- E-ISSN2288-2766
- KCI
E-ISSN : 2288-2766
Vol.7 No.1
Abstract
The growth of online shopping is expected to continue for a while, given that the current mobile usage continues to increase, since the major driving force of its rapid growth is the increase in mobile shopping. Especially regarding fresh food, online sales was difficult to be activated because it is not only sensitive to freshness, but also impossible to be standardized. However, online sales of fresh food is on the rise, departing from the way of purchasing fresh food offline, by gradually securing customers’ trust by recently improving online fresh food service through dramatic improvement of the delivery system, operation of high-quality service systems, implementation of the real name system for producers, and more. In particular, the development of the O2O(Online to Offline) business model, a new business that has recently combined online and offline, has allowed fresh food to capture the attention of retailers as a core product group. So, significant growth is expected from this field as well. Fresh food accounts for a small portion of total online shopping, but its growth potential is worthy of notice. This study was conducted based on the judgment that it is appropriate to maximize the profit of online fresh food industry by identifying factors that exert positive influence on the e-loyalty of online fresh food shopping malls. In online environments, customers seek good services of high quality and reasonable purchases, and their preferences and demands are becoming increasingly diverse. Therefore, this study used e-service quality and e-CRM as independent variables that can meet those customers’ needs and aimed to verify their effect on e-loyalty with satisfaction and commitment as mediators. To achieve the above-mentioned study purpose, a primary analysis was performed on the concept of online fresh food shopping mall. According to the analysis, in an online fresh food shopping mall, there are no limitations in time and space when purchasing products online, and it is a virtual shop in which customers can buy and sell goods at a reasonable cost. Online fresh food shopping mall was defined as a form that creates profit by selling to customers based on quality of freshness and safety of hygienic packaging via distribution that maintains the freshness of fresh food, which is defined as agricultural, marine, and livestock products and dairy products that require refrigeration and distribution at low temperatures unlike other common processed goods. As the results indicated that trust in sellers is essential in the fresh food industry, and that satisfaction with purchase is driven by the establishment of mutual trust through bidirectional communication, it has been suggested that e-service quality and e-CRM provided to customers by online fresh food shopping malls can ultimately improve e-loyalty by strengthening customer satisfaction and commitment. In addition, based on the analysis of previous researches, the component factors of e-service quality were derived as convenience, reliability, and technicality, and for e-CRM, they were service, marketing, and sales. To verify the above-mentioned point empirically, questionnaire work was performed to calculate statistical values. The results of verifying the hypothesis of this study are as follows. The convenience, reliability and technicality of e-service quality had a significant positive effect on satisfaction, and the convenience, reliability and technicality of e-service quality all had a significant positive effect on commitment. Also, marketing and sales of e-CRM had a significant positive effect on satisfaction, whereas service was rejected. On the other hand, the service of e-CRM service had a positive effect on commitment, but the relationship with marketing and sales was rejected. However, it was verified that satisfaction has a significant positive effect on commitment, and satisfaction has a significant positive effect on e-loyalty. Finally, a conclusion was drawn that commitment has a significant positive effect on e-loyalty. Therefore, it proved a large portion of the hypothesis that e-service quality and e-CRM ultimately enhance e-loyalty by strengthening satisfaction and commitment is reasonable. The results of this study implies that future online fresh food shopping malls should not only focus on the convenience, reliability, and technicality of e-service quality to obtain customers’ satisfaction, but also develop the component factors of e-service intensively until they are committed to the website to promote their e-loyalty to online fresh food shopping malls. Also, they should focus on conducting customer-specific marketing and improving the accuracy of providing product information suitable for each customer by making use of customers’ databases in terms of customer management in order to allow customers to purchase fresh food in a timely manner, thereby achieving customer satisfaction. In this purchase process and in after service, service of high quality should be supported so that customers can experience commitment as well so that their e-loyalty to the respective online fresh food shopping mall can also be strengthened. If new trends that fit the future industry continue to be reflected strategically in the process of pursuing such e-service quality and e-CRM in the future, it will significantly contribute to extensive research on the factors that influence e-loyalty of future online fresh food shopping malls.
