오픈마켓의 법적지위에 관한 연구 - 전자상거래법 개정안 및 전자금융거래법 개정안을 중심으로 -

김홍식 한국상사판례학회 2024 상사판례연구 Vol.37 No.1

Prior research on the open market has largely been conducted on Act On The Consumer Protection In Electronic Commerce(hereinafter Electronic Commerce Act or ECA) and the Electronic Financial Transactions Act(hereinafter ETA), and this paper intends to comprehensively review the legal status of the open market, focusing on the recently proposed amendments to ECA and ETA. In this paper, the open market is classified into four types based on the roles of simple intermediary, performer of some important tasks, seller, and electronic financial transaction service provider. Open market as simple intermediary is mail-order broker under ECA, and under ETA, it is electronic financial business entity only when payment settlement is performed by electronic methods. Under the amendment, open market is online platform operator under ECA and is not applicable to electronic financial business entity under ETA If open market performs some important tasks while conducting brokerage transaction, open market may be mail order broker who performs some important tasks under ECA, and under ETA, electronic financial business entity may be included in the payment settlement or payment by electronic method. Under the amendment, open market may be an electronic payment business operator only if it is online platform operator that performs some important tasks under ECA and performs payment by electronic payment method, and under ETA, it is not electronic financial business entity. When open market makes a direct purchase while conducting a brokerage transaction, from the perspective of the current law, open market is mail-order broker who is mail-order distributor under ECA, and according to ETA, open market may be user for electronic financial business entity and chain store for consumers. From the perspective of the amendment, open market is online platform operator that can make direct purchases under ECA, and according to ETA, open market may be user for electronic financial business entity and chain store for consumers as in the current law. If open market provides its own electronic financial transaction services while conducting intermediary transactions, open market is mail order broker and electronic payment business operator under ECA, and according to ETA, it is electronic financial business entity. And from the perspective of the amendment, open markets is online platform operator and electronic payment business operator, under ECA, and according to ETA, it is electronic financial business entity in the same way as the current law. 오픈마켓에 관한 선행연구는 크게 전자상거래 등에서의 소비자보호에 관한 법률과 전자금융거래법을 중심으로 수행되었는데, 본 논문에서는 최근에 발의된 전자상거래법 및 전자금융거래법의 개정안을 중심으로 오픈마켓의 법적지위를 종합적으로 검토해 보고자 한다. 본 논문에서는 오픈마켓을 단순한 중개자, 중요한 일부업무를 수행하는 중개자, 판매자 및 전자금융거래서비스제공자의 역할을 기준으로 4가지의 유형으로 분류하였다. 단순 중개자의 역할을 하는 오픈마켓의 경우에 현행법의 관점에서 오픈마켓은 전자상거래법상 통신판매중개업자이며, 전자금융거래법상으로는 전자적방법에 의한 대금정산업무를 수행하는 경우에 한하여 전자금융업자에 해당된다. 또한 개정안상으로는 오픈마켓은 전자상거래법상 온라인플랫폼 운영사업자이며, 전자금융거래법에 의하면 전자금융업자에 해당되지 않는다. 오픈마켓이 중개거래를 하면서 중요한 일부업무를 수행하는 경우에는 현행법의 관점에서 오픈마켓은 전자상거래법상 중요한 일부업무를 수행하는 통신판매중개업자이며, 전자금융거래법상으로는 전자적방법에 의한 대금정산이나 결제업무를 수행하는 경우에 전자금융업자에 해당될 수 있다. 그리고 개정안상으로 오픈마켓은 전자상거래법상 중요한 일부업무를 수행하는 온라인플랫폼 운영사업자이며 전자적 대금지급방법에 의한 결제업무를 수행하는 경우에 한하여 전자결제업자에 해당될 수 있으며, 전자금융거래법에 의하면 전자금융업자에 해당되지 않게 된다. 오픈마켓이 중개거래를 하면서 직매입을 하는 경우에는 현행법의 관점에서 오픈마켓은 전자상거래법상 통신판매업자인 통신판매중개업자이며, 전자금융거래법에 의하면 오픈마켓은 전자금융업자에 대하여 이용자이고 소비자에 대하여는 가맹점에 해당될 수 있다. 그리고 개정안의 관점에서는 오픈마켓은 전자상거래법상 직매입을 수행하는 온라인플랫폼 운영사업자이며, 전자금융거래법에 의하면 오픈마켓은 현행법의 경우와 동일하게 전자금융업자에 대하여 이용자이고 소비자에 대하여는 가맹점에 해당될 수 있다. 마지막으로 오픈마켓이 중개거래를 하면서 자체적으로 전자금융거래서비스를 제공하는 경우에는 현행법의 관점에서 오픈마켓은 전자상거래법상 통신판매중개업자이자 전자결제업자이며, 전자금융거래법에 의하면 전자금융업자에 해당되게 된다. 그리고 개정안의 관점에서는 오픈마켓은 전자상거래법상 온라인플랫폼 운영사업자이자 전자결제업자이며, 전자금융거래법에 의하면 현행법과 동일하게 전자금융업자에 해당되게 된다.

