스마트폰 사용자의 앱 활용 패턴과 앱 특성이 자기효능감에 미치는 영향

정성희 韓國外國語大學校 大學院 2013 국내석사

IT서비스산업에서 파트너십 전략과 고객관계 전략이 정보시스템 성과에 미치는 영향

정종기 韓國外國語大學校 大學院 2014 국내박사

A Study on the Effects of Partnership and Customer Relationship Strategies on the Performance of Information System in the IT Services Industry This study presents a research model that can be analyzed through theoretical discussion with various existing literatures and preceding researches, and then conduct empirical analysis in order to identify the effects of partnership and customer relationship strategies on the performance of information system in the IT services industry. Based on the presented research model, there are three main research agenda and eight consequence hypotheses and in-depth research model were designed and verified. Three main research agenda are as in the followings. First is the effect of complementarities and participation between IT service providers on the system quality and the effect of the system quality on satisfaction of the system. Second is the effect of communication (information-sharing) and trust between partner companies on system satisfaction. Third is whether the timing of partnership formation the system integrator has an effect on complementarities and participation. Also included in the third agenda is the effect of participation by market-leading system integrators on the system quality. Eight hypotheses and in-depth research model were designed and verified. For an empirical verification of the suggested research model, this study targeted medium to large sized companies in Korea that went through system integration in the past three years and ran a survey on their employees who were directly involved in the project team or procurement process. A total of 5,230 e-mails were sent, of which 217 answers were submitted either by e-mail or post and 106 answers were received by visits or interviews. Among these 323 responses, 317 were found valid and used as a source of analysis. Collected survey answers were analyzed with the statistical package SPSS 18.0 and common method bias was verified to minimize errors that often occur in an empirical study. In other words, this post verification intends to address the possibility of overestimating correlation between variables, distorting the reliance of the data, or common method bias issues. In addition, intensive feasibility analysis, CFA, and EFA analyses were conducted with AMOS 18.0 to verify the reliability and feasibility of the result. Finally, the hypothesis was verified with verification of the measurement model and structural equation model analysis. First, analysis into the effect of partnership’s complementarities on the system quality identified that the more complementary partner’s assets are, the more positive impact they have on the system quality. On the effect of partner participation on the system quality, the more engaging consortium partners and customer are, the more positive impact there is on the system quality. Analysis of the effect of the system quality on system satisfaction level demonstrates higher system quality turns out to have more positive impact on the satisfaction level of the system. Second, analysis into the effect of communication (information-sharing) and trust on system satisfaction in the case of system integrators revealed that the higher level of information-sharing exists between the system integrator and the customer, the more positive impact it has on trust. In additional, the higher trust is bonded between the system integrator and the customer, the more positive impact it has on system satisfaction. Third was verification on the effects of an early consortium formation, complementarities, participation, and market-leading system integrator on the system quality. Study on the effect of an early formation of consortium on complementarities shows that the earlier a consortium between IT service providers is built, the more positive effect it has on the system quality. On the effect of an early consortium formation on participation, it also turned out that the earlier a consortium is built, the higher level of participation with customers becomes. On the effect of participation on the system quality, early formation of a consortium leads to higher level of participation, eventually inducing positive effects on the system quality. When forming a consortium with market-leading system integrators, the study demonstrated such consortium-building had positive effects on the system quality. A further in-depth study of moderating effect analysis demonstrated, in the timing of consortium formation, market-leading system integrator respectively, complementarities and participation had effects on the system quality. The analysis of the moderating effect of the timing of the partnership shows that the correlations between complementarities and the system quality was high in early consortium establishment whereas those between participation and the system quality was high in late consortium establishment, indicating that customers pay more attention to the process of system implementation in case of late consortium formation. As for the moderating effect of partner reputation, the analysis of market-leading system integrator demonstrated a statistically significant correlation between complementarities, the system quality, and system satisfaction whereas non-market leaders showed a statistically significant correlation between participation and the system quality and information-sharing and trust. This led to the conclusion that the latter relatively put more weights on the process. Findings of this study have important implications both for academic researchers and companies’ management and employees. For researchers, the study has following theoretical implications. First, unlike previous studies which were conducted with focus on achievement from long-term strategic alliances, this study was focused on the impact of temporary and relatively short-term partnership and customer relationship strategy, for the first time as a study on IT service industry. Second, this study developed a research model on the impact of channel partnership and customer relationship strategy. Although the model is presented as an extension to the basic level, it is expected the model can serve as a research foundation on which achievements can be approached from various perspectives. As for management and working-level employees of enterprises, this study provides following implications. First, joint projects based on complementariness among IT service providers are more likely to have significantly high potential for success. Given the business nature of IT service industry, sales activities and project execution based on partnership among IT service providers will mostly take similar forms in the same industry. Hence, co-managing best practices of joint projects with high level of complementarities and pursuing projects based on such partnership will lead to higher chances of winning project opportunities, bringing the project to a success, and having a high quality system in the customer site. Second, intimacy in customer relationship and active participation by customers can raise the system quality, ensure the project success, and reduce cost to manage the system. Third, partner designation and management can have business impact only when done in a complementary and long-term perspective. Fourth, active communication (information-sharing) with the customer can have impact on a trust-based business. Fifth, the research model can be of great use when enterprises and government organizations seek to execute system integration, especially when exploring ways to enhance the system quality and satisfaction. As this study is a research on large-sized companies that went through a major project in the past three years, the outcome of this study will have high utilization. This study is meaningful in that it provides specific and effective strategies based on empirical research and analysis how IT service providers should formulate and execute their partnership and customer relationship strategy to improve business results. It is expected the findings of this study be leveraged by many IT service providers both in and outside Korea as a useful decision-making information to set up sales and project execution strategy, significantly contributing to enhancing IT enterprises’ business performance.

