Cheol Park

Korea University | KU · Department of Business Administration

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship betweenelectronic word-of-mouth (eWOM) characteristics and sales in the US and Korean �lm industries. A conceptual modelwas developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors thatmoderate the...

In this study, based on the customer experience framework of Becker and Jaakkola (2020), major factors affecting customer experience in digital healthcare were derived from the platform and hospital aspects. And we would like to demonstrate how these two types of touch points affect customer experience and results among customers who use telemedici...

This study sought to explore the impact of government policies aimed at reducing the spread of COVID-19, such as social distancing and quarantine, on the reduction in the mobility of people and the role of national culture in moderating this effect. To test this hypothesis, this study collected 21,150 sets of data from 57 countries worldwide and an...

The Impact of Playfulness on Loyalty among Live CommerceConsumers in South Korea and China: Focusing on the MediatingEffect of Flow Experience Yea Ji Yeon* | You Kexin** | Hou Tiantian*** | Cheol Park**** In recent time, the live commerce market has been expanding due to the rapid digitization ofconsumer shopping behavior, increasing internet speed...

Purpose The purpose of this study is to analyze the nonlinear effects of corporate philanthropy on the responses of both internal and external stakeholders as well as its impact on corporate financial performance. Design/methodology/approach Based on the stakeholder theory, the authors developed a conceptual model to examine the nonlinear effects...

Purpose This study is based on the heuristic-systematic model (HSM) to dynamically examine the effect of review variance on sales and the boundary conditions that mitigate this effect. Design/methodology/approach Based on the theoretical domain of HSM, a conceptual model is proposed that analyzes the nonlinear relationship between review variance...

To understand customer behavior in a metaverse environment, this study attempts to explain the mechanisms by which the technical factors of embedding, embodiment, and extension affect user engagement through customer experience based on situated cognition theory. We conducted qualitative research by creating a unity for research within the metavers...

To prevent the spread of COVID-19, governments around the world have implemented various policies, including vaccination. However, the effectiveness of this series of global efforts to curb the growth of COVID-19 infections varies greatly from country to country. This study focused on vaccination, a tool to stop the spread of COVID-19 infection. Sp...

Many retailers are introducing new technologies to enhance the in-store customer experience. Newlyintroduced retail technologies are rapidly changing the customer contact experience and customer-companyrelationship, and are changing the overall customer journey by making the shopping environment moreconvenient(van Doorn et al., 2017). Therefore, in...

Customer engagement in social media has been studied as a major factor influencing corporate performance.Previous studies have identified antecedents and consequences that influence customer engagement, butthey reported inconsistent results on the effect size, and theoretical concepts and variables are mixed. Inaddition, there is a limitation in th...

With the development of IT, mobile apps and the expansion of contactless services due to COVID-19, "smart orders" have recently been activated in the food and beverage service. Even in recent years, when sales have declined, the number of orders made by smart orders has been steadily increasing, and this ordering method can accumulate customer data...

Purpose This study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures. Design/methodology/approach We collect data from a variety of sources, including Interbrand, Facebook and financial statements, to...

In webcare literature, manager responses on review platforms can reinforce the positive effects of online reviews on consumer purchasing decisions. Personalized responses to review contents as an important factor in enhancing the performance of webcare. However, previous studies did not analyze the relationship between personalized online responses...

Purpose The authors investigated the effects of the characteristics of reviews, reviewers and corporate factors on review helpfulness and assessed the role of culture in moderating these relationships. Design/methodology/approach A research model was established based on the elaboration likelihood and information adoption models. To empirically an...

The online communities are activating recently as using by over half of online users. But the previous online community studies were limited to figure out the influence factors of participation of community and its social affect mainly. So, this study tried to figure out ritual to understand more about individual aspect of online community activiti...

Recently, the retail industry is creating a new customer experience with the advanced technology instores. Therefore, this study aims to examine the effects of store characteristics on customer experienceand engagement. Two aspects of store touch points including traditional and digital are considered asindependent variables. In addition, the moder...

