- E-ISSN2288-7709
- KCI
11권 4호
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Abstract
Purpose: This study investigated the relationship between product characteristics and customer purchase intention in live-streaming commerce. Research design, data and methodology: Six independent factors namely, scarcity, customization, discount, experimentalism, novelty, and informativeness were identified to analyze their effects on customer purchase intention in live-streaming commerce. The perceived value was accepted as a mediator between independent and dependent variables. Data were gathered from 643 respondents who experienced purchases in live-streaming commerce in China. Results: The results show that product characteristics strongly affect customer purchase intention, and perceived value plays an important mediating role in live-streaming commerce. Therefore, when developing a sales strategy in live-streaming commerce, product characteristics. Such as customization, discount, experimentalism, novelty, and information must be considered. Conclusions: The majority of live-streaming commerce research has focused on platform interactions and consumers. This study is meaningful in that it dealt with product characteristics and confirmed the mediating roles of perceived value in live-streaming commerce. The findings of this study have significant implications and offer valuable insights and practical guidance for both the academic community and practitioners engaged in the field of live-streaming commerce.
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Purpose: The purpose of this study is to present policy implications by analyzing the residential environment in North Korea under the Kim Jong-un regime. Research design, data, and methodology: Residential environment analysis was reviewed by dividing it into physical, socio-cultural, economic, environmental, and policy aspects. Results: Pyongyang are considerably superior due to it being the residence of the country's leadership and middle class. Secondly, there is a concerning problem with the provision of substandard housing. Construction materials are in short supply, and unreasonable timelines often lead to uninhabitable houses, signaling a need for assistance in housing construction. Thirdly, there is a severe lack of essential residential infrastructure, such as reliable electricity and clean water supply, which significantly impacts the quality of life. Lastly, due to the country's economic hardships, basic housing rights are not guaranteed, leading to deplorable living conditions for many North Koreans. The report suggests that these issues should be addressed through international aid to guarantee the basic human rights of North Koreans. Conclusions: In North Korea, the poor living environment deteriorates the health and quality of life of citizens and adversely affects social and economic development. Therefore, international support and cooperation to improve the living environment of North Koreans is important.
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Purpose: This study examines the factors that the Millennials and Gen Z prefers to invest in assets. We look at the asset structure they want now and in the future and the idea of designing the future. This can be expected that the center of Korea's asset market will change to the structure they want in the future. Research design, data and methodology: The spatial extent of the study is all over Korea including Seoul, the metropolitan area, and local cities. The survey was conducted for about 16 days from May 7 to May 22, 2023. The survey was conducted by the surveyor visiting the subject in person, distributing the questionnaire, explaining it, and filling it out in person. For the analysis, descriptive statistics and logistic regression analysis were conducted using the SPSS 25.0 statistical package. Results: It was confirmed that the preferred assets of the Millennials and Gen Z were different by period. There was also a difference in the influencing factors between Millennial Generation and Generation Z in asset preference. Conclusions: The Millennials and Gen Z's preferred assets were different by period. The reason is interpreted as the current process of collecting assets during the asset formation period. In the future, they intend to purchase real estate assets by using financial assets as a lump sum of money. We learned the characteristics of the entire Millennials and Gen Z, in addition, the difference between income and assets is believed to have affected the difference in preference factors of Millennial Generation and Generation Z, respectively.
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Purpose: This study attempted to systematize a support system that can enhance teaching core competencies by establishing a scale for diagnosing teaching core competencies at University A. Research design, data and methodology : To this end, the first Delphi was conducted With six experts related to university core competency modeling research by extracting factors and designing structured questionnaires through a literature review process that collects and analyzes prior research related to domestic and foreign university teaching competency. The derived questions were diagnosed on 27 professors, and independent sample t-verification and ANOVA were conducted using SPSS 24.0 for analysis by key teaching competency factors. Result: What is the standard suitability of KMO. It was shown as 929 (KMO standard conformity value is close to 1), and Barlett's sphericity verification showed χ2=5773.295, df=1081, p<.It appeared as 001 and confirmed that it was suitable for conducting factor analysis. Conclusions: The core competencies of A University teachers were set based on the educational goals of A University, such as basic teaching competency, creative teaching competency, practical teaching competency, and communication teaching competency. This means that the concept and factors of the core competency of professors are likely to change, and in the end, continuous efforts to upgrade and apply research on core competency of professors are essential to quickly and organically respond to changes in competency required to increase the competitiveness of universities.