소비자의 지각된 SNS 상호작용성과 판매 전술이 자동차 구매 의도에 미치는 영향 : 브랜드 신뢰 및 판매원 신뢰의 매개효과와 정보 보유도의 조절효과

김욱 韓國外國語大學校 大學院 2021 국내박사

본 연구는 소비자의 자동차 구매 의도에 영향을 미치는 선행요인을 평가함에 목적이 있다. 본 연구의 구체적인 목적은, 소셜 네트워크 서비스(SNS) 내에서 소비자와 판매 영업사원 간에 이루어지는 상호작용으로부터 지각된 SNS 상호작용성이 소비자 구매 의도에 미치는 영향을 평가하였다. 그리고 지각된 SNS 상호작용성의 영향이 브랜드 신뢰와 판매원 신뢰에 의해서 매개가 되는지를 검증하였다. 이와 함께, 판매자 영향 전술을 구성하는 두 가지 형태의 전술인 추천 판매 전술과 인센티브 판매 전술이 구매 의도에 미치는 영향을 검증하였으며, 이들 영향이 정보 보유도에 의해서 조절이 되는지를 평가하였다. 문헌 연구를 기반으로 설계한 연구모형과 연구가설을 통계적 유의수준에서 검증하기 위하여 486명의 조사 대상자로부터 설문 데이터를 수집하였다. 수집된 설문 데이터에 대해서 데이터 정규성과 내적 일관성, 동일 방법편의를 포함하는 척도 순화 프로세스를 수행하였다. 측정변수 값의 잠재요인 구조를 분석하기 위하여 탐색적 요인분석을 수행하였으며, 측정모형과 구조모형의 구성타당도를 확인하기 위하여 확인적 요인분석을 수행하였다. 구조방정식 모형 분석과 프로세스 매크로 기반의 회귀모형 분석을 수행한 결과, 지각된 SNS 상호작용성이 소비자 구매 의도에 미치는 영향은 유의하지 않은 것으로 나타났다. 그러나 지각된 SNS 상호작용이 소비자 구매 의도에 미치는 영향은 브랜드 신뢰와 판매원 신뢰에 의해서 완전매개가 되는 것으로 나타났다. 그리고 추천 판매 전술은 구매 의도에 유의한 영향을 미치는 것으로 평가되었으나, 구매 의도에 미치는 인센티브 판매 전술의 영향은 유의하지 않은 것으로 나타났다. 정보 보유도의 조절효과를 검증한 결과, 소비자 구매 의도에 미치는 추천 판매 전술의 영향은 조절을 하지 않는 것으로 조사되었다. 그러나 인센티브 판매 전술이 구매 의도에 미치는 영향은 정보 보유도에 의해서 조절이 되는 것으로 나타났다. 본 연구의 결과는 판매 영업사원이 가지는 과제를 해결하고 그들의 영업 성과를 높일 수 있는 대안을 제시할 수 있는 기초 자료로써 활용될 수 있다. The purpose of this study is to assess antecedents influencing consumers' car purchase intention. Specifically, the study aimed to assess the effects of interactivity perceived SNS from interactions between consumers and salespeople within Social Network Service(SNS) on consumers' purchase intention. The study also tested whether brand trust and salesperson trust would have mediating effects on perceived SNS interactivity. In addition, the study tested the effects of recommendation and incentive sales tactics, which are two types of influential sales tactics on purchase intention and evaluated whether their influences could be adjusted by the possession of information. Survey data was collected from 486 respondents to test the research models and hypotheses designed based on literature study according to a statistical significance level. Collected survey data was put through the process of scale refinement involving data normality, internal consistency, and common method bias. Exploratory factor analysis was conducted to analyze the latent factor analysis of variable measurements, and confirmatory factor analysis