As the proportion of online shopping in the retail industry increases, studies on theeffects of online shopping mall characteristics have been widely reported. However,limited research has been conducted on the effects of new website features in theWeb2.0 environment and the factors that moderate these effects. This study analyzedthese relationship...

Purpose The purpose of this study is to analyze the effect on movie performance of the breadth and depth of consumer groups targeted by movies and to analyze the ways in which electronic word-of-mouth (eWOM) mediates these relationships. Design/methodology/approach For empirical analysis, 45 days of sales and eWOM data for 63 movies released in Ko...

Online reviews are the most trusted source of information by hotel customers and play a role in reducingthe uncertainty associated with a hotel choice. Recently, the perceived usefulness of review is animportant factor in determining the effectiveness of electronic word-of-mouth communication. The onlinereview usefulness literature mainly focused o...

Purpose The purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated whether these relationships differed according to cultural factors in the United States and South Korea. Design/methodology/approach We collected customer engagement on social...

Machine learning technology is recently being applied to various fields. However, in the field of online consumer conversion, research is limited despite the high possibility of machine learning application due to the availability of big data. In this context, we investigate the following three research questions. First, what is the suitable machin...

Social media is used as a major marketing strategy for companies as a marketing tool to increase customer engagement. Social media marketing strategies are considered important in the context of communication as well as nature of the messages. Therefore, marketing communication through social media requires continuous content management and brand r...

Recently, main marketing channels of brands are moving from traditional media to social media. Social media platforms are regarded as an effective tool for developing brand equity, and companies are expanding the use of social media content to induce customer engagement. However, there are not enough studies to verify the complete path of how a com...

Chatbot is providing new experiences to customers as a tool to connect companies and customers by replacing counselors, but chatbot has not been actively studied in academia. In particular, research on chatbot's customer experience was extremely limited. Therefore, in this study, we organized a survey to demonstrate whether the cognitive, emotional...

Social media is regarded as a means to increase customer engagement, and the use of social media toinduce customer engagement is expanding as a major marketing trend of companies in recent years.According to the speech act theory, it is highly likely that not only the content is trying to convey, butalso the communication method affects customer en...

Customer engagement is regarded as a performance indicator of social media marketing, and previous studies have reported that the characteristics of content to increase customer engagement. However, the topic of content has not been sufficiently studied. This study analyzes the relationship between the topic of social media content and customer eng...

As the influence of online reviews on consumer decision-making increases, concerns about reviewmanipulation are also increasing. Fake reviews or review manipulations are emerging as an importantproblem by posting untrue reviews in order to increase sales volume, causing the consumer's reversechoice, and acting at a high cost to the society as a who...

Companies are trying to improve the effectiveness of electronic word-of-mouth (eWOM) in markets with diverse cultural backgrounds. A few researchers have analyzed the cultural dimension that moderates the effectiveness of the eWOM, but there is a limitation that the cultural dimension is limited to the cultural dimension of Hofstede such as individ...

Corporate innovation is seen as a source of competitive advantage, and to promote this innovation, companies are investing heavily in organizational employees. Prior researchers have reported positive relationships between employee satisfaction and various corporate performances, but are relatively limited in innovation performance. This study focu...

Corporate Social Responsibility(CSR) activities are increasing, but still have not reached a definitive conclusion as to the impact of CSR activities on financial performance. Prior studies have explained the relationship between CSR activities and financial performance through stakeholder theory, but discussions on internal stakeholders such as em...

Social media tourism information is changing the way tourism consumers plan and bookings, methods and information sharing. Routine information exploration through social media serves as a contributing factor to new tourism motivations This study looked at the impact of the information characteristics of social media on tourism information. To this...

In the tourism industry, social media plays an important role in information retrieval and decision-making. In particular, the tourism products have the characteristics of intangibleness, high involvement, and experience materials, and thus the influence of online word-of-mouth information is large. Tourists use social media to browse tourist infor...

