사물인터넷, 빅데이터 등 개인정보를 적극적으 로 활용하는 기술이 발전하면서, 프라이버시 침해 위험도 커지고 있다. 개인정보 보호가 중요해지고 있는 이 시점에서, 정보주체의 동의에 의존하고 있는 현행 개인정보 보호 법제에 대한 비판의 목 소리가 많다. EU의 개인정보보호규정(GDPR)은 개인정보 자기결정권을 강화하면서도, 개인정보 보호를 개인의 책임으로만 남겨두지 않고 여러 구 조적⋅기술적 조치를 도입했다. 그중 개인정보 영 향평가는 사생활 침해 위험을 사전에 완화한다는 점에서 매우 중요한 제도이다. GDPR은 개인정보 영향평가 및 사전 협의 제도를 도입하고 있으며, 이는 우리나라 개인정보보호법에도 시사점을 준다. 우선 민간분야에 의무적인 영향평가를 도입해 야 하는지에 대해 검토할 필요가 있다. 또한 감독 기관이 영향평가 결과를 활용하여 적극적인 자문 역할을 하는 점도 참고할 만하다. 평가 대상을 결 정할 때 위험성을 초래하는 상황을 고려하는 점, 영향평가 의무 위반에 대해 강력히 제재하는 점도 고려해볼 필요가 있다. 현재처럼 평가주체를 특정 기관으로 지정해야 할지에 대해서도 고민이 필요 하다. 앞으로 평가방법론 등 개인정보 영향평가에 대한 많은 연구를 통해, 개인정보를 선제적으로 보호할 수 있는 환경을 조성할 필요가 있다.

During the field operation of the Korean MBT(Main Battle Tank), the multi-smoke projectile launching system failed to function. As a result of conducting analysis, it was confirm that the gear shaft of reducer was failed. Therefore, a study on improvement in impact resistance of the reducer was conducted. The reducer was improved impact resistance by changing the design and material of gear shaft. The reliability of modified reducer was investigated by finite element analysis, performance and environmental tests. As a result of analysis, a strength of the modified gear shaft was improved by about 20 times than before improvement. The results of performance and environmental test show that the modified reducer is applicable for Korean MBT under the severe conditions. The quality improvement of multi-smoke projectile launching system contributes to survivability of Korean MBT.

The effect of drying temperature and steaming time on the browning and antioxidant activity of dried Platycodon grandiflorum was investigated. Thirteen treatment conditions were constructed using central composite face-centered design containing 5 center points. Drying temperature and steaming time (as factors) were 45-75oC and 15-45 min. According to treatment conditions, dried Platycodon grandiflorum was assessed for color characteristic, degree of browning, total polyphenol content, and DPPH and ABTS free radical scavenging (as responses). When increasing drying temperature within a given steaming time, dried Platycodon grandiflorum exhibited decreased lightness, increased redness, degree of browning, and total polyphenol contents, and enhanced antioxidant activities. Except for total polyphenol contents and antioxidant activities, steaming time within a given drying temperature exhibited similar effects to those observed in drying temperature. However, steaming time did not likely influence total polyphenol contents and revealed the opposite trends observed for the effect of drying temperature on their antioxidant activities. The overall results suggested that drying temperature was the main factor for changes in the browning and antioxidant activity of dried Platycodon grandiflorum.

URPOSES: The objective of this study was to develop an impact resonance (IR) test procedure for thin disk-shaped specimens in order to determine the ⎢E*⎢ and phase angle values of various asphalt mixtures. METHODS: An IR test procedure was developed for evaluating thin disk-shaped specimens, in order to determine the dynamic modulus (⎢E*⎢) of various asphalt mixtures. The IR test method that was developed to determine the elastic modulus values of Portland cement concrete was evaluated, which method uses axisymmetric flexural vibration proposed by Leming et al. (1996). The IR tests were performed on three different mixtures of New York with varying nominal maximum aggregate sizes (NY9.5, NY19, and NY25) at six different temperatures (10 - 60℃). The ⎢E*⎢ values obtained from the IR tests were compared with those determined by the commonly used AASHTO T342-11 test. RESULTS AND CONCLUSIONS : The IR test method was employed to determine the ⎢E*⎢ values of thin-disk-shaped specimens of various asphalt mixtures. It was found that the IR test method when used with thin disk-like specimens is a simple, practical, and cheap tool for determining the ⎢E*⎢ values of field cores. Further, it was found the ⎢E*⎢ values obtained from the IR tests using thin disk-like specimens were almost similar to those obtained using the AASHTO T342-11 test.

