• 유통과학연구
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• 제16권7호
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• pp.57-65
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• 2018

Purpose - Recently, internet access and social network utilization using smart phone are increasing. In such a smart environment, interactive activities such as information generation, information searching and information sending are increasing rapidly on-line environment. Therefore, consumers tend to purchase something according to eWOM and also meet the social consensus online environment. In connectivity society, consumers became accessible and engaged in the opinions of others easily. Many decisions that seem like personal decisions are actually social decisions on online connectivity. This paper seeks to explore factors that can help generate a social decision on purchasing of new products in an online environment. Research design, data, and methodology - The process of collecting a lot of wisdom and making an agreement online is called social decision. The purpose of this paper is to examine empirically the influence of factors such as online ties, online eWOM expectancy and online information behavior on online social decision. In addition, We studied online social decision by analyzing the moderating effect of new product innovation. To understand this structural relationship, research hypotheses and research models were set up and empirical analysis was conducted. In order to verify the hypothesis, 208 questionnaires were collected from the residents of Seoul city/Gyeonggi province. The answered questionnaire verifies reliability and validity using SPSS/AMOS and test hypotheses through path analysis and multiple regression analysis. Results - According to the research results, First, online ties don't have a positive impact on online social decision, Second, online eWOM expectancy have a positive impact on online social decision. Third, online information behaviors have a positive impact on online social decision. The degree of innovation of new products have a moderating effect between Independent variables of three factors and dependent variable of social decision. Conclusions - Social decisions have a positive impact on purchasing decisions about new product. There is a great significance in the fact that the online social influence and online social decision have been studied academically. It is meaningful that we have studied in depth the changing phenomenon of consumer purchase decision process in smart environment. The results of these studies provide academic and practical implications.

• 유통과학연구
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• 제20권11호
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• pp.33-45
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• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.227-239
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• 2023

Online marketing is a rapidly growing industry that heavily depends on digital technologies and data analysis to effectively reach and engage consumers. For that, artificial intelligence (AI) has emerged as a crucial tool for online marketers, enabling marketers to analyze extensive consumer data and automate decision-making processes. The purpose of this study was to investigate the ethical implications of using AI in online marketing, focusing on its impact on consumer privacy and decision-making. AI has created new possibilities for personalized marketing but raises concerns about the collection and use of consumer data, transparency and accountability of decision-making, and the impact on consumer autonomy and privacy. In this study, we reviewed the relevant literature and case studies to assess the potential risks and make recommendations for improving consumer protection. The findings provide insights into ethical considerations and offer a roadmap for balancing the advantages of AI in online marketing with the protection of consumer rights. Companies should consider these ethical issues when implementing AI in their marketing strategies. In this study, we explored the concerns and provided insights into the challenges posed by AI in online marketing, such as the collection and use of consumer data, transparency, and accountability of decision-making, and the impact on consumer autonomy and privacy.

• 한국의류산업학회지
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• 제22권3호
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• pp.323-334
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• 2020

This study analyzed the effects of consumers' characteristic variables on information search and purchase decisions in a decision-making process that validated the path model in purchasing apparel products. In constructing a structural equation model using AMOS 19.0., the variables including enjoyment pursuit, price pursuit, product involvement and product risk were selected as consumers' characteristic variables affecting the stage of information search. A questionnaire was distributed to consumers over 20 years old who purchased apparel products using offline and online channels within one year; consequently, we were able to analyze 468 effective data. The results were as follows. First, the path model of this research proved to be the appropriate model explaining the effects of consumers' characteristic variables on the stage of purchase decision-making. Second, enjoyment pursuit had a significant positive influence on offline information search; in addition, price pursuit and product risk affected the online information search significantly. Product involvement affected online information search as well as offline information search. Third, the offline information search affected offline purchase and online information search affected online purchase. However, consumer's channel switching behavior between the stage of information search and the stage of purchase decision was not proven. The findings suggest that companies need to develop distribution strategies according to consumers' characteristic factors that effect consumer's purchase decision-making.

• The Journal of Asian Finance, Economics and Business
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• 제7권10호
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• pp.231-240
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• 2020

E-commerce development led to the explosion of online payment. Consumers have many choices when deciding on the online payment method for each transaction. Using a combination of both qualitative and quantitative methods with the help of SPSS AMOS version 22.0, the article explores the factors that influence consumers' online payment method decision behavior in Vietnam. Research results show that awareness of usefulness, awareness of risk, awareness of trust, awareness ease of use, product uncertainly perception and perceived behavioral control have effects on the behavior of deciding on online payment methods. Awareness of risk has the strongest negative impact on online payment method decision behavior and awareness of usefulness has the strongest positive impact on online payment method decision behavior. Based on these important results, the article proposes a number of implications: (i) continuing to invest and upgrade modern technology to ensure customer information absolutely confidential; (ii) converting all ATM cards on the market to EMV chip standard card technology; (iii) improving service activities, quickly handle things to create confidence for customers; (iv) credit institutions operating in the field of online payment linked to e-commerce sites, supermarkets, convenience stores, restaurants must ask partners to increase transparency for the products.

• Journal of Information Technology Applications and Management
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• 제14권4호
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• pp.97-120
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• 2007

Development of information technology and Internet brought big changes in information society. Quantity of information increased rapidly and various types of information were presented through diverse channels. This change brought an impact in electronic commerce environment. A large number of products are transacted in online market. And various search functions and product information are presented for supporting customer's decision making. This study examined the effect of external information on purchase decision-making in electronic commerce environment. An experiment was conducted to see the customer product review, unit sales, etc. on purchase decision-making process in online shopping mall based electronic commerce. As a result of study, external information referring to number of purchasing, positive product review, and reliability of information has a positive effect on purchase-decision. The significance of the study can be found in that it defined 1) external information has an effect on decision-making, 2) positiveness and reliability of product information showed that they have an influence on customer, and 3) when self opinion and other person's opinion are different, one is not satisfied with decision making process. The results of the study can be of practical use in the design and implementation of online shopping mall in electronic commerce.