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Purpose: The study examines the effect of TechTubers' unboxing videos on consumer buying behavior by highlighting the role of product touch, visual and verbal sensory cues. The study integrates the vicarious touch and the dual coding theory to analyze the Smartphone purchase behavior of Generation Z. Research design, data and methodology: The study collected data from 349 respondents who were viewers of YouTube unboxing videos. A structured questionnaire using a 5-point Likert scale was employed as a survey instrument. Convenience sampling technique was utilized to select the samples. The data were analyzed using structural equation modeling (SEM). Results: Results reveal that vicarious touch and verbal description have a statistically significant positive effect on Generation Z's purchase intention of Smartphone. Moreover, purchase intention positively affects Generation Z's actual purchase behavior of Smartphone. However, the visual images did not significantly affect purchase intention. Conclusions: The study offers significant theoretical and practical implications. The study adds new knowledge to the extant literary field by highlighting the impact of digital product presentation in the form of Unboxing videos on purchase intention for technology products. Moreover, the study suggests content sponsorship and advertising opportunities for marketers in collaboration with the TechTubers on YouTube unboxing video platform.
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Purpose: The purpose of this study is to examine the research trends in the papers published by Korean researchers related to traditional markets, to check what topics have been studied, and to make various suggestions for research directions and effective ways to revitalize traditional markets. Research design, data and methodology: To this end, this study conducted word frequency analysis, co-occurrence frequency analysis, BERTopic, LDA, dynamic topic modeling and OLS regression analysis using Python 3.7 on the English abstracts of a total of 502 papers extracted through ScienceON. Results: As a result of word frequency analysis and co-occurrence frequency analysis, it was found that studies related to traditional markets have been conducted not only on factors related to customers, but also on traditional market merchants and government policies, and the degree of service, quality, and satisfaction perceived by customers using traditional markets. Through BERTopic and LDA, three topics such as 'Traditional market safety management' were identified, and among them, it was found that 'Traditional market safety management' is relatively less attention by researchers. Conclusions: The results of this study suggest that future research on the revitalization of traditional markets should be conducted from a specific consulting perspective along with the establishment of various data, a causal model study from various perspectives such as the characteristics of merchants as well as consumers, and an integrated and convergent approach to policy formulation by the government and local governments.
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Purpose: It suggests that in order to compare economic development between large cities, this paper aims to exclude factors such as GDP, trade, manpower, R&D, then present newly an analysis of others (inflation, exports, middle-class, competitiveness, digital). Research design, data, and methodology: In the period of rapid digitalization of the world, we would like to deal with different analysis factors than before. This is because digitalization and prices have the greatest impact on the region in terms of national competitiveness. Random sampling was used as the sample size of this study to generate various values for the annual income of the middle class and the competitiveness index, and the analysis method was used. This is because the income of the middle class can lead the digitalization of the country and accelerate it to standardization. Results: Based on these analysis, it is necessary to reduce the inflation rate of digitalization, it is necessary to lower inflation rates. This can be more fundamental than interest rates. If the demand for digitalization is reduced, national competitiveness, national competitiveness will lower national competitiveness. By building a hub for middle class, you can reduce this inflation rate without China's oversupply. Conclusion: This is because it is difficult to maintain competitiveness through interest rate control, as prices rise, and inflation can become unstable. This study can seek digital acceptance by the middle class as a solution to problems like the regional economic confrontation of new globalization inflation environment.
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Purpose: In a business, it is very important to be able to pay attention to consumers. When making a purchase, consumers will first evaluate until they make a purchase decision. This study was conducted to analyze the effects of price, promotion, and product quality on consumer purchasing decisions on poultry feed. Research design, data, and methodology: The research was conducted quantitatively using the Google Form Survey instrument to collect respondent data. The population of this research is poultry feed consumers in Indonesia. Ninety-two respondents participated in this study. Results: The findings revealed that all the independent variables used in this research contribute significantly to determining customer purchase decisions. Conclusions: The results of the study found that price, promotion, and product quality had positive and significant effects on consumer purchasing decisions for poultry products
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Purpose: This study explores the relationship between future time perspective and older consumers' masstige product consumption, specifically, their intention to purchase masstige brand products, with a focus on their motivational drives from an functional value and symbolic value perspective. Research design, data and methodology: Data were collected through an online questionnaire from 419 people aged 54 to 64 years in South Korea and the hypotheses were examined using structural equation modeling. Results: Our results indicated that middle-aged and older consumers who have expanded future time perspective have higher intention to purchase masstige brands and their functional value and symbolic value of masstige brands were found to mediate future time perspective and intention to purchase masstige brands. Conclusions: The findings offer insights into masstige brand consumption by older South Korean consumers that may be useful for both academics and marketers.
