• Asia Marketing Journal
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• 제21권1호
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• pp.1-21
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• 2019

Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer's personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses of movie box office sales data and online rating data reveal three interesting findings. First, movie sales decrease as movie ratings become increasingly dispersed. Second, the negative effect of rating dispersion on movie sales is more pronounced with more rating volume. Third, this negative effect weakens when additional information about a movie is available (i.e., higher average rating, greater star power, and time since its release). We discuss the academic and practical implications of our findings.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2011년도 제44차 하계학술발표논문집 19권2호
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• pp.269-271
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• 2011

E-commerce done by between buyers and sellers mainly rely on computer networks and business transactions are carried out according to certain standards of various business activities. E-commerce is based on modern information technology and network technology, financial electronic collection, management, information technology, business and trade information networks into one, aimed at logistics, capital flow and information flow of harmony and unity of the new trade, trade activities of the entire process, electronic, networking and digital. In this paper, we investigate for online shopping, for example, to illustrate the current problems in an area of clothes market. Also we proposed an ideal model appropriate to increase sales and show the analysis results compared to conventional clothes market in open market.

• 지능정보연구
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• 제18권4호
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• pp.1-17
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• 2012

온라인 상에서 판매되는 상품은 매우 다양하지만, 소비자에게 판매 가격을 제시하거나 소개글을 통해서 상품에 대한 구체적인 설명을 제공한다는 점은 모든 상품에 있어서 가장 기본이 되는 공통적인 특징이다. 만약, 상품의 실제 품질이나 가격과는 독립적으로 상품 소개글이 판매에 미치는 영향력을 파악할 수 있다면 어떠한 소개글이 상품의 판매를 촉진하는 측면에서 더 좋은 글인지 분별할 수 있게 된다. 이런 관점에서 본 연구는 상품 소개글과 판매 성과의 관계를 파악하기 위한 목적으로 수행되었으며, 구체적으로는 온라인 시장에서 한글로 작성된 상품 소개글에 쓰인 각각의 표현 별로 소비자가 구매를 결정하는 데에 어떤 영향을 미치는지를 분석하고자 하였다. 한글 형태소 분석기를 사용하여 국내 앱 시장에서 수집된 앱 소개글 및 판매이력 데이터로부터 상품을 설명하는 주요 속성과 그 속성에 대한 평가를 추출하였으며, 추출된 키워드를 입력 변수로 구성한 계량경제학 모형을 구축하였고, 구체적으로 특정 표현들이 판매 성과에 미치는 영향을 구축된 모형을 사용하여 계량적으로 측정하였다. 앱의 카테고리 별로 표현의 종류가 상이하게 나타남이 관찰됨에 따라, 분석은 각 카테고리 별로 수행되었다. 유료 앱과 무료 앱에 대해서 데이터 분석을 수행한 결과, 판매 성과에 영향을 미치는 '속성과 평가' 키워드를 그 영향력의 크기 별로 파악할 수 있었으며, 특히 무료 앱의 경우는 무료로 이용할 수 있음에도 불구하고 품질이 좋다는 것을 강조했을 때 판매량을 더 높일 수 있다는 것이 확인되었다. 본 연구는 모바일 앱에 대해 수행되었으나, 온라인에서 거래되는 다양한 상품에 대해서도 소개글이 판매 성과에 미치는 영향을 분석할 수 있는 모형으로 활용될 수 있다. 마지막 장에서는 기업의 마케팅 매니저가 본 연구에서 제시하는 연구 방법론과 분석 결과를 활용할 수 있는 방안을 제시하였다.

• 산경연구논집
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• 제8권5호
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• pp.43-52
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• 2017

Purpose - The domestic liquor market is steadily increasing, but locally made liquor markets remain stagnant. The market opening due to the FTA and westernized eating habits are expanding the consumption of imported liquor by Koreans and the demand for beer and soju is still high. Therefore, we analyzed the scale efficiency of Korean locally made liquor companies. Research design, data, and methodology - Based on a translog-cost function, a scale efficiency analysis was conducted using the government's information survey on the liquor industry. Data from 541 liquor companies analyzed from 2013 to 2014 were used for analysis. Results - As a result of the scale efficiency analysis, the average sales of the mid-sized locally made liquor companies is 171 million won, but the appropriate sales amount is 1 million won. It is estimated that there is a need to increase sales. Conclusions - The gap between the actual sales and the appropriate sales of mid-sized locally made liquor companies with 3~10 employees is larger, so it is necessary to reduce the average cost by increasing the sales of locally made liquor companies. In order to do so, it is necessary to acquire customer strategies such as product differentiation, advertising and publicity.

