인터넷 쇼핑몰의 판매촉진을 통한 재방문 유인

임양환(Yang-whan Lim),권순홍(Soon-hong Kwon),문형남(Hyung Nam Moon) 한국전자상거래학회 2003 전자상거래학회지 Vol.4 No.2

  As internet shopping mall performance evaluation, it is very important to visit consumer internet shopping mall. Internet shopping mall use sales promotion to attract consumer. But a few study investigate sales promotion effect in internet shopping mall. This paper, based on existing research, which focused on understanding the accomplishments of Internet shopping sales promotions. This paper divides the type of sales promotion provided by the Internet shopping malls into two ways- providing added value type and price deal type. With an analysis of the effects of each sales promotion type on the Internet shopping, we provide attractive strategy to revisit customer.

디지털 기술을 이용한 삼색 검(Gum) 프린트

임양환 ( Yang Whan Lim ) 한국사진학회 2008 AURA Vol.0 No.19

새로운 유형의 컴퓨터의 시장실패 요인에 관한 구조적 연구

권순홍(Soon-Hong Kwon),임양환(Yang-Whan Lim) 한국컴퓨터정보학회 2013 한국컴퓨터정보학회 학술발표논문집 Vol.21 No.2

본 연구에서는 기존에 존재하는 제품을 대체하고 보완하는 기능을 가진 새로운 유형의 컴퓨터가 시장에서 받아들여지지 않아 실패하는 요인을 연구하였다. 제품실패의 원인을 소비자가 제품의 가치를 부정적으로 지각하는 것에 두고, 가치 지각에 영향을 주는 요인들을 소비자가 제품을 사용하여 얻게 되는 혜택과 제품을 사용하는데 소요되는 비용으로 구분하여 영향관계를 파악하였다. 넷북을 대상으로 실증 연구한 결과 소비자가 신제품의 가치에 대해 부정적으로 지각하는 것은 사용의도에 부정적으로 영향을 미치는 것으로 나타났다. 그리고 소비자가 새로운 유형의 컴퓨터에 대해 지각하는 비용은 신제품의 가치를 부정적으로 지각하는데 유의하게 영향을 미치는 것으로 나타났다. 다만 소비자가 새로운 유형의 컴퓨터에 대해 혜택을 부정적으로 지각하더라도 이는 가치를 부정적으로 지각하는데 영향을 미치지 않았다.

새로운 유형의 컴퓨터의 시장실패 요인에 관한 구조적 연구

권순홍(Soon-Hong Kwon),임양환(Yang-Whan Lim) 한국컴퓨터정보학회 2013 한국컴퓨터정보학회논문지 Vol.18 No.10

This study examined the factors of failure of new-type computer which has a functions of replacing and supplementing of existing product by being unaccepted by market. Placing the reason of market failure in a customer's negative perception of the value of the product, influential relationship was explored by distinguishing the factors that influence value perception between benefit of use of product and the cost of using product. As a result of this empirical research on netbook, a customer's negative perception of the value of new product had an negative influence on intention of use. And a customer's perceptional cost of new-type computer had an significant influence on negative perception of the value of the new product. However, even if a customer perceived benefit of new-type computer negatively, this did not impact on negative influence.

혁신 제품에 대한 거부와 수용에 관한 연구

권순홍(Soon-Hong Kwon),임양환(Yang-Whan Lim) 한국컴퓨터정보학회 2012 한국컴퓨터정보학회논문지 Vol.17 No.1

A study herein is carried out for acceptance procedure of innovative products in the aspect which usage intention is formed by usefulness expectation and rejection factors for innovative products during acceptance procedure of users when information technology innovative products are launched in the market. Empirical study was carried out for non-smart phone users within mobile phone users. As a result of study, firstly, usefulness expectation of users for information technology innovative products is positively (+) affecting to usage intention, while usefulness expectation was shown to be negatively (-) affecting to rejection. Secondly, social factors were found which positively (+) affect to usefulness expectation for innovative products, and satisfaction for conventional products negatively (-) affects to usefulness expectation. Thirdly, there were satisfaction and consuming effort for conventional products from consumers for the factors which affects to innovative products rejection of consumers. Based on the result of study herein, there is a specific strategy needed for information technology innovative products although consumers have expectation usefulness for the products as well as rejection which brings out to remove the intention to use the products.

방문객의 애착유형이 테마파크에 대한 태도와 만족도에 미치는 영향

권순홍(Soon-Hong Kwon),임양환(Yang-Whan Lim),이동욱(Dong-Wook Lee) 한국컴퓨터정보학회 2009 한국컴퓨터정보학회논문지 Vol.14 No.11

Visitors feel pleasure and delight with seeing and participation at the same time at theme park. Owing to participation characteristics of theme park, visitors are not able to satisfy their desire only with simple seeing, and influenced by the sense caused by participation and seeing. The study herein presumed that global attachment regarded as characteristic features determining individual relationship characteristics influences behavior and perception of visitors after visiting theme park, and speculated the process which attachment type of visitors influences to satisfaction and attitude. Moreover, in a point of view of 3 factors which form consumer attitude, recognition, feeling, behavioral desire, factors which enhances satisfaction and behavioral desire of visitors are organized and speculated. As a result of study herein, influence of stable attachment was not significant, while personal service and positive feeling shows importance.

