What are Taobao.com's Success Factors on Customer Satisfaction and Purchase Intention

SaeBum Kim,Wei‐Hua Wang 동중앙아시아경상학회 2016 한몽경상학회 학술대회 Vol.2016 No.07

What are Taobao.com's Success Factors on Customer Satisfaction and Purchase Intention

SaeBum Kim,Wei‐Hua Wang 한국전문경영인학회 2016 한국전문경영인학회 학술대회 발표논문집 Vol.2016 No.07

개인기부자의 기부동기와 기부태도의 관계에서 의례화가 미치는 조절효과에 관한 연구

김세범(Saebum Kim),류방(Bang Ryu) 한국비영리학회 2012 한국비영리연구 Vol.11 No.1

본 연구는 개인기부자의 기부동기 및 기부태도에서 의례화 요인이 존재하는지 확인함과 의례화의 영향에 대한 탐색이 목적이다. 연구를 위해 개인 기부자의 기부동기와 기부태도의 관계에서 의례화가 조절 변수로 영향을 미치는 변수임을 제시하였다. 본 연구의 결과 기부동기가 기부태도에 영향을 미치는 과정에서 의례화 요인들이 발견되었으며 의례화가 조절적 역할을 하는 것을 확인하였다. 특히 의례화 변수가 개인적 기부동기가 기부태도에 조절적 영향을 미치는 것을 확인하였으나 사회적 기부동기와 기부태도의 관계에서 의례화가 조절적 역할은 발견되지 않았다. 본 연구는 개인기부자의 기부동기와 기부태도의 관계에서 의례화 요인이 포함되어 있음을 밝힌 것과, 개인적 기부동기와 기부태도의 관계에서 의례화가 미치는 조절효과를 밝힘으로써 효과적인 기부전략을 구축하는데 기초 자료를 제공하는 선구적 연구로서 중요한 의미를 지닌다. The purpose of this study is to verify the existence of ritualization factors and to investigate the influence of ritualization. For the study, the ritualization factors set with control variable between donation motivation and attitude of private giving(donor). As a result of this study, the ritualization factors were founded from investigation of donor's motivation and attitude, and founded that they placed as the moderating role. In particular, the ritualization factors were influenced between private giving motivation and giving attitude, but ritualization factors were no role between social giving motivation and giving attitude. Finally, the implication of this research has found the ritualization factors in donor's motivation and attitude, and it has a material importance as a pioneering research in an aspect of building an effective contribution strategies.

The Mediating Effect of Experiential Value on Customers' Perceived Value of Digital Content

