• Asian Journal of Innovation and Policy
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• 제7권2호
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• pp.338-363
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• 2018

Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.

• 경영과학
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• 제26권3호
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• pp.11-21
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• 2009

In this paper, we proposed some valuable analysis results of cultivation campaign marketing in A mobile telephone company. The cultivation campaign marketing is a new outbound TM campaign strategy composed of 4 steps for new subscribers. During the analyses, attrition rate of A mobile company, outbound TM rejection rate, contact rate/call success rate and additional service attrition rate after subscription are measured as an effect of cultivation campaign. The results showed that there were no statistical significance in improving retention rate between customers experienced 4 step cultivation campaign and control group. However, the cultivation campaign had a better effect on improving response rate and success of selling additional service product of mobile company compared to general selling campaign. This is because cultivation campaign group had been taking care of from subscription time. It is suggested that cultivation campaign had better confined customers more likely to buy additional service to outbound TM for the sake of financial efficiency.

• Asia Marketing Journal
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• 제14권3호
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• pp.119-135
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• 2012

The purpose of this research is to investigate the effects of the product display type on the consumers' purchase intention, attitude toward store, and revisit intention in the various mobile shopping situations. To test the hypothesis, between-subjects experiment with 3 mobile shopping situations (outdoor place, public transportation, commercial facilities) by 3 product display types (search, category, product) was conducted, and analyzed with ANCOVA (analysis of covariance). The result of the experiment shows there are no main effects of the mobile shopping situations and the product display types, but the interaction effects of the product display type and the mobile shopping situation on the purchase intention and the revisit intention are statistically significant. However the attitude toward the store is not affected by the treatments. Experiment results suggest that the positive consumer responses in terms of the purchase and revisit intention can be achieved when the product display is matched with the situation in the mobile shopping setting. Controlling consumers' evaluation on the product information and their experience of online shopping, we can take these effect as the results of match-up between the product display type and the situational factors surrounding mobile shopping. The result provides strong support for the location-based service in mobile shopping. Most of the mobile device can utilize the consumers' location which can be easily interpreted as the situational factors. With regard of the level of the external stimulation, the shopping service providers can offer the main interface with the right match with the consumers' situations. When the external stimulation level is high, they should provide the category display or product display in the target promotion in their mobile shopping apps. However if the target is on the way with the low external stimulation level, they should provide the search format as the main interface in their apps. More interestingly, this kind of manipulation does not affect the consumers' attitude toward the store according to our research result. Future research direction is discussed.

• 경영과학
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• 제19권2호
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• pp.125-137
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• 2002

The telecommunications market is expanding rapidly and becoming more substitutive. In this environment, demand forecasting is very difficult, yet important for both practitioners and researchers. in this paper, we adopt the modeling approach proposed dy Jun and Park ［6］. The basic premise is that demand patterns result from choice behavior, where customers choose a product to maximize their utility. We apply a choice-based substitutive diffusion model to the Korean mobile telecommunication service market where digital service has completely replaced analog service. In comparison with Bass-type multigeneration models. our model provides superior fitting and forecasting performance. The choice-based model is useful in that it enables the description of such complicated environments and provides the flexibility to include marketing mix variables such as price and advertising in the regression analysis.

• 한국의상디자인학회지
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• 제22권3호
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• pp.139-153
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• 2020

