• Journal of Distribution Research
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• v.17 no.1
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• pp.87-115
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• 2012

Introduction: In these days, a loyalty program is one of the most common marketing mechanisms (Lacey & Sneath, 2006; Nues & Dreze, 2006; Uncles et al., 20003). In recent years, Coalition Loyalty Program is more noticeable as one of progressed forms. In the past, loyalty program was operating independently by single product brand or single retail channel brand. Now, companies using Coalition Loyalty Program share their programs as one single service and companies to participate to this program continue to have benefits from their existing program as well as positive spillover effect from the other participating network companies. Instead of consumers to earn or spend points from single retail channel or brand, consumers will have more opportunities to utilize their points and be able to purchase other participating companies products. Issues that are related to form of loyalty programs are essentially connected with consumers' perceived view on convenience of using its program. This can be a problem for distribution companies' strategic marketing plan. Although Coalition Loyalty Program is popular corporate marketing strategy to most companies, only few researches have been published. However, compared to independent loyalty program, coalition loyalty program operated by third parties of partnership has following conditions: Companies cannot autonomously modify structures of program for individual companies' benefits, and there is no guarantee to operate and to participate its program continuously by signing a contract. Thus, it is important to conduct the study on how coalition loyalty program affects companies' success and its process as much as conducting the study on effects of independent program. This study will complement the lack of coalition loyalty program study. The purpose of this study is to find out how consumer loyalty affects affiliated brands, its cause and mechanism. The past study about loyalty program only provided the variation of performance analysis, but this study will specifically focus on causes of results. In order to do these, this study is designed and to verify three primary objects as following; First, based on opinions of Switching Barriers (Fornell, 1992; Ping, 1993; Jones, et at., 2000) about causes of loyalty of coalition brand, 'brand attractiveness' and 'brand switching cost' are antecedents and causes of change in 'brand loyalty' will be investigated. Second, influence of consumers' perception and attitude prior to joining coalition loyalty program, influence of program in retail brands, brand attractiveness and spillover effect of switching cost after joining coalition program will be verified. Finally, the study will apply 'prior brand preference' as a variable and will provide a relationship between effects of coalition loyalty program and prior preference level. Hypothesis Hypothesis 1. After joining coalition loyalty program, more preferred brand (compared to less preferred brand) will increase influence on brand attractiveness to brand loyalty. Hypothesis 2. After joining coalition loyalty program, less preferred brand (compared to more preferred brand) will increase influence on brand switching cost to brand loyalty. Hypothesis 3. (1)Brand attractiveness and (2)brand switching cost of more preferred brand (before joining the coalition loyalty program) will influence more positive effects from (1)program attractiveness and (2)program switching cost of coalition loyalty program (after joining) than less preferred brand. Hypothesis 4. After joining coalition loyalty program, (1)brand attractiveness and (2)brand switching cost of more preferred brand will receive more positive impacts from (1)program attractiveness and (2)program switching cost of coalition loyalty program than less preferred brand. Hypothesis 5. After joining coalition loyalty program, (1)brand attractiveness and (2)brand switching cost of more preferred brand will receive less impacts from (1)brand attractiveness and (2)brand switching cost of different brands (having different preference level), which joined simultaneously, than less preferred brand. Method : In order to validate hypotheses, this study will apply experimental method throughout virtual scenario of coalition loyalty program if consumers have used or available for the actual brands. The experiment is conducted twice to participants. In a first experiment, the study will provide six coalition brands which are already selected based on prior research. The survey asked each brand attractiveness, switching cost, and loyalty after they choose high preference brand and low preference brand. One hour break was provided prior to the second experiment. In a second experiment, virtual coalition loyalty program "SaveBag" was introduced to participants. Participants were informed that "SaveBag" will be new alliance with six coalition brands from the first experiment. Brand attractiveness and switching cost about coalition program were measured and brand attractiveness and switching cost of high preference brand and low preference brand were measured as same method of first experiment. Limitation and future research This study shows limitations of effects of coalition loyalty program by using virtual scenario instead of actual research. Thus, future study should compare and analyze CLP panel data to provide more in-depth information. In addition, this study only proved the effectiveness of coalition loyalty program. However, there are two types of loyalty program, which are Single and Coalition, and success of coalition loyalty program will be dependent on market brand power and prior customer attitude. Therefore, it will be interesting to compare effects of two programs in the future.