The unmanned trend is spreading throughout the distribution industry. This field is attracting attention as a key issue in distribution as the 2019 startup keyword is unmanned. Many companies are actively adopting IT-based in-store technologies for cost reduction and efficient operation, and are working hard to provide differentiated customer ex...

Many studies have been reported on the relationship between CSR(Corporate Social Responsibility) activities and corporate performance. However, in previous studies, only direct effects were analyzed mainly on the relationship between CSR activities and performance. In this study, we developed a mediating model between publicizing CSR Activities, br...

Social media is being used as an effective marketing tool for companies by providing a new way for brands to interact with their audience. As the importance of social media increases, the effects of social media on marketing performance such as awareness, sales, and corporate value are being studied. However, the effect of social media on corporate...

Social media and online advertising are useful marketing tools for small shopping malls. In this study, it analyzed the factors affecting on/offline sales of small shopping malls based on media activity and keyword advertisement. For the analysis, it examined the effect of blog postings, Media News volume, keyword advertisement volume, etc. on the...

Purpose IThis study aims to investigate the effects of the consumption motivations of restaurant customers on their perception of the importance of experiential and functional restaurant attributes. Design/methodology/approach A total of 330 questionnaires were issued in China (168) and Korea (162). The resulting data were analyzed using SPSS 22.0...

eWOM is one of the most important channels for consumers to gain knowledge on products, and is more reliable than marketing information provided by corporate. The previous studies on eWOM mainly analyzed the effect of eWOM valence and variance on consumer decision making. They also have considered variables such as product type and cultural differe...

This study investigated the moderating role of strategic choices on the relationship between organizational innovativeness and performance. Previous literature has not fully investigated which strategy among market development (international expansion) and technology development (investment in research and development) will result in a higher perfo...

Purpose This study aims to examine several antecedents of employee satisfaction (ES) and turnover intention (TI), including customer orientation (CO) and employee orientation (EO). The purposes are to investigate the effect of EO and CO and their interaction on employee performance, and to verify the moderating effect of firm size. Design/methodol...

This research aims to extend customer participation and value co-creation theory to the social-services sector, where consumer choice is restricted. This study examines the relationship between the value creation of participation and customer satisfaction in social services. The perceived value corresponding to different types of relationships was...

This study examines the positive and negative effects of mobile shopping. It identifies and tests the antecedents and consequences of self-efficacy and impulse buying that result from mobile shopping. The results reveal that perceived convenience, perceived ease of response, and perceived control significantly affect self-efficacy and impulse buyin...

Purpose - This study is to investigate the effects of consumption values of retailers on the importance of store attributes, and to determine the influence on the consumption values of consumers who shop at complex shopping malls on the empirical and functional attributes in those malls as well as on the influence of on/off-line channels. Research...

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This study examines the positive and negative effects of mobile shopping. It identifies and tests the antecedents and consequences of self-efficacy and impulse buying that result from mobile shopping. The results reveal that perceived convenience, perceived ease of response, and perceived control significantly affect self-efficacy and impulse buyin...

As social problems including aging, depopulation, healthcare, poverty, a lot of government, organizations is trying to solve the problems. Recently, social innovation is emerging as strategy for solving social problems around the world. Social innovation means more effective, sustainable and new solutions that increase total values of society. This...

As increasing the usage of social network services (i.e. facebook, tweeter), online social games is being paid attention in game industry and e-business research. Social game (ie. Farmville by Zinga) is the online game using social network services. This research examined the factors influencing the accessibility and usage of social game. Influenti...

Purpose – This study examined the antecedents and consequences of intensity of SNS use in a crosscultural context. The purpose of this paper is to examine the impacts of three IT-related consumer characteristics – privacy concern, consumer innovativeness and propensity to share information – on the use of social networking sites (SNS) and examine i...

The research examined whether mobile shoppers feel smart in today's smart age. It has been observed that impulse buying and price dependency are increasing among mobile shoppers in the smart phone age. We paid attention to 'smart shopper feelings (SSFs)' to find the reason of the phenomenon. SSFs are defined as ego-expressive excitements generated...

