-sports side, e-sports gamer' attractivity, similarity, and match result seem to be important precedent variables of the identification with a gamer. So, these e-sport gamer attributes are examined on the relationship with both flow and identification with a gamer. Csikszentmihalyi(1988) defined the term flow as feeling status for him to be making current positive experience optimally. Hoffman and Novak(1996) also said that if a user experienced the flow he would visit a website without any reward. Therefore flow might be positively associated with user's identification with a gamer. And, Swanson(2003) disclosed that team identification influenced the positive results of sponsorship, which included attitude toward sponsors, sponsor patronage, and satisfaction with sponsors. That is, identification with a gamer expect to be connected with corporation identification significantly. According to the above, we can design the following research model. All variables used in this study(interactivity, anonymity, expandibility, attractivity, similarity, match result, flow, identification with a gamer, and identification with a sponsor) definitely were defined operationally underlying precedent researches. Sample collection was carried out to the person who has an experience to have enjoyed e-sports during June 2006. Much portion of samples is men because much more men than women enjoy e-sports in general. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was committed to guarantee the validity and reliability of variables. The results showed that all variables had not only intensive and discriminant validity, but also reliability. Then, research model was examined with fully structural equation using LISREL 8.3 version. The fitness of the suggested model mostly was at the acceptable level. Shortly speaking about the results, first of all, in e-sports game attributes, only interactivity which is called a basic feature in online situation affected flow positively. Secondly, in e-sports gamer's attributes, similarity with a gamer and match result influenced flow positively, but there was no significant effect in the relationship between the attractivity of a gamer and flow. And as expected, similarity had an effect on identification with a gamer significantly. But unexpectedly attractivity and match result did not influence identification with a gamer significantly. Just the same as the fact verified in the many precedent researches, flow greatly influenced identification with a gamer, and identification with a gamer continually had an influence on the identification with a sponsor significantly. There are some implications in these results. If the sponsor of e-sports supports the pro-game player who absolutely should have the superior ability to others and is similar to the user enjoying e-sports, many amateur gamers will feel much of the flow and identification with a pro-gamer, and then after all, feel the identification with a sponsor. Such identification with a sponsor leads people enjoying e-sports to have purchasing intention for products produced by the sponsor and to make a positive word-of-mouth for those products or the sponsor. For the future studies, we recommend a few ideas. Based on the results of this study, it is necessary to find new variables relating to the e-sports, which is not mentioned in this study. For this work to be possible, qualitative research seems to be needed to consider the inherent e-sport attributes. Finally, to generalize the results related to e-sports, a wide range of generations not a specific generation should be researched.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.51
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• pp.441-464
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• 2011

It is childhood yet in uTradeHub system practical use. According as company's necessity of cost-saving is increased according to trade terms aggravation such as uncertainty of international money market, commodities prices rise, necessity of e-trade practical use in company is increased. Use is inevitable by state that link with e-Nego and e-B/L service with related presentation e-L/C banks is not made. At the present users are doing specification only service this main point, and practical use activation through public information and marketing about service is needed situation because most of, companies which is not using service, do not know about existence availability of uTradeHub system, usage, availability. This study presented five such as early materialization of user center's link and integration, medium and small enterprises e-trade participation extension, utilization ratio raising through government's public information, e-trade cooperation business activation between the country, electronic documents standardization etc. by prompting competition about practical use of uTradeHub system.

• International Commerce and Information Review
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• v.7 no.2
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• pp.3-23
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• 2005

This paper object is application of electronic Customers Relationship Management(e-CRM) for buyer relationship commitment in korea export firms. So, I'd like to suggest some applications of e-CRM needed to strengthen the export firms in korea. These applications are as follows First, the export companies are required to e-CRM logical architecture that is needs to achievement of buyer relationship commitment. Second, Buyer data source is classify in to three large group by outside data, transaction data and support data. Third, a concept and function of buyer information database. Fourth, e-CRM campaign management for export marketing. Fifth, interaction of buyer and customizing. finally, a point to be considered of korea export companies are national character, data mining out of buyer information database, difference of data gathering and sustaining up date of buyer's new information.

• Journal of Global Scholars of Marketing Science
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• v.17 no.1
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• pp.101-122
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• 2007

Recently, as internet shopping mall users rapidly, a form of shopping changed from off line to on line. The rapid growth of customers and transaction volume through evolution of new media, internet, brings new problems to internet marketers. It is the most important task that how internet shopping mall operators obtain their customers trust and repeat buying. This empirical research investigates online shoppers for their trust dimensions for online retailers. The study aimed to determine whether e-trust antecedents(perceived reputation, perceived quality, perceived value) influence trust dimension and whether the multidimensional trust contributed differently to perceived risk and willingness to depend on e-retailers. Consequences of the research are as follows: First, it reveals that of reputation, web site quality of the internet shopping mall have influence upon trust dimension. Second, the higher level of trust consumers have, the higher level of willingness to depend and intent to revisit on the retailers they have. But level of perceive risk consumers have not influences on willingness to depend on the retailers. It is necessary for internet shopping mall to development its reputation and familiarity to obtain customer's trust. Accordingly, this research will be helping internet shopping mall insight for marketing strategies, constantly should study about action and mind of consumer.