• Asia pacific journal of information systems
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• v.20 no.2
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• pp.157-180
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• 2010

Rapid development of information technology has generated a new industry and market. In particular, network technology such as the Internet and other computer networks made transaction activities switched from traditional offline commerce to e-commerce. Among them, digital content is bit-based object which is created and distributed through electronic environment. In particular, many entertainment contents such as the music, the movies, and the computer game softwares are main products. Although digital content commerce has high potential demand, it lacks the consideration about the factor related to maintaining existing customer such as customer loyalty and switching costs. There has been a number of research on customer loyalty and other factors affecting it in the traditional electronic commerce environment, but there is a lack of research which examines the characteristics of digital content. The study about the effect of switching costs on customer loyalty in digital content commerce is necessary because the customers of digital content commerce market are from those of other e-commerce market or traditional offline commerce market. In addition, customer loyalty and switching costs are important factors because they may build up greater customer retention. For that reason, this study focused on examining the relationships among switching costs, antecedents for switching costs, and customer loyalty in online digital music service industry. The study has three major purposes: (1) to find antecedents of switching costs on digital content commerce and examine effect of antecedents for switching costs; (2) to identify effect of switching costs on customer loyalty in digital content commerce and examine moderating effects of alternative attractiveness; (3) to identify the differences of antecedents for switching costs by contents transmission type(streaming service and downloading service). And, the online digital music service industry is selected in this study since there are many users and transactions incurring. To accomplish these purposes, a survey questionnaire was developed and distributed to 256 informants. Survey instrument was developed based on previous research and pre-established survey items. Total of 206 surveys are collected and used in the data analysis. Among the respondents, 56.8% is male and 43.2% is female. Also, 86 responses were streaming service user group and 120 responses were download service user group. These data was analyzed using regression analysis. Major findings of empirical analysis can be summarized as follows. First, switching costs have positive effect on customer loyalty in digital content commerce environment. Second, the influence of switching costs on customer loyalty increases under conditions of high alternative attractiveness. Third, DRM convenience and breadth of use have positive effect on switching costs. The findings imply that the digital content provider should pay more attention to switching costs in addition to customer satisfaction in order to attract customers. Also, increasing the convenience of DRM use by securing the convenience of user interface and expanding the support device and increasing the service use scope by providing diverse value-added service helps to create a switching barrier. The result of the study can become a practical use in marketing strategy for maintaining existing customer. In particular, switching barrier is very important under conditions of high competition in the online music service market. This study can be used as a basis for further studies about customer retention in digital content commerce.

• Journal of Fisheries and Marine Sciences Education
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• v.27 no.2
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• pp.589-600
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• 2015

The purpose of this study was to verify the analysis of differences between importance and satisfaction of destination attractiveness for the national marine sports games using IPA method. By doing so, this study aimed to utilize the result of study for a practical marketing strategy in operating and establishing Korean marine sports market circumstances. The participants of this study consisted of 328 who were participated in marine sport event (yacht, fin-swimming, canoe, triathlon and so on) of 9th national marine sports games. Samples were extracted by convenient sampling method. A total 328 questionnaires were collected in this study except data which did not respond or trustless responded. In data processing, Cronbach's ${\alpha}$, frequency analysis, paired t-test and Importance-Performance Analysis were performed through SPSS 20.0. The results were as follows. First, I quadrant included Programs Multiplicity, Pamphlet, Stand preparations, Food Cleanliness, Effective Progress, Guide Know-How, Food taste. Third, II quadrant included Pre-Publicity, Internet Information, Proper Food Price, Shade Facilities, Convenient Parking, Restroom Cleanliness, Number of Restroom, Safety Facilities. Fourth, III quadrant included Entertaining Program, Number of Guide, Local Culture, Game Progress, Directional Sign. Fifth, IV quadrant included Performance Program, Well-Matched Event, View Distance, Various Food.

• Information Systems Review
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• v.5 no.1
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• pp.129-146
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• 2003

Increasing number of transactions and investments in technology has sparked a growing interest in technology valuation. However, it has not been easy to come up with an objective valuation of technology due to variance in technology value and specialty of technology valuation. The main objective of this paper lies in the development of a new system for technology valuation, Web-based Interactive Technology Valuation (WITV) system, which valuate the technology and analyze the technology value strategy. WITV system uses the Technology Valuation Attractiveness Model (TVAM). TVA is composed of the Intrinsic Value of Technology (IVT) and the Extrinsic Value of Technology (EVT). This paper experiment the feasibility of the TVA Model and WITV System by conducting an empirical study on small & medium sized manufacturing companies in IT industry, registered on KOSDAQ. In this study, the potential value is defined as the technology value. It is represents the expected profit appraised by the market under the competitiveness of technology and the growth of the market. TVA is measured as the index to forecast the Price-to-Book value Ratio (PBR), which is the proxy variable for the potential value of the technology. The results identify the feasibility of the TVAM through a high correlation between the TVA and the PBR.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.649-664
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• 2018