followed to check the construct validity of measurement and structural models. The structural equation modeling analysis and macro-based regression model analysis results show that perceived SNS interactivity had no significant effects on consumers' purchase intention. Brand and salesperson trust had full mediating effects on the impacts of perceived SNS interactivity on consumers' purchase intention. Recommendation sales tactics had significant effects on purchase intention, but incentive sales tactics had no significant effects on it. Furthermore, the study tested the moderating effects of possession information and found that it had no moderating effects on the influences of recommendation sales tactics on consumers' purchase intention. Possession of information had moderating effects on the influences of incentive sales tactics on their purchase intention. The findings of the study may serve as basic data to propose alternatives that will address the tasks of salespeople and increase their sales performance.

가격차별적 진열이 소비자의 전반적 구매의도에 미치는 영향 : 제품 유형과 성별의 조절효과를 중심으로

조석규 韓國外國語大學敎 大學院 2018 국내석사

본 연구의 목적은 소매유통업체들이 판매 성과를 높여 줄 수 있는 진열 방식에 대한 연구로써 가격차별적 진열이라는 새로운 방식의 진열을 제시하고 그 진열 방식의 활용방안에 대해서도 구체적으로 제시하기 위해 제품 유형과 성별이라는 변수의 조절 효과를 살펴보는데 있다. 대부분의 진열 방식 연구들이 소매유통업체들에게 도움이 되는 새로운 형식의 진열 방식을 제시하고 있기 때문에 본 연구 또한 새로운 진열 방식을 제시하고자 한 것이며 가격차별적이라는 특징은 제품의 구색과 관련된 연구에서는 활용된 바가 있었으나 제품 진열 방식과 연결되어 연구된 적은 없었기 때문에 가격차별적 진열 방식이 소비자의 전반적 구매의도에 미치는 영향에 대해 연구하고자 하였다. 이를 위해 심리학 분야에서 연구되어 온 대비효과라는 이론을 적용하였으며 추가적으로 제품 유형과 성별을 조절 변수로 제안하였다. 연구 진행을 위해 3가지의 가설을 설정하였으며 설문을 통한 실험으로 이를 검증하였다. 실험에 사용된 자극물은 저가 대체재, 고가 대체재, 가격차별적 대체재, 저가 보완재, 고가 보완재, 가격차별적 대체재 이렇게 6가지 진열 형태로 제작 되었으며 실용적 제품과 쾌락적 제품일 때로 나뉘기 때문에 총 12가지로 제작되었다. 먼저 가설1과 2를 검증하기 위해서 가격차별적 진열과 제품 유형(보완재vs대체재)과의 조절효과를 일변량 분석을 실시하여 알아보았다. 그 결과 가설1인 가격차별적 진열과 소비자의 전반적 구매의도와의 관계는 뚜렷한 양의 관계가 나와서 채택되었다. 다시 말하면 가격차별적 진열은 소비자의 전반적 구매의도를 높였다. 이는 실용적 제품과 쾌락적 제품에서 모두 같게 나타났다. 반면 가설2인 가격차별적 진열과 제품 유형과의 조절 효과는 예상과는 반대로 나와서 기각이 되었다. 이 결과도 실용적 제품과 쾌락적 제품에서 모두 같았다. 가설3을 검증하기 위해서는 가격차별적 진열과 성별과의 조절효과를 일변량 분석을 실시하여 알아보았다. 그 결과 가격차별적 진열과 성별 사이에는 조절효과가 있는 것으로 나왔다. 구체적으로, 남성과 여성 모두 가격차별적 진열의 영향을 받아 전반적 구매의도가 높아지지만 남성이 여성에 비해 영향을 받는 강도가 더 강하게 나타났다. 이런 결과는 소매유통업체들에게 새로운 가격차별적 진열 방식을 제시할 수 있으며 성별에 따라 활용 방안을 다르게 생각해야 한다는 시사점을 줄 수 있다.