The aim of the present study is to propose a model to examine the relationships among social Website interactivity, brand experience, brand choice, and behavioral intentions in the context of online travel agencies brand websites, as well as to examine the ultimate moderating role of the age of the traveler in the dynamic of this model. Drawing on website interactivity and brand development theories, current research suggests that the inclusion of social website interactivity in the design of online travel agencies brand websites helps to directly and indirectly create a positive brand experience and to enhance the perception of online travel agencies brand websites as valuable. These perceptions may consequently impact the behavior of travelers to pay higher prices and to continue buying from the online travel agencies brand websites. However, while this existent research mostly considers the positive and causal relationships among the aforementioned constructs, there is also some indication that the perceptions of travelers in relation to the proposed relationships change with age, suggesting that older travelers (age above 25) may perceive distinctively the relationships among these constructs in the context of online travel agencies brand websites as compared to younger travelers (aged 18-25). The study attempts to analyze on this relevant and under-examined research topic. This research is mainly based on a sample of travelers who have used an online travel agencies brand websites in China. The empirical findings suggest that social website interactivity, brand experience, and brand choice are essential factors for travelers to be willing to pay higher prices and to continue buying. The empirical findings also suggest that the proposed theoretical framework is adequately adjusted, therefore confirming that the age of the traveler moderates the proposed relationships first between social website interactivity and brand choice, second between brand choice and price premium, third between brand choice and buying intention, and lastly between brand experience and buying intention. Overall, the theory-driven framework accomplishes an acceptable model fit. Additionally, theoretical and practical implications are discussed. Social Website Interactivity (SWI) construct is defined as the reciprocal communication between individuals and technology. Research shows that SWI exerts a positive impact on the user that eventually causes an e-loyal behavior (Cyr et al., 2010). Voorveld et al. (2009) conclude the design of a theoretical model that includes SWI and branding elements is required to brand Websites. The theory explains SWI as a branding tool and its influence on travelers’ perceptions and behaviors in the travel context. Given these findings, the authors of this study predict that OTA Websites that incorporate features of SWI may have a remarkable competence to build a brand online. Based on the given review, it is rational to expect that SWI might influence user perceptions of value and positive brand experience of the OTA branded website. A favorable experience is what reduces perceived risks when buying online and what influences users to revisit the website. Brand selection and brand experience (Morgan-Thomas & Veloutsou, 2013) are key elements to influence consumers’ behavior therefore must have a significant influence on behavioral intentions and willingness to pay premium prices. The current perception in social sciences and behavioral marketing is that age is a critical demographic variable that has direct and moderating role in the impact of interactivity and brand selection, brand selection and willingness to pay higher prices, brand selection and behavioral intentions, and online experience on behavioral intentions (Kirk et al., 2012).

Firms acquire customers using myriad forms of marketing media (Neslin & Shankar 2009), and different media strategies yield different results to the firms. Therefore, allocating media strategy given a firm’s spending raises important questions for managers. This is especially the case since the media landscape has changed dramatically, with new media channels incorporating online, mobile, and social media now being considered the mainstream. It is crucial to understand how each form of media influences consumers and how it operates alongside traditional media. Based on Stephen and Galak (2012), marketers distinguish earned media from paid media. Earned media is defined as media activity that a company does not directly generate, such as press mentions on the internet and online community posts in consumer-generated social media. On the other hand, paid media refers to the media activity which a company generates (for example, television, radio, print, and direct mail). It is common for firms to consider using earned media and paid media at the same time when developing marketing communication strategies. Despite the coexistence of paid and earned media channels, previous empirical findings focus either on paid media or earned media and suggest that these individually will increase a firm’s marketing outcomes. However, there is a lack of research that examines the question of whether the use of paid media and earned media at the same time is synergistic. The effects of a cross media synergy only focuses on the resource allocation within paid media (for example, TV–Radio (Edell & Keller 1989), TV–Magazine (Confer & McGlathery 1991), TV–Print (Dijkstra, Buijtels, & Van Raaij 2005), and TV, Radio, Print and Outdoor (Briggs, Krishnan, & Sheeran 2003)). Thus, by considering paid media and earned media concurrently, this study