• Fashion & Textile Research Journal
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• v.26 no.2
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• pp.179-189
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• 2024

This study aims to explore the influence of product popularity signals on purchase intention in China's open market, with a focus on understanding the interaction effect of fashion product types. The popularity signals were measured through sales volume and review volume. For the experiment, a 2 (sales volume: high vs low) × 2 (review volume: high vs low) × 2 (fashion product type: trend vs basic) factorial design was employed. The findings of this study are summarized as follows. First, sales volume and review volume, as signals of the popularity of fashion products, did not appear to have a direct effect on purchase intention. Second, the impact of fashion product popularity on purchase intention was found to be contingent on the type of fashion product. When purchasing trendy fashion products, purchase intention was found to be higher under low popularity conditions compared to high popularity conditions. When purchasing basic fashion products, purchase intention was found to be higher under high popularity conditions compared to low popularity conditions. These findings contribute valuable insights for developing marketing strategies that leverage popularity signals for fashion products in China's open markets. Furthermore, the study improves understanding of online fashion product purchasing behavior among Chinese consumers.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.2
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• pp.35-49
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• 2021

The purpose of this study is by using the Grounded Theory method to examine the process of starting a business in an online shopping mall for young self-employed people with experience in using Company N's Partner Square (Gwangju), a startup infrastructure institution. In this study, in-depth interview survey data were used, and theoretical sampling method was used in the selection of study participants. After proceeding in the order of open coding, axis coding, and selective coding suggested by Strauss & Corbin, it was analyzed with a paradigm model. The main research results are as follows. First, even when parents were unaware about online shopping malls or had a negative mindset about it, but they had a positive mindset about their children's start-ups, it was found that their children tended to start online shopping mall businesses. However, if parents had a negative mindset about online shopping malls and about their children's start-up, then the child could not start an online shopping mall business. Second, it was found that the ability to use online shopping malls is important as a condition for entrepreneurship and achievement in online shopping malls for young people. In particular, Partner Square (Gwangju) was found to increase the ability to use online shopping malls and positively influence startups in online shopping malls. Third, it was found that young people have increased their self-esteem, discovering opportunities, and reinforcing their creativity, in addition to simply increasing their sales after starting the online shopping mall.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.155-166
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• 2007

The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.96-104
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• 2020

As consumers' consumption activities become more active due to the activation of online shopping malls, companies are conducting item trend analyses to boost sales. The existing item trend analysis methods are analyzed by considering only the activities of users in online shopping mall services, making it difficult to identify trends for new items without purchasing history. In this paper, we propose a trend analysis method that combines data in online shopping mall services and social network data to analyze item trends in users and potential customers in shopping malls. The proposed method uses the user's activity logs for in-service data and utilizes hot topics through word set extraction from social network data set to reflect potential users' interests. Finally, the item trend change is detected over time by utilizing the item index and the number of mentions in the social network. We show the superiority of the proposed method through performance evaluations using social network data.

• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.2
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• pp.93-110
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• 2022

The purpose of this study is to explore business investment and operation of O2O (Online-To-Offline) combined service. The study will analyze the necessary factors for growing the business by dividing the O2O service by industry. The Online-to-Offline is a method of inducing purchases of products and services by connecting between online and offline This research methodology organized the four stages of the analysis process. The analysis of all stages was performed with association rules in big data techniques. It is divided into the start-up period, growth period, maturity period, and decline period, and analysis is conducted on the business investment, expenditure cost, business operation, and conflict factors. As the research result, the first analysis has shown commonality with government subsidies, bank loans, and personal funds in all industries. The second analysis showed a lot of expenditure on labor costs of internal employees, marketing/sales, facility facilities, equipment, and equipment purchase costs. The third analysis showed difficulty in raising the investment resources necessary for business operations in all industries. The last analysis showed conflicts in the industry, businesses license, legal systems, and small business owners in all industries. This study contributed to the abundance and diversity of research methodologies in management information systems using association rules. In addition, the description of organizational development theory was updated while explaining the business investment and operation of O2O combined services. In practical implication, the O2O services include environmental factors that cause convergence between industries. Accordingly, this is required for new O2O services through new laws and systems and reorganization of existing laws and regulations.

• Journal of Service Research and Studies
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• v.14 no.1
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• pp.27-43
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• 2024

The market share of online platform services in the used car market continues to expand. And The used car online platform service provides service users with specifications of vehicles, accident history, inspection details, detailed options, and prices of used cars. SUV vehicle type's share in the domestic automobile market will be more than 50% in 2023, Sales of Hybrid vehicle type are doubled compared to last year. And these vehicle types are also gaining popularity in the used car market. Prior research has proposed a used car price prediction model by executing a Machine Learning model for all vehicles or vehicles by brand. On the other hand, the popularity of SUV and Hybrid vehicles in the domestic market continues to rise, but It was difficult to find a study that proposed a used car price prediction model for these vehicle type. This study selects a used car price prediction model by vehicle type using vehicle specifications and options for Sedans, SUV, and Hybrid vehicles produced by domestic brands. Accordingly, after selecting feature through the Lasso regression model, which is a feature selection, the ensemble model was sequentially executed with the same sampling, and the best model by vehicle type was selected. As a result, the best model for all models was selected as the CBR model, and the contribution and direction of the features were confirmed by visualizing Tree SHAP Value for the best model for each model. The implications of this study are expected to propose a used car price prediction model by vehicle type to sales officials using online platform services, confirm the attribution and direction of features, and help solve problems caused by asymmetry fo information between them.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.149-163
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• 2022

