• 디지털콘텐츠학회 논문지
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• 제15권6호
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• pp.683-699
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• 2014

본 연구는 국내 중소기업을 대상으로 인터넷마케팅의 전략적 고려와 도입의도 형성에 관여하는 요인을 파악하기 위한 목적으로 진행되었다. 혁신확산이론과 선행연구에 대한 이론적 고찰을 통하여 변수의 선정을 거쳤으며, 각 변수의 영향력을 확인하기 위한 목적으로 실증적 분석을 실시하였다. 설문조사를 통해 최종적으로 135개 기업들의 자료가 확보되었고 이들 자료들이 실증분석에 사용되었다. 실증분석 결과 경쟁강도, 거래처의존도, 인터넷마케팅 지식수준, 인터넷마케팅 경험수준은 두 개의 종속변수인 인터넷마케팅 전략적 고려 및 도입의도에 모두 유의한 영향을 미쳤으며, 학습몰입은 인터넷마케팅 전략적 고려에만 부의 영향력을, 환경동태성은 인터넷마케팅 도입의도에만 부의 유의한 영향을 미치는 것이 확인되었다. 실증분석을 종합적으로 본 결과 현재의 중소기업들은 치열한 경쟁을 완화할 수 있는 수단으로 인터넷마케팅 도입을 고려하며, 인터넷마케팅의 지식이나 경험 수준 등이 중요한 영향요인으로 나타남으로서 사전적으로 그런 지식과 경험을 가진 기업들이 그 효과성에 대한 인식이나 접근성이 더 높은 것으로 해석된다. 인터넷마케팅 지식과 경험 수준이 모든 종속변수에 매우 유의한 관련성을 보이는 것으로 나타나서 사후적으로 세부적인 인터넷마케팅 각 수단들의 지식이나 경험 수준과 종속변수들간의 관련성을 상관분석에 의해 더 심도있게 분석하고 그에 따른 결과들도 논의하였다. 본 연구는 종합적으로 인터넷마케팅 도입에 영향을 주는 변수들을 파악하고자 하였다는 점에서 가장 기본적인 의의가 있으며, 좀 더 실무적으로 의미 있는 연구방법 등을 통해 시사점을 얻고자 하였다는 점에서 의미를 찾을 수 있었다.

• 패션비즈니스
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• 제13권3호
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• pp.49-61
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• 2009

The purpose of this study is to analyze how the perceived benefits and obstacles of fashion companies, which utilizes the internet as a marketing or commercial transaction tool, have effect on the continuous internet adoption intention, and to analyze the differences between the companies that have introduced the internet commercial transaction and those that have not. A survey was conducted from January $15^{th}$ to February $20^{th}$ in 2009, among the employees of fashion companies carrying out internet business. A total of 314 respondents used in the data analysis, the statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test and multiple regression analysis. The results show that the elevation of the business results, improvement in customer relationship and raise in market reactivity of the perceived benefits has effect on the continuous internet adoption intention of fashion companies. There are differences in the elevation of the business results, improvement in consumer relationship, miscellaneous expenses and the continuous internet adoption intention between companies that introduced a internet commercial transaction system and those that have not.

• ETRI Journal
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• 제28권1호
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• pp.67-76
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• 2006

This study aims to identify the factors that influence adoption intentions towards portable Internet service, based on the individual characteristics that assist in creating markets and developing strategies. Two types of factors are defined: individual characteristics including demographics, existing services usages, prior knowledge, adoption attitudes, and service evaluations; and adoption intentions including the willingness to subscribe, subscription term, willingness to pay, usage type, and preferred terminal. The results indicate that the importance of demographic variables depends on adoption intentions, and that users of mobile Internet service and wireless LAN are probably targets for portable Internet service. Furthermore, the results demonstrate the need for an enhanced perception of the usefulness and ease of use of service, as well as an intensive marketing activity for potential users and a bearable innovation to stimulate the market for portable Internet service.

• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.283-292
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• 2020

The implementation of physical or social distancing during the Covid-19 pandemic has an implication on the shifting of conventional to online business activities. This study aims to explore how financial support, perceived benefits, external pressure determine social media marketing as well as understanding the role of internet and e-business technology (IEBT) that occurs in this relationship. This study adopted a quantitative study with Structural Equation Modeling (SEM)-based variance Partial Least Square (PLS), which aims to enhance understanding of the relationship between variables. The surveyed population of this study came from 123 small- and medium-sized enterprise (SME) owners in East Java of Indonesia, using an online survey and selected with the convenience random sampling method. The findings of this study indicated that the perceived benefits and external pressure have a positive effect on the adoption of IEBT. However, financial support failed in explaining SMEs' adoption of IEBT. This study confirmed that the adoption of IEBT has successfully mediated the influence of financial support, perceived benefits, and external pressure on social media marketing. Despite the samples solely collected from East Java, this study is the first step in research related to the social media marketing in SMEs in Indonesia.