investigates whether the synergies between paid and earned media have a stronger effect on a firm’s long term profitability than the isolated effects of TV or word of mouth (WOM) alone. In addition, the research on earned media has focused on short-term outcomes such as customer actions (for example, website sign-ups) and sales growth, sales rank, cross-product sales, and ratings (Trusov, Bucklin, & Pauwels 2009; Li & Hitt 2008; Moe & Trusov 2011). Moreover, in the limited research on the relationship between earned media and long-term outcomes, the outcomes are restricted to those related to soft metrics of communication effectiveness (for example, attitude and brand awareness). Therefore, we use customer equity, which is regarded as a forward looking firm outcome variable, thereby enabling marketers to monitor and measure the long-term financial impact of marketing spending (Kumar & Shah 2015). Moreover, cross-media synergy can be accurately measured by customer equity, which incorporates both customer acquisition and retention. Based on Villanueva, Yoo, and Hassens (2008), customers acquired through paid media focus more on trials, whereas customers acquired through earned media provide the firm with more repeats. In other words, paid media plays a key role in the acquisition of customers, while, on the other hand, earned media increase the retention of customers. Thus, it is appropriate to measure the cross-media synergy with the customer equity (long term profitability) that can capture the customer acquisition and retention simultaneously. Regarding the long term impact of the firm’s media strategy, previous research has used the economic impact of traditional marketing channel (for example, television, radio, magazine or newspaper, advertisement, e-mail links, and direct mail) versus that of WOM (for example, links from Web sites, magazine, or newspaper articles, referrals from friends or colleagues, referrals from professional organizations or associations, and referrals from search engines) on customer equity. Traditional marketing had a stronger effect than WOM in the short term, while WOM is a quiet, gradual-impact, long lasting driver (Villanueva, Yoo, & Hassens 2008). This result can be attributed to the different characteristics of each media channel. Although earned media, including WOM, is not entirely controlled by the firm, earned media may be more likely to last longer for various reasons. One of the reasons for this phenomenon is that earned media has greater credibility than conventional marketing activities that are implemented by the firms, and is therefore more persuasive than conventional advertising (Brown & Reingen 1987, Villanueva, Yoo, & Hassens 2008). In other words, considering the impact of each type of media in itself, earned media is more effective in increasing long-term profitability. However, the interaction effect of earned and paid media has not been empirically tested yet. Thus, it is conceivable that a cross-media synergy (incorporating the implementation of earned media and paid media at the same time) will last longer than the implementation of each isolated media. As Armelini and Villanueva (2010) pointed out, earned media and paid media have complementary effects. For example, offline advertising increases website visitation by influencing consumer awareness, while online advertising directly leads to website traffic (Ilfeld & Winer 2002). The consumer buying process involves distinct stages such as awareness, consideration, and purchase (Lavidge & Stener 2000) and each media influences customer buying behavior in a different way. Hence, it enhances the effectiveness in terms of long-term profitability to utilize the cross-media effect properly. For example, in the car industry, 64 % new car buyers become aware of the features and benefits of a car by obtaining information online, even though they purchase their cars from an offline dealership (J.D. Power and Associates 2004). This finding implies that a firm’s implementation of both paid and earned media properly will maximize the customers’ arousal of the target brands. Furthermore, converging paid media and earned media is expected to proliferate the growth of a firm’s profitability, such as sales, revenue, and customer’s equity, at an exponential rate. For example, the effects of TV advertising execution can be enhanced by press mentions that a company does not directly generate; this is because press mentions support the credence of TV advertising. Inversely, since paid media activities reach the audience relatively more than WOM (due to the high audience penetration share), the online share of press mention can proliferate rapidly with the execution of paid media activities. Therefore, the interaction between earned media and paid media has a greater effect on customer equity than isolated media implementation. The impact of a media synergy has more positive effect and last longer than isolated media implementation (and our model is displayed in Fig. 1). We collect data on marketing efforts, word-of-mouth circumstance, and performance of a telecommunication company. Based on customer equity models and quarterly marketing and performance data, we first estimate the lifetime value of the newly acquired and existing customers. Thereafter, we determine the customer equity of the company over each period. We develop and employ a time-series model for examining the relationship between cross media efforts (paid media vs. earned media) and the estimated firm’s customer equity. Finally, we examine the synergistic effect of cross media on the firm’s long-term profitability.