As increasing the usage of social network services (i.e. facebook, tweeter), online social games is being paid attention in game industry and e-business research. Social game (ie. Farmville by Zinga) is the online game using social network services. This research examined the factors influencing the accessibility and usage of social game. Influenti...

인터파크의 도서부문인 북파크는 비교적 일찍부터 온라인 도서판매를 시작해 왔으나 그 성과는 지지 부진하였으며, 도서 전문몰에 항상 뒤쳐져 있었다. 북파크의 부진은 인터파크 전체 성과에도 악영향을 미쳐서 인터파크의 대기업 계열의 인터넷 쇼핑몰과의 경쟁에서도 허덕이고 있었다 이 때 배수진올 치고 전임직원들이 과감히 승부수를 던진 것이 바로 도서무료배송 전면적 실시였다. 도서무료배송은 배송비 증가로 인한 수의악화와 경쟁업체의 모방이라는 위험이 있었지만, 간접적인 가격할인 효과로 인한 도서 매출의 증대와 타 품목으로의 구매전환이라는 긍정적인 방향에 승부를 걸었던 것이다. 이를 통해 인터파 크는 온라인 도서부분 1 위 업체로 부상...

We propose a model linking consumer characteristics (consumer susceptibility to interpersonal influence and Internet shopping experience), attitude toward online reviews (perceived usefulness), and the outcome of online reviews (usage frequency and purchase influence). We advance hypotheses on the interrelationships among these factors and on the m...

In this study, we conducted extensive reviews of online shopping literatures and proposed a hierarchy model of online shopping behavior. We collected 47 studies and classified them by variables used. Some critical points were found that research framework, methodology, and lack of cross-cultural comparison, etc So we developed a cross-cultural mode...

In this paper, we looked at the state of typical social shopping sites and analyzed the business model, service flow of social shopping sites firstly. And we did questionnaire research to know the main acceptance factors of social shopping of Korean consumers secondly. The hedonic and social-oriented motivations, perceived usefulness, ease of use,...

In this research, a model to measure the correlation between the performance of customer contact center and the business performance is developed using the well-known model, the market damage model of TARP. Three hypotheses are suggested and verified using real customer profit data and customer access data of the Industrial bank of Korea. As a resu...

This paper investigates the relationship between mandatory adoption of mobile information technology and market performance in the business-to-business (B2B) setting. This study presents and tests the B2B technology satisfaction model (TSM), including perceived loss of control as the mandatory technology acceptance-specific variable. The results of...

The Internet has become a dominant issue in today's tourism environment. This paper is to provide large travel agencies in Korea with a better understanding of their Web‐based competitive environment. A content analysis of the top 60 travel agencies Web‐sites in Korea suggests that many travel agencies do not develop their own Web‐sites and althoug...

This study investigated the hedonic and utilitarian values of the mobile internet and their relationships to the importance of attributes of and usage behaviours of mobile internet service. Using data from 487 respondents to a survey, ANOVA and correlation analysis were performed. The hedonic value of the mobile internet correlated with the importa...

In the discount store area, foreign large retailers such as Wal-mart, Carrefour, and Costco fight hard with domestic retailers in Korea. The Korean customer is a judge in the centre of such a difficult fight. Therefore, foreign retailers who are willing to win the game should pay attention to what Koreans say and respond to the complaint as fast as...

The Korean fast food industry has grown rapidly since the 1988 Seoul Olympic Games. There are now 1500 fast food restaurants in Korea. This study investigated the relationships between consumer values of eating-out and the importance of fast food restaurant attributes in Korea. Using a questionnaire, 279 fast food restaurant patrons were surveyed....

This research attempted to examine differences in Internet usage, Internet innovativeness, perceived risks of Internet buying, and Internet buying behaviors between Korea and America, and to identify a model for factors influencing Internet buying behavior, explained by Internet usage, perceived risks, and innovativeness on a cross-cultural basis....