• Proceedings of the Korean Operations and Management Science Society Conference
• /
• 2001.10a
• /
• pp.79-82
• /
• 2001

The wide use of Information Technology(IT), especially the rapid diffusion of the internet, brings us a new paradigm, called "Electronic Commerce", or "Digital Economy." The paradigm is regarded as a business strategy essential to organization's competitive advantage. Because very few studies have been performed in the area of e-strategy, especially in the combined strategy of clicks and mortars, a research on this area is needed. The main questions of this study are empirically to validate the usefulness and the applicability of a decision roadmap and to analyze the situation of Korean firms based on the decision roadmap. Major results of this study are as follows; First, there is an evidence that the roadmap can be applied to firms regardless of its industry and size. Second, usefulness of the roadmap is proved since companies that followed the prescription of the decision roadmap showed high degree of satisfaction with online sales amount. Third, Korean firms in general do not achieve the ideal degree of integration (or separation), especially in terms of management and operation. In conclusion, this study provides e-business strategy planners some guidelines about how to achieve right mix of on-line and off-line business.

• Journal of Korean Library and Information Science Society
• /
• v.38 no.3
• /
• pp.73-90
• /
• 2007

The Pareto principle, also known as the 80/20 rule, describes this common pattern of sales concentration. But long tail principle, that expose the power of majority which had been put aside for a long time, rise as a new business strategy in web 2.0 era. In digital and online environment, as created the conditions that satisfy the need of diversity, long-tail effect has been relevant to all social cultures. This paper consider the long-tail effect from a library service point of view and develop library's long-tail strategies. For the more, suggest practical plan about library long-tail based on library 2.0.

• The Journal of the Korea Contents Association
• /
• v.15 no.10
• /
• pp.127-137
• /
• 2015

American media market produces and consumes video contents the most in the world. Recently, Korean media contents appeals more than ever to Americans who consume them through online streaming service. This phenomenon reveals a green light which shows a need to seek for new methods in concentrated export area of Korean broadcasting market. To revitalize the exportation in this market, more differentiated strategies of exportation are needed. Therefore, in this study, we find out the activation plans to increase the exportation in American market. Through secondary data analyses with articles, home pages of each Korea TV station and depth interviews of executives of exportation of Korean broadcasting company.

• Journal of the Korean Operations Research and Management Science Society
• /
• v.27 no.1
• /
• pp.95-106
• /
• 2002

The tilde use of Information Technology (IT), especially the rapid diffusion of the internet, brings us a new paradigm, called "Electronic Commerce," or "Digital Economy." The paradigm is regarded as a business strategy essential to organizations′competitive advantages. Because few studies have been shown in the area of e-strategies, especially in the combined strategies of clicks and mortars, a study of this area is required. The main questions of this study are empirically to validate the usefulness and applicability of a decision roadmap and to analyze the situation of Korean firms in the view of the decision roadmap. Major results of this study are as follows : First, there is an evidence that the roadmap can be applied to Korean firms regardless of their industry and size. Second, the usefulness of the roadmap is proved because companies following the directions of the roadmap show high degree of satisfaction with online sales. Third, Korean companies in general do not achieve an Ideal Integration (or separation), especially In terms of management and operation. In conclusion, this study provides an e-business strategy Planner some guidelines about how to achieve right mix of on-line and off-line business.

• Journal of the Korean Society of Food Culture
• /
• v.34 no.6
• /
• pp.739-747
• /
• 2019

This study investigated the effect of offering eco-friendly fashion items on consumers' perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare 'a general cafe' where only food is sold and 'a hybrid cafe' which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers' perceived eco-friendly image of the store. Further, this negatively affected consumers' perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores' images or sales.