Abstract
Purpose – The international market provides a growth momentum for firms by tapping into a new market. Given information asymmetry between firms and financial analysts, firms’ international growth can be perceived as a higher business prospect by analysts. Hence, this paper explores the possibility of analysts’ over-emphasis on foreign income growth in predicting the firm’s earnings. Research design and methodology – We utilize a sample of U.S. firms to test the relationship between foreign income growth and analysts’ forecast optimism. Our initial sample is all publicly listed and traded U.S. firms for years between 1976 and 2016. Data on analysts’ earnings forecasts are collected from the I/B/E/S database, and accounting-based financial variables are collected from the Compustat database. Our final sample consists of 6,120 firm-year observations. Results – Empirical analyses show that firms that show higher international growth in earnings are likely to face forecast inaccuracy by a financial analyst. From the perspective of firms, their earnings are less than what analysts forecasted. Contrary to our prediction on the moderating effect of innovative capabilities, optimistic bias is not intensified – rather, it is reduced – when firms have higher innovative capabilities. Conclusions – Our results imply that analysts favor firms with higher international growth, but innovative capability on the international market is not guaranteed and adds additional risks to the firm’s operation.
Abstract
Purpose – Recently, the trade war between China and United States of America has been escalating, which has also attracted worldwide attention. Based on this background, this paper sets China and United States of America as an example to exploit the determinants of biliteral trade between China and United States of America. Research design, data and methodology – A quarterly data from the first quarter of 2000 to the fourth quarter of 2017 will be employed to conduct an empirical analysis under some econometric approaches such as fully modified least squares and vector error correction estimates. Results – The results of this paper show that the two economic entities of China and Unites States of America have the greatest positive effect on biliteral trade between China and United States of America. The real exchange rate has a positive effect on biliteral trade between China and United States of America. The nominal exchange rate has a negative effect on biliteral trade between China and United States of America in the short run. United States of America’s average price has a positive effect on biliteral trade between China and United States of America in the short run. China’s average price has a negative effect on biliteral trade between China and United States of America in the short run. Meanwhile, the biliteral trade between China and United States of America also suffers from the economic crisis happened in 2008. Even through the biliteral trade between China and United States of America in the short run is deviate from the long-run equilibrium, there exist an error correction mechanism back to the long-run equilibrium. Conclusions – This paper provides some empirical evidences for both governments. Based on the results of this paper, both governments should take corresponding measures to promote the development of bilateral trade between China and United States of America.
Abstract
Purpose –The major aim of this article is to advance understanding of the relationship between market orientation and speed-to-market. Specifically, this study examines the different impacts of component of market orientation on commitment to R&D and speed-to-market and explores whether market uncertainty plays a role of moderating in speed-to-market for market-oriented firms. Research design and methodology – This study collected a survey data from Korean exporting firms. The Final sample size was 196. The measure of market orientation was conceptualized with second order constructs consisting of customer orientation, competitor orientation, and interfunctional coordination. All items were measured on five-point scale. To confirm hypotheses, this study conducted a hierarchical regression. Results – As sub-constructs of market orientation, customer orientation, competitor orientation, and interfunctional coordination had positive effects on speed-to-market, respectively. In addition, market uncertainty had a negative moderating effect on the relationship between customer orientation and speed-to-market significantly. Conclusions –This study confirmed the relationship between market orientation and speed-to-market, with three components of market orientation respectively, and whether market uncertainty plays a role of moderating which weaken the link between market orientation and speed-to-market. Customer orientation, competitor orientation and interfunctional coordination foster speed-to-market, and the relationship between only customer orientation and speed-to-market might be weakened when the extent of market uncertainty is high. It could be useful to take a component approach to the market orientation construct, because the roles of different market orientation components might vary, contingent on uncertainty in the environment.