오픈마켓 내 사이트와 개별판매자에 대한 구매자 만족과 충성도의 상호관계에 관한 연구

이익현 ( Ik Hyeon Lee ),배무언 ( Mu Eun Bae ) 한국고객만족경영학회 2012 고객만족경영연구 Vol.14 No.1

본 연구는 오픈마켓에 있어 오픈마켓 사이트 자체와 사이트 내에 입점한 개별판매자에 대한 구매자의 만족과 충성도의 원천을 분석하여 사이트와 개별판매자 상호간에 어떠한 영향관계가 작용하는 가를 다룬 것이다. 오픈마켓 사이트의 경우는 새로운 더 많은 판매자를 입점하게 함으로써 사이트 내판매자와 구매자의 모임집단을 크게 하기 위해 노력한다. 반면, 개별판매자의 경우는 높은 거래수수료와 입점비를 줄이기 위해 그의 충성고객들을 거래비용이 보다 낮은 다른 오픈마켓 사이트로 옮기도록 하거나 보다 저렴한 비용의 사이트에서 구매하도록 유도함으로써 사이트와의 관계에서 협상력을 강화하려는 시도를 하게 된다. 이와 같이 상호간에 발생하는 이해의 상충관계 때문에 오픈마켓 사이트의 마케팅담당자나 개별판매자는 모두 시장에서의 경쟁전략을 개발하기 위해 구매자들의 만족과충성의 원천을 이해하는 것이 매우 중요하게 된다. 이를 위해 먼저 e-서비스품질의 차원과 측정문제에 대한 그간의 연구결과들을 종합적으로 고찰하였다. 그 외 사이트 자체와 개별판매자에 대한 구매자 만족에 영향을 주는 e-서비스품질과 구매의 지각된 가치 그리고 만족과 e-충성도의 영향관계 및 특유자산투자를 통한 e-충성도에의 영향관계 등에 대한 가설을 설정하여 사이트와 개별판매자 별로각각 고찰하였다. 마지막으로 사이트와 개별판매자에 대한 구매자 충성도의 상호관계를 실증 분석한결과, 사이트에 대한 충성도는 개별 판매자에 대한 충성도에 유의한 영향을 미치지 않았으나, 개별판매자에 대한 충성도가 형성되면 그보다 더 큰 충성도가 사이트에 대해 형성되는 것으로 나타났다. 이와 같은 결과는 사이트의 경우, 입점한 개별판매자들이 원활한 운영을 할 수 있도록 배려함으로써 다른 사이트로의 전환행위를 하지 않도록 노력해야 함을 의미하며, 개별판매자의 입장에서는 사이트와의 관계에서 입점비나 기타 비용과 관련한 협상에서 유리한 위치에 있음을 의미한다. 결론에서는 가설검증의 결과에 대한 원인들을 살펴보고 그 대책에 대해 논의하면서 연구의 한계와 향후 연구방향등을 제시하였다. The open market is becoming more and more important as an intermediary for both sellers and buyers. Normally in the open market, the larger the pool of sellers and buyers, the greater the bargaining power of the open market site itself. So, the open market site makes a ceaseless effort to increase the pool size of sellers and buyers. On the other hand, if the seller in that open market can create a strong transaction relationship with buyers, the seller in that open market may persuade its buyers to move with it to a lower-cost open market site or to place orders at these lower cost sites to avoid being charged high transaction fees. Therefore, it is important for marketers of the open market site itself and the seller in that open market also to understand the sources of buyer satisfaction and loyalty in order to devise a competitive strategy in the marketplace. In sum, the primary purpose of this paper is to examine the issue of the determinants of buyer satisfaction and loyalty toward open market sites and sellers in that sites. In addition it is also explores the relationship between loyalty toward the open market site and loyalty toward the seller in that site. Accordingly, through the literature review, we first study deep into the e-service quality of the open market site and the seller in that site and the