중국 왕홍의 특징이 소비자 반응에 미치는 영향에 대한 연구

장야친 한국외국어대학교 대학원 2017 국내석사

중국 왕홍의 특징이 소비자 반응에 미치는 영향에 대한 연구 중국의 왕홍은 SNS 플랫폼에서 활동하며 제품을 판매하고 홍보한다. 이러한 왕홍 마케팅은 인터넷의 보급과 SNS 플랫폼의 발달로 급속도로 성장하고 있다. 그리고 왕홍을 활용한 마케팅 사례도 점점 많아졌다. 게다가 왕홍의 제품판매 금액도 중국의 소비시장의 많은 부분을 점유하고 있다. 왕홍 마케팅은 효율적으로 제품과 서비스를 SNS 플랫폼에서 제시하고 소비자의 반응을 즉각적으로 수용한다. 왕홍 마케팅을 이용해서 소비자들에게 제품을 판매하고 홍보하는 것은 다른 홍보 수단보다 매우 큰 영향력을 보인다. 기존 관련 연구를 검토하여 왕홍의 특징으로 상호작용성, 전문성, 콘텐츠품질, 진실성을 도출하였다. 본 연구에서는 왕홍의 특징이 소비자의 신뢰와 구매의도에 미치는 영향을 실증분석한다. 문헌 연구를 통해 가설을 설정하였으며 설문조사를 통해 자료를 수집하였다. 왕홍 마케팅의 특성이 신뢰에 미치는 영향에 관한 분석 결과 상호작용성, 전문성, 콘텐츠 품질, 신뢰성이 모두 왕홍 신뢰에 영향을 미치는 것으로 나타났다. 이렇게 형성된 왕홍 신뢰는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 왕홍의 특성이 신뢰에 영향을 가질 것이라는 가설은 모두 채택되었다. 또한 왕홍 신뢰가 구매의도에 영향을 미칠 것이라는 가설도 채택되었다. 주제어:왕홍 마케팅,왕홍의 특징,SNS 플랫폼,신뢰,구매의도 A Study on the Effect of the Chinese Wanghong's Characteristics on Consumer Response Chinese Wanghong uses SNS platform in promoting and selling the product. Wanghong marketing spread speedly and rapid growth in the development of the platform by SNS. And marketing case has become more and more popular.In addition, using Wanghong marketing in product sales is more and more commonly, China shares much of the consumer market. Marketing is efficient products and services platform provided by the SNS,Wanghong responses of the consumer immediately. The Wanghong marketing to consumers by selling the product advertising is very influential than other advertising in recently. Refer to other related research, based on online interactive nature and considering features , expertise, content, quality and authenticity as a contributing factor.A successful decisive factors need to consider a decision is. This study also marked by the Wanghong SNS platform, consumers confidence and purchasing intentions to empirically analyze whether having an impact. And sit up research purposes, have the conclusions through research and analysis using questionnaires. Marketing analysis about the impact on the characteristics of the Wanghong's trust ,expertise, content, quality, reliability and interoperability all to affect the Wanghong's trust. This formed Wanghong shown to have a positive impact on the trust which is purchasing intentions. Characteristics of the Chinese Wanghong marketing will have an impact on all trust. In addition, costomers intentions in the trust will affect the assumptions were adopted.

