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Emi Moriuchi,Ikuo Takahashi 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This research was conducted to examine repeat online grocery shoppers behavior based on the S-O-R paradigm (Mehrabian and Russell, 1974) for a five year time frame. Not considering any artificial intelligence, generally in the online shopping environment, the image of the store is communicated through their product and site offerings as well as their user-friendliness of the website. Childers et al. (2001) discussed hedonic aspects of an online store environment such as web atmospherics. Furthermore, with a growing importance of atmospheric cues, researchers are now paying attention to consumer characteristics (Moriuchi and Takahashi, 2018). In general, the results show that atmospherics has an impact on pleasure and satisfaction. Both pleasure and satisfaction have an effect on loyalty. Trust served as a moderator between O-R and was significant. Comparing between the 2012 and 2016 data, results show that satisfaction consumers in the 2012 sample did not see an impact on satisfaction on loyalty, and trust was not a moderating factor on satisfaction and loyalty. However, all the other hypothesized relationships were significant for the 2016 sample. The results suggest a couple of practical implications. First, the ease of navigation are important in pleasing and satisfying online grocery shoppers. Marketing practitioners should focus on how to make the overall website easily navigable. This could include having clear display of the products, reviewing of product descriptions and ease of going back to the main menu after adding items to cart. Second, marketing practitioners should focus their attention on the variety of products available and the quality of products available such as pleasure.
Inter-Organizational Power and Control Mechanisms: The Role of Benevolence and Credibility
( Yunyoung Hur ),( Emi Moriuchi ),( David Ackerman ),( Jinhwa Rhee ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.2
A manufacturer relies on governance mechanisms to reduce the risk involved in the relationship with its supplier; however, which governance mechanism (i.e., output or process control) the manufacturer develops in an asymmetrical power relationship with its supplier has yet to be determined. This study proposes an integrative model in which inter-organizational benevolence and credibility are conditions affecting a manufacturer’s propensity for governance mechanisms. This study proposes that the manufacturer’s perception of the supplier’s benevolence weakens the justification for a high degree of process control over its supplier, while the supplier’s credible behavior weakens the justification for a high degree of output control. This study suggests that the manufacturer should consider the level of benevolence and credibility it bestows on its supplier when selecting an appropriate control mechanism to deal with asymmetrical power structures. When a manufacturer does not trust its supplier’s benevolence and credibility under conditions of power asymmetry, the manufacturer should consider adopting process and output controls.