influences of e-service quality on the overall satisfaction. And then we study the perceived value of purchasing from the open market and seller, overall satisfaction and loyalty, specific asset investment and the loyalty of the site itself and the seller in that site. In succession, we provide the conceptual framework and test the model using two-step approach. First, We perform exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) to evaluate constructs validity of the site and seller`s satisfaction and loyalty about interactive relationship with regard to convergent and discriminant validity. After the validity of each construct is established, the variables of each construct are summed and path analysis is performed to test the research hypotheses in the second stage. Finally, we conclude with a discussion of results and marketing implication. In connection with buyer`s satisfaction, e-service quality of site itself with regard to system availability and privacy are significant impact on overall consumer satisfaction and contact and fulfillment also in sellers. Above all, most buyers seem to emphasize the importance of protection of personal information in relation to the invasion of privacy because of more than 10 million personal information exposure of AUCTION in 2008 and the recent same case of HyunDai Capital. Perceived value of purchasing at the site itself and from the sellers is found to affect overall satisfaction. And Specific Asset Investment also has significant impact on the site and sellers in that site. It means that both site and sellers must provide chances for their satisfied buyers to experience more aspects of their services in order to ensure buyer SAI with them. Especially, regarding to the relationship between loyalty toward the open market site and loyalty toward the seller in that site, the results of this study provide more optimistic news for the sellers with connection to the open market sites. That is to say, when a buyer is loyal to a specific seller on the site, she/he will be more likely to stick with the open market site, but in contrast, we can not say that the buyer`s loyalty toward the site has positive effect on the loyalty toward the sellers. Therefore, the sellers on the open market site will take the initiative in negotiating with the sites about charging all the expenses, in reverse, the open market sites should be careful in maintaining and changing the sellers in that open market.