소비자의 제품군 혁신성향에 의한 애착형성 구조에 관한 연구

권순홍(Soon-Hong Kwon),임양환(Yang-Whan Lim) 한국컴퓨터정보학회 2010 한국컴퓨터정보학회논문지 Vol.15 No.10

This research dealt with the psychological structure where customers get attached to mobile telecommunication service. As a result, first, product group innovativeness had a meaningful influence on the customers' having trust and positive affects in mobile telecommunication service. Second, when the trust of the customers using mobile telecommunication service was high, the affection towards the service was proportionately positive. Third, although the affection of love was strong when the customers highly trusted the mobile telecommunication service he is using, it did not have a meaningful influence on the attachment of relationship. Fourth, when the customers gained a positive affection towards the mobile telecommunication service, the attachment of love and relationship was stronger. These research results mean that the effects which customers' mobile telecommunication innovativeness have should be considered importantly as a factor of influence on customers' service attachment.

인공지능 스피커 사용의도에 관한 연구

권순홍(Soon-Hong Kwon),임양환(Yang-whan Lim),김현정(Hyun-Jeong Kim) 한국컴퓨터정보학회 2020 한국컴퓨터정보학회논문지 Vol.25 No.1

In this study, the factors affecting consumers’ intention to use AI speakers were focused on the perceived value of the product and the perceived necessity of the product. Factors affectationist consumers’ perceived value of the product were divided into benefits and costs. Reflecting the characteristics of information technology products, I included perceptions of usefulness of products. Empirical results show that consumers’ perceptions of perceived benefits and usefulness of AI speaker products have a positive effect on perceived value and perceived necessity. Perception of necessity had a positive (+) significant effect on perception of value. Perception of necessity and perception of value had a positive(+) and positive effect on each intention of use. However, the cost perceived by consumers did not have a significant effect on perception of value.

소비자의 개인적 특성이 스마트워치 사용의도에 미치는 영향

권순홍(Soon-hong Kwon),임양환(Yang-whan Lim) 한국컴퓨터정보학회 2016 한국컴퓨터정보학회논문지 Vol.21 No.10

Although various wearable devices applying information technologies are launched, only some of them are forming their own markets, and product which general consumers started to use in their daily life is believed to be smart watch. This study is intended to find factors why such smart watches are selected in terms of individual consumer’s characteristics in smart watches whose market is under its early stage. Smart watches are not forming their markets yet and this product is rather closer to a device attached to smart phone. But they would form markets only if their value is approved by themselves. This study looked into a structure under which smart watch forms its preference in terms of individual consumer and consumers are willing to use it. This study has its meaning by looking into factors why smart watch is spreading in market in terms of individual consumer’s characteristics. Results from this study are believed to provide fruitful implication to establish market strategy for wearable devices including smart watch that is not much used yet by consumers.

후발 진입 인터넷 사이트의 차별화전략에 관한 연구

손용석(Yong Seok Sohn),임양환(Yang Whan Lim),김용준(Yong June Kim) 한국마케팅학회 2001 마케팅연구 Vol.16 No.3

인터넷 서비스를 제공하는 사이트간 경쟁이 심화되어 가는 현재의 상황에서 이 논문은 후발 진입 인터넷 사이트가 선발 진입 이점을 극복할 수 있는 전략적 조건을 찾는데 초점을 두고 있다. 즉, 후발 진입 사이트의 차별화 전략에 관한 가설들을 학습, 기억, 선호 형성, 맥락 효과, 범주화 효과 등에 관한 이론들로부터 도출하고, 차별화를 위한 전략적 조건으로 비교가능 차이(alignable difference)와 비교불가능 차이(nonalignable difference)를 Markman과 Medin(1995)의 구조적 유사성(similarity)의 개념에 기초하여 실험설계를 고안하였다. 실험 결과, 후발 진입 사이트가 비교가능 차이에 의한 차별화 전략을 수행하면 선발 진입 사이트보다 높은 선호도를 나타내었고, 호감도(attractiveness)만 높은 속성으로 비교불가능 차이에 의한 차별화 전략을 수행하면 선발 진입 사이트에 비해 유의하게 높은 선호도를 나타내지 못하였다. 그러나 속성의 호감도 뿐만 아니라 중요도(importance)도 높은 속성으로 비교불가능 차이에 의한 차별화 전략을 수행하면 선발 진입 사이트에 비해 유의하게 높은 선호도를 나타내었다. 후발 진입 사이트들을 비교한 결과는 비교가능 차이에 의한 차별화가 호감도만 높은 속성에 의한 비교불가능 차이 차별화보다 유의하게 높은 선호도를 나타내었지만, 호감도와 중요도가 높은 속성에 의한 비교불가능 차이 차별화보다는 선호도가 유의하게 높지않았다. In the current situation where competition among the Internet sites deepens, this paper posits proactive differentiation strategies that the late entrant Internet sites are supposed to take for getting over the first entrant advantage. That is, some hypotheses are derived from the theories on learning, memory, formation of preference, the context effect and categorization effect, and experimental designs are created by two traits of the attributes: alignable difference and nonalignable difference. The experimental results show that if the late entrant internet site is differentiated in alignable differences, it is preferred to the first entrant, and show that if the late entrant internet site is differentiated in nonalignable differences with highly attractive attributes only, it is not significantly preferred to the first entrant, but that if it is differentiated with highly attractive and important attributes, it is significantly preferred to the first entrant. From the standpoint of the late entrant Internet site, differentiation in alignable difference is significantly preferred to that in nonalignable difference with highly attractive attributes, but is not significantly preferred to that in nonalignable difference with highly attractive and important attributes.