The value created by supply chain management (SCM) practices means managers today are even more interested in these initiatives, this is especially true in emerging markets where they can have a profound impact. This research examines several critical SCM initiatives (strategic supplier partnerships, information quality, and proactive logistics practices), and their impact on supply chain flexibility, and ultimately organizational performance for small scale (fewer than 100 employees) manufacturing firms in India. These constructs are especially important for India because it has been suggested that they have high logistics costs as a result of insufficient infrastructure (e.g., power grid) and various labor-related issues. Under the Extended Resource Based View of the firm (Mathews, 2003) managers realize that capitalizing on supplier capabilities can improve the firm’s own responsiveness and overall performance. Therefore we examined strategic supplier partnerships (the long-term cooperative exchanges with critical suppliers) and proactive logistics practices (the interactions specifically with logistics providers regarding planning and joint problem solving), along with information quality (including accuracy, adequacy, timeliness, and credibility of information being exchanged) (Monczka et al., 1998). Other constructs include supply chain flexibility (the ability of the firm to respond to any change concerning its trading partners) and organizational performance (capturing productivity, efficiency, market share, and profit level) (Yamin et al., 1999; Tan et al., 1998). Validated scales developed by Li (2002) and Tan et al. (1998) were used and firm owners were targeted from a list of Coimbatore’s (a city in India) small scale manufacturers covering a wide-range of industries. The result was 75 completed surveys (a 94% response rate) which we evaluated using partial least squares (PLS) path modeling as appropriate for our sample size. The findings indicate that improving strategic supplier partnerships and information quality enables the firm to achieve a more flexible supply chain and ultimately better organizational performance. This research improves our understanding of critical considerations

Sport is a lucrative and universal form of popular culture, transcending international and social boundaries (Andrews & Jackson, 2001) providing sports men and women with increasingly lucrative financial opportunities through involvement in sponsorship and endorsement deals (Colapinto & Benecchi, 2014). Whilst sport celebrities have long been used in marketing communication and sponsorship campaigns to increase levels of consumer interest and attention (Gupta 2009; McCracken 1989; Van der Veen & Song, 2001), what is not well researched, is the role that electronic word-of-mouth communications plays in the transmission of potentially negative effects on consumer attitudes towards the sport celebrity brand image when a transgression occurs. Not only does electronic word-of-mouth communication make the transmission of a transgression immediate and widely disseminated, it also provides numerous opportunities for celebrities themselves to share information about themselves and their lives sometimes resulting in a “too much”, “too soon” and “too often” nexus. With the removal of a social privacy filter common with many of the younger generation, this TMI (too much information) state or increased self-disclosure (Kaplan & Haenlein, 2010) makes managing the brand image of sport celebrities by their managers and their sponsors an increasingly difficult problem.

This paper proposes a conceptual model for understanding the determinants of business school reputation from a company’s perspective, and further, investigates the potential effect that business school reputation has during the recruitment process. Although extant research enhanced the knowledge of business school reputation enormously (e.g. Corley & Gioia, 2000; Rindova, Williamson, & Petkova, 2010), business school reputation from the stakeholder perspective of practitioners has been largely underrepresented. Instead researchers have focused on examining business school education from students’ and academics’ perspectives (e.g. Baden-Fuller, Ravazzolo, & Schweizer, 2000). However, only few studies examine all three constituencies: students, firms and academics (e.g. Safón, 2009; Vidaver-Cohen, 2007). Reputation is pertinent as it reduces uncertainty among stakeholders and foremost, serves as signal to evaluate the quality of a product or service (Fombrun & Shanley, 1990, p. 237). For example, in the context of business schools recruiters assess the quality of graduates by recruiting candidates directly “off campus”. Thus, practitioners are regarded as a stakeholder group that exerts a powerful influence on business schools (Safón, 2007, p. 218). That is, successful alumni not only influence the perception of prospective and current students directly, but more generally contribute to external perceptions as part of rankings and media (e.g. Glick, 2008, p. 19). Hence, it is pivotal for business school management to know what drives the reputation of the institution in order to invest in and leverage on the most important determinants. Responding to a more holistic approach of business school reputation (e.g. Safon, 2009), the proposed conceptualization of business school reputation moves beyond prior literature to an understanding of multiple factors, internal and external, that influence business school reputation. Based on empirical qualitative data from semi-structured interviews with 12 recruiters from multidisciplinary backgrounds, in terms of industry and experience and extant literature, four main determinants of business school reputation were identified. These determinants include Media Coverage, Quality, Alumni and the Institution itself and are in line with prior research findings (e.g. Armstrong & Sperry, 1994; Sweitzer & Volkwein, 2009). Adding to the above, it is also evident that business school reputation has an influence on the selection process during recruitment (e.g. Safon, 2009). Therefore, this study not only contributes to the discussion on business school reputation from a multiple stakeholder perspective in identifying main drivers of reputation, but also on its influence on the recruitment process. Thus, the scarcity of research on business school reputation from practitioner’s perspective calls for a theory-based conceptual model for further foundation of research. By addressing these research gaps, this study makes several contributions. First, examining business school reputation from a practitioner’s perspective expands existing literature on business school reputation. Second, the proposed conceptual framework advances the importance of business school reputation from a management perspective with regard to its influence on the recruitment process.

