An Empirical Study on Intention to Purchase through SNS in China and Moderating Effect of Experience and Gender

Huimin Mu(목혜민),Taesoo Moon(문태수) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.1

수천만의 시용자들이 매일 소셜네트워크서비스(SNS) 이용에 많은 시간을 보내고 있다. 오늘날, 마케팅 담당자들은 SNS의 이용동향과 SNS의 활용방안에 대해 많은 관심을 가지고 있다. 최근 페이스북, 트워터, 바이두, 시나 웨이보 등의 SNS 사이트에서 행해지는 광고를 보고 그리 놀라워하지 않는다. 그것은 SNS 이용시 비교적 낮은 비용으로 의사전달을 하는 수단이 되기 때문에 e-Tailer들에게는 적합한 마케팅 도구가 되고 있다. 본 연구는 UTAUT 모델을 기반으로 하여 성과기대(performance expectancy)와 사회적 영향(social influence), 그리고 촉진 조건으로 상호작용(interactivity) 등의 연구변수를 채택하고자 한다. 또한 온라인쇼핑에 있어 신뢰(trust)는 매우 중요한 연구변수이기 때문에 본 연구에 SNS 연구변수로 도입하였다. e-Tailer들은 SNS를 통해 상품정보를 알리려고 하고, 나아가 고객과의 의사소통을 통해 잠재고객에게 매력도를 전달하고자 한다. 본 연구의 목적은 중국의 SNS 사용자를 대상으로 하여 성과기대, 사회적 영향, 신뢰, 그리고 상호작용이 SNS를 통한 e-Tailer의 제품구매와 관련하여 소비자들의 구매의도를 실증적으로 분석하는 것이다. 또한 본 연구는 SNS 변수들과 구매의도간의 관련성에 있어 구매경험과 성(gender)의 조절효과에 대해서도 분석하고자 한다. 본 연구의 기여도는 중국 소비자들의 구매의도에 있어 SNS 활용을 기반으로 하는 연구 프레임워크를 제안하고, UTAUT 모델을 기반으로 SNS 서비스와 e-Tailer와의 관련성을 연계하여 실증적인 결과를 제시하는 데에 그 의의가 있다.

The Impact of Market Orientation on Social Media Performance through IT Competence and Social Media Capability

Huimin, Mu,Taesoo Moon 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.2

After social media have been increasingly popular, most of companies are using them to do advertisement, to communicate with customers, to improve their brand awareness and to do crisis management for doing business. This study suggests a research model to analyze the relationship between market orientation and social media performance through IT competence and social media capability, which is based on strategy and marketing literatures, including competence theory and dynamic capability theory. After reviewing of prior studies, we considered IT competence and social media capability, as mediating variables, that could influence social media performance. Firms are always trying to use social media, because they are market-oriented to hear customer’s voice. This study develops social media capability, as a newly developed construct, that is multidimensional and contains four steps such as planning, deploying, monitoring and responding. This study proves that the more market-oriented organizations tend to develop higher level of social media capability. Furthermore, the organizations with higher level of social media capability have higher competitive advantage than the organizations with lower level of social media capability.

Influence of Homophily and Tie Strength on Purchase Intention on Microblog-based SNSs through Perceived Diagnosticity

Huimin Mu,Sangmin Choi,Taesoo Moon 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.2

Social network services(SNSs) change existing marketing practices because people are relying more on the members of their own networks to guide their decision making. Lots of people share product information or shopping experience on microblog-based SNSs. When one peer posts certain information about a product on a microblog-based SNS, some of his/her followers may become willing to purchase that product after reviewing the information. We suggested a research model based on the Stimuli-Organism-Response(SOR) framework. Homophily was adopted as the predictor of tie strength. We considered homophily and tie strength as stimuli, perceived diagnosticity as organism, and purchase intention as response. We empirically tested the model and tried to provide some valuable and applicable implications for both researchers and practitioners.

Impulse Purchase Intention of Chinese Customers at the Large Scale Online Promotion Day

Huimin Mu,Taesoo Moon 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.5

Alibaba Group has been holding large-scale online promotions like 50% price discount in Tmall on November 11th (also called Double 11) in recent years. The transaction volume was 13.679 billion on November 11th, 2015. Numerous products have 50% discount on that day, attracting customers purchase impulsively. Our research aims at investigating why customers conduct so many impulse purchases during the large-scale online promotion such as Double 11 from the motivation perspective. Intrinsic motivation and extrinsic motivation were chosen as the affect-level construct which impact impulse purchase intention. After reviewing previous studies, we selected several types of shopping values that could influence motivation. Our respondents are Chinese people who have purchase experience during Double 11. 238 data was gathered and analyzed. The result showed that extrinsic motivation played a larger role than intrinsic motivation in impulse purchase process. Cost saving had a quite large influence on extrinsic motivation. Hedonic shopping values such as gratification and sociality were also proved to have positive influence on intrinsic motivation. Based on the data analysis, we provided empirical evidences and some implications for both scholars and practitioners.