17~19세기 부산 왜관의 開市와 朝市

김동철(Dong-chul Kim) 한일관계사학회 2012 한일관계사연구 Vol.41 No.-

17~19세기에 왜관은 부산에만 존재하였다. 왜관은 조선과 일본, 조선인과 일본인의 정치, 경제, 사회, 문화, 일상 등 다양한 측면과 관계를 맺고 있었다. 왜관을 중심으로 한 경제적 관계는 왜관 안의 개시와 왜관 밖의 조시를 중심으로 이루어졌다. 개시는 국가가 공적으로 인정한 무역상인이 매달 3일,8일,13일,18일,23일,28일, 즉 한달에 6번 실시하는 무역이다. 개시는 開市大廳, 開市廳이라 불리는 특정한 장소에서 행해졌다. 폐쇄된 방안이 아니라 공개된 대청에서 무역이 행해졌다. 개시는 개시무역 또는 사무역으로 불린다. 개시무역을 담당했던 조선인 무역상인을 흔히 동래상인이라 불렀다. 개시에서는 중국산 생사나 고급 비단, 조선산 인삼, 일본산 은이 주로 거래되었다. 조시는 왜관의 정문 앞 노천에서 매일 열리는 아침시장이다. 조시에서는 쌀, 생선, 야채, 과일 등 소량의 생필품이 거래되었다. 조시에서 물건을 파는 사람들은 왜관 주변 조선인 마을에 사는 일반민이었다. 기본적으로는 개시와 조시는 시간, 공간, 주체, 상품 등 여러 측면에서 그 성격이 다른 경제 활동이었다. 개시가 점차 쇠퇴하거나, 조시가 점차 활발해지면서, 양자의 경계는 점차 무너졌다. 조시는 일용 잡화시장에서 대규모 미곡 판매시장으로 바뀌어 갔다. 조시에 참여하는 상인도 점차 전업적인 상인으로 바뀌어 갔다. 조시에 참여하는 상인들이 왜관 안에 들어가서 상업활동을 하는 것이 증가되어 갔다. 잡상인과 같은 일반 상인이 왜관 안에서 합법적인 상업활동 공간을 확보하고,개시 상인의 특권을 일부 나누어 가졌다. 왜관의 안팎으로 구분되어 있던 개시와 조시의 주체가 왜관 안에서 혼재하게 되었다. 개시와 조시는 왜관에서 이루어진 양국 상인의 경제활동은 물론, 왜관 주변 지역민의 일상생활의 모습을 파악할 수 있는 중요한 주제다. The economic relationship centered on the Waegwan was conducted with a focus on the open market within the Waegwan and the morning parket outside the Waegwan. The open market was a form of trade that was carried out six times a month, that is, the 3rd, 8th, 13th, 18th, 23rd, and 28th. The open market was conducted at a particular place, which was the open market hall. Trade was carried out not in a closed room but a open hall. The open market was called open market trade or private trade. Joseon traders that were acknowledged to have qualifications to do open market trade were called Dongrae merchants. Chinese raw silk or high-quality silk, Josen ginseng, and Japanese silver were mainly dealed during the open market. The morning market was opened everyday in the open in front of the Waegwan entrance. Only small amounts of daily necessities like rice, fish, vegetables, and fruit were dealt during the morning market. The people selling goods in the morning market were normal people who lived in the Joseon villages around the Waegwan. The open market and the morning market were economic activities that differed in characteristic from many perspectives including time, space, main agent, and product. However, as the open market gradually declined and the morning market became revived, the boundary between the two collapsed. The morning market changed from selling everyday-use sundry goods to a large scale grain market. Even the merchants participating in the morning market changed gradually to full-time merchants. The number of merchants participating in the morning market who entered into the Waegwan to do commerce increased. As regular merchants like peddlers secured space for legal commerce within the Waegwan, they were apportioned some of the privileges of the open market merchants. The main agents of the open market and the morning market who were divided inside and outside the market coexisted within the Waegwan. The open market and morning market are important topics that help understand not just the economic activities of merchants of both countries that were conducted in the Waegwan, but also the daily lives of residents living around the Waegwan.

