• Journal of Digital Convergence
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• v.14 no.9
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• pp.171-179
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• 2016

An online community serves as a communication hub among members who desire to share their opinions and emotions. Thus, it is often utilized as a corporate or brand marketing tool. While focusing on commercial online communities from the marketing perspective, however, researchers have barely discussed non-commercial online communities despite its popularity. This study examined the influence of flow on satisfaction in the context of the non-commercial online community as well as the role of social capital as a significant mediator between flow and satisfaction. The result also included the differences between employed mothers and non-employed mothers. This study has expanded the research scope of online communities and offered theoretical and practical implications based on the interdisciplinary discussion that involves one of the understudied populations, mothers.

• Journal of Fashion Business
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• v.24 no.3
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• pp.69-84
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• 2020

The purpose of this study is to analyze examples of online fashion product planning of domestic fashion brands, to grasp the characteristics and step-by-step problems in product planning, and to suggest product planning methods. This study consists of a literature study and a case study. The results of th study are as follows. First, in the information analysis and product planning, product planning according to analysis and targeting of online consumers should be conducted separately from offline, and the proportion of online-only products should be expanded. Second, in the design planning and product development stages, it should be possible to secure the quantity through the pre-planning of fabrics, a to acquire the novelty of the material through the preemption of good fabrics and the pre-planning of colors to secure competitive design. Third, in the convention, a systematic review process involving company members and customer review teams should be conducted to ensure product quality and sales-ability Fourth, in the production stage, the production period must be to reduce cost. Fifth, differentiated services according to the characteristics of their products for each brand in the promotion and sales stages. Based on this analysis, a desirable approach online product planning should first run promotion phase, increasing pre-planning for the product, and organizing specialize work and manpower issues.

• Journal of Korea Game Society
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• v.2 no.1
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• pp.36-41
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• 2002

Recently, The online role playing games (RPG) get into spotlight of worldwide game marketing area because of the rapid growth of high speed Internet environment during a decade. The almost online RPGs are made of campaign scenario that constructed in series. In this paper, we propose the Distributed Server Model for the Evolutionary Online RPGs which have series scenario (Campaign). In order to represents evolutionary online RPGs, We configure the online RPG server uniquely by means of one to one mapping between logical and physical game world. We also configure the game worlds using circular queue form to express the evolution of civilization by reconstruction of game world.

• Journal of the Korean Home Economics Association
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• v.47 no.7
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• pp.73-82
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• 2009

The purpose of this study was to examine the effect of perceived justice associated with service recovery on perceived service quality, and the relationships among perceived service quality, customer satisfaction and behavioral intentions in online apparel shopping contexts. Justice theory provided the theoretical framework for this study. The research strategy employed an online survey methodology. Online shoppers (N=669) who had experiences in service failure and dissatisfactions completed a questionnaire. The model of the study was tested by structural equation modeling (SEM) and the results of SEM revealed positive effect of perceived justice regarding service recovery on perceived service quality, positive effect of perceived service quality on customer satisfaction, and positive effect of customer satisfaction on behavioral intention. The results of this study have implications for online retailers. Online retailers need to understand the importance of service recovery by which service failures are managed.

• Journal of Information Technology Services
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• v.13 no.3
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

• Journal of Smart Tourism
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• v.3 no.3
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• pp.29-40
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• 2023

This research aims to understand the role of online reviews in the local search context by examining the effects of reviews on the representation of tourism businesses on local search platforms (LSPs). By simulating tourists' local searches for restaurants on three LSPs, namely Google, Bing, and Yelp, this study examines how different ranking results are generated across the platforms and how online reviews contribute to the differences. The findings suggest that online reviews are incorporated into LSPs as ranking factors and, thus, affect tourists' decision-making by influencing the information search results in the local search context. As one of the earliest studies on local search, this study discusses how the existing knowledge about the role of online reviews in tourists' decision-making needs to be reevaluated in mobile and more dynamic environments, and offers practical implications for tourism businesses' search engine marketing.