• 경영과학
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• 제22권1호
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• pp.67-81
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• 2005

This study aims at defining the factors affecting adoption intentions for portable Internet services based on the characteristics of individuals creating the markets and developing strategies of the service, which is expected to be the next-generation telecommunication service. For this Purpose, two types of sub-factors are defined : characteristics of individuals including demographic statistics, usage of existing services, prior cognition, adoption attitudes and service assessments : and adoption Intentions including willingness for subscription, subscription period, willingness to pay, types of usage and preferred device. The results of the study indicate that demographical statistical variables vary depending upon the levels of adoption intentions, and that users of mobile Internet services via mobile phones and wireless LANs are highly probable of being targets for the portable Internet services. Furthermore, the results demonstrate demands for enhancing recognition of the usefulness and ease of use of the services and intense marketing activities for potential users bearing innovativeness to stimulate the market of the portable Internet service. The author is confident that this study will significantly contribute to the successful market entrance of portable Internet service, and also to growth in the market.

• 유통과학연구
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• 제9권2호
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• pp.5-12
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• 2011

This study models the operational competence of mobile service providers as an endogenous factor that presumably impacts the mobile commerce (m-commerce) adoption of consumers and examines the relationship between the perceptions of consumers toward the operational performance of m-commerce providers and their m-commerce adoption likelihood. Quantitative research is applied with data collected from wireless Internet consumers in South Korea. The data is analyzed using factor analysis and structural equation modeling methods. The findings suggest that the operational competence of m-commerce providers is a significant antecedent to the m-commerce use and adoption of consumers in Korea. In this environment, the operational competence of mobile service providers in managing facilities, equipment, systems and technology plays a central role in enhancing m-commerce use and adoption. Based on the results, important managerial implications are discussed.

• Asia Marketing Journal
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• 제2권2호
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• pp.63-85
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• 2000

본 논문은 인터넷 쇼핑을 혁신수용의 관점에서 고찰하고 있다. 즉, 인터넷 쇼핑의 수용과정과 관련한 전반적 체계를 구축하기 위해 혁신의 특성을 중심으로 한 수용모델과 혁신에 대한 소비자의 저항을 중심으로 한 수용모델을 인터넷 쇼핑의 수용에 적용하여 소비자가 인터넷 쇼핑을 채택하는데 영향을 미치는 요인들을 인터넷 쇼핑의 잠재적 혜택, 소비자특성, 기업활동을 중심으로 고찰하고 가설적 명제들을 제시하고 있다

• International Journal of Internet, Broadcasting and Communication
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• 제14권1호
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• pp.219-223
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• 2022

The Internet can deliver various information and services at the lowest cost without time and space constraints while targeting the world among all existing means of communication. Unlike traditional media such as TV, newspapers, and radio in the past, promotions through mobile environments allow target customers to use two-way low-cost, high-efficiency promotional strategies regardless of time and place. With the development of the Internet, social media has developed into a place to acquire information about favorite companies and their products. Social media greatly contributes to the production of text, photos, videos, and various networks, and has expanded global communication and communication media through the interaction and sharing of various information. In addition, through social media, users can communicate in various ways, reveal themselves, and share and exchange information such as knowledge and personal thoughts. In line with these changes, corporate marketers and sellers are striving to provide consumers with appropriate information more quickly. We aims to find out about social media marketing strategies useful for companies.

• 유통과학연구
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• 제8권1호
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• pp.5-11
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• 2010

This study addresses a shift, generally positive, in the acceptance and adoption of mobile commerce. The study, based on data collected using a survey questionnaire from mobile phone users in South Korea, examined the relationships using factor analysis and multiple regression analysis methods. The results showed equal positive adoption rates across all demographics of age, education, and income, except for gender, in terms of attitudes toward mobile shopping. The rate of mobile commerce adoption was relatively stronger among females than males. This finding provides new developments to mobile service providers on the effect of demographic profile on consumers'behavior and attitudes toward mobile shopping. Based on the results of the study, practical implications for marketing strategies in mobile commerce markets are suggested.

• 경영정보학연구
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• 제20권1호
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• pp.41-59
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• 2018

본 연구는 농업경영체에서 온라인 직거래 수용에 영향을 미치는 요인들을 제시하고 이를 실증적으로 분석하였다. 이를 위해 본 연구에서는 1989년 Davis가 제시한 개인의 기술수용모형(TAM)과 조직에서의 정보기술 수용모형들을 근간으로 1) 기술특성 차원의 지각된 유용성과 지각된 사용용이성, 2) 경영자 특성 차원의 경영자 혁신성과 경영자 IT 역량, 3) 조직 준비성 차원의 재정적 능력, 기술적 역량, 인적자원 역량, 그리고 4) 환경 및 외부압력 차원의 정부의 지원 및 인터넷 환경변화가 농업경영체의 온라인 직거래 수용에 영향을 미치는 것으로 연구모형을 제시하고 실증적으로 분석하였다. 총 209부의 유효한 자료가 설문조사를 통하여 수집되었고, 이를 구조방정식모델링을 이용한 확인적 요인분석과 경로분석을 실시하여 연구모형을 실증적으로 분석하였다. 연구결과 기술특성 차원의 지각된 유용성, 경영자 특성 차원의 경영자 IT 역량, 그리고 환경 및 외부압력 차원의 인터넷 환경변화가 농업경영체의 온라인 직거래 수용의도에 영향을 주는 것으로 나타났다. 그러나 지각된 사용용이성, 경영자 혁신성, 정부의 지원과 조직 준비성 차원의 변수들은 온라인 직거래 수용의도에 영향이 없는 것으로 나타났다. 본 연구에서는 결과들을 바탕으로 농업경영체의 온라인 직거래 마케팅 수용을 위한 실천적 방안을 제시하였다.