With the rapid growth of the Chinese cosmetics market and the continuous introduction of new products into the market, beauty videos generated by other consumers, that are by beauty vloggers, have become a major source of information for cosmetics consumers. With the popularity of beauty vlogs in China, beauty vloggers have become influencers who affect consumers' information processing and attitude development regarding cosmetic products and beauty routines. The current study aims to explore the characteristics of beauty vloggers that affect consumers' attitudes toward both the beauty vlogs and the products featured in those vlogs. Based on parasocial interaction theory, the study examines whether perceived characteristics of beauty vloggers influence consumers' perceived parasocial interaction, which in turn influences their attitudes. The study employs an online survey, which was administered to female consumers in China. Data from a total of 372 responses was used for analysis. Findings show that the perceived similarities to and perceived trustworthiness of vloggers have a significant impact on parasocial interactions, which influences consumer attitudes toward both the vlogs and the products shown in them. Perceived reliability and perceived attractiveness are shown to have a positive impact on consumer attitudes toward vlogs. Perceived expertise, attractiveness, similarity, and trustworthiness have all been shown to affect product attitudes. These results show that while beauty vlogs have a significant impact on consumers' decision-making processes, the perceived characteristics of beauty vloggers themselves are important to consumers in the development of their attitudes toward both vlogs and products.

• ETRI Journal
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• v.33 no.1
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• pp.110-120
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• 2011

As information technology rapidly develops and the period required to enter new technology shortens, there emerges a wide variety of alternatives for consumers. When there are many alternatives in the market, users choose after making comparisons. This process of making comparisons is our research key. We established a research model to find a mixed effect that comes from new attitudes to technology adoption and alternative's continuous usage intention. The effect is revealed through a relative attractiveness (RA) factor to explain a user's process of comparison. We empirically test our research model in the new media services, such as mobile TV, web TV, and mobile IPTV. According to our research results, a continuous usage intention of an existing technology is an important factor to explain the adoption of a new technology. So, the contribution of our research is in finding a role for the RA factor in research in new technology adoption.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.5 no.1
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• pp.69-80
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• 2010

The purpose of this study is to help the companies that have the experience and know-how about ASP and that want to go abroad. This study analyzed information and communication infrastructure of Asia, foreign investment of Korean companies, and market attractiveness, selected China, Japan, Indonesia, and Malaysia as the target for the advance into overseas markets, and then suggested the strategy for ASP overseas markets. This study can contribute ASP-related venture company or entrepreneur.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.155-166
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• 2020

This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach's alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models' attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models' attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.21 no.2
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• pp.47-61
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• 2013

A concession business at Incheon Int'l airport has achieved a huge success since its grand opening of 2001. However the duty-free market became matured due to downtown duty free stores and on-line stores. Thus this paper tried to research and suggest strategic planning of VMD at Incheon airport's duty-free after analyzing the relationship among the components of duty-free store's VMD, brand awareness, brand image and customer's loyalty. Components of VMD are constructed in harmony, attractiveness, trendiness and Trust, which are independent variables. In addition, brand awareness and brand image are chosen as control variables. Customer loyalty is also designated as a dependant variable. Focusing those variables, this paper tried to find out the effect of VMD components to brand and consumer loyalty. According to the research result, it is proven attractiveness and harmony have a significant positive impact on brand awareness and brand image. It is also found out brand awareness and image have a positive impact on passenger's loyalty on duty-free stores at Incheon airport.

• Journal of Information Technology Services
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• v.12 no.2
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• pp.231-242
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• 2013

E-commerce market has been increasing rapidly, which reflects the convenience and economic benefits associated with its usage. Unlike the traditional markets, WOM (Word-of-Mouth) becomes more important because e-commerce consumers can't experience the real product in the purchase decision-making process. In this regard, identifying the influencing factors to WOM of internet e-commerce site is very important. In this paper, we aim to examine the effects of perceived and individual variables on WOM in the context of internet e-commerce site. In order to analyze the antecedents, we selected perceived and individual factors such as regret tendency scale, prior knowledge and merchandise attractiveness. In addition, we examined the role of gender as dummy and moderating variable. For empirical analysis, we surveyed real users of internet e-commerce site. As a result, all antecedents showed significant influence on WOM except regret tendency scale. Among the variables, the merchandise attractiveness has top standardized coefficient. Gender plays a role as moderating variable when only interacting with regret tendency scale. The results of this research can be useful guidelines for internet e-commerce providers.