A Comparative Study on People’s Purchase Intention through Social Network Service between South Korea and China

Huimin Mu,Taesoo Moon 한국경영정보학회 2012 한국경영정보학회 학술대회논문집 Vol.2012 No.1

Selection of ERP Software for Small-Medium Enterprises in China Using the Analytic Hierarchy Process

목혜민(Huimin Mu),이영찬(Youngchan Lee) 한국인터넷전자상거래학회 2012 인터넷전자상거래연구 Vol.12 No.1

With the development of information technology, Enterprise Resource Planning (ERP) software has become a necessity for an enterprise. Numerous enterprises have gained huge benefits from implementing them. However, there still large amount of enterprises failed in using ERP. The reasons of failure are variable and one of the most significant and frequently appear reason is that the enterprise has not chosen the proper software according to its own condition and features. This paper aims at helping Chinese Small and Medium Enterprises (SMEs) select appropriate ERP software using the Analytic Hierarchy Process (AHP). In the initial stage, eight ERP vendors within and abroad China are selected. But according to the special situation of SMEs in China, only three Chinese ERP vendors are left. Their ERP product designed for SMEs are alternatives of the benefit and cost hierarchies. B/C ratios of the three alternatives are calculated.

New Stability Conditions of Linear Switched Singular Systems by Using Multiple Discontinuous Lyapunov Function Approach

Jumei Wei,Huimin Zhi,Xiaowu Mu 제어·로봇·시스템학회 2019 International Journal of Control, Automation, and Vol.17 No.12

In this paper, the problem of the E-exponential stability of linear switched singular systems composed of stable and unstable subsystems in discrete-time case is investigated. By using a multiple discontinuous Lyapunov function approach and exploring the properties of mode-dependent average dwell time(MDADT) switching signal, new sufficient conditions of E-exponential stability for linear switched singular systems are presented. Compared with the existing results, the proposed method is more flexible and tighter bounds on MDADT can be obtained. Finally, a numerical example is provided to illustrate the effectiveness of the proposed criteria.

MicroRNA-375 is a therapeutic target for castration-resistant prostate cancer through the PTPN4/STAT3 axis

Gan Junqing,Liu Shan,Zhang Yu,He Liangzi,Bai Lu,Liao Ran,Zhao Juan,Guo Madi,Jiang Wei,Li Jiade,Li Qi,Mu Guannan,Wu Yangjiazi,Wang Xinling,Zhang Xingli,Zhou Dan,Lv Huimin,Wang Zhengfeng,Zhang Yanqiao,Q 생화학분자생물학회 2022 Experimental and molecular medicine Vol.54 No.-

The functional role of microRNA-375 (miR-375) in the development of prostate cancer (PCa) remains controversial. Previously, we found that plasma exosomal miR-375 is significantly elevated in castration-resistant PCa (CRPC) patients compared with castration-sensitive PCa patients. Here, we aimed to determine how miR-375 modulates CRPC progression and thereafter to evaluate the therapeutic potential of human umbilical cord mesenchymal stem cell (hucMSC)-derived exosomes loaded with miR-375 antisense oligonucleotides (e-375i). We used miRNA in situ hybridization technique to evaluate miR-375 expression in PCa tissues, gain- and loss-of-function experiments to determine miR-375 function, and bioinformatic methods, dual-luciferase reporter assay, qPCR, IHC and western blotting to determine and validate the target as well as the effects of miR-375 at the molecular level. Then, e-375i complexes were assessed for their antagonizing effects against miR-375. We found that the expression of miR-375 was elevated in PCa tissues and cancer exosomes, correlating with the Gleason score. Forced expression of miR-375 enhanced the expression of EMT markers and AR but suppressed apoptosis markers, leading to enhanced proliferation, migration, invasion, and enzalutamide resistance and decreased apoptosis of PCa cells. These effects could be reversed by miR-375 silencing. Mechanistically, miR-375 directly interfered with the expression of phosphatase nonreceptor type 4 (PTPN4), which in turn stabilized phosphorylated STAT3. Application of e-375i could inhibit miR-375, upregulate PTPN4 and downregulate p-STAT3, eventually repressing the growth of PCa. Collectively, we identified a novel miR-375 target, PTPN4, that functions upstream of STAT3, and targeting miR-375 may be an alternative therapeutic for PCa, especially for CRPC with high AR levels.