Today, the proliferation of smart-phones and other mobile devices is bringing many changes to people's daily lives. Recently, the mobile shopping market has grown rapidly and has become a center of distribution. Furthermore, the consumer mobile fashion market is expected to expand and mobile fashion consumers' shopping tendencies will gradually become segmented. Differentiated marketing strategies for mobile fashion companies are to become essential. This study intends to understand the propensity of mobile fashion shopping and the importance of fashion app attributes, and their impact on mobile fashion shopping customer satisfaction and loyalty. The research aims to identify shopping trends and buying behaviors of mobile fashion consumers, find ways to increase mobile fashion shopping purchases, and help develop the mobile fashion market. The results of this study are summarized as follows. First, the compilation and the economics of the mobile fashion shopping propensity factors were shown to have a significant impact on product information, product reviews, and service quality, which are in turn important factors for fashion app attributes, whereas convenience only had a significant impact on service quality. Second, product information and service quality, which are also important factors for fashion app attributes, have a significant impact on mobile fashion shopping. Third, customer satisfaction concerning mobile fashion shopping has a significant impact on loyalty. Mobile fashion shopping customer satisfaction increases loyalty. Increasing the satisfaction and loyalty of mobile fashion shopping will lead to increased sales using mobile fashion shopping apps(Site) and become apparent in the results of mobile fashion companies. Therefore, various efforts by mobile fashion companies will be needed to satisfy their customers.

• 한국IT서비스학회지
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• 제7권2호
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• pp.197-221
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• 2008

This study is to identify quality factors having influence upon mobile internet service performance theoretically, derive the research model and the hypotheses concerning the cause and effect relationship between these factors and service performance and then analyze them empirically. In order to enhance the model's explanation power, trust and cognitive engagement as interviewing variables are included in the model. The theoretical background of this study was brought from relevant literature in the areas of the theory of reasoned action(TRA). technology acceptance model(TAM), product selection model, cognitive absorption theory and etc. The research model and hypotheses were statistically investigated and analysed through convergent and discriminant validity test, reliability test, and path analyses by means of statistical packages SPSS(12.0) and LISREL(8.72). For these empirical analyses. data were collected through the field survey of 373 users who were willing to continuously use the mobile internet services. Based on the results of the analyses, theoretical and practical significance and future study direction were suggested. The results of this study will be helpful to giving a guideline to companies such as mobile telecom, mobile contents provider and mobile handset manufactures when they have to establish the mobile Internet service marketing strategies.

• 경영과학
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• 제25권2호
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• pp.13-23
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• 2008

Top music 10 is a additional service product of the A mobile telephone company. Up to now, A company is just selling it by outbound TM to customers which visit any contents of Top Music 10. In this paper, we proposed a targeting method combining two score models by data mining. The proposed combining model is to find customers more likely to respond to outbound TM. The proposed targeting method is expected to improve both from 32.8% to 44.0% in the response rate and from 54.7% to 61.4% in the retention rate.

• 한국의류산업학회지
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• 제16권5호
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• pp.730-744
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• 2014

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. This study attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectives are to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technology in strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articles regarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results found seven dimensions of QR code marketing strategies: abundant product information, additional information contents, transaction accessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Based a combination of channels and level of mobile apps' activation, multichannel retailers utilizing QR code technology were classified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and click-active mobile model. There were differences of using QR code marketing strategies among multichannel models. According to results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or sales promotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobile channels, which can promote retail sales by a two-way interaction with customers via the mobile apps.

• 한국의류산업학회지
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• 제14권5호
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• pp.778-790
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• 2012

This research categorizes and analyzes different online fashion store studies conducted over the past 10 years based on study type. The results are as follows. First, it was found that 116 studies out of 118 studies on online fashion stores conducted from 2000 to 2012 were based on PC web. Second, the studies on PC web-based fashion stores were reclassified into 9 different categories based on their topics: purchase behavior, word-of-mouth behavior, website, and product information presentation as well as products for sale, return behavior, customer service, system, present condition, marketing strategy, and promotions. However, mobile web-based studies were categorized into 2 categories of introduction of the fashion stores and purchase behavior. Third, we reclassified the studies chronologically to observe studies conducted at different times. In the early phase (in addition to studies on purchase behavior) studies on present condition, marketing strategy, and website constituted the majority of studies conducted because the field research was just starting to grow; however, studies conducted in the latter phase showed new patterns of study, such as word-of-mouth effect, and return behavior. Future studies conducted on competitive PC web-based fashion stores require a more specific classification of studies (according to their purpose) to develop an effective marketing strategy.

• 패션비즈니스
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• 제14권3호
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• pp.35-51
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• 2010

This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.