With the development of the culture industry, online transactions of cultural products are being activated, and offering information and establishing relationship with customers in web-site have an important influence on online purchase decision making. The purpose of this research is to examine the effect of information and relational benefits provided by online sales sites of cultural products on online purchasing intention, and to reveal through empirical analysis whether these influences show a difference between stage products and screen products. Looking at the results of the study, first, in the case of the whole, both information offering and relational benefits have a significant effect on online purchasing intention. Second, in the case of stage products(plays), product understanding information, economic relational benefits, and customization relational benefits showed significant effects, but product purchasing information showed no significant influence. Third, in the case of screen products(movies), product purchasing information and economic relational benefits showed a significant effect, but product understanding information and customization relational benefits had no significant effect. In conclusion, the impact of information offering and relational benefits on online purchasing intention differs according to cultural products, and economic relational benefit is found to be an important influencing factor on online purchase decision making in all cases. These research results are expected to be helpful in establishing differentiated marketing strategies including customer relationship management in online transactions of cultural products.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.131-148
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• 2023

This study analyzed the effect of marketing ability of SMEs using online export marketing on market performance. Small and medium-sized enterprises (SMEs) are making efforts to expand their markets from the domestic market to the overseas market and increase sales. We studied the factors that can produce results in the fiercely competitive overseas market. A total of 400 export SMEs were surveyed, and 159 companies directly participating in online export marketing were selected as final targets. The survey was analyzed using SMART PLS 4.0 and SPSS 26.0 statistical programs, and research hypotheses were verified. The results of the study are as follows. First, it was found that the marketing ability of SMEs had a positive (+) effect on online export marketing. Second, it was confirmed that online export marketing had a significant positive (+) effect on market performance through its mediating role. In addition, the intensity of competition in the export market was found to have a moderating effect in online export marketing. The implications of this study are as follows. The theoretical basis was established that the marketing capabilities (product development capability, distribution capability, pricing capability, public relations capability) of exporting SMEs have a positive effect on overseas market performance through online export marketing. In the market, the use of online export marketing by SMEs can provide implications in that it can be an important means for overseas market development and performance. As a result, it is necessary to actively utilize online export marketing for SMEs to enter overseas markets and achieve results.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.203-220
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• 2023

This study conducted an empirical analysis of the factors affecting the job commitment of employees within a financial sales organization, focusing particularly on agile leadership and organizational justice. Agile leadership was subdivided into four components: adaptability, collaboration promotion, proficiency, and an agile approach, whereas organizational justice was broken down into distributive justice, procedural justice, and interactional justice. Data were gathered through an online survey, and 245 valid responses were subjected to hierarchical regression analysis. The results revealed a significant positive effect of distributive justice, interactional justice, adaptability, promotion of collaboration, and an agile approach on job commitment among the employees of the financial sales organization. However, the influence of proficiency, a component of agile leadership, and procedural justice, a dimension of organizational justice, did not prove to be statistically significant. The order of influence among the significant variables was found to be: adaptability, interactional justice, promotion of collaboration, distributive justice, and an agile approach. These findings confirmed the impact of agile leadership in financial sales organizations, traditionally viewed as conservative, and suggested practical implications for the financial sector to adapt in anticipation of the Fourth Industrial Revolution.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.1
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• pp.1-11
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• 2023

Big tech companies are further strengthening its status against the background of data accumulation, price competitiveness by the platform, and competitive advantage due to the network effect. The competition subcommittee of the European Union(EU) imposed a huge fine on Google for antitrust violations, which was interpreted as an attempt to collect Google's unpaid taxes. In fact, taxation efforts in the form of 'Google tax' are underway, targeting expedient tax avoidance by global platforms. It has power and has a considerable influence on the startup ecosystem. The domestic sales and tax scale of global platforms, which have a great impact on domestic content startups and small and medium-sized venture companies, are not accurately measured. In the case of Google, according to research literature, sales in Korea were estimated at about 2 trillion to 3 trillion won in 2017, but Google Korea reported sales of 290 billion won in 2021 and paid 13 billion won in taxes. This study aims to verify the economic effect of the global platform that has a great influence on Korea, and specifically to quantitatively estimate the annual domestic sales and taxes of Google, a representative global platform. As a result of estimating Google's annual domestic sales and taxes based on the figures presented in the document related to Google's economic effect published by Google, the result was 4 to 9 trillion won in annual sales and 390.6 to 913.1 billion won in taxes. This study is meaningful in that it provides basic data on the direction of national and tax policies in the future digital economy era by estimating the problem of tax authority by country of global platform companies with a specific example of Google.