Service customers influence the quality of service outcome through their role in the service delivery process. As a way of informing customers of their role and motivating customers to play the role well, service providers often use auditory announcements. However, how to design an effective announcement for service customers still remains largely under-studied. To fill this gap in the research, the current study examines the impact of humor in a service announcement on customer intention to comply with the announced message. Specifically, we examine the impact of two humor design factors: location of humor in the announcement and the degree of message-relatedness of the humor. Further, we explore the structure of the impact of humor on customer intention to comply. We propose that the two design elements of humor will first influence the degree of customer perceptions of funniness of the announcement, which will influence the degrees of customer attention to the announcement and customer memory of the message, which will eventually influence customer intention to comply with the message. To empirically examine our hypotheses, we conducted a two (positions of humor: beginning versus ending of the announcement) by two (message relatedness of humor: strong versus weak) between-subject experiment. The context of our experiment was college students’ course evaluation. In the message, listeners were asked to participate in an online evaluation of the course which they were taking. Pre-recorded messages were played to students at the beginning of five different sections of one particular course at a business school in a major university in Seoul, Korea. The results of an ANCOVA analysis demonstrated the significant impact of both humor position in the message and the message-relatedness of the humor. A structural equation modeling analysis showed that perceived funniness influence customer attention to the announcement but not customer memory of the message. The degree of customer attention, in turn, influenced customer intention to comply with the announced message.

Trusting beliefs are playing an increasingly important role in building customer-based brand equity (CBBE) in the business arena. The present study examines the mediating effect of trusting beliefs on the interactivity-brand equity relationship. An online survey was administered to collect data from randomly selected consumers. The results show that system interactivity impact brand equity directly and indirectly through trust integrity. The present theory-driven model contributes to a better understanding of online brand equity. Therefore, allocating resources to influence the perception of system interactivity and trusting integrity beliefs is valuable to develop online brand equity. This research contributes to the interactivity theory and the relationship marketing theory and it also offers implications for practitioners.

Mobile banking has been continuously increasing worldwide. A number of studies have been examined on the mobile banking adoption intention (Kim et al., 2007; Sripalawat et al., 2010; Bhatiasevi, 2015; Baptista, 2015). However, most of those studies have been confined to Western countries and the developed Asian countries such as China (Ball et al, 2004; Chitty, 2012), Thus, there were only few of researches on continuance usage intention towards mobile banking in Thailand. Then, an investigation of the factors affecting users’ continuance intention should be studied to fulfill this gap. It is interesting to examine users’ continuance intention towards mobile banking and identify factors that would affect them. In addition, the adoption rate of mobile banking in Thailand is still underused than expected (Sripalawat et al., 2010). Hence, users’ continuance usage is a critical for long-term improvement of mobile banking. Consequently, continuance intention has become an essential topic of study in the mobile banking research area. The purpose is to study the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. Mobile Banking is in a form of electronic banking, which describes all financial transactions through mobile communication technology (Weber and Darbellay, 2010; Chen, 2008; Mallat et al., 2004). Based on Ball et al., (2004) an extend European Customer Satisfaction Index model has been investigated on continuance intention. In this paper, the perceived risk is added for a better explanation of the impact of perceived risk and trust in continuance intention on Thai mobile banking consumers. Continuance intention can be defined as a customer’s intention for repurchasing from the same organization (Edvardsson et al., 2000). Repurchasing products and services from the same organization is a result of value received from one seller is more than other alternatives (Hallowell, 1996). Company can reduce cost and increase profit from customer loyalty. It is because company need to spend five times more than the cost of retaining an existing customer to acquire a new customer (Yap et al., 2012). It is a key factor in order to achieve company success and sustainability over time (Flavian et al., 2006; Keating et al., 2003). Expectations, both of experience and non-experience users can have an “expectation”. Non-experience users can have an “expectations” prior consumption experience from other sources such as advertising, promotion, pricing and word-of-mouth. Patterson et al. (1997) mentioned that expectation has an influence on disconfirmation and associate on satisfaction. Perceived quality is received customization and reliability from product or service. The level that products or services meet customer’s requirements is