• Journal of the Korea Society of Computer and Information
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• v.16 no.11
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• pp.77-83
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• 2011

With the development of online shopping and the rapid growth of IT technology, among various forms of online shopping the intense competition also more deepen. So in online shopping and offline shopping can get differentiation characteristics of competitiveness, so our marketing target is the couples and planning to couples' activity is necessary. In this research, it is planning and implement an web site to design and implement sales strategies for the young people. For this, we analysis based on the existing commercial site's event planning of couples, design and suggest strategy for increasing sales, construct a web site with couples' birthday marketing strategy and various commemorative activities and customer visit web sites with activities more prominent as the goal, and with marketing planning and information configuration as the centre. This is expected to be through to increase effect of the part of the object by customer group activities to improve sales.

• Journal of Digital Convergence
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• v.10 no.7
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• pp.85-92
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• 2012

To the development of IT technologies, online shopping is implemented in various forms ranging from desktop environment to smartphone, and also variety of items are being sold. In addition, various type of online sales from that can not seen in offline like sales a one products per one day. In this type of sales, competition is extremely intensified and among those in the differentiated features are hold competitiveness. In this paper, we design and develop the site that adopts the online marketing technique - sale only one kind of product a day for increasing the sales revenue. To do this, in traditional commercial sites, we develop the marketing strategy, and information placement is emphasized site based on analysis of the daily product site planning and so that costumers are concentrated the products that did not interested. Though which customers to target specific items one day for some items and increasing publicity would help the sales increase is expected.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.5
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• pp.127-134
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• 2021

This study aims to determine the role of innovative capabilities as a mediator in analyzing entrepreneurial marketing's effect on sustainable competitive advantage in food and beverage micro-, small-, and medium- enterprises (MSMEs). Data was obtained from a food and beverage store manager in Tangerang City, comprising 119 samples. Furthermore, the G⁎Power, a tool used to calculate statistical power analysis for various t-tests, F tests, χ2 tests, z tests, and several exact tests, was used to determine the number of research samples, the α error probability of 5%, and 3 variables. The data collection method used questionnaires with Likert Scale 1-5 to indicate strongly disagree to strongly agree. To analyze data, we used Path Analysis supported by SmartPLS statistics software. Path analysis is a form of multiple regression statistical analysis that is used to evaluate causal models by examining the relationships between a dependent variable and two or more independent variables. It aims to provide estimates of the magnitude and significance of hypothesized causal connections between sets of variables. The data processing process took place in two stages, namely the estimation model testing with validity and reliability, and the structural model testing to decide the impact or correlation between variables utilizing the t-test. The result showed a positive and significant effect of entrepreneurial marketing to innovative capability and competitive advantage through the innovative capability of MSMEs.

• The Korean Journal of Franchise Management
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• v.12 no.2
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• pp.7-21
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• 2021

Purpose: One of the characteristics of service companies such as foodservice franchise is that it is easy to imitate, so many brands can imitate the menu that is popular with consumers. Therefore, foodservice franchise company should develop a brand that customers can identify from other brands in order differentiate it from its competitors. In order make the foodservice franchise company identifiable from other brands, it is possible through communication with customers. Therefore, this study proposes a new research model to analyze customer loyalty through online advertising and online word of mouth trust and immersion. Online was provided to customers through a mixture of advertisements and word of mouth, but previous studies have only considered online advertisements or online word of mouth. In addition, we want to verify the difference according to gender, which is an important variable in researching the online information processing behavior of customers. Research design, data, and methodology: The questionnaire of this study was surveyed on 20 years of age or older who have visited the restaurant franchise store within the last 3 months among the foodservice franchise companies operating SNS. During the survey period, 400 surveys were surveyed for a total of 20 days from April 1 to April 20, 2020. Result: The research results are as follows. First, in this study, the effect of online advertisement and online word of mouth on trust and immersion was studied. Second, this study verified the social influence theory in online advertising and online word of mouth. Third, the effect of online advertising and online word of mouth on loyalty according to gender was verified. Fourth, compared to existing advertisements, online advertisements are suitable for marketing by foodservice franchise companies because they can interact with consumers, modify advertisements immediately, execute extensive advertisements at low cost, segment the market, and measure advertisement effectiveness. The recent online expansion has been expanded to mobile-based, allowing foodservice franchisees to provide new communication services such as SMS (Short Message Service), multimedia messaging services, and location-based services. Fifth, a foodservice franchise company can increase brand awareness through online marketing or induce the use of offline stores. Sixth, franchisor can grow into a sustainable company only when they use resources efficiently. Conclusions: Trust is important in foodservice franchise information. This trust has a significant impact on customer commitment and loyalty.