• 한국조리학회지
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• 제19권4호
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• pp.256-267
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• 2013

본 연구는 효율적인 HMR 판매촉진방법을 도출하고 실무에 적용한 효과를 확인하는 사례연구이다. 대형마트 HMR 제품에 대한 내점고객들의 욕구를 분석한 결과 다양한 메뉴(29.1%), 포장용기(23.6%), 가격(22%), 메뉴정보(14.2%), 그리고 음식의 질(11.0%) 순으로 나타났다. 주요 분석결과는 다음과 같다. 첫째, 패키지 개선 전(3,932,313원, 1일 평균 187,253원) 과 후(4,840,063 원, 1일 평균 230,479 원)의 매출은 유의한 차이가 나타났다. 둘째, 샐러드 제품의 정보 개선 전(4,627,508 원, 1일 평균 220,356 원) 과 후5,238,365 원, 1일 평균 249,446 원)의 매출은 유의한 차이가 나타났다. 본 연구의 시사점을 제시하면 다음과 같다. 이론적 시사점에서 본 연구는 내점고객을 대상으로 직접관찰, 면담, 그리고 설문지 등을 통해 HMR 제품의 판매촉진 방법을 확인하였다는 것이다. 실무적 시사점에서는 본 연구는 확인된 HMR 제품 판매촉진 방법인 패키지, 메뉴 정보, 그리고 다양한 메뉴를 대형마트 HMR 영업장에 적용해서 나타난 매출변화를 분석하여 판매촉진방법에 대한 효과를 측정한 것이다.

• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.92-99
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• 2021

In this research, it was investigated the competence of Korean salesmen in the insurance business(B2C, consumer goods marketing) and information communication industry(B2B, industrial goods marketing) at the individual level rather than the organizational level. The salesperson's Guanxi ability means the salesperson's ability to create, maintain, develop the Guanxi ability. Namely, it was investigated whether the Korean salesman's Guanxi ability is the effective and persuasive concept in explaining the sales performance(company performance, business performance). The purpose of this paper was to verify which variables, among Guanxi ability and customer orientation, better explain the sales performance of salespeople. The Western concept of marketing that is closest to Guanxi is the concept of the customer-orientation that is based on the theory of relationship exchange. Confucian culture in the East is the construct concept, Guanxi is the measurement. The relational exchange theory in the West is the construct concept, customer orientation is the measurement. As the result of the analysis, we found that the Guanxi proved a greater correlation with sales performance than customer orientation. In the information technology industry, there was a big difference compared to insurance industry, whereas Guanxi and customer orientation had a similar level of correlation with sales performance. In the case of the insurance industry, we found that the Guanxi and sales performance were significant but the customer orientation and sales performance were not. This means that sales performance can be accurately and sufficiently explained only by adding the Guanxi ability in addition to customer orientation. The result of analyzing the mediating effect of the Guanxi ability between customer orientation and company performance, customer orientation was significant with Guanxi, and customer orientation and company performance were also significant. But, when the Guanxi was used as the parameter, the Guanxi was significant with company performance, but the customer orientation was not. Even when the dependent variable was business performance, when the Guanxi was used as the parameter, we found that the Guanxi was significant with the business performance, but the customer orientation was not. Namely, it proved Guanxi ability and customer orientation are completely independent concepts. In addition, we found that the information technology industry, unlike the insurance industry, mediated the Guanxi ability between customer orientation and sales performance. We confirmed that in the future, salespeople should not only rely on rational methods to maintain and reinforce customer relationships, but must consider the emotional factors through empathy with customers.

• 대한가정학회지
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• 제36권11호
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• pp.141-156
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• 1998

The purpose of this study was to investigate current QR technology usages and merchandisers' roles and information activities in the Korean apparel industry. Data were collected by interview and questionnaire with merchandisers in apparel companies, manufacturing apparels for both men and women. Statistical analyses were t-test, ANOVA, frequency with SAS program. The results of the study were as follows: 1. The usage of QR technology was generally low. But POS, bar-coding, logistics and small lot order were highly used compared to other technologies. CAD, automated sewing operation, unit product system, logistics, and small lot order were more used in domestic national brand than in import license brand. POS applications were more used in product planning division than in others. 2. Merchandisers played important roles in making major decisions on cost price, sales price, manufacturing request, delivery data, production quantity, produce mix, budget planning, market timing and delivery channels. Products planning was conducted mostly on a monthly basis. Price was determined mainly according to cost price, while the production quantity depended on the last year's sales. Usually sales were analyzed on a daily basis. 3. Merchandisers got more information on fashion them and color trend from foreign information sources than from domestic, while more information on fabrication from domestic sources. For fashion design information they used the equal amount from domestic and foreign sources. Over all degree of utilization in each field of fashion information was fugured rather high.