• Asia Marketing Journal
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• 제15권1호
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• pp.155-168
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• 2013

This study describes consumers' movie choices in conjunction with other group members and attempts to reassess the effect of the online word of mouth (WOM) source in a joint decision context. The tendency of many people to go to movies in groups has been mentioned in previous literature but there is no modeling research that studies movie choice from the group decision perspective. We found that ignoring the group movie-going perspective can result in a misunderstanding, especially underestimation of genre preference and the impact of the WOM variables. Most of the studies to measure online WOM effects were done at the aggregate level, and the role of online WOM variables(volume vs valence) is mixed in the literature. We postulate that group-level analysis might offer insight to resolve these mixed understanding of WOM effects in the literature. We implemented the study via a random effect model with group-level heterogeneity. Romance, drama, and action were selected as genre variables; valence and volume were selected as online WOM variables. A choice-based conjoint survey was used for data collection and the models was estimated via Bayesian MCMC method. The empirical results show that (i) both genre and online WOM are important variables when consumers choose movies, especially as group, and (ii) the WOM valence effect are amplified more than the volume effect does as individuals are engaged in group decision. This research contributes to the literature in several ways. First, we investigate movie choice from a group movie-going perspective that is more realistic and consistent with the market behavior. Secondly, the study sheds new light on the WOM effect. At group-level, both valence and volume significantly affect movie choices, which adds to the understanding of the role of online WOM in consumers' movie choice.

• 한국전자통신학회논문지
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• 제19권1호
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• pp.257-266
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• 2024

본 연구는 증강현실 애플리케이션 기반 온라인쇼핑에서의 구매의도에 영향을 미치는 결정요인을 탐색하였다. 주요 결과에 대해 가설을 중심으로 논의하면 다음과 같다. 첫째, 상호작용성은 심리적 소유감에 정적 영향을 미치는 것으로 나타났다. 둘째, 상호작용성은 의사결정 편안함에 정적 영향을 미치는 것으로 나타났다. 셋째, 심리적 소유감은 의사결정 편안함에 정적 영향을 미치는 것으로 나타났다. 넷째, 심리적 소유감은 구매의도에 정적 영향을 미치는 것으로 나타났다. 다섯째, 의사결정 편안함은 구매의도에 정적 영향을 미치는 것으로 나타났다. 그러므로 증강현실 애플리케이션 기반 온라인쇼핑에서 상호작용은 심리적 소유감과 의사결정 편안함을 결정하고, 이에 기반하여 심리적 소유감과 의사결정 편안함은 온라인쇼핑에서 제품의 구매의도를 촉진시키는 핵심 요인이라고 평가할 수 있다. 따라서 온라인쇼핑에서 구매의도를 높이기 위해서는 증강현실 애플리케이션을 통해 상호작용성과 심리적 소유감, 의사결정 편안함을 높이는 마케팅 전략이 요구된다고 할 것이다.

• 지식경영연구
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• 제16권3호
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• pp.149-169
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• 2015

In this study, we try to understand the role of online social recommendation and the similarity of preferences between the recommender and the recommendee on consumer decisions in the framework of the two stage purchase decision-making process. Applying construal level theory to our context, we expect that the role of social recommendation and the similarity of preferences would vary over the stages in the two-stage decision making process. To test our hypotheses, we collected the data through an incentive compatible experiment, and analyzed the data with nested logit model. As a result, we found that the role of online social recommendation varies over the stages. Consumers take recommendation from similar others at the stage of consideration set formation, but no longer consider it at the stage of final choice. Consumers take recommendation from dissimilar others at the stage of consideration set formation. At the stage of final choice, however, consumers avoid choosing the option recommended by dissimilar others. The results of our study enrich the understanding about the role of social recommendation, and have implication to marketing practitioners who attempt to make online social recommendation system more efficient.

• 디지털융복합연구
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• 제15권12호
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• pp.169-185
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• 2017

인터넷과 모바일 사용이 일상화되고 활용 범위가 넓어지면서 어디서나 온라인에 접속해 일을 처리하고 결정을 내리는 속도가 매우 빨라지고 있다. 기존 행동실험경제학 연구 분야에서 종속변인은 주로 점수나 상금 같은 수행 결과였으나, IT 발전과 함께 변화하는 시대적 흐름을 고려할 때, 의사결정의 '시간'도 온라인에서 중요한 결과변인으로 다룰 필요가 있다. 이 연구는 온라인의 전파성과 익명성에 주목해 돌발적 정서와 사회적 거리라는 심리적 변인이 온라인 지네 게임 속 의사결정 시간에 미치는 영향에 대해 알아보았다. 실험 결과, 게임수행시간은 분노조건에서 짧고, 행복조건에서 긴 경향이 있었다. 또 타인보다 지인과 게임을 할 때 게임수행시간이 더 길었다. 집중에 어려움을 느끼는 사람일수록 게임시간이 짧아졌고, 복잡한 문제를 싫어하는 사람일수록 자기 결정의 이유를 설명하는 데 시간을 짧게 쓰는 것으로 나타났다. 이 연구는 기존 연구에서 주목받지 못했던 의사결정시간을 결과 변인으로 다뤘다는 점에서, 그리고 온라인 의사결정 맥락에서 심리적 변인의 효과를 탐색했다는 점에서 의의가 있다. 후속 연구로 다른 온라인 의사결정 상황이나 심리적 변수들을 고려한 확장연구들이 가능할 것으로 기대된다.