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RISS 인기검색어
- 검색키워드
- 저자 : ( Yunyoung Hur ) (검색결과 3 건)
- 무료
- 기관 내 무료
- 유료
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Inter-Organizational Power and Control Mechanisms: The Role of Benevolence and Credibility
( Yunyoung Hur ),( Emi Moriuchi ),( David Ackerman ),( Jinhwa Rhee ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.2
A manufacturer relies on governance mechanisms to reduce the risk involved in the relationship with its supplier; however, which governance mechanism (i.e., output or process control) the manufacturer develops in an asymmetrical power relationship with its supplier has yet to be determined. This study proposes an integrative model in which inter-organizational benevolence and credibility are conditions affecting a manufacturer’s propensity for governance mechanisms. This study proposes that the manufacturer’s perception of the supplier’s benevolence weakens the justification for a high degree of process control over its supplier, while the supplier’s credible behavior weakens the justification for a high degree of output control. This study suggests that the manufacturer should consider the level of benevolence and credibility it bestows on its supplier when selecting an appropriate control mechanism to deal with asymmetrical power structures. When a manufacturer does not trust its supplier’s benevolence and credibility under conditions of power asymmetry, the manufacturer should consider adopting process and output controls.
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Ideal Frequency Exposure to Web Banner Advertising for Online Shopping Malls
( Yunyoung Hur ) 서암순창장학회 2015 Journal of Marketing Thought Vol.2 No.1
Web banner advertising is a type of display advertising, which can reach a wide, yet targeted audience in the whole globe. However, despite the burdensome cost of displaying banner ads on websites, the effectiveness of such banners is in question. The purpose of this paper is to illustrate how we can improve the performance of online banner advertising, particularly, the ones about online shopping websites, and suggest an algorithm for inspecting the ideal frequency of banner advertisement, based on the forgetting theory and the Ostrow Model. The forgetting curve was first hypothesized by H. Ebbinghaus in 1885, and shows how rapidly people forget information when no attempt is made to reinforce it. To test the algorithm, a set of data needs to be collected from websites that provide ad publishing services for online shopping malls. Both the websites with high traffic volume and ones with lower traffic volume should be taken into account for the data collection.
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The Mediating Effect of Trust and Value on Loyalty
( Yunyoung Hur ),( Seowoo Nam ),( Sergio W. Carvalho ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.3
The purpose of this study is to identify the key factors that contribute to the success of B2B e-marketplace platforms. A survey was administered in schools that use a food e-procurement system, a type of B2B e-marketplace platform. Survey findings showed that among the suggested contributors of success, perceived value and customer trust towards the system are directly correlated with customer loyalty and willingness to continue to participate. Other factors indirectly influence customer loyalty by affecting perceived value and consumer trust. Specifically, perceived ease of use and interaction among participants are positively related to perceived value of the e marketplace, whereas interaction and information sharing significantly influence the level of trust.
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