- E-ISSN2288-2766
- KCI
E-ISSN : 2288-2766
Vol.8 No.3
Abstract
Purpose – Identify the priorities of important factors through SWOT/AHP analysis method for vitalization of global marine sports in Korea. Through this, we will identify prerequisites and strategies for Korean marine sports to become a global powerhouse, including revitalizing the Korean Wave for Chinese consumers. It also revitalizes global competitiveness and draws policy implications. Research design and methodology – Through interviews with experts and literature data, elements of important opportunities, threats, strengths and weaknesses of marine sports are summarized. Based on this SWOT, the AHP technique is applied to determine which is first and what is important between the factors that save opportunities and increase strengths, and measures to cope with threats and factors that complement weaknesses. Through this, the priority factor of experts suggests a plan for activating strategic marine sports. Results – First, the current status of marine sports in Korea and the perception of consumers are grasped through current data and literature research. Sub-elements are derived based on the theoretical literature on SWOT elements and opinions of experts. Prioritization is identified based on the AHP questionnaire of Korean experts. Conclusions – The strategy was derived through SWOT/AHP analysis, and the following implications were obtained. Regionally, Busan is psychologically and geographically adjacent to China and Japan. It is also an area where human exchanges are actively taking place along with the volume of imports and exports. Due to the increase in China's marine sports industry and population, it is necessary to expand the scope of Korea to marine sports beyond cosmetics, dramas, movies, and Hallyu stars.
Abstract
Purpose: New technologies allow service providers to integrate all the customer information within and between contact channels so that they can offer individualized services. The availability of new mobile devices enables retailers to interact with customers through countless channels (Rigby, 2011). The objective of this research is to examine customers’ attitudes toward O2O(on-line to off-line) services and their intention to use based on the Technology Acceptance Model(TAM). Research design, data, and methodology: Utilizing the TAM model, the mediating effect of the users’ attitudes toward O2O services on the relationship among perceived ease of use, perceived usefulness, perceived risks and intention to use are to be investigated. Results: The result shows that the perceived ease of use, perceived usefulness, perceived risks have a significant effect on customers’ attitudes toward O2O services. It is also revealed that the attitude toward O2O services has a mediating effect among perceived ease of use, perceived usefulness, perceived risks and intention to use. Conclusions: The boundary between on-line and off-line is breaking and various services based on the O2O platform are growing. The results of this study and managerial implications can be applied to O2O platform operators or enterprises planning to sharp competitiveness edge through offering variations of service channels.
Abstract
Purpose: As the interest of financial aria increase in economic change and labor market change, this study focused on the employee of the financial aria in Korea. The purpose of this study is to analyses relation among relationship variable and organizational culture variable and organizational effectiveness of financial aria employees in Korea. Research design, data, and methodology: This study measured relationship variables with communication and trust. And measured organizational culture variable with innovation, relation, hierarchy and rational. And measured organizational effectiveness with job satisfaction and organizational commitment. Empirical analysis is conducted using 442 financial aria employees of 7th HCCP in KRIVET. And SPSS is used in frequency and stepwise regression test and AMOS is used in path analysis with group differentiation test. Conclusions: Overall results show that trust and relation culture give a positive influence on job satisfaction. Organizational commitment results show that relation culture and rational culture give positive influence and also job satisfaction. However, hierarchy culture gives negative influence on organizational commitment. Also, the moderating effect of work characteristics is significant. The result of this study give managerial implication to HRM financial aria and also expend inflected organizational culture study to a financial aria in Korea
Abstract
Purpose: Research on the mechanism by which tasting affects the purchase of related products and related products is still insufficient. Therefore, it is necessary to make good use of marketing practically how tasting affects taste and leads to consumption behavior. Research design, data and methodology: First, we provide tasting sampling for people with different impulsive purchasing tendencies and check whether this leads to purchasing behavior in the future. Second, it is necessary to measure ‘face (or notion of courtesy)’, which is a characteristic of Koreans, as a moderating variable for the effect of sampling. Third, it is proposed to look at how the effect of sampling appears differently over time. Results: First, it is necessary to pay attention to the factors influencing the sampling effect in the product group that cannot produce a tasting situation such as general food or beverage. Second, research results may not apply to all actual marketing. Conclusions: This study is judged to have contributed to resolving the question of whether the distribution store's tasting promotion is more effective and lasts longer than other promotions. It also suggested the possibility that the effect of tasting could be changed depending on whether the amount of tasting was limited or the subjects of tasting.
Abstract
This study was carried out to analyze the influential factors of how consumers methodize purchasing agricultural products via the direct market. It further utilizes the Discrete Choice Model to analyze consumer decision specifically with regards to individual markets and store attributes. As Korea’s agricultural produce direct market has a variety of substitute goods to choose from, this study will use the multinomial logit model to interpret the influential factors behind selecting a specific market to purchase from. This study establishes ‘online direct-purchase’ as the base category with ‘direct farm markets’, ‘local foods direct markets’, ‘produce boxes (CSA)’ as substitutes. As a result, firstly, the variety of products, price and freshness had a positive influence on choosing ‘direct farm markets’ over the reference variable ‘online direct-purchase’ while convenience of payment and transportation had a negative influence. Second, freshness and store attributes had a positive influence in choosing ‘local foods direct markets’ over ‘online direct markets’ but product price and packaging, location accessibility had a negative influence. And although product creditability had a positive influence on purchasing ‘produce boxes (CSA)’ over ‘online direct markets’, product price had a negative influence. Accordingly, there is a need for the South Korean government to encourage the adoption of mobile payment through smartphone applications in direct farm markets to vitalize direct agricultural purchasing. However, this does need to be approached cautiously as the price has a conflicting affect for each method of purchase.