Weiwei Jia,Saebum Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

电子内容在给公司带来机遇和挑战的同时也极大的改变了我们的生活。创意企业整合视频、图片、文本和数据进行数字化过的音频,开发新产品或服务,创作数位经验推广自己的品牌。大多数有关电子内容的文献是关于基本概念或者营销的发展。其实,比起普通产品或服务的传统价值链, 数字内容产业似乎有更多的潜在价值。因为相当大的数字内容是免费的,价格,作为信息的质量或价值的指标,不是必须被感知的(Rowley 2008)。这是显而易见的,当前数字内容主题的问题是“价值”和关于消费者对电子内容的感知价值是需要的研究。本文讨论了经验价值在消费者评估电子内容时的优势。本文贡献了两个不同但是相关的 电子内容“价值”的理解。第一,基于电子内容产品和服务的比较,本文提出了两个关键特点使得体验战略适合电子内容:无形和接近于零的再造成本。最重要的是,基于对公司的理想化的价值和客户的感知价值之间的差异的讨论,本文强调了数字内容的价格和定价根据不同的产品和服务而不同。无形的结果是, 价格可能并不反映顾客价值。另外,数字内容的成本处在发展阶段可能非常高但再造会大幅缩水。而且,由于前面提到的价值差距,这个价格政策改变因不同的数字内容而不同。例如,扁平的价格政策通常用于电影和音乐(Magiera 2001;Netherby 2002),而持续的需求,数字内容如在线游戏和杀毒软件的问题牵涉到一个更复杂的效用和极具竞争力的价格水平。数字内容企业必须探索各种各样的策略来克服这个缺口。反思的行销方案,如广告、图像、口碑和他们对顾客感知价值的影响变得至关重要。中国信息内容产业正变得越来越国际化,并引起了具有各自竞争优势的国家和地区的关注。2008-2009中国信息内容产业年度发展报告(CCIDConsulting 2009)表明,在国内需求和政府政策的大力支持下,中国信息内容产业在2008年保持了大约30%的快速增长, 表明了这个产业在明显的初期扩张阶段。在中国, 需要更新的杀毒软件和其他软件程序使用季度定价政策。用户可以免费下载试用版,用6个月或一年。如果他们更久的使用,连续的付款方式是必要的。他们在试用阶段检测数字内容的优良度, 决定是否要付继续使用。对于中国的音乐和电影工业的发展战略,体验最初没有被广泛的应用,虽然公司在其他国家找到试验经验,探索重要战略(如客户在下载前有好几秒可以免费听听音乐)。由于上述原因,杀毒软件在中国可以代表数字内容产业而且在中国杀毒市场探索了体验价值在顾客的电子内容感知价值中的优势。为了提高调查数据的可靠性,该研究集中在那些有使用杀毒软件经验的人群。实证结果显示,体验的价值对顾客的数字内容的感知价值有积极的影Ù Digital content makes big changes to our daily lives while bringing opportunities and challenges for companies. Creative firms integrate pictures, texts, videos, audios, and data by digitalization to develop new products or services and create digital experiences to promote their brands. Most articles on digital content contribute to the basic concept or development of marketing it in literature. Actually, compared with traditional value chains for common products or services, the digital content industry seems to have more potential value. Because quite a bit of digital content is free to the consumer, price is not necessarily perceived as an indicator of the quality or value of information (Rowley 2008). It becomes evident that a current theme in digital content is the issue of "value," and research on customers' perceived value of digital content is a necessity. This article argues that experiential value has an advantage in customers’ evaluations of digital content. Two different but related contributions to the understanding of "value" of digital content are made here. First, based on the comparison of digital content with products and services, the article proposes two key characteristics that make experiential strategy available for digital content: intangibility and near-zero reproduction cost. On top of that, based on the discussion of the gap between company's idealized value and customer's perceived value, this article emphasizes that digital content prices and pricing of digital content is different from products and services. As a result of intangibility, prices may not reflect customer value. Moreover, the cost of digital content in the development stage may be very high while reproduction costs shrink dramatically. Moreover, because of the value gap mentioned before, the pricing polices vary for different digital contents. For example, flat price policy is generally used for movies and music (Magiera 2001; Netherby 2002), while for continuous demand, digital content such as online games and anti-virus programs involves a more complicated matter of utility and competitive price levels. Digital content companies have to explore various kinds of strategies to overcome this gap. Rethinking marketing solutions such as advertisements, images, and word-of-mouth and their effect on customers' perceived value becomes essential.China’s digital content industry is becoming more and more globalized and drawing special attention from different countries and regions that have respective competitive advantages. The 2008-2009 Annual Report on the Development of China's Digital Content Industry (CCIDConsulting 2009) indicates that, with the driven power of domestic demand and governmental policy support, the country’s digital content industry maintained a fast growth of some 30 percent in 2008, obviously indicating the initial stage of industry expansion. In China, anti-virus programs and other software programs which need to be updated use a quarter-based pricing policy. Customers can download a trial version for free and use it for six months or a year. If they want to use it longer, continuous payment is needed. They examine the excellence of the digital content during this trial period and decide whether to pay for continued usage. For China’s music and movie industries, as a result of initial development, experiential strategy has not been much applied, even though firms in other countries find the trial experience and explore important strategies(such as customers listening to music for several seconds for free before downloading it). For the above reasons, anti-virus program may be a representative for digital content industry in China and an exploratory study of the advantage of experiential value in customer’s perceived value of digital content is done in the anti-virus market of China.

