THE ROLE OF THE MULTICHANNEL SALES CONTEXT DRIVING ONLINE SOCIAL INTERACTIONS

Jikyung (Jeanne) Kim,Sanghwa Kim,Jeonghye Choi 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Social interactions have been established as a means to help promotions and sales for manufacturers and retailers. Word-of-mouth (WOM), in particular, is proven to increase awareness and drive purchases. Given that small offline retailers have limited resources in marketing, online WOM can play a key role for their offline business performance. In this paper, we focus on two types of online WOM, public discussion and social referral, and study their generation processes by taking into account the multichannel context of both online purchases and offline consumption. To this end, we combine data from three sources: product (or deal)-level sales from a major deal site in South Korea, social interaction records collected by web crawling, and retail revenues at a district level from Korea National Statistical Office. We use a multivariate poison lognormal model to estimate three equations in the same structure with correlated errors, which only differs by the following dependent variables: number of product discussion, number of social referral, and the number of social coupons sold. Our empirical analyses suggest the following. First, the two types of WOM respond in opposite directions for the influencers in the multichannel sales context: the greater number of co-located online deals decreases public discussion but increases social referral. Next, the larger offline retail size increases public discussion, but has no significant effect on social referral. Finally, the results provide practical insights that small offline retailers can improve sales in the multichannel context by effectively managing the generation of different types of online WOM.

The Influence of Other Brands on the Brand-related Online Social Interactions in Multichannel Context

Jikyung(Jeanne) Kim(김지경),Jeonghye Choi(최정혜),Sanghwa Kim(김상화) 한국유통학회 2016 한국유통학회 학술대회 발표논문집 Vol.2016 No.10

PURCHASE NOW AND CONSUME LATER: DO ONLINE AND OFFLINE ENVIRONMENTS DRIVE ONLINE SOCIAL INTERACTIONS AND SALES?

Jikyung (Jeanne) Kim,Sanghwa Kim,Jeonghye Choi 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Online social interactions are known to be useful to improve business performances. As l ocal business retailers have limited resources in marketing, they can benefit by using onli ne social interactions for their business performances. In the same line of purpose, the ret ailers also exploit an online platform, such as discount coupon sites: they sell online coup ons for their offline products and services in the platform. Notably, the online platform ca n play an important role in generating online social interactions as well as final sales arou nd the retailing brands. It also provides a distinctive setting for consumers in that they pur chase products and services online only to consume their use offline. Given that consume rs are motivated by different purposes, their online social interactions may differ in the di sparity of purchasing online and consuming offline. Previous studies have witnessed the r elationship between social interactions and sales, but the relationship between environme ntal influences and social interactions remains unexplored. In this paper, we focus on the influences of online and offline environments where consumers are situated with the online platform on generating online social interactions as well as final sales. To this end, we look into two types of social interactions, i.e., product discussion and social referral, and two distinctive environmental influences, i.e., the influences from the same product page and from the local retail revenue where the focal business is located. Using data on online social interactions and offline retail revenues around a major coupon site in South Korea, our empirical analysis demonstrates interesting findings. The two types of social interactions and final sales respond in different way to the environmental influences. To be specific, in the online purchase context, the absolute influence lowers the generation of product discussion and sales while promoting social referrals. In the offline consumption context, however, the proportionate influence plays a role in driving these three outcomes. Our findings suggest that local business retailers should deploy their online platform strategies by concerning online and offline environments, in accordance with the specific marketing objectives regarding social interactions and sales.

Married W omen’s Financial Support to Their Parents : 친정부모에 대한 기혼여성의 경제적 지원

Jikyung Kim(김지경) 한국여성정책연구원(구 한국여성개발원) 2007 여성연구 Vol.72 No.-

본 연구는 한국노동패널 7차년도 자료를 이용하여 비동거하는 친정부모에 대한 기혼여성의 경제적 지원여부 및 지원금액을 결정하는 요인을 분석하였다. 실증분석의 결과는 다음과 같다. 첫째, 한국사회에서 친정부모에게 경제적인 지원을 하는 기혼여성은 40%에도 미치지 못하며, 경제적 지원 규모는 연평균 70만4천원 수준인 것으로 나타났다. 이는 아들과 그들의 부모들을 포함하여 분석한 선행연구들의 결과와 비교해보았을 때 매우 낮은 수준이다. 둘째, 경제적지원 여부에는 부모님 방문빈도, 남편의 학력과 근로소득이 영향을 미치며, 경제적 지원금액에는 기혼여성의 교육수준, 근로소득, 6세미만의 자녀수, 부모님 방문빈도 그리고 남편의 근로소득이 영향을 미치는 것으로 나타났다. 이는 경제적 지원 가능성에는 남편의 특성이, 지원금액에는 기혼여성의 특성이 상대적으로 주된 영향을 미치는 것으로 볼 수 있다. 셋째, 남편의 근로소득이 친정부모에 대한 경제적 지원의 가능성과 지원금액 모두에 정(+)의 영향을 미친다는 결과는 여성이 취업활동을 하지 않아도 남편의 근로소득이 충분하다면 친정부모에게 경제적 지원을 한다는 것을 시사한다. 이와 같은 측면에서 본다면 기혼여성의 취업과 소득은 친정부모에게 경제적 지원을 하는데 있어 반드시 기본전제가 되는 요인이 아닌 것으로 이해된다. To investigate the factors of intergenerational financial support from married women who do not live together with parents to their parents, this study analyzed factors affecting whether there is married women’s financial support and the amount of support using the data of the 7th year(2004) of Korea Labor and Income Panel Study. The results of empirical analysis in this study are as follows. Firstly, married women’s financial support to their parents occurred less than 40% and the average annual amount of the married women’s support to their parents was 704,000 won. This is quite low compared to the results of previous researches that analyzed including sons and their parents. Secondly, the possibility of financial support was higher when married woman visited to their parents frequently and married woman’s husband had a high academic qualification and monthly income. The amount of support was affected by married women’s academic qualification(+), earned income(+), number of children younger than six years old(+), frequency of visit to parents(+) and husband’s earned income(+). That is, the possibility of financial support was determined by husband’s characteristics rather than woman’s ones. However, the amount of financial support was affected by woman’s characteristics and husband’s earned income. Thirdly, husbands’ earned income has a positive(+) effect on the possibility of married women’s financial support to their parents and the amount of support means that married women, even if unemployed, provide financial support to their parents if their husband’s earned income is sufficient. From this aspect, we can understand that women’s employment and income are not essential factors for their financial support to their parents.