• 한국컴퓨터정보학회논문지
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• 제15권7호
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• pp.109-116
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• 2010

본 연구에서는 계열 IT서비스 기업을 갖는 국내 대형 그룹사의 IT수준과 IT서비스 기업의 성과에 대한 관련성을 실증적으로 분석하였다. 총 24개 IT서비스 기업과 관련 그룹사를 대상으로 한 연구에서, 관련 가설을 수립하여 집단간 차이분석(t-test)을 통해서 통계적으로 검증하였다. 그 결과, IT서비스사의 SM 매출과 대내 매출, 대내 서비스 역량 및 종합 서비스 역량 그리고 그룹사 자체의 매출액 및 IT 서비스 신규투자 규모가 고객 그룹사의 IT수준에 영향을 주는 것으로 나타났다. 또한 고객 그룹사의 매출, IT서비스 기업의 대내 및 SM 매출이 높은 집단에서 IT서비스 기업의 매출액이 높게 나타났으며, 대외 사업 비중 및 SI 사업 비중이 낮은 집단과, 대내 사업 비중 및 SM 사업 비중이 높은 집단에서 IT 서비스 기업의 서비스 역량이 높게 나타났다.

• 한국산업정보학회논문지
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• 제28권1호
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• pp.35-48
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• 2023

본 연구에서는 급변하고 있는 세계 경제 환경 하에서 중국 자동차 산업의 발전 현황과 자동차 산업과 관련한 중국 정부의 정책을 살펴보고, 중국 내 소비자들의 자동차 구입에 대해 소비자 동향 조사를 실시하였다. 중국 정부의 강력한 국가 배출가스 규제정책과 내연기관 자동차 제조·판매 기준의 강화에도 불구하고 소비자들은 다양한 이유로 앞으로 자동차를 구매 시 내연기관차를 선택하겠다는 응답비율이 59.6%에 달하는 등 정부 정책과 소비자 인식 사이에는 적지 않은 차이가 존재하고 있음을 확인하였다. 또한, 최근의 중국 내 자동차 판매량의 감소 추세를 발견하여 2010년 1월부터 2020년 12월까지 월별 판매량을 학습용 데이터로, 2021년 1월부터 2022년 11월 동안의 판매량을 평가용으로 구분하여 향후 중국의 자동차 수요를 예측하는 시계열 모형들을 제안, 평가하였다. 그리고 각 시계열모형을 적용하였을 때의 2023년도의 월별 예측 판매량을 보였다.

• 산업경영시스템학회지
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• 제47권1호
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• pp.28-40
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• 2024

Maintaining the permanence of a company in the current rapidly changing business environment is not an easy task. Rather, the lifespan of a company can be said to be gradually decreasing. As such, the author of this paper, which describes the current market environment, is the sales organization of a large company. While leading the company, I thought about how to overcome the rapidly changing market and create an organization that continues to grow. As a result, I succeeded in creating an organization that continued to grow over the past two years, and the main activity of this result was the use of sales computer. It was clear that it was an information sharing activity. This can be said to be a result of proving that a series of activities to create and share information is important for the sales organization of ICT companies to actively respond to the rapidly changing market environment. Therefore, this study attempted to examine the relationship between knowledge management and business performance in the sales field of ICT companies, which has not been covered so far. Knowledge management is a four-stage activity from a process perspective, divided into knowledge creation, knowledge storage, knowledge transfer, and knowledge utilization. did. As a result of the study, first, knowledge management activities, such as knowledge creation and knowledge storage, were found to have a significant impact on financial performance. Second, knowledge management activities such as knowledge creation, knowledge storage, knowledge transfer, and knowledge utilization were all found to have an impact on non-financial performance. In the end, this study confirmed that efforts to turn tacit knowledge into knowledge in order to respond to the ever-changing ICT market are ultimately an important factor in growing a company.