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수록정보
수록범위 : 1권1호(2014)~5권2호(2018) |수록논문 수 : 120
Journal of Marketing Thought
5권2호(2018년 08월) 수록논문
최근 권호 논문
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KCI후보

1Investigating the Impact of Utilities on Customer Attitude, Satisfaction, Comparative Analysis of B2C Car Sharing: Korea vs. Japan

저자 : Donghae Ko , Yoon C. Cho

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 2호 발행 연도 : 2018 페이지 : pp. 1-12 (12 pages)

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The sharing economy is widening the scope of its business models, but related research is still in its infancy. This study investigates utility factors that affect customer attitude, intention to use, satisfaction and loyalty in the sharing economy. By dividing customers of B2C car sharing services into two groups, existing users and potential users, this study explores different effects. Furthermore, this study also compares the impacts in two countries: Korea and Japan. Study 1 examines B2C car sharing in Korea, while Study 2 investigates it in Japan. Factor and regression analyses and ANOVA are applied to analyze the effects. The results demonstrate which utilities played significant roles in building up customer attitude. Moreover, the relationship between attitude and intention to use, expected satisfaction for potential users, and the connection among attitude, satisfaction, and loyalty for existing users is revealed in the results. Lastly, this study provides policy, managerial, and theoretical implications for car sharing services.

KCI후보

2The Effect of Social Media Attributes on Purchase Intention through Motivation Dimensions and Social Media Product Browsing

저자 : Eunike Sekar Arum , Min Sung

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 2호 발행 연도 : 2018 페이지 : pp. 12-23 (12 pages)

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Recently, companies have acknowledged that the potential of social media can help them gain a competitive advantage. Social media is a marketing tool that attracts new customers and allows consumers to engage with brands. Despite the marketing value of such social media, there is still a lack of quantitative research that specifies how social media users generate sales. In addition, extant papers about social media mostly are based on expert opinions. The purpose of our research is to examine what social media attributes impact social media product browsing based on utilitarian and hedonic motivation theory and to examine if social media product browsing has an effect on purchase intention. An analysis of the collected data indicated that while convenience and information availability do not have positive effects on utilitarian motivation for browsing product, product selection have a positive effect on it. The analysis of this study also indicated that adventure, authority & status, and relaxation have positive effects on hedonic motivation for browsing product. Meanwhile, both utilitarian and hedonic motivation for browsing product have positive effects on intention to browse product through social media. In addition, intention to browse product through social media has a positive effect on purchase intention.

KCI후보

3Residential Satisfaction with Long-Term Public Rental Housing

저자 : Jinhui Kim , Yoon C. Cho

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 2호 발행 연도 : 2018 페이지 : pp. 23-34 (12 pages)

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The objective of this study is to investigate the determinants that affect residential satisfaction of long-term public rental housing. This study developed all fundamental variables using the database of “Residential satisfaction of residents in public rental housing” carried out with a survey of residents in National Rental Housing in Korea. This study categorized determinants to affect residential satisfaction into six major factors such as product physical factor, residential environment factor, operating service factor, repair service factor, economic factor, and personal factor. Using confirmatory factor analysis, ANOVA, and regression analysis, this study analyzed the effects of each factor and determinant on overall residential satisfaction. The results of this study provide implications for residential satisfaction with long-term public rental housing in Korea. This study also suggests that the crucial determinants that affect overall residential satisfaction are economic factors such as rent levels and maintenance fees, and that economic factor should be significantly addressed to improve residential satisfaction with long-term public rental housing.

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4The Market Power, Environmental Uncertainty and Opportunistic Behavior Based on Transaction Cost Analysis Model in Networks

저자 : Sang Jun Lee , Min Jung Kim

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 2호 발행 연도 : 2018 페이지 : pp. 34-43 (10 pages)

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Transaction cost have demonstrated that Transaction Cost Analysis(TCA) has led various studies among exchange networks in many literatures such as management, marketing, and organization. However, a comprehensive study of the relationship between TCA variables within a network organization is relatively lacked. The purpose of this study is to examine relationship between market power, environmental uncertainty, opportunistic behavior, and TCA framework. In particular, this study intends to lay the groundwork for the TCA framework by focusing on controversial relationship between market power and opportunistic behavior. We surveyed Korean construction material manufacturers and obtained 120 data. 103 of 120 data were analyzed by structural equation using AMOS 18. The results of the analysis show that both market power and environmental uncertainty have positive effects on network opportunistic behavior and opportunistic behavior has a positive effect on transaction cost. These results will extend the study of the TCA framework in networks and contribute to the development of management and organizational literature.

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5The Impact of Trust, Network Strength and Environmental Uncertainty on Supplier's Performance: The Moderating Role of Network Openness

저자 : Yunyoung Roh , Mirea Woo , Sangheon Lee

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 2호 발행 연도 : 2018 페이지 : pp. 43-51 (9 pages)

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There are numerous factors that have significant impacts on the relationship between distributors and manufacturers such as trust among exchange partners, network strength and external uncertainties. Furthermore, performance of a business is directly affected by those variables, thus, it is extremely important to understand what those variables play in sales of a business.
The principle purpose of this study is to examine how trust, network strength and environmental uncertainty affect business performance and the moderating effect of network openness on those three variables.
The data is collected from suppliers and manufacturers located in South Korea and further processed with AMOS and SPSS applying stepwise arbitration analysis and multiple regression model. According to the results, both trust and network have a positive impact on business performance and network openness demonstrates a moderating effect on an increase in business performance. Whereas, environmental uncertainty holds a negative impact on performance and was not affected by network openness. Our research significantly suggests optimal conditions to boost sales.

KCI후보

6Investigating the Factors that Affect Dissatisfaction/Satisfaction, Purchase Intention, and Loyalty in the Mobile Game Environment

저자 : Minsang Kim , Yoon C. Cho

발행기관 : 재단법인 서암순창장학회 간행물 : Journal of Marketing Thought 5권 2호 발행 연도 : 2018 페이지 : pp. 51-66 (16 pages)

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This study posits that satisfaction/dissatisfaction can occur before the purchase of goods and services due to freemium (i.e., free and premium) models in the mobile game environment. Satisfaction/dissatisfaction before purchasing behavior might affect purchase intention and/or intention to use 020 services which is widely applied in the mobile game environment as a promotional tool. The purpose of the study is to explore the relationships among major components including utilitarian value, hedonic value, perceived risks, attitude, satisfaction, dissatisfaction, purchase intention, intention to use O2O service, and loyalty in the mobile game environment. An online survey was performed to collect the data and factor and regression analyses were applied. The findings of this study indicate that dissatisfaction may have a positive effect on purchase intention, while satisfaction is still the dominant factor in users' behavior, and therefore satisfying the users should be prioritized, rather than devising the pricing scheme to make the users pay more.

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