THE CONSUMER SHOPPING JOURNEY FOR GROCERY VERSUS ELECTRONICS: EXPLORATORY EVIDENCE FROM KOREA AND CHINA

Jikyung (Jeanne) Kim,Hyeasinn Song,Jeonghye Choi,Yongseob Kim,Jeonghan Hong 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

From the first inspiration of a desire until a product reaches hands, consumers go through complex and multi-faceted interactions with brands, involving myriads of channels and media. As such, it is important for marketers to understand this shopping “journey” since it is where brands can influence and persuade consumers most effectively and efficiently. In this study, we conduct an exploratory study to understand the patterns and correlates of pre-purchase behaviors and the relationship to actual purchases (made both online and offline) by analyzing survey data obtained in Korea and China. In particular, we examine three key drivers for pre-purchase behaviors: product category, market maturity, and consumer tendencies. To address category-level differences, we compare and contrast grocery and electronics. As for the market maturity, we study Korea and China in which e-commerce is at different stages of development. Finally, consumer tendencies are measured by general shopping tendencies, online activity patterns, and risk perception for e-commerce. Our empirical analyses provide the following findings. First, general shopping tendencies impact the pre-purchase behavior in grocery buying, but not electronics, for both Korea and China. Second, online activity patterns (entertainment and content-creating activities) have an impact on the shopping journey in both categories. Third, risk perceptions for ecommerce only affect pre-purchase behaviors of Chinese consumers. That is, in a developing market at an earlier stage of e-commerce development, consumers perceive online transactions more risky and uncertain, leading to greater pre-purchase behaviors. Lastly, we investigate the link from the information search to the final purchase stages. Consumers buying grocery present a positive and significant relationship between prepurchase and final purchase behaviors whereas electronics present no such relationship across the stages of the consumer shopping journey.

ADVERTISING AND INVESTOR SENTIMENTS

Jikyung Jeanne Kim,Hang Dong,Jeonghye Choi 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

아동의 방과 후 자기보호 일수에 미치는 영향요인 분석

김지경(Kim, Jikyung),김균희(Kim, Gyunhee) 한국생활과학회 2013 한국생활과학회지 Vol.22 No.1

청년세대 삶의 인식 수준과 행복도의 영향요인

김지경(Kim, Jikyung) 한국사회정책학회 2018 한국사회정책 Vol.25 No.3

본 연구에서는 청년들이 자신의 삶의 수준과 삶에 대한 전반적인 행복의 정도를 어떠한 수준에서 인식하고 있는가를 살펴보고, 그에 영향을 미치는 요인을 다중회귀와 서열로짓모델을 통하여 실증적으로 분석하였다. 분석 결과, 청년들은 자신의 삶에 대한 인식수준 보다는 전반적인 행복의 정도에 대한 인식 수준이 더 높았다. 청년세대의 삶의 인식수준과 행복의 정도를 평가하는데 작동되는 기제와 요인은 상이하며, 집단에 따라 서로 다른 요인이 작용하고 있음이 확인되었다. 또 삶의 인식수준과 행복도에 사회・인구학적 특성의 객관적인 요인보다 심리・정서 특성의 주관적인 요인이 더 큰 영향력을 갖는 것으로 밝혀졌다. 단, 취업 청년집단의 경우 일자리 만족도가 삶의 인식과 행복을 좌우하는데 가장 큰 영향을 미치는 결정요인임이 발견되었다. 미래에 대한 절망으로 현재의 행복정도에 대해 역설적으로 긍정응답을 하는 경향성은 청년세대 전반에서 나타나기 보다는 일부 하위집단(중위소득미만+취업집단)에서 만 나타날 가능성이 발견되었다. In this study, we examined at what level young people perceive their level of life and the overall degree of happiness in their lives, and empirically analyzed the factors affecting them through multiple regression and ordered logit models. As a result of the analysis, young people were more aware of the degree of overall happiness than their perception of their lives. It has been confirmed that the factors affecting the young generation"s perception of the level of life and the degree of happiness are different and different factors are working on each group. In addition, it has been found that the subjective factors of psychological and emotional characteristics have a greater influence than the objective factors of social and demographic characteristics at the level of awareness of life and happiness level. However, in the case of the youth group, it was found that objective factors such as job satisfaction are the determinants that have the greatest influence on life awareness and happiness. The tendency to paradoxically respond to the current level of happiness due to despair of the future has been found to be seen in some subgroups(middle income plus working group) rather than in the whole youth generation.

초등학생의 방과 후 돌봄공백 유무 및 일수의 결정요인

김지경(Kim, Jikyung),김균희(Kim, Gyunhee) 한국지역사회생활과학회 2013 한국지역사회생활과학회지 Vol.24 No.1

SOCIAL MEDIA, CONSUMER ATTENTION, AND ABSOLUTE ABNORMAL RETURNS

Alex Jiyoung Kim,Hang Dong,Jikyung (Jeanne) Kim,Jeonghye Choi,Yi Dong 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07