What Leads to Customer Satisfaction and Repurchase Intention in Taobao.com?

Weihua Wang,Saebum Kim 한국인터넷전자상거래학회 2016 인터넷전자상거래연구 Vol.16 No.2

The purpose of this paper is to investigate the Taobao.com’s consumer behavior and to find out the effects of Taobao.com’s service quality, product factor and price factor on customer satisfaction and repurchase intention. For the purpose we collected and analyzed data via a Web-based questionnaire survey. This paper also investigates the moderating effect of online shopping experience on the way. The results reveal that: first, customer satisfaction positively affects repurchase intention in Taobao.com; second, online shopping experience has a moderating effect on relationship between service and customer satisfaction; service and repurchase intention; and satisfaction and repurchase intention.

고객이 지각하는 브랜드 진정성이 브랜드 신뢰 및 브랜드 충성도에 미치는 영향 - 네트워크 프랜차이즈 치과 클리닉을 중심으로 -

양정화 ( Zhenghua Yang ),김세범 ( Saebum Kim ) 한국병원경영학회 2015 병원경영학회지 Vol.20 No.3

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.

소비자의 스마트폰 수용의도에 관한 연구

조염(Yan Zhao),김세범(Saebum Kim) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.4

The purpose of this research is to identify the factors which lead Korean and Chinese consumers to use smart phones, and to analyze the difference in intentions of accepting smart phones between Korean and Chinese consumers. The model suggested in the study is based on Technology Acceptance Model, and added two variables such as the social influence and the perceived behavioral control. The results of the research are as follows: First, in the analysis results of Korean samples, the social influence has no influence on the attitude to use and the intention to use. But the perceived usefulness of use, the perceived ease of use, the perceived enjoyment and the perceived behavioral control have positive effect on the attitude to use and the intention to use. And the perceived enjoyment has more influence than other variables. Second, in the analysis results of Chinese samples, the perceived usefulness has no influence on the attitude to use and the intention to use. But the perceived ease of use, the perceived enjoyment, the social influence and the perceived behavioral control have positive effect on the attitude to use and the intention to use. And the social influence has more influence than other variables.

비대면 서비스품질과 고객만족, 재이용의도간의 관계 연구: Voice -to-Voice 환경(콜센터)을 중심으로

이미영 ( Lee Mi Young ),김세범 ( Kim Saebum ) 한국고객만족경영학회 2015 고객만족경영연구 Vol.17 No.3

본 연구는 비대면 서비스품질에 대한 연구이다. 그동안 여러 산업별로 서비스품질과 관련한 연구가 많이 있었지만 비대면 서비스 환경에서 요구되는 서비스품질에 대한 연구는 빈약한 실정이다. 이에 본 연구에서는 비대면 서비스 중에서도 음성 대 음성 환경의 콜센터 서비스 품질을 독립변수로 하여 고객만족, 재이용의도에 이르는 구조적 관계를 실증분석 하였다. 이를 위하여 먼저 서비스품질, 콜센터 품질, 고객만족, 재이용의도에 대해 이론적인 고찰을 한 뒤 콜센터서비스품질의 3차원과 각각의 측정항목을 도출하였고, 콜센터 이용고객을 대상으로 2014년 4월18일부터 30일까지 수집한 설문지355부 중 최종 분석에 325부가 사용되었다. SPSS 19.0을 이용하여 기술적 분석 및 신뢰성분석 등을 실시하였고, AMOS 19.0을 이용하여 확인적 요인분석과 경로분석을 각각 실시하였다. 연구결과 콜센터 서비스품질의 각 차원이 고객만족에, 고객만족이 재이용의도에 정(+)의 영향을 미치는 것을 확인할 수 있었다. 또한 서비스품질의 각 차원 측정항목의 신뢰성 검증을 통해 향후 콜센터에서 관리해야 할 지표가 무엇인지를 확인하게 되어 콜센터 관계자들에게 실무적인 시사점을 제공할 수 있었다. Majority of researches about service quality mainly focus on face-to-face environment. However, this study focuses on service quality of voice-to-voice enviroment, which belongs to non face-to-face service environment. This paper tries to investigate the structural relationship among non face-to-face service quality, customer satisfaction and reuse intention with the service quality as an independent variable. To meet research objective, with the help of researches regarding service quality, call center, customer satisfaction and reuse intention, three dimensions of call center service quality and respective measurement items are drawn. With these measurement items 355 call center customers were surveyed from April 18 to 30, 2014. Of these, 325 respondents were used for the final analysis. Descriptive analysis and reliability test were performed using SPSS 19. Confirmatory factor analysis and structural equation modeling were executed using AMOS 19. The analysis results show that each dimension of the call center service quality has a positive(+) influence on the customer satisfaction and the customer satisfaction has a positive(+) impact on the reuse intention. Furthermore, through the reliability verification of each dimensional measurement item in service quality, this research can provide call-center personnel with practical implications by identifying what to manage and control in the future.