중국 백화점의 물리적 환경이 소비자의 행동의도에 미치는 영향 : 지각된 가치의 매개효과를 중심으로

梅碧莹 한국외국어대학교 대학원 2016 국내석사

중국 백화점의 물리적 환경이 소비자의 행동의도에 미치는 영향 : 지각된 가치의 매개효과를 중심으로 현대 중국 경제가 신속하게 발전에 따라서 중국 백화점은 최근 몇 년 간 대량화 및 고급화로 성장하는 추세를 보이다. 중국에 진출한 한국 백화점이 현지 소비자들에게 어떻게 인식되고 있는지에 대한 연구는 미비한 실정이다. 물리적 환경에 해당하는 유형성은 고객 행동의도에 큰 영향을 미치며, 물리적환경은 고객의 재방문행동에 직접적으로 영향을 미치는 요소이다. 따라서 중국 백화점에 대하여 중국 소비자들이 백화점의 물리적 환경에 대한 지각의 가치에 차이가 있는지 살펴봄으로써 추후에 중국에 진출하고자 하는 국내 유통 업체들에게 현지 소비자에 대한 이해를 돕고자 한다. 이를 위하여 백화점의 물리적 환경요소를 파악하고 소비자 행동의도에 대하여 소비자가 지각하는 가치에 차이가 있는지를 파악하고자 한다. 본 연구에서 물리적 환경 변수를 문헌과 고객을 통해 지각된 가치의 연관성을 알아보고, 지각된 가치에 따라서 소비자 행동의도의 차이가 있는지 분석하여 고객 지각된 가치의 효과를 제시하는 주요 목적이다. 본 연구의 연구결과를 요약하면 다음과 같다. 첫째, 중국 백화점의 물리적 환경 중에서 접근용이성은 실용적 가치에 영향을 미치지 않는 것으로 나타났으며, 편의성은 실용적 가치에 영향을 미치는 것으로 나타났다. 청결성이 쾌락적 가치에 미치는 영향에서는 영향을 미치지 않는 것으로 나타났으며, 미적 매력성은 쾌락적 가치에 영향을 미치는 것으로 나타났다. 또한 미적 매력성은 쾌락적 가치에 영향을 미치는 것으로 나타났다. 둘째, 소비자 가치인 실용적 가치, 쾌락적 가치와 상징적 가치가 고객의 재방문의도 및 추천의도에 정의 영향을 미치는 것으로 나타났다. 셋째, 소비자가치인 실용적 가치, 쾌락적 가치, 상징적 가치 변인에 대한 매개효과를 검증하였다. 결과는 실용적 가치와 쾌락적인 가치가 매개효과가 없는 것으로 나타났다. 상징적 가치는 매력성이 재방문의도에 영향을 미치는데 매개하는 것으로 나타났다. A Study on the Influence of Physical Environment on the Consumer Behaviour Intention in Department Stores of China: Focus on the Mediating Effect of Perceived Values Recently China has developed its economy rapidly and the economic growth has attracted a lot of overseas companies to the Chinese markets. Naturally the growth of the Chinese markets is recorded highest in the world. The economic trends have shown that China plays a pivotal role in manufacturing products and services and emerges as the most influential country of the distribution markets all over the world. Department stores are representative examples of distribution markets. The researches regarding the physical environment factors which affect consumers' behavior of action. The object of this research is to analyze the interaction between the consumers and the physical environment of the department stores. The results of the research as follow: Firstly, five characteristics of the physical environment include accessibility, convenience, aesthetics, cleanliness, facilities. Among them especially accessibility, cleanliness and aesthetics affects greatly and positively consumers' behavior intention. Second, among the consumer value, utilitarian value, hedonic value and symbolic value all have a positively influence on consumers’ intention including recall intention and recommend purpose. Third, the parameter variables of consumer value are added to analyze the research. As the result, the utilitarian value and symbolic value are contingent on the consumers' behavior intention. But, the hedonic value has no mediation effect on the relationship between cleanliness and consumer intention.