17세기 전반 왜관 개시무역의 거래 양상과 부채 문제

김영록(Kim, Young-Rok) 부산경남사학회 2021 역사와 경계 Vol.121 No.-

이 글은 17세기 전반 왜관 개시무역의 관리 방안과 공목 수표의 거래, 부채문제를 중심으로 「禁散入各房約條」가 맺어진 경위에 대해 살펴보았다. 개시무역이 허용되면서 개시일, 무역세, 무역 현황 파악과 보고 체계, 무역장소와 관련하여 일련의 관리 방안이 마련되었다. 밀무역을 방지하고 무역을 확장시키기 위한 것이었다. 이에 따라 개시무역은 일정한 절차에 따라 운영되었다. 하지만 1637년(인조 5), 지정된 무역장소인 ‘대청’이 아닌 대마도인들의 방에서 무역 거래가 이루어지기 시작했다. 병자호란과 청의 인삼무역 금지의 영향 등으로 일시적으로 개시무역이 위축, 확대되는 과정에서 무역 운영이 국가의 관리체계 밖으로 벗어난 것이다. 그 결과 ‘대청개시’의 규정은 희석되고, ‘각방개시’가 관례화되었다. 그 결과 1651년 조선 상인의 부채인 ‘왜채’, 즉 부채 문제가 대두하였다. 각방개시와 함께 개시무역에서의 공목 수표의 거래가 주 요인이었다. 공목 수표의 거래는 물품, 즉 공목 자체가 왜관 내에서 거래되지 않는 신용을 바탕으로 한 무역메커니즘이었다. 왜관에 반입되지 않은 공목은 국내 유통체계 내에서 거래되었으며, 개시무역을 국내 시장과 연결하는 역할을 하였다. 조선정부는 개인의 무역 활동에 대한 개입을 최소화하려 했지만, 외교적 문제로 확대되는 것을 원치 않았다. 그 결과 1653년 「禁散入各房約條」가 체결되면서 ‘대청개시’를 복구하고 ‘각방개시’를 밀무역으로 단정하였다. 이로써 개시무역은 대청에서만 실시되는 등 장소의 제약이 가해졌으며, 정상적인 개시무역 거래 외에는 채권 거래를 금지하였다. 이는 이후에 맺어진 각종의 약조에서도 재확인되었다. This study attempts to trace details on establishment of Geumsanibgakbangyakjo (「禁散入各房約條」), the ban on Transactions at Separate Rooms, focusing on the system of Open-Market Trade at Waegwan in the first 17th Century, issue of Order for Payment of Gongmok (공목수표), and debt problems. With the permission of Open-Market Trade (開市貿易), the government prepared a series of transaction procedures including opening day, tax, reporting system, and place, in order to promote official trades and to prohibit private ones. Therefore, the Open-Market Trade operated under the regular procedures. In 1637, however, transactions started to be done at separate rooms of Daemado merchants, instead of a designated location, the Main Hall(대청). This means that the trade system was out of government control, because of rise and fall of Open-Market Trade caused by the Manchu war of 1638(병자호란) and their ban on the ginseng trade. In this way, ‘Open-Market Trade in Separate Rooms (각방개시)’ had been established as trade practices, breaking the regulations of ‘Open-Market Trade in the Main Hall (대청개시)’ As a result of this, in 1651, ‘Waechae (왜채)’, Joseon merchant‘s debt to those of Daemado had come up as an issue in 1651. There were two main reasons for this: Open-Market Trade in Separate Rooms and the new method of transaction, i.e. those with receipts of order for payment of Gongmok (공목수표). In this case, the Gongmok itself was not be used as a method of payment, but a kind of credit that guarantees later payment of Gongmok could be accepted in the transactions. In this way, Open-Market Trade could be connected with the local market. Even though the government of Joseon wanted to intervene in mercantile activities at a minimum, it had to prevent diplomatic issue from occurring. As a result, Joseon made an agreement with Japan about restoring Open-Market Trade in the Main Hall and considering Open-Market Trade in Separate Rooms as private trade. With this treaty, Geumsanibgakbangyakjo (「禁散入各房約條」), Open-Market Trade had serveral restrictions: it could be conducted only in the Main Hall; the credits including order payment of Gongmok could not be accepted as a valid payment. These conditions were confirmed by the later treaties.