customization and the level of firm’s providing standard products without deficiencies is reliability. Parasuraman et al., (1988) claimed that a distinctive product quality contributes the differentiation of products and services to overcome competitors. The perceived quality significantly influences on satisfaction (Parasuraman et al., 1996; Kim et al., 2008). In addition, perceived quality is expected to have a positive effect on customer satisfaction (Fornell et al., 1996). Perceived value of a service is the benefits from service quality that customers receive relative to the costs paid by customers (Turkyilmaz et al., 2013). Perceived value is expected positively impact on satisfaction in the ECSI model (Turkyilmaz and Ozkan, 2007). Trust is the belief that a company will complete its commitments without taking benefits from customers (Ranaweera et al., 2005). Mukherjee and Nath (2003) found trust is an antecedent of commitment in online banking. Moreover, Morgan and Hunt (1994) supported trust is a key to successful relationship marketing. Aydin and Ozer (2005) mentioned that building trust is not only perceive good outcomes but also believe that good results will continue. Trust in service providers has a significant impact on continuance intention. It is an antecedent in models concerning to relationships that include loyalty as dependent variables (Schaupp and Be ́langer, 2005; Verhagen et al., 2006). Lack of trust can influence the way in which consumers see banks and financial institutions and in particular consumers’ attitudes to new forms of service delivery via the internet (Zhao et al., 2010). Perceived risk has changed as people have engaged online transactions. In the past, perceived risk was mainly related to fraud or product quality, but presently perceived risk is linked to financial, psychological, physical, or social risks in online transactions (Forsythe and Shi, 2003; Im et al., 2008). There are different types of risks were explored in the previous research about mobile banking and other banking technologies. Firstly, privacy and security were concerned regarding mobile banking among some consumers (Luarn and Lin, 2005). A PIN codes has been used to increase the security. Personal details and financial information became the main concern for mobile banking (Brown et al., 2003), especially among mature consumers (Laukkanen et al., 2007). When customers perceive an uncertainty, they tend to limit their usage or purchase intention Lin (2008). In addition, Wu and Wang (2005) support that risk has a statistically significant effect on intention to use mobile commerce in Taiwan. Satisfaction can be defined as how much customers are satisfied with the products or services of a company, and how well their expectations are met Oliver (1999). Customer satisfaction has been also explained as an overall evaluation of a firm’s post-purchase performance or utilization of a service (Fornell, 1992). Customer satisfaction is generally viewed based on evaluations and expressed some time during the purchase-consumption process. Loyalty and satisfaction are considered in several conceptual. There are a relationship between loyalty and satisfaction (Oliver, 1999). For the methodology, the questionnaire was administered through online included questions measuring the variables based on the extended European Customer Satisfaction Index (ECSI) model. Both males and females mobile banking consumers aged more than 18 years old living or working in Thailand are focused on this paper. The questions were rated on a 5-point Likert scale and developed from previous mobile banking studies (Parasuraman et al.,1988; Bhattacherjee, 2001, Ball et al., 2003; Chen, 2012; Kang et al., 2012; Kursunluoglu, 2014; Baptista, 2015). The partial least squares path modelling was used to investigate data from questionnaire to test hypotheses and determine the consistency, reliability and construct validity, as well as the relationships among constructs. 403 valid samples were collected after eliminating 153 invalid samples. The majority of respondent uses mobile banking more than 4 times a month as 36 percent. A percentage of 30 of respondents use mobile banking 1-2 times a month. Respondents using mobile banking 3-4 times a month and less than once a month follow with 19.1 percent and 14.6 percent respectively. The results from partial least squares path modelling have shown that the expectation has a significant impact on customer satisfaction. Thai consumers who set expectation on their mind by using their previous experience or word of mouth from their friends will compare the mobile banking service performance to their expectation. They would satisfy the mobile banking if the services meet their expectation. Perceived quality has a significant positive impact on customer satisfaction. Providing good performances with accuracy, unfreezing system contributes customer satisfaction on Thai mobile banking users. Perceived value affects on customer satisfaction. After Thai consumers use the mobile banking service, they would evaluate the benefits receiving from the service relative to the costs paid by customers. If service received was worth with the money paid, Thai consumers would satisfy services. Perceived risk does not have a negative impact on customer satisfaction but it has a significant negative effect on continuance intention. Thais’ satisfaction would not be reduced by perceived risk, whereas Thai users would stop using mobile banking if they feel unsafe and perceive risk. Trust has a significant direct impact on continuance intention towards mobile banking consumers in Thailand. This shows that Thai consumers would