• Journal of Distribution Science
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• v.13 no.5
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• pp.91-102
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• 2015

Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.49-58
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• 2010

Corporate social responsibility has become a very important issue for researchers (Greenfield, 2004; Maignan & Ralston, 2002; McWilliams et al., 2006; Pearce & Doh 2005), and many consider it necessary for businesses to define their role in society and apply social and ethical standards to their businesses (Lichtenstein et al., 2004). As a result, a significant number of retailers have adopted CSR as a strategic tool to promote their businesses. To this end, this study sought to discover U.S. consumers' attitudes and behavior in ethical purchasing and consumption based on their subjective perception and evaluation of a retailer. The objectives of this study include: 1) determine the participants awareness of retailers corporate social responsibility; 2) assess how participants evaluate retailers corporate social responsibility; 3) examine whether participants evaluation process of retailers CSR influence their attitude toward the retailer; and 4) assess if participants attitude toward the retailers CSR influence their purchase behavior. This study does not focus on actual retailers' CSR performance because a consumer's decision making process is based on an individual assessment not an actual fact. This study examines US college students' awareness and evaluations of retailers' corporate social responsibility (CSR). Fifty six college students at a major Southeastern university participated in the study. The age of the participants ranged from 18 to 26 years old. Content analysis was conducted with open coding and focused coding. Over 100 single-spaced pages of written responses were collected and analyzed. Two steps of coding (i.e., open coding and focused coding) were conducted (Esterberg, 2002). Coding results and analytic memos were used to understand participants' awareness of CSR and their ethical purchasing behavior supported through the selection and inclusion of direct quotes that were extracted from the written responses. Names used here are pseudonyms to protect confidentiality of participants. Participants were asked to write about retailers, their aware-ness of CSR issues, and to evaluate a retailer's CSR performance. A majority (n = 28) of respondents indicated their awareness of CSR but have not felt the need to act on this issue. Few (n=8) indicated that they are aware of this issue but not greatly concerned. Findings suggest that when college students evaluate retailers' CSR performance, they use three dimensions of CSR: employee support, community support, and environmental support. Employee treatment and support were found as an important criterion in evaluation of retailers' CSR. Respondents indicated that their good experience with a retailer as an employee made them have a positive perception and attitude toward the retailer. Regarding employee support four themes emerged: employee rewards and incentives based on performance, working environment, employee education and training program, and employee and family discounts. Well organized rewards and incentives were mentioned as an important attribute. The factors related to the working environment included: how well retailers follow the rules related to working hours, lunch time and breaks was also one of the most mentioned attributes. Regarding community support, three themes emerged: contributing a percentage of sales to the local community, financial contribution to charity organizations, and events for community support. Regarding environments, two themes emerged: recycling and selling organic or green products. It was mentioned in the responses that retailers are trying to do what they can to be environmentally friendly. One respondent mentioned that the company is creating stores that have an environmentally friendly design. Information about what the company does to help the environment can easily be found on the company’s website as well. Respondents have also noticed that the stores are starting to offer products that are organic and environmentally friendly. A retailer was also mentioned by a respondent in this category in reference to how the company uses eco-friendly cups and how they are helping to rebuild homes in New Orleans. The respondents noticed that a retailer offers reusable bags for their consumers to purchase. One respondent stated that a retailer uses its products to help the environment, through offering organic cotton. After thorough analysis of responses, we found that a participant's evaluation of a retailers' CSR influenced their attitudes towards retailers. However, there was a significant gap between attitudes and purchasing behavior. Although the participants had positive attitudes toward retailers CSR, the lack of funds and time influenced their purchase behavior. Overall, half (n=28) of the respondents mentioned that CSR performance affects their purchasing decisions making when shopping. Findings from this study provide support for retailers to consider their corporate social responsibility when developing their image with the consumer. This study implied that consumers evaluate retailers based on employee, community and environmental support. The evaluation, attitude and purchase behavior of consumers seem to be intertwined. That is, evaluation is based on the knowledge the consumer has of the retailers CSR. That knowledge may influence their attitude toward the retailer and thus influence their purchase behavior. Participants also indicated that having CSR makes them think highly of the retailer, but it does not influence their purchase behavior. Price and convenience seem to surpass the importance of CSR among the participants. Implications, recommendations for future research, and limitations of the study are also discussed.