상표권침해에 대한 통신판매중개자의 방조책임 성립 여부 : 국내외 사례를 중심으로

신지혜 서울대학교 기술과법센터 2011 Law & technology Vol.7 No.1

최근 전자상거래의 비중은 급격히 증가하고 있으며 이와 함께 전자상거래를 통한 위조품 판매 등 상표권침해행위도 크게 늘고 있다. 특히 전자상거래 유형 중 오픈마켓에서의 위조품 거래가 성행하고 있는데, 오픈마켓의 성질상 상표권자 등의 단속이 어렵고 실효성도 적기 때문에 권리자로서는 전자상거래를 중개하는 대형 통신판매중개자나 오픈마켓 운영자에 대하여 방조책임을 묻게 된다. 이러한 오픈마켓의 책임에 관하여 프랑스의 사례(TRIBUNAL DE COMMERCE DE PARIS, JUGEMENT PRONONCE LE 30 JUIN 2008, PREMIERE CHAMBRE B, RG 2006077799)는 오픈마켓을 중개사이트라고 하면서 그 책임을 인정한 반면, 미국의 사례(Tiffany Inc. v. eBay, Inc., 576 F. Supp. 2d 463)는 오픈마켓에 특정한 인식(specific knowledge)이 부족하다고 하여 책임을 부정하였다. 일본의 사례(東京地方裁判所平成22 年(2010) 8月31日判決言渡平成21年(ワ)第 33872 ) 역시 오픈마켓의 행위가 상표법상 침해에 해당하지 않는다면서 책임을 부정하였다. 우리나라에는 오픈마켓에「정보통신망 이용촉진 및 정보보호 등에 관한 법률」상 주의의무를 부여하면서 그 책임을 인정한 사례(서울중앙지방법원 2008. 8. 5.자 2008카합1901 결정)도 있고, 오픈마켓으로서는 개별 물품이 부정경쟁행위에 해당하는지 여부를 알 수 없다는 이유로 그 책임을 부정한 사례(서울중앙지방법원 2008. 11. 20. 선고 2006가합46488 판결)도 있으며, 운영자의 영업의 자유와 상표권자의 권리침해를 방지할 필요성을 비교형량하여 책임을 부정한 사례(서울중앙지방법원 2009. 9. 9.자 2009카합653 결정)도 있다. 오픈마켓이라는 이유로 오픈마켓 운영자의 책임이 당연히 부정되어서는 안 될 것이고, 결국 오픈마켓 운영자에게 오픈마켓에서 일어나는 개별거래를 관리할 권한 및 능력이 있는지 여부에 따라 그 책임 여부가 달라질 것이다. 이와 관련하여 법원이 저작권 침해에 있어 P2P 업체의 책임을 매우 높게 인정하고 있는 것에 비하여, 오픈마켓 운영자는 너무 쉽게 면책하여 주는 것은 아니냐는 비판도 제기된다. 오픈마켓 운영자가 판매자에 대하여 독점규제법상 불공정행위에 해당할 정도의 강력한 권한을 행사하고 있는 현실을 반영하여 책임 수준을 결정할 필요가 있을 것이다. With the recent fast size-up of the electronic commerce, trademark infringement cases such asthe sales of counterfeits on the online marketplace are increasing rapidly. Because it is difficult tocontrol all the individual sellers on open market, that is a kind of the online marketplaces where thesales of counterfeits are widespread, the trademark owners are trying to make the open marketoperators responsible. There are several foreign cases on the liability of open markets. In France, Tribunal de Parisfound the open market liable because of its brokerage nature(JUGEMENT PRONONCE LE 30JUIN 2008, PREMIERE CHAMBRE B, RG 2006077799). In the United States, the court held thatthe open market, without the specific knowledge, was immune from contributory trademarkinfringement (Tiffany Inc. v. eBay, Inc., 576 F. Supp. 2d 463). In Japan, the court also held for theopen market(Heisei21Wa3872, Tokyo District Court Aug. 31, 2010).In Korea, divergent approaches to the liability of open market exist. 2008kahap1901, SeoulCentral District Court Aug. 5, 2008, imposing the duties on the 「Act on the Promotion of theInformation Network and the Protection of Information」on the open market, found it liable, while2006gahap46488, Seoul Central District Court Nov. 20, 2008 denied its liability on the ground thatit did not know which individual item fell under the unfair competition act. Besides 2009kahap653,Seoul Central District Court Sep. 9, 2009, comparing the freedom of the open market operator andthe necessity of protection for the trademark, also denied its liability. The liability of open market should not be denied just because it is an open market. It dependson the competency and possibility to control the individual sales on the open market. It is ratherdoubtful that the court impose quite light obligations on the open market operator as compared withthe heavy obligations which the court impose on the P2P operator. It is needed to decide thesuitable level of duties of the open market reflecting its strong power enough to fall into the unfairtrade act.

사용자 리뷰를 통한 소셜커머스와 오픈마켓의 이용경험 비교분석

채승훈(Seung Hoon Chae),임재익(Jay Ick Lim),강주영(Juyoung Kang) 한국지능정보시스템학회 2015 지능정보연구 Vol.21 No.4

