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Study on the Consumer’s Attitude toward Cross-Border Online Shopping
Bangwool Han,Min Ho Kim 한국무역통상학회 2017 무역통상학회지 Vol.17 No.3
The significant increase of the worldwide Internet use has changed consumers’ purchasing behaviors. The growing global usage of online shopping has consequent influence on purchasing channel selections for overseas global products. Using the theory of planned behavior (TPB) as its basis, this study investigates the relationships among beliefs about electronic service quality (E-S-QUAL), consumers’ need of uniqueness (CNFU), and the cross-border online purchasing behavioral intention. The effect of E-S-QUAL and CNFU on attitude is examined with data are collected from a group of participants consisted of business school graduate and undergraduate students at a university in South Korea. Analysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention.
Supporting Underdogs and a Limited Condition
Bangwool Han,Sunhee Choi 전북대학교 산업경제연구소 2015 아태경상저널 Vol.7 No.2
Despite consumers’ high evaluation for a large wealthy company in general, the fact that consumers positively assess and support the relatively smaller and less-prosperous companies are widely prevalent. This study verifies that consumers hold their nature in supporting underdogs yet identifies a boundary condition that hinders the support of the underdog: price. Consumers stop the positive assessment of the underdog when the cost to support the underdog increases. The result proposes that the positive behavior in supporting underdogs does not necessarily stand strong when the underdog is presented with a high price tag. The greater monetary value the consumers have to pay the less the degree of support underdogs becomes. This study argues that the initial, emotion based support for underdogs diminishes eventually when consumers purchase products of the price is very high.
An Exploratory Study of Subscribers’ Attitude toward Mobile Advertising
Alamgir Hossain,Bangwool Han,Minho Kim 전북대학교 산업경제연구소 2017 아태경상저널 Vol.9 No.2
The prompt diffusion of mobile phone has resulted in the increasing usage of mobile advertisement. A significant number of firms have invested their knowledge and resources in this field, and to develop a successful strategy they need proper understanding about advertisement and its contents. Purpose of this study was to revisit the underlying factors affecting consumer attitude toward mobile advertising in Bangladesh. Based on the empirical studies regarding attitude toward mobile advertising, a questionnaire was developed and 355 mobile subscribers were taken into considerations. Five variables i.e. personalization, credibility, incentive, informativeness and entertainment were selected and analyzed through structural equation model. Results portrait that entertainment followed by informativeness and credibility are the most dominant factors and has motivational influence on consumer attitude toward advertisement. Findings forge ahead the current state of art in mobile marketing research with substantial practical contributions for the design of operative mobile advertising.