• Journal of Korean Society of Rural Planning
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• v.14 no.2
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• pp.33-42
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• 2008

Recently, rural leisure by urban dwellers has been recognized as a catalyst for regional development or restoration. The federal government implemented several regional planning policies attempting to address this phenomenon in the late nineties. However, most of these policies focused on supply-centered planning, which caused a diverse set of problems relating to the sustainability and economic validity of the planning. Instead, this study focuses on the re-visitation one of the demand variables, with the intention of analyzing the character of rural leisure demand and its re-visitation choice attributes. For these reasons, this study investigates the character of current rural leisure demand, and develops functional equations about urban people who visit rural areas, using logit model. The results of this study can be summarized as follow: Urban people are visiting rural areas from nearby cities or metropolitan areas that are within 3 hours driving distance, and over 80% of rural visitors are one-day visitors. Therefore, most of their visitation activities should be understood as rural leisure, including rural tourism. In addition, the likelihood of the rural tourist to make a return visit is influenced by their transportation means, product purchasing, staying period and travel time. The results of such rural leisure demand can provide information for regional planning strategies, such as selection of target market, type of market segments, improvement of recognition level, activity program price, facility and space planning, produce sale and connection with tour site.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.692-702
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• 2005

The purpose of this study was to explore global consumer behavior with fashion products, Korean fashion products, and Korean traditional fashion products (i.e., Han-Bok). Clothing selection criteria for fashion products and Korean fashion products were included as major constructs far the comparison among global consumers based on their nationality. Other consumer behavior variables were shopping place, buying frequency, purchase experience/plan, preferred brand, purchase items, information source, purchasing usage, and the product evaluation of Hanbok. A convenience sample of 236 global consumers was selected for this study. A questionnaire was pilot tested, and the revised questionnaire was used for the interview survey. Descriptive statistics and ANOVA were used for data analysis. Various nationality were existed such as Europe, North America, Japan, China, South East Asia. The results indicated that the most important criteria for fashion buying were design, fit, and size in order. Fit, size, and color item from buying criteria were significantly different among global consumers by nationality. Country of origin was found as less important factor among global consumers. Department store was most favorable shopping place, and once a month is the most mentioned category in buying frequency. Preferred brands were Levi's, Polo, Gucci, and Prada, etc. Secondly, regarding the evaluation of Korean fashion products, textile quality was highly evaluated. Significant difference except design/style category were existed among global consumers by nationality. Thirdly, regarding the evaluation of Hanbok, the product evaluation of Hanbok highly represented as special event clothing, unique image, beautiful details and oriental beauty in order. Significant difference in good quality of textiles, oriental beauty, coordination with good colors and fabrics, beautiful details and unique style and design were existed among global consumers by nationality. Managerial implications were discussed.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.219-233
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• 2000

This paper is designed to suggest marketing strategies suitable for each classified group by subdividing high school students, the new-generation consumers, by clothes-shopping orientation at jean markets and by identifying the demographic characteristics and the purchasing behavior of each classified group. The subjects consist of 644 high school students. female and male, in Seoul, who responded to my questionnaire research. In terms of the clothes-shopping orientation, pleasure shopping orientation, brand-based shopping orientation, fashion-oriented one, convenience-oriented one and economic one are in sequence. In light of the consumer group based on the factors of clothes-shopping tendencies, the convenience-oriented group ranks first, which is followed by pleasure shopping group, brand-based shopping group and economic one. The subjects turn out to have purchased jeans at time of necessity, The subjects are most liable to get information from their friends, which is followed by their shopping experiences and display. And they turn out to be little affected by family members, salespersons and the press. They regarded aesthetic standards as one of the most important standards, which are followed by size, fitting, personality expression and prices in order. On the other hand, they think little of such factors as friends and similarity. In terms of the standards to make a selection of shops, the respondents cite the quality of goods, the prices of jeans, and service. They didn't think much of the importance of the persuasion of those around them, the convenience of mass transportation facilities, and the approving rate of brands and so on. They resort to wholesale markets, department stores and low-pricing shops in sequence. They turn out not to be satisfied with product guarantees, and fashion. They relied on aggressive approaches like exchanges and refund in case they were dissatisfied with jeans.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.3
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• pp.1-15
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• 2010

The purpose of this study is to clarify of the distribution routes of cosmetics by their types and differences in choosing them according to ages with the ones in choosing brand by the type according to them. The subjects of the study were females aged 20 plus living in Seoul and Gyeonggi Province between January and February 2008, and 427 questionnaires were used for analysis. For data analysis SPSS 17.0 statistical program was used, and principal component analysis, frequency analysis, ${\chi}^2-test$, ANOVA test and Duncan test were conducted. The results and conclusions of this study are as follows: first, cosmetics store use by product type was examined. Department stores were used most often to purchase skincare, base and color products, while large cosmetics stores were used most frequently to buy hair and body products. Second, The result of the differences in choosing brand by type of cosmetics has found that there are the meaningful differences between Korean low and middle priced brands and foreign high priced ones in skincare and base products. The Korean low and middle priced brands of skin care products show that various distribution routes are simultaneously and highly used as choices in internet, cosmetics specialty stores and large general ones are higher than other distribution routes. Color products have found that there are the meaningful differences in the entire brands. Hair and body products have found that there are the meaningful differences in three brands except the Korean high priced brands. Third, the differences in cosmetics store selection by age were investigated. As for online purchasing, people in their 20's were most likely than other age groups to purchase online. Meanwhile, in case of other stores including door-to-door sales and home shopping, people aged 40 and older were more prone than other age groups to purchase base, color and body products through these stores.