Mobile commerce provides a convenient shopping experience in which users can buy products without the constraints of time and space. Mobile commerce has already set off a mega trend in Korea. The market size is estimated at approximately 15 trillion won (KRW) for 2015, thus far. In the Korean market, social commerce and open market are key components. Social commerce has an overwhelming open market in terms of the number of users in the Korean mobile commerce market. From the point of view of the industry, quick market entry, and content curation are considered to be the major success factors, reflecting the rapid growth of social commerce in the market. However, academics empirical research and analysis to prove the success rate of social commerce is still insufficient. Henceforward, it is to be expected that social commerce and the open market in the Korean mobile commerce will compete intensively. So it is important to conduct an empirical analysis to prove the differences in user experience between social commerce and open market. This paper is an exploratory study that shows a comparative analysis of social commerce and the open market regarding user experience, which is based on the mobile users reviews. Firstly, this study includes a collection of approximately 10,000 user reviews of social commerce and open market listed Google play. A collection of mobile user reviews were classified into topics, such as perceived usefulness and perceived ease of use through LDA topic modeling. Then, a sentimental analysis and co-occurrence analysis on the topics of perceived usefulness and perceived ease of use was conducted. The studys results demonstrated that social commerce users have a more positive experience in terms of service usefulness and convenience versus open market in the mobile commerce market. Social commerce has provided positive user experiences to mobile users in terms of service areas, like ‘delivery,’ ‘coupon,’ and ‘discount,’ while open market has been faced with user complaints in terms of technical problems and inconveniences like ‘login error,’ ‘view details,’ and ‘stoppage.’ This result has shown that social commerce has a good performance in terms of user service experience, since the aggressive marketing campaign conducted and there have been investments in building logistics infrastructure. However, the open market still has mobile optimization problems, since the open market in mobile commerce still has not resolved user complaints and inconveniences from technical problems. This study presents an exploratory research method used to analyze user experience by utilizing an empirical approach to user reviews. In contrast to previous studies, which conducted surveys to analyze user experience, this study was conducted by using empirical analysis that incorporates user reviews for reflecting users vivid and actual experiences. Specifically, by using an LDA topic model and TAM this study presents its methodology, which shows an analysis of user reviews that are effective due to the method of dividing user reviews into service areas and technical areas from a new perspective. The methodology of this study has not only proven the differences in user experience between social commerce and open market, but also has provided a deep understanding of user experience in Korean mobile commerce. In addition, the results of this study have important implications on social commerce and open market by proving that user insights can be utilized in establishing competitive and groundbreaking strategies in the market. The limitations and research direction for follow-up studies are as follows. In a follow-up study, it will be required to design a more elaborate technique of the text analysis. This study could not clearly refine the user reviews, even though the ones online have inherent typos and mistakes. This study has proven that the user reviews are an invaluable source to analyze user experience. The

국가(한국, 중국)에 따른 오픈마켓 이용가치와 이용자 태도 및 고객 충성도의 관계

정성광 한국전문경영인학회 2018 專門經營人硏究 Vol.21 No.2

Today, the increasing of internet use and the expansion of internet range provide us with many opportunities. Therefore, this study research open-market using value as utility and hedonic value based on previous studies. And we examine the effect of open-market value on user attitude and customer loyalty. Meanwhile, the Chinese open-market is developing very rapidly. Many foreign companies are going into the Chinese market for achieving a competitive advantage in the Chinese open-market. So we predicted that the open-market environment will be differences depending on Korea and China. Therefore, we tried to investigate the moderating effects of Korea and China on the structural relationship between open-market mall using value(utilitarian, hedonic), user attitude, and customer loyalty. In addition variety seeking is a personal tendency that wants to new change over time. The purpose of this study is to investigate the difference of open-market using value(utilitarian, hedonic), user attitude and customer loyalty. The following are main results of this study. First, utility value and hedonic value have a significant effects on user attitude. Second, user attitude of open- market have a positive effect on customer loyalty. Third, The overall relationship that open-market using value affect user attitude and customer loyalty is differ depending on the country. Based on these findings, in this study examined the significant influence of open-market using value, user attitude, customer loyalty. Also, this study suggested to marketing practitioners the need for different approach by country(South Korea, China).

