• 연구논문집
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• s.28
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• pp.173-182
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• 1998

We, ICOMM(Information Center Of Machinery & Materials), make efforts to apply the EC to support the Internet Marketing for Small and Medium Enterprises, and at the base of experience are carrying out diffusing the internet minds, applying the CALS, searching the internet information, education for internet and supporting the EC-hosting to count of first importance for 6,000 Manufacturing Industries located in KYOUNGNAM. Traditional Business-to-Business depends on the EDI by using VAN. As the Internet is lively and the Internet users incredibly increasing, the total marketing strategies of Enterprises are cyberized, and Enterprises try finding the new business partner by using Internet technologies, At the base of this Environments, this paper proposes the Internet Marketing Server (that is called EC-Business Server) that consists of the staging server to establish the Mall, the search engine for resembled manufactured goods, and so on. EC-Business Server supports Business-to-Business as in electronic commerce.

• Journal of the Korean Home Economics Association
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• v.41 no.12
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• pp.103-116
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• 2003

It's very important to control their buying impulse for consumers surrounding in the very aggressive marketing strategies and materialistic socio-economic system. This study was to explore consumer's strategies to resist their buying impulses. The results from content analysis of interview data show various strategies and very similar to the self-control strategies of literature. The pre-stage strategies to resist buying impose were avoidances marketing strategies, pre-commitments, searching informations and bringing shopping lists and etc. The post-stage strategies were suspicions about marketing messages, considerations of negative outcomes, postponements, economic cost assessments, substitutions and etc. Developments and assessments of education programs to enhance consumer's self-control were needed.

• Fashion, Industry and Education
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• v.15 no.2
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• pp.11-24
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• 2017

The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.

• Asia Marketing Journal
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• v.21 no.3
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• pp.65-82
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• 2019

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers' interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.

• Asia Marketing Journal
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• v.2 no.3
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• pp.1-25
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• 2000

기금조성은 대학이 활용가능한 중요한 재원확보수단이다. 그럼에도 불구하고 국내 대학의 경우 기금조성 성과는 매우 미흡한 실정이며 이에 대한 연구 역시 체계적이지 못하며 지극히 소수만이 발표되고 있다. 본 연구는 대학의 효과적인 기금조성을 위한 전략적 방향을 마케팅 관점에서 제시하고 있다. 국내 55개 4년제 대학의 기금조성부서장을 대상으로 한 서베이 분석결과, 국내 대학의 기금조성활동은 대체로 도입기에 있으며, 그 성과가 매우 저조한 것으로 나타났다. 본 연구는 기금조성에 있어 마케팅 관점에서의 접근, 특히 시장지향성과 체계적인 장기전략계획의 수립이 기금조성 성과와 매우 밀접한 관련을 맺고 있으며, CEO와 대학구성원의 몰입이 기금조성 관련변수에 광범위하게 영향을 미치고 있음을 확인하고 있다. 본 연구는 향후 기금조성관련 연구를 촉진하기 위해 기금조성모형과 연구문제를 제시하고 있으며, 대학의 정책입안자에게 필요한 경영암시도 제공하고 있다.

• Management & Information Systems Review
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• v.31 no.3
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• pp.185-222
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• 2012

The purpose of this paper is to examine the effects of internal marketings including education and training, internal communication, reward system, and welfare to job satisfaction and organizational commitment in the taxi company in Kangwon province. The results of this study were as follows. Firstly, reward system and welfare are having the positive effect to job satisfaction, but education & training and internal communication are having negative effect on job satisfaction. Secondly, the result of the analysis on the effect of internal marketing to organizational commitment has shown that education & training, reward system, and welfare are have the positive effect on organizational commitment. Unfortunately, the internal communication has shown the negative effect on organizational commitment. Thirdly, the result of the analysis has shown that job satisfaction has the positive effect on the organizational commitment. Lastly, on the result of the hypotheses verification, the internal marketing has an effect to job satisfaction and organizational commitment partly and job satisfaction has a positive effect to organizational commitment. Therefore, through continuous effort of internal marketing activities make a positive effect on taxi driver's job satisfaction and organizational commitment and help to maximize the effectiveness of the organization.