왜 SNS를 통해서 해외 상품을 구매하는가? : 태국인 트위터 사용자들의 구매채널 선호 결정요인

토움쁘라톰 수와니 韓國外國語大學校 大學院 2022 국내석사

Due to the rapid growth of e-commerce and Social Networking Service, people using their social media account selling and buying goods and services, called 'social-commerce', is increasing even rapidly after the COVID-19 pandemic. Thai consumers mostly take parts in social commerce, selling and buying either domestic and foreign goods, though popular SNS platforms: Facebook and Twitter. Furthermore, one of the most popular business models for foreign product transaction is ‘pre-order’ model, which sellers do not stock products but manage to order products after receiving purchases from customers. This transactional process is widely presented in Twitter platform which includes pre-ordering products from South Korea. Thus, focusing on Twitter platform, this study divided SNS superiorities into four categories: seller superiority (trustworthiness and delivery service), product superiority (product variety and economic benefit), platform superiority (brevity), and communication superiority (online service), as well as examined the reason why Thai consumers prefer to purchase foreign products by pre-order through SNS platform than official and credible online shopping platforms such as Shopee. This study consists of 2 experiments. Experiment 1 was designed to examine the effects of relative SNS superiorities on relative preference, and the moderating effects of product involvement on the relationships between SNS superiorities and relative preference. On the other hand, experiment 2 was designed to investigate the consumers' attitude toward the role of SNS and the difference between purchase intention. The results of experiment 1 show that consumers' relative preference on SNS was significantly higher when they perceived that seller superiority, product superiority and platform superiority are higher than online shopping platforms. And the effect of seller superiority on relative preference was strengthened when product involvement was high. In contrast, the effect of communication superiority on relative preference was weakened when product involvement was high. While the results of experiment 2 show that even though online shopping platforms use Twitter as a marketing communication channel to reach the equivalent level of brevity, consumers’ purchase intention level in those platforms was lower compared to the case that all of purchase processes can be conveniently completed in Twitter. In other words, consumers see SNS platform as purchase channel, not marketing communication channel. The results of this study have theoretical significance in contributing to research fields related to social commerce, foreign products while, also provide practical implications for managers in online shopping platforms and digital marketing fields, and developers.