항공사 객실 승무원의 감정노동에 관한 고객의 지각된 진정성이 브랜드 신뢰와 브랜드 충성도에 미치는 영향

정동열 ( Jung Dongyeol ),김세범 ( Kim Saebum ) 한국고객만족경영학회 2016 고객만족경영연구 Vol.18 No.2

본 연구는 서비스접점에서 항공사 승무원이 고객에게 서비스를 제공하는 과정에서 발생하는 감정노동 즉, 내면행위와 표면행위가 고객의 지각된 진정성에, 그리고 내면행위와 표면행위로 인한 고객의 지각된 진정성은 브랜드 신뢰에, 그리고 고객의 지각된 진정성으로 인한 브랜드 신뢰는 브랜드 충성도에 어떠한 영향을 미치고 있는지를 확인하는 것이다. 따라서 본 연구의 실증분석을 위하여 1년 이내 국내 일반(대한항공, 아시아나항공)항공을 이용해본 경험이 있는 고객들을 대상으로 설문지 250부을 배포하여, 이중 신뢰성이 있다고 판단된 200부만 본 연구에 사용하였다. 분석결과는 다음과 같다. 첫째, 감정노동 중 내면행위는 고객의 지각된 진정성에 정의 영향을 미치는 것으로 나타났으나, 표면행위는 고객의 지각된 진정서에 부의 영향을 미치지 않는 것으로 나타났다. 둘째, 고객의 지각된 진정성은 브랜드 신뢰에 정(+)의 영향을 미쳤다. 셋째, 고객의 지각된 진정성으로 인한 브랜드 신뢰는 브랜드 충성도에 정(+)의 영향을 미쳤다. The objective of this study is to identify the effects of customer`s perceived authenticity about emotional labor of airline cabin crew on brand trust and brand loyalty in the airline. To achieve this objective, the data were collected from tourists who had experience the airline within in 1 year at the busan airport on jun 17, 2015 A total of 250 questionnaires were collected and 200 questionnaires were used for data analyses. The findings of this study can be summarized as follows. First, deep acting of emotional labor have positive affect on customer`s perceived. authenticity, but surface acting have not negative affect on customer`s perceived. Second, customer´s perceived authenticity have positive affect on brand trust. Third, brand trust have positive effect on brand loyalty.