• Korea Trade Review
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• v.47 no.6
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• pp.97-117
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• 2022

Amid the growing importance and growth potential of venture firms worldwide, this study aimed to figure out the effect of new product development capabilities (NPDC) on the internationalization of Korean venture firms and the moderating impact of founders' human capital. NPDC is a core competency that can cope with the rapidly changing market environment and is required when entering multinational markets. Therefore, we subdivided founders' human capital into professional experience, startup experience, education level, and marketing capacity and examined each moderating effect on a venture firm's internationalization. As a result of empirical analysis of 1,362 Korean venture firms using the Tobit model, this study found that venture firms with excellent NPDC tend to achieve a higher level of internationalization. In addition, among the founder's human capitals, professional experience, education level, and marketing competency moderated the positive relationship between NPDC and internationalization. In contrast, the founder's startup experience was insignificant. The results of this empirical analysis explain the factors that trigger the internationalization performance of venture firms from the perspective of dynamic capabilities and suggest that the founder's human capital played an essential role in the internationalization.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.977-986
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• 2020

This paper investigates factors impacting on sustainable fashion buying intention of consumers by reviewing studies about the topic and conducting a survey with consumers in Ho Chi Minh City. In detail, firstly, an interview with 15 respondents was conducted to check the understanding of concepts and questions and, secondly, the study used the convenient sampling method, with 172 samples collected and analyzed, of which young respondents accounted for the majority of the sample. The respondents tend to go shopping many times in a year, with the number of people buying fashion products from every week to every two months accounting for 65.2% totally. The findings suggest that the firms should prioritize strategies that can improve customer attitude toward sustainable fashion, making them feel good, pleasant, satisfied and favorable when engaging in sustainable fashion consumption. This study concludes that consumers need more information to enable them to make better ethical decisions. This study proposes that the major channels that consumers use to seek sustainable product information include public education, peer influence, and corporate marketing information about the products. This study concludes that public education and corporate marketing information on green consumption education is effective for improving consumer sustainable buying intention.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.303-313
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• 2020

This study investigates the factors affecting Industry 4.0 adoption in the curriculum of university students in Ho Chi Minh City, Vietnam. Universities need to respond to the changing faces of Industry 4.0 and, hence, Education 4.0. A mixed method including both qualitative and quantitative methodologies was utilized. An in-depth interview was carried out for exploring, reviewing, and testing content validity of constructs and measurement items. The pilot study was conducted with 120 respondents. The conceptual model and hypotheses were developed using data collected by a questionnaire survey distributed to 584 respondents by both electronic and paper forms with non-probability and convenience sampling techniques. The result of structural equation modeling showed that occupation relevance, skills, facility conditions, and social influence impacted on the intermediates variables, namely, relevance advantage, perceived usefulness, behavioral intention-to-use, and actual use. The independent variables are occupation relevance, skills, facility conditions, and social influence. They impact actual use through mediating constructs such as relevance advantage, perceived usefulness, and behavioral intention-to-use. The findings suggest that universities and students' efforts aimed at increasing the factors' perceptions of adoption of Industry 4.0 will contribute to implementation success, where success is defined as effectual usage of Industry 4.0.

• Journal of the Korean Home Economics Association
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• v.46 no.8
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• pp.121-133
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• 2008

The purpose of this study was to decipher the BRQ (Brand Relationship Quality) Construct of fashion product consumers and to identify influencing variables. Consumption values of consumers, fashion product attributes and marketing communication instruments were investigated as affecting variables. A questionnaire was distributed to 350 women between the age of 20 and 50 living in Seoul and other metropolitan areas from Mar. 5 to Mar. 18, 2008. Collected data were analyzed by factor analysis, reliability, multiple regression, frequency and percentage using SPSS (Version 15,0) statistical Package. The results were as follows: Firstly, the BRQ Construct of fashion product consumers was proved to be composed of five factors; 'self-connective love', 'pursuing symbol', 'trust', 'intimacy', and 'knowledge'. Secondly, consumption values had a significant effect on the BRQ Construct and their explanatory power was 32%, 'Epistemic value' was the most significant variable affecting BRQ. 'Functional value' had a significant influence on some BRQ factors. Thirdly, explanatory power of fashion product attributes affecting BRQ was 45%. 'Aesthetic attribute' had significant effect on all BRQ factors, while 'functional attribute' showed significant effect on only 'pursuing symbol', 'trust', and 'intimacy'. Finally, marketing communication mixes showed 21% explanatory power and 'word of mouth' and 'display' among marketing communication mixes were found as the most influential variables affecting the BRQ Construct.