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송창석 한국상품학회 2004 商品學硏究 Vol.0 No.31
This article explores the impact of factors which affect the use of the Internet as an export marketing tool. To achieve this goal, we develop a conceptual model incorporating three constructs (product characteristics, organizational characteristics and industry characteristics) which influence the intention of the export companies to use the Internet for marketing activities such as supports, information gathering, and transactions. Based on empirical studies the usage intention of the Internet for support activities was found to be influenced by the product compatibility for exporting, marketing resource constraints, export orientation, information orientation, channel dependency, Internet capability, and the level of Internet usage of the industry, but the product compatibility for Internet and competitive intensity had no significant influence. For the intention of information gathering, same variables were significant except Internet capability. Finally, the intention of transactions were affected by the product compatibility for exporting, channel dependency, Internet capability, and the level of Internet usage of the industry.
쇼핑사이트의 상호작용성 제고방안에 관한 연구: 기업-소비자간 상호작용을 중심으로
송창석,신종칠 대한경영학회 2003 大韓經營學會誌 Vol.16 No.6
Building Interactivity into Internet Shopping SitesSong, Chang-Seok*Shin, Jong-Chil**This paper re-examines the concepts of interactivity in human-human and human-machine communication settings, which are closely related with buyer-seller interactions in Internet shopping sites. Contrary to recent critics about definitions of interactivity we suggest that both human-interactivity and machine-interactivity are useful concepts in explaining various interactions and deriving strategies of interactivity building in shopping sites. We propose number of inputs, response time, control, personalization, and participation as sub-dimensions of interactivity and discuss about strategies in each dimensions.攀 * Assistant Professor, Soongsil University