지역 오픈마켓의 내부환경 분석 : 입점업체의 운영 현황을 중심으로

김민철,김해진,김근형,이동철 제주대학교 관광과경영경제연구소 2019 産經論集 Vol.39 No.3

Purpose – In this paper, we investigated and analyzed current operations of the entry-level companies that belong to the local Open market so that we drew management strategies of the local Open Market. As a result, the number of entrants will increase when management improves, such as improving the competitiveness of local open markets, and a diverse range of products will be created, which will lead to diverse customer experiences, creating a virtuous circle of ecosystems that will lead to an increase in visitors. Research, design, data, and methodology – The survey was conducted on 739 entry-level companies to analyze the operational status of businesses located in the local open market. We collected data from the entry-level companies by questionnaire, which would be divided into quantitative and qualitative parts. The quantitative part of the questionnaire includes satisfaction, improvement, promotion cost, sales commission, the use for the other Open Market platform and so on. The qualitative part of the questionnaire includes satisfactions, difficulties and improvements. The quantitative data was analyzed by frequency analysis, t-test and ANOVA. The qualitative data was analyzed by Text mining techniques. Results – We derived results as followings. First, we recognized that the entry-level companies would be satisfied wit sales commission. Second, we recognized that the entry-level companies had spent individually the cost for promotion. Third, we confirmed that the entry-level companies had utilized the other Open Market platform. Conclusions – Through the analysis results, we could derive four viewpoints as followings. First, the local Open Market should be managed in being integrated into representative Open Market in order to derive promotion effectiveness, operation efficiency and improvement of brand value. Second, it should be necessary for the integrated promotion strategy of the entry-companies to be established in order to derive efficient and effective promotion. Third, it should be necessary to improve the functions of the Online Open Market platform System to simply the function complexity and support real-time processing. Fourth, it might be possible to raise the sales commission to improve the service functions of the local Open Market. The limitations of this study are as follows. First, the broader usability question did apply only to the public relations, satisfaction, and improvement opinions, which are the priorities of using the platform. Second, surveys of samples biased in some areas indicate that there is a limit to the generalisation of the results.

오픈마켓 테넌트의 서비스 회복노력이 오픈마켓 충성도에 미치는 영향

오종철,장형섭 한국서비스경영학회 2013 한국서비스경영학회 학술대회 Vol.2013 No.11

The open market is becoming more and more important as an intermediary for both sellers and buyers. This study investigates the effect of the relationships between tenant service recovery efforts, tenant trust, open market trust, and loyalty of open market. And the another purpose of this study is to examine how trust transfer between tenant and open-market site affect loyalty of open market. The following study results were revealed: First, tenant service recovery effort was related positively to tenant trust and open market trust. Second, tenant service recovery effort was related positively to loyalty of open market. Third, tenant trust was related positively to open market trust. Finally, tenant trust and open market trust were related positively to loyalty of open market.

Internal environment analysis of local Open Market platform: focusing on operation of an entry-level company

Mincheol Kim(김민철),Hae-Jin Kim(김해진),Keun-Hyung Kim(김근형),Dong-Cheol Lee(이동철) 제주대학교 관광과경영경제연구소 2019 産經論集 Vol.39 No.3

Purpose - In this paper, we investigated and analyzed current operations of the entry-level companies that belong to the local Open market so that we drew management strategies of the local Open Market. As a result, the number of entrants will increase when management improves, such as improving the competitiveness of local open markets, and a diverse range of products will be created, which will lead to diverse customer experiences, creating a virtuous circle of ecosystems that will lead to an increase in visitors. Research, design, data, and methodology - The survey was conducted on 739 entry-level companies to analyze the operational status of businesses located in the local open market. We collected data from the entry-level companies by questionnaire, which would be divided into quantitative and qualitative parts. The quantitative part of the questionnaire includes satisfaction, improvement, promotion cost, sales commission, the use for the other Open Market platform and so on. The qualitative part of the questionnaire includes satisfactions, difficulties and improvements. The quantitative data was analyzed by frequency analysis, t-test and ANOVA. The qualitative data was analyzed by Text mining techniques. Results - We derived results as followings. First, we recognized that the entry-level companies would be satisfied wit sales commission. Second, we recognized that the entry-level companies had spent individually the cost for promotion. Third, we confirmed that the entry-level companies had utilized the other Open Market platform. Conclusions - Through the analysis results, we could derive four viewpoints as followings. First, the local Open Market should be managed in being integrated into representative Open Market in order to derive promotion effectiveness, operation efficiency and improvement of brand value. Second, it should be necessary for the integrated promotion strategy of the entry-companies to be established in order to derive efficient and effective promotion. Third, it should be necessary to improve the functions of the Online Open Market platform System to simply the function complexity and support real-time processing. Fourth, it might be possible to raise the sales commission to improve the service functions of the local Open Market. The limitations of this study are as follows. First, the broader usability question did apply only to the public relations, satisfaction, and improvement opinions, which are the priorities of using the platform. Second, surveys of samples biased in some areas indicate that there is a limit to the generalisation of the results.