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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.
Jiakun Yang,Taesoo Moon 한국경영정보학회 2019 한국경영정보학회 학술대회논문집 Vol.2019 No.11
Pre-sale is an emerging way of shopping. Because it can provide a wealth of product information, such as breaking through time and space restrictions, low cost, shopping convenience, and providing consumers with personalized and customized products, and thus it has more advantages than traditional shopping methods. These advantages make increasingly online shopping fast. Although the gap between China's pre-sale shopping market and that of developed countries is still relatively large at this stage, with the sharp increase in the number of Internet users, the prospect of pre-sale shopping is very large. At the same time, research on consumer online shopping behavior has gradually become a hot topic in academic research. Through literature review based on pre-sale of luxury products in China, this study tried to find out what factor in utilitarian and hedonic motivation for presale of luxury products may affect consumers’ purchase intention in China.
문재석(Jaeseok Moon),권태수(Taesoo Kwon) 한국컴퓨터그래픽스학회 2017 컴퓨터그래픽스학회논문지 Vol.23 No.1
본 논문에서는 이구아나의 저 품질 동작 포착 데이터를 이용하여 고 품질의 애니메이션을 시뮬레이션 하는 방법을 제안한다. 적은 수의 마커를 부착하여 포착한 이구아나의 동작 데이터는 실제 움직임을 정확히 표현하지 못하고, 이 데이터에 스킨 매시(Skinned Mesh)를 입히더라도 부족한 자유도 때문에 부자연스러운 움직임을 보인다. 위와 같은 문제를 해결하기 위하여 스킨 매시의 움직임을 근육과 몸체의 탄성력으로 모델링하는 연체 시뮬레이션(Soft Body Simulation)기법을 응용하여, 자연스럽고 유연한 움직임을 시뮬레이션 하는 과정을 본 논문은 소개한다. 이구아나의 다양한 이동 방법을 표현하기 위하여 동작 포착 데이터로부터 동작 그래프(Motion Graph)를 만들고, 이를 동작 생성시 상황에 적합한 동작을 선택하는데 활용한다. 지형 위에 사용자가 입력하는 좌표를 기초로 이구아나의 목표지점을 설정하고, 이를 바탕으로 그래프 경로를 계획한다. 그 결과 생성된 평지 위를 걷는 이구아나의 동작은 불규칙한 높이를 지닌 지형 위에서 적합한 동작으로 변형 된다. 이와 같이 지형에 적응된 동작은 연체 시뮬레이션 시 필요한 목표 근육길이를 계산하는데 활용된다. 마지막으로 연체 시뮬레이션 기법을 적용하여 다양한 상황에 대응한 가능한 이구아나 물리 시뮬레이션을 구현하였다. In this paper, we suggest a method to simulate high-quality iguana animation by using low-quality motion capture data. Iguana motion data captured using a small number of markers cannot express its movement precisely, and even with a realistic skin mesh, it shows unnatural movement because of limited degrees of freedom. In order to solve this problem, we propose to simulate a natural and flexible movement by applying a soft-body simulation technique which models the movement of an iguana according to muscle forces and body’s elastic forces. We construct a motion graph from the motion capture data to describe the iguana’s various movements, and utilize it to select appropriate movements when the iguana moves. A target point on a terrain is set from the user’s input, and a graph path is planned based on it. As a result, the input movement of iguana walking on a flat ground transforms to a movement that is adapted in an online manner to the irregular heights of the terrain. Such a movement is used to calculate the ideal muscle lengths that are needed for soft-body simulation. Lastly, a tetrahedral mesh of the iguana is physically simulated to adapt to various situations by applying a soft-body simulation technique.