keep using mobile banking service since they trust on the mobile banking service providers. The satisfaction is a dominant in continuance intention. Satisfaction has a significant impact on continuance intention. Once users satisfy the mobile banking service, they would like to continue use mobile banking and introduce mobile banking to their friends. In conclusion, satisfaction, trust and perceived risk have an impact on continuance intention towards mobile banking in Thailand. Expectations, perceived quality, perceived value have an indirect impact on continuance intention in using mobile banking for Thai consumers through satisfaction. The satisfaction is a dominant factor of continuance intention usage (Bhattacherjee, 2001a, 2001b; Chen et al., 2012; Lam et al., 2004). Satisfaction on mobile banking can be generated by good quality service, value, and responding customers’ requirement to meet their expectations. Surprisingly, perceived risk has no a negative impact on customer satisfaction, but it has an impact on continuance intention. Trust also leads Thai consumers continue use mobile banking. This study contributes mobile banking service providers to know the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. The result can improve the volume and value of mobile banking transaction, and satisfaction. Moreover, mobile banking providers can reduce the challenge and generating a better decision on the future marketing campaign to motivate mobile banking consumer keeps using the services.

Cross-buying refers to the customer action of buying additional products and/or services from the same provider (Valentin 2004). With the belief that cross-buying enables firms to increase profit from existing customers, firms have steadily placed greater emphasis on cross-selling strategies for profitability. To date, numerous studies show that cross-buying behavior of customers has a positive effect on firm profitability. Business reality, however, offers a different perspective; namely, that high levels of cross-buying may not always be linked to firm profitability. For example, Best Buy (an electronics retailer in the United States) has identified approximately 20% of its customers as unprofitable in spite of them purchasing multiple items (McWilliams 2004). Shah, Kumar, Qu, and Chen (2012) found that customers who persistently exhibit certain types of behavior (e.g., excessive service requests, high levels of returning products, lower levels of revenue growth, promotion maximizers) are unprofitable even though they purchased more than one product category.The aforementioned research implies that cross-buying can exert a negative impact on profitability, thereby calling for further examination of cross-buying behavior. It is conceivable that a repeated purchase propensity (contrasted with a cross-buying propensity) concentrated on a single brand is more profitable. Therefore, our primary objective in this paper is to identify a more beneficial type of customer among those who tend to patronize a limited number of brands versus those who tend to patronize a variety of brands, using a one-dimensional model (brand dispersion index). In addition, the second goal of this research is to investigate the boundary conditions where cross-buying will not lead to an increase in sales (unprofitable cross-buying conditions). As two moderating factors that weaken a customer’s crossbuying propensity and a firm’s sales (frequency and transaction size of firms), we consider (1) promotion dependency and (2) spending limiter condition. We use transaction data that include partners in various industries such as gasoline stations, convenience stores, banks, restaurants, and online shopping malls, covering forty-seven categories. Because multiple partners in many categories are available, this allows us to study whether a customer’s cross-buying level in the current period (t) affects the customer’s purchase frequency and transaction size in the subsequent period (t+1). The observation period for the data set extends over three years. Findings from this study indicate that a high level of cross-buying at period t has a positive impact on increasing customer frequencies and transaction sizes in the subsequent (t+1) period. This means that cross-buying has the potential to increase the firm’s profitability. Customers who show a high level of cross-buying propensity tend to exhibit higher levels of loyalty than customers who concentrated on limited brands. Firms should find ways to induce customers with low cross-buying propensity to increase crossbuying. Regarding moderating effects, promotion dependency and spending growth (decline vs. stagnation), spending growth has a considerable moderating effect on the relationship between cross-buying propensity and a customer’s transaction size. Specifically, the effect of cross-buying on transaction size weakens when spending is shrinking. This result makes an important contribution to cross-buying research. If customers showing a high level of cross-buying do not increase their spending level, they may be merely switching to other brands in the program under a fixed budget. So while the rate of crossbuying seems to increase, profit might not increase. The findings from this study imply that it is crucial to target and motivate customers who tend to use various brands and contribute to sales to do more cross-buying instead of suggesting cross-buying to random customers. The promotion dependency, however, turns out to not have significant moderating effects on the relationship between the customer’s propensity to cross-buying and the customer’s purchase frequency and transaction size. For