기부자의 기부동기가 기부 만족, 신뢰 및 기부지속성에 미치는 영향

류방(Ryu, Bang),김세범(Kim, Saebum) 한국비영리학회 2013 한국비영리연구 Vol.12 No.1

1990년대 말 외환위기를 맞으면서 경제적으로 어려운 계층이 증가하게 됨에 따라 기존의 사회 안전망으로는 빈곤층에 대한 경제적 해결이 어렵게 되었고 민간차원의 다양한 조직들이 늘어나는 계기가 되었으며 이 조직들의 지속가능성해결을 위해 모금활동에 대한 연구 및 조직적 관리체계와 경영관리가 필요하게 되었다. 이에 따라 자원 확보 차원에서 지속적인 기부와 관련한 요인들에 대한 연구가 필요하게 되었다. 따라서 본 연구에서 기부동기와 만족, 신뢰 그리고 기부지속성에 대한 연구를 진행한 결과 개인적 기부동기·기부만족에 직접적인 영향을 미치는 것을 확인하였다. 반면 사회적 기부동기는 기부만족보다 신뢰요인에 더 큰 영향을 미치는 것을 확인하였다. 그리고 기부만족은 기부지 속성에 직접적으로 영향을 미치는 것으로 확인하였으며, 신뢰를 매개하여 기부지속성에 긍정적 영향을 미치는 것으로 나타났다. 즉 기부만족은 기부지속성에 직·간접으로 기부지속성에 긍정적 영향을 미치는 중요한 요인임을 확인하였으며 기부만족이 신뢰보다 기부지속성에 더 큰 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 자원 확보를 위해 기부자에 대해 마케팅적 관점에서 기부자의 만족과 신뢰를 통한 지속성 유지가 가능함을 확인하였다. 그리고 기부동기가 만족, 신뢰를 매개하여 기부지속성에 영향을 미치는 역할을 하는 것을 확인하였다. 이는 비영리조직들의 지속적인 모금활동을 위해 만족과 신뢰가 매우 중요함을 의미하고, 기부만족과 신뢰를 고려한 모금활동이 이루어져야 성공적인 자원 확보가 가능하다는 것을 시사하고 있다. The objectives of non-profit organization are to make our society healthy rather than seeking profit. However, the challenging task of the non-profit organization is to make sufficient funds through donations. Therefore the marketing concept of profit organization has to be introduced into non-profit organization, and the study on fund raising is necessary. There has been much amount of researches so far that focus on motivations and factors for donation. This study is about the importance of ongoing donation and attempts to look into the main cause of donators' giving behavior, trust in marketing. First of all, the constructs as giving satisfaction, trust are proposed to have influence on the sustainable fund raising. Factors which have influence on giving satisfaction are classified into social and individual factors of donation. Social factors which affect on the giving satisfaction are alienation, glare, belonging, social identification, and friendship. Also, individual factors which affect on the giving satisfaction are self-esteem, private utility, altruism motive, and affirmative consideration. Based on the constructs, ten hypotheses are proposed to analyze the relations among the factors, and the model for giving substantiality is proposed to integrate the hypothetical path. In order to test the hypotheses, measurement tools are developed and data are collected through the questionnaire. Due to the complexity of the paths, structural equations are used to test the propositions. The subjects of this study were included in the analysis which was performed using SPSS 20 and AMOS 20. The results of the analysis came out to be within the acceptable range of the application model. The consequences of the hypothesis are as follows: First, individual motivation has influence on giving satisfaction, and social motivation doesn't have influence on giving satisfaction, but it has influence on trust. Second, giving satisfaction has influence on trust and giving substantiality. Third, trust has influence on giving substantiality. Centering on such suggestions, operational points that could be used as fundamental reference for donation strategies are suggested as follows: First, as in the research related to existing trust and satisfaction as donating factors are proved to be useful in explaining donation behaviors. Second, it is verified in this study that the donation motivation can be divided into social and individual motivations through analysis of exploratory and confirming factors. In order to improve the efficiency, the individual motivation in particular plays a comparatively important role. Third, it is evident that giving satisfaction explains the donors' giving substantiality effectively because giving satisfaction affects trust. At last, this study will be the opportunity to expand the perspective that affect donations, and is meaningful in providing the foundation to sustainable strategies in the donation environment.