• Agribusiness and Information Management
• /
• v.7 no.2
• /
• pp.19-26
• /
• 2015

Recently, food delivery apps are seeing rapid growth into a market worth 1 trillion won under a simple but unique business model of connecting nearby restaurants with consumers via smartphone. Though basic similarities with social commerce exists in aspects such as mail-order sales intermediaries, startups, types of services and market competition structure, food delivery apps resemble social commerce in many ways in that they use excessive marketing to secure market dominance, causing a spike in consumer complaints. If the excessive marketing and increase in customer complaints are not rectified, the food delivery app could also see rapid decline as it gradually grows distant from consumers, just like social commerce. Accordingly, this study will identify the factors consumers recognize as important for continuous use vis-a-vis social commerce and food delivery apps to perform an empirical analysis on what areas need improvement. After deriving the four upper factors of product, information system and service along with eight sub-factors by referring to existing literature, the areas with opportunity for improvement were derived through satisfaction level and relative importance evaluation. The results of this study present a strategic direction for maintaining customers of social commerce and food delivery apps.

• Journal of the Korea Society of Computer and Information
• /
• v.21 no.8
• /
• pp.105-116
• /
• 2016

Corporate social media has been recently used in customer relationship management in many ways to improve product sales and company images. Not much research exists on corporate social media, Therefore, in this paper, we propose a research model to identify how corporate social media enhances corporate's CRM quality, resulting in forming customer's purchase intention. In detail, this paper is to examine how customer's perceived value of corporate social media influences CRM quality(CRM trust and CRM commitment), and then how CRM quality affects purchase intention. To this end, a total of 300 questionnaires were used from online panel respondents to test research hypothesis. The findings showed that service performance value and monetary value were major determinants of CRM trust, however, there was no association between brand integration value and CRM trust. In addition, the effects of service performance value and brand integration value on CRM commitment were found whereas monetary value had no effect on CRM commitment. The results also showed that CRM trust and CRM commitment played a critical role in forming of purchase intention. Theoretical and practical Implications are discussed.

• Journal of Digital Contents Society
• /
• v.18 no.2
• /
• pp.257-266
• /
• 2017

Recently, a variety of books have been published in various fields, and the range of selection for both online and offline bookstores have been widened. However, there is a vinyl packaging phenomenon to prevent damage being made to the books in bookstores. This makes it difficult to have a look through on the contents of the book, affecting consumers' purchasing decisions. These factors causes the annual average reading volume to decrease. Therefore, in this paper, we would like to propose a "bookmark" application to provide consumers with book information service using AR and Marker technology, tackling the decrease in sales caused by the problem.

• Journal of Fashion Business
• /
• v.18 no.3
• /
• pp.1-13
• /
• 2014

This study investigated the store switching behavior of fashion stores targeting college students. A random sample of college students completed a questionnaire that contained measurements of store property, relationship quality, switching intent of store, preference of on/offline store, purchase of brand/non-brand product and monthly clothing expenses. The factors extracted as switching behavior of on/offline fashion store are store property, relationship quality and switching intent of store. Dimensions of store switching behavior in online shopping mall is revealed to be composed of diversity/ easy to search, store reliability, home page layout, sales promotion, reliability, commitment and switching intent of store. Also those of offline store is revealed to be composed of store comfort/salespeople service, product diversity, store location, product price, reliability, commitment and switching intent of store. The significant differences were found between store switching behavior of college students by preference of on/offline store and purchase of national brand/non brand. It is expected that this results can be used as a basic material for further study and setting up the fashion retailing strategies in fashion store for selling non brand products.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.43 no.5
• /
• pp.699-710
• /
• 2019

This study focuses on social norms and perceived benefits that are expected to lead to purchase fashion goods selling by social enterprises that can help guide the establishment of effective sales strategies for social enterprises. The relationships among two social norms (injunctive norms and descriptive norms), three perceived benefits (cause benefits, psychological benefits, and social image benefits), and purchase intention were investigated respectively. Data were collected via an online web survey and 11 hypotheses were statistically tested by using PLS-SEM analysis. Purchase intention toward the fashion products of social enterprises was influenced by four antecedent variables (injunctive and descriptive norms, cause and psychological benefits) excluding only social image benefits. However, descriptive norms only affected psychological benefits while injunctive norms only affected social image benefits. The findings suggest that the owners or marketers of social enterprises need to create a social atmosphere in which more consumers buy the fashion goods for social enterprises and emphasize consumers' psychological benefits that they feel mentally more comfortable by purchasing the fashion goods of social enterprises.