• Journal of Society of Preventive Korean Medicine
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• v.3 no.2
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• pp.1-23
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• 1999

The purpose of this paper is to survey the current status of service utilization in oriental medicine, to identify the determinants of consumers' decision in the service utilization, and then suggest policy implications for promoting the consumers' utilization. A multiple regression model was adopted to analyze the factors that influence consumer's decision in purchasing the oriental medical services. Data used in this research relied on National Survey Data conducted by Korea Institute of Health and Social Affairs, and sampling survey. The results could be summarized as follows.: 1. the number of visits to oriental medical institutions has shown an overall increase during the last decade since the inception of health insurance for oriental medical services. It still, however, revealed a relatively iow figure to western medical services. 2. the main factors, after controlling demographic variables, that determine consumers' selection between oriental medical services and western medical services are considered to be price, belief in effectiveness of services, waiting time for service. Implications for policy recommendation include 1. to reduce a barrier to service utilization by discounting dramatically the price of herb medicine, which is believed to be crucial in expanding market share, 2. to encourage consumer's belief in clinical effectiveness through a specialization in competitive services compared with wertern medicine, 3. to keep the affirmative image among consumers alive through an active participation of oriental medical doctors in community activities, 4 to change the health care system in favor of oriental medicine in the long run.

• Korean Journal of Community Nutrition
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• v.17 no.3
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• pp.312-320
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• 2012

The purpose of this study was to investigate the perception of the school dietitian on superior agricultural products (SAP) and the status of using superior agricultural products in school meals. Questionnaires were distributed to 185 school dietitians after face to face interview, and a total of 181 responses were used for analysis. 82.3% of the respondents were using SAPs in school meals and there was a significant difference between elementary school (95.1%), middle school (76.8%) and high school (66.7%) dietitians (p < 0.001). 85.2% of the dietitians, who were using SAP, were purchasing SAPs through electronic bidding, and the main reason of not using SAPs was the higher price of SAPs than that of general agricultural products. The good agricultural practices (GAP) product was considered the most appropriate agricultural products for school meals by the majority of respondents (66.9%), and organic products was the next (13.3%). In addition, the most important selection criterion for a SAP perceived by school dietitians was safety (58.0%), and the main reason of using SAPs in school meals, when two choices were allowed, was 'to provide healthful food to children' (98.9%). The major barriers to using SAPs in school meals (two choices were allowed) were 'too expensive' (73.5%) and 'unstable supply' (32.6). In conclusion, it was suggested that there should be an improvement in SAP supply and management systems to increase the use of SAPs in school meals.

• The Korean Journal of Health Service Management
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• v.5 no.4
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• pp.177-192
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• 2011

The arguments exist that private health insurance(PHI) policy holders tend to use the health care services more than non-policy holders due to their little out-of-pocket spending, resulting in the adverse effects on the finances of National Health Insurance. This study aims to increase the objective understanding of the issue and to draw a direction of further research, by reviewing the articles, reports and statistics which examined the effects of purchasing PHI policies on health care utilization. Significant differences in healthcare utilization, except for the very partial increase of utilization in outpatient settings, have been not found. The similar trends of the results have existed in a few previous studies which tried to control the endogeneity of medical use and health insurance with latent variables which affect the decision on medical use and health insurance. However, we can not exclude the potential change of healthcare utilization patterns because the portion of the insured of indemnity PHI is becoming rapidly larger in the market. For further research, we should try to obtain the objective information of subjects' past medical history, health status, health related behavior, and income affecting purchase of PHI and utilization of healthcare services. And the efforts of controlling the endogeneity of medical use and health insurance with latent variables which affect the decision on medical use and health insurance, are very considerable.

• Journal of Distribution Research
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• v.12 no.4
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• pp.27-47
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• 2007

Using survey data and the Heckit model that adequately controls the sample selection bias, we analyze shoppers expenditure through two major emerging shopping channels: Internet shopping and TV home shopping channels. Age, Internet experience, daily Internet usage, the number of computers are factors that affect the ratio of consumers' expenditure through Internet shopping relative to the expenditure through TV home shopping. Shopping frequency which represents the shoppers' incentives to reduce transaction costs also has a positive effect on the proportion of shoppers' expenditure through the Internet shopping. Shoppers' perceptions of convenience, reliability, speed, and diversity are also shown to affect shoppers' relative expenditure ratio through Internet shopping. In contrast, shoppers' perception of prices does not seem to affect their purchasing behavior.