marketing purposes, it is important to consider which customers are more profitable among those who tend to do cross-buying among multi-brands versus those who tend to purchase repeatedly in a limited number of brands. This research provides a solution with a one-dimensional index, the brand dispersion index. Whether cross-buying is shown to be a positive or negative impact on sales, the results are meaningful in implementing customer relationship management. Regardless of the direction in the level of crossbuying, both directions provide a solution to allocate marketing resources. For instance, if the propensity for cross-buying increases sales, the firm should implement marketing strategies to encourage people to use a variety of brands by adding new brands. If repeat purchases increase sales, the company should concentrate on certain brands that customers use most frequently. In addition, by finding the conditions that do not increase sales (e.g., spending limiter condition), it makes marketing practitioners think that cross-buying does not always bring positive results. Overall, the findings from this study are that it is crucial to motivate and target customers who tend to use various brands and contribute to sales to do crossbuying activity, instead of promoting cross-buying to random customers. Conceptual Framework Figure 1 provides an overview of our framework for the relationship between brand dispersion and visiting frequency and transaction size of customers. Specifically, we hypothesize how customer frequencies and transaction sizes in time t+1 will be influenced by customer brand dispersion levels (the extent that customer transactions occur across a broad range of brands) in time t. In addition, we examine the moderating influence of two customer specific variables: (1) degree of promotion dependency and (2) spending limits.

Despite the importance of innovation and customer participation for both practitioners and academics, the effects of the integration between innovation and customer participation has rarely been addressed in consumers’ perspectives. Accordingly, the authors first examine separately the impact of the two breakthrough innovation types (technology-based innovation vs. market-based innovation) and two forms of customer participation (as information providers vs. as co-developers) on brand attitude. Following this, the interaction effect between the two variables is also tested. We used a 2x2x2 mixed subjects design. We employed a 2 (breakthrough innovations: T-INNO, M-INNO) x 2 (customer participation: CPI, CPC) between-subjects design for independent variables and the dependent variable had a 2 (brand attitude: pre-brand attitude, post-brand attitude) within-subject design. The hypotheses were tested for a cell phone product category by pretest. Participants were 148 university students from Seoul, Korea. The results show that both breakthrough innovation and customer participation positively influence the brand attitudes held by customers, though neither the two forms of breakthrough innovation nor the two forms of customer participation differ from each other in terms of the strength of this relationship. However, when technology-based innovation is combined with customer participation in the form of co-development, a stronger positive impact on brand attitude is observed than when customers are treated as information providers. Conversely, when market-based innovation is combined with customer participation in the form of information provision, a stronger positive impact on brand attitude is observed than when the customers act as co-developers. These results have a number of theoretical contributions. First, prior innovation research has mostly focused on the impact on firm performance. Even though a few researchers have conducted several studies about the impact of innovation in terms of consumers’ perspectives, they did not consider the specific type of innovation. The present study focuses on comparing the impact of two types of breakthrough innovation based on customers’ perspectives. Second, prior customer participation or co-creation research has mostly looked at the positive impact on performance from both the firm’s and consumer’s perspective. However, they did not consider the specific type of customer participation which can affect differently performance. In this study, the differential impact of each type of customer participation was explored. Third, previous studies have not focused on the interaction effect between two types of innovation and customer participation. We found that the interaction effect can be significant when they are combined together. This study has also managerial implications. First, when firm managers utilize both breakthrough innovation and customer participation strategies, they need to consider the most effective combination of the forms of innovation and participation available. Second, this interaction effect should be considered not only in the innovative product development process but also in the communication activities in their customers. Finally, the limitations and further research directions of this results are discussed.

The growing pace of market globalization has enabled firms to find it increasingly attractive to exploit growth opportunities abroad. To this end, predicting firms’ success and growth in foreign markets has become an important issue to international business researchers and managers. The international business literature suggests that different internal firm and foreign market specific environment factors drive internationalization of firms including firms’ structure, strategy, orientations, capabