• 복식문화연구
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• 제15권1호
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• pp.58-67
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• 2007

The popularity of communities on the Internet has captured the attention of marketing professionals and more consumers are involved in online activities of fashion brands. The primary purpose of this research was to explain the process of how online interactivity influence members' relational market behavior. Subjects of this study were male and female members of online communities of fashion brands. Online survey data were obtained from 416 respondents. Empirical findings of this study were suggestive of two types of interaction in fashion online communities: community-customer interaction and customer-customer interaction. Fashion online community customers' relational market behavior (word of mouth and repurchase intention) was significantly influenced by both types of interactivity. The influence of interactivity on relational behavior was stronger for word of mouth intention than for repurchase intention. This study highlights the importance of interactivity in cyberspace as well as relational market behavior and contributes to e-relationship marketing strategies of fashion brands.

• 한국의류산업학회지
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• 제16권2호
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• pp.208-217
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• 2014

This study focuses on analyzing a subset of consumer activities (especially social medium) in their wedding preparation. The focus of this study is on wedding online communities and understanding the impact of communities on selective behavior for information-acceptance. Data was compiled based on female consumers in their 20s and 30s who actively participate in online community forums. It included female consumers preparing for their weddings and individuals interested in weddings. A total of 211 questionnaires were collected from January $10^{th}$ to $23^{rd}$ in 2012. The online communities were identified from Naver, Yahoo, and online search portals; subsequently, they were rank-sorted based on number of members, visitors, and forum posts. We identified four different characteristic based on the findings from the analysis of on-line wedding communities. The characteristic of these communities were divided into sharing experience, functionality of the webpage, informativeness, and interactivity; consequently, use of these online communities is based on trust and significant personal relationships between the members online. Out of the four different community characteristics, sharing experience was found to have a greater impact for the selective behavior of wedding dresses and information- acceptance than the functionality of the webpage, interactivity, and informativeness. We conclude that trust in information provided by members with marriage process experience is the foremost important factor in the behavior of individual consumers wit iexplore.exe -extoff hout marriage process experience. Therefore, the impact of these online communities catering to would-be brides is based on the trust of posters and how well it is articulated.

• 복식
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• 제65권7호
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• pp.101-117
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• 2015

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

• 정보과학회 논문지
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• 제45권2호
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• pp.165-174
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• 2018

온라인 커뮤니티란 SNS와 달리 사용자들이 닉네임을 통해 익명으로 관심사와 취미를 공유하는 가상 그룹 서비스이다. 그런데 이런 익명성을 악의적으로 활용하는 사용자들이 존재하고, 닉네임의 변경으로 인해 동일 사용자의 데이터가 서로 다른 닉네임에 존재하는 데이터 파편화 문제가 발생할 수 있다. 또한 온라인 커뮤니티에서는 닉네임을 변경하는 일이 빈번하므로 동일 사용자를 식별하는데 어려움을 겪는다. 따라서 본 논문에서는 이러한 문제를 해결하기 위해 온라인 커뮤니티 특성을 고려한 사용자의 행동 패턴 특징 벡터를 제시하며, 관계 패턴이라는 새로운 암시적 행동 패턴을 제안함과 동시에 랜덤 포레스트 분류기를 이용한 동일 사용자의 닉네임을 식별하는 기법을 제안한다. 또한 실제 온라인 커뮤니티 데이터를 수집해 제안한 행동패턴과 분류기를 이용해 동일 사용자를 유의미한 수준으로 식별할 수 있음을 실험적으로 보인다.

• 대한지역사회영양학회지
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• 제29권3호
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• pp.199-211
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• 2024

Objectives: Online grocery shopping has gained traction with the digital transformation of retail. This study constructs a behavioral model combining values, attitudes, and reasons for behavior-specifically, facilitators and resistance-to provide a more novel discussion and further understand the relative influences of the various factors affecting continuance intention in online grocery shopping. Methods: Data were collected through an online questionnaire from consumers who had engaged in online grocery shopping during the past month in Seoul, Korea. All collected data were analyzed using descriptive analysis, and model validation was performed using partial least squares structural equation modeling. Results: Continuance intention is primarily driven by facilitative factors (compatibility, relative advantage, and ubiquity). Attitude can also positively influence continuance intention. Although resistance factors (price, tradition, and risk) do not significantly affect continuance intention, they negatively affect attitude. Values significantly influence consumers' reasoning processes but not their attitude. Conclusions: These findings explain the key influences on consumers' online grocery shopping behavior in Seoul and provide additional discussion and literature on consumer behavior and market management. To expand the online grocery market, consumers should be made aware of the potential benefits of the online channel; the barriers they encounter should be reduced. This will help sustain online grocery shopping behavior. Furthermore, its positive impact on attitude will further strengthen consumers' continuance intention.

• Journal of Information Technology Applications and Management
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• 제12권4호
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• pp.71-92
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• 2005

As the Internet establishes and reinforces connections between people, virtual community is becoming one of considerable business model. We believe that benefits of the virtual community go to both customer and vendor organizing virtual community. Despite the explosive growth of virtual communities on the Internet, empirical research has been focused to study the issues related to characteristics of virtual community The objective of this study is to enhance the understanding about virtual communities as an e-business model by Customer Relation Management and by empirically validating their effect on the performance of website. Through path analysis, we find support for relations behavior influence the online commitment. we also find that the online commitment enhance the organization citizenship behavior. Finally, we discuss several theoretical and practical Implications, and suggest limitations for research and future research issue.

• Asia pacific journal of information systems
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• 제23권4호
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• pp.29-51
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• 2013

In line with network technology development and smart device penetration, the social network service (SNS) has expanded its influence. The SNS which is a service based on communication and sharing among people, has grown based on users' voluntary engagement and participation and its influence has appeared beyond the cyberspace into the overall areas of domestic and foreign culture and society. In particular, SNS-based real-time communication during diverse disasters, can help prevent further damage. By sharing information on social donation activities and environmental campaigns, people have used SNS as a tool to change the society in a more positive way. Such series of activities functioning as a power to change the society have been made much faster and wider through the help of a new media called SNS. To better understand such trends, we are required to study about the SNS and its user relationships first. In this context, this study sought to identify the effects of people's desire to build friendships through SNS on the voluntary and society-friendly activities of people. This study considers online pro-social behavior and proposes online citizenship behavior. Citizenship behavior has been examined in organization context. That is, organizational citizenship behavior explains an employee's pro-social behavior in an organization context. Organizational citizenship behavior is characterized by the individual's helping others and promoting the functioning of the organization. By applying organizational citizenship behavior to an online context, we propose online citizenship behavior, an individual's pro-social behavior in an online context. An individual's pro-social behavior, i.e., online citizenship behavior, could be considered as a way for the better management of online community and society. It also needs to examine the development of online citizenship behavior. This study examined online citizenship behavior from the friendship desire. Because online society or community is characterized by online relationships between members, the friendship between members would lead to pro-social behavior, i.e., helping others and promoting the functioning of the online society, in such online context. This study further examines the antecedents of friendship desire in terms of SNS interactivity with its four factors. The findings based on the survey from real SNS users explain that the three factors of SNS interactivity (connectivity, enjoyment, and synchronicity) increases online friendship desire which then increases online citizenship behavior significantly. This study contributes to the literature by examining the key role of online friendship desire in leading to online citizenship behavior and identifying its antecedents in terms of SNS characteristics. The findings in this study also provide guidance on how to manage online society and how to promote the effective functioning of SNS.

• 산경연구논집
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• 제13권4호
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.

• 경영과정보연구
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• 제31권3호
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• pp.271-305
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• 2012

최근 온라인 커뮤니티의 활성화로 인하여 그 영향력은 점차 커지고 있으며, 더 나아가 기업의 마케팅전략수립에도 많은 영향을 미치고 있다. 본 연구에서는 공통관심사를 중심으로 자발적으로 형성된 온라인 커뮤니티 회원들을 대상으로 그들이 왜 이러한 지식공유행동을 하게 되는지에 대한 동기요인을 밝히고자 한다. 구체적인 연구목적을 제시하면, 첫째, YF소나타와 Sony디카(디지털 카메라)사진 온라인 브랜드 커뮤니티 회원들을 중심으로 정성적 연구를 실시한다. 즉, 온라인 커뮤니티 회원들로 하여금 적극적으로 지식공유행동을 유발시키는 동기요인이 무엇인지를 규명하고자 한다. 둘째, 정성적 연구결과의 내용분석을 통해 설문항목을 개발한 후 이러한 항목들에 대한 신뢰성과 타당성을 검증하고자 한다. 그 결과, 기존연구에서는 제시되지 않았던 새로운 지식공유 동기요인이 밝혀졌으며, 본 연구를 통해 성취감과 보상, 신뢰 등의 동기요인을 제외한 과시욕구, 인지도, 지각된 혜택, 즐거움, 도전감, 소속감 등의 여섯 개 요인이 지식공유행동의 동기요인으로 새롭게 밝혀졌다. 이러한 연구를 통해 제시된 지식공유행동의 동기요인은 온라인 커뮤니티의 활성화에 더욱 긍정적인 영향을 미칠 것이며 더 나아가 향후에는 지식공유행동과 관련된 결과변수 들간의 관계를 살펴보는 것도 의미있는 연구가 될 것이다.

• 유통과학연구
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• 제22권5호
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• pp.67-79
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• 2024

Purpose: The purpose of this study is to shopping medium determinants and consumer behavior differences based on the value of consumption. Methodology: The subjects of the survey were adult men and women in their 20s or older living in Korea, and 283 valid responses were obtained. A Logit model was used to identify consumption value factors and shopping medium choices. A t-test was conducted to analyze the differences between consumer behavior based on preferred shopping medium (on/offline). Results: The inclusion of community-oriented factors such as eco-friendliness and social contributions lead to higher likelihood of choosing offline shopping. In addition, consumers who value self-expression and who are price sensitive are more likely to choose online stores. Conclusions: It was found that community-oriented factors lead shoppers to choose offline shopping, and the need for self-expression lead shoppers to choose online stores.