소비자의 면세점 명품 브랜드 구매동기에 관한 연구 : 소비자 특성의 조절효과

이운 韓國外國語大學校 大學院 2021 국내석사

소비자들이 명품을 구매했을 때 왜 면세점 경로를 더 선호하는가? 어떤 소비자 유형의 면세점 명품 구매의도가 더 강한가? 본 연구에서는 왜 면세점에서 명품 구매가 특히 잘 일어나는지 그리고 어떤 소비자 유형에서 특히 잘 일어나는지를 밝히고자 하는데 주요 목적이 있다. 총 195명의 소비자들을 대상으로 설문조사를 실시하였다. 분석한 결과, 비자의 긍정적인 감정이 면세점에서 명품브랜드 구매에 정(+)의 영향을 미치기 하고 통계적으로 유의하는 것으로 나타났다(p<.05). 소비자의 손실회피 특성이 면세점에서 명품브랜드 구매에 유의하게 정(+)의 영향을 주는 것으로 나타나 가설2은 지지되었다(p<.05).그리고 비자의 긍정적인 감정이 면세점에서 명품브랜드 구매에 영향을 주는 관계에 기존사용이 조절효과가 있는 것이다(p=.054). 본 연구는 면세점에서 명품 구매하는 사람들의 구매동기와 소비자 유형을 분석할 결과를 통해 면세점에서 명품 브랜드 유통전략을 잘 이뤄질 수 있는 마케팅 시사점을 제공하고자 한다. Why do consumers prefer duty-free routes when they purchase luxury goods? Which consumer types of duty-free shops are more willing to purchase luxury goods? The purpose of this study is to find out why luxury goods are especially popular in duty-free shops and which types of consumers are particularly popular. A total of 195 consumers were surveyed. The analysis showed that the positive feelings of visas have a positive effect on the purchase of luxury brands at duty-free shops and are statistically significant (p<.05). Hypothesis 2 was supported as consumers' loss avoidance characteristics significantly affected the purchase of luxury brands at duty-free shops (p<.05).In addition, the positive feelings of the visa affect the purchase of luxury brands at duty-free shops (p=054). This study aims to provide marketing implications that can help the distribution strategy of luxury brands in duty-free shops by analyzing the buying motives and consumer types of luxury goods buyers.

러시아 진출 한국기업의 마케팅 현지화 전략에 따른 시장성과에 관한 연구

강우림 韓國外國語大學校 大學院 2015 국내석사

The effect of marketing localization by Korean companies in Russia Recently, global economic environment is changing and competitions of corporate are getting fierce. In this research, we looked into marketing localization strategy of Korean corporates, to deal with these changes and competitions. By analyzing output from russian market, we analyzed which corporate characteristic (including goods, distribution, price strategy) of Korean corporates effects to marketing localizing strategy. Targeting Korean corporates which are directly expanded to Russian market, we carried out hypothesis testing that corporate characteristic(type of business, competition level, corporate scale, recruiting of local residents) effects to localization strategy and market output. By using SPSS 21.0 statistical package, we tested reliability and validity of survey data. And we conducted frequency analysis and discriptive basic statistical analysis about general present condition of sample corporate. And also, by analyzing correlation, we carried out multiple regression analysis and stepwise regression analysis. By analysis result, type of business had not any influence of financial outcome and non-financial outcome, and the lower competition level had positive effects to financial and non-financial outcome. Corporate scale had positive effects to financial and non-financial outcome, and also recruiting of local residents had positive effects to financial and non-financial outcome. Also, marketing localization strategy (facilitating localization and product localization) had significant positive relationship with financial and non-financial output.

라이브 커머스의 특성과 소비자 사전 경험이 향후 이용의도에 미치는 영향 : 일반 온라인 쇼핑과 비교를 중심으로

진시민 韓國外國語大學校 大學院 2021 국내석사

This study investigated the characteristics of online shopping and live commerce, compared the effects of these characteristics on consumers’ intention to use, and also compared and examined the effects of consumers’ prior experience on intention to use on online shopping and live commerce. In this study, data were collected through an online survey, a total of 235 questionnaires were used for the final analysis. According to the results of this study, interactivity had a significant effect on intention to use toward both online shopping and live commerce. The higher the interactivity in online shopping and live commerce, the higher the consumers’ intention to use it. Secondly, price attractiveness had a positive influence on intention to use toward both online shopping and live commerce. The higher the price attractiveness, the higher the consumers’ intention to use online shopping and live commerce. Finally, consumers’ prior experience had an insignificant effect on consumers’ intention to use in online shopping, but had a positive influence on consumers’ intention to use in live commerce. So the positive relationship between consumers’ prior experience and future intention to use was stronger for live commerce than for online shopping. In addition, as a result of examining the effects of control variables on consumers’ intention to use, in the case of online shopping, it was found that consumers’ educational background had a positive effect on intention to use. In the case of live commerce, consumers’ educational background and age had a negative effect on their intention to use. Through these research results, it has theoretical significance in contributing to research fields related to online shopping and live commerce. In addition, practical implications were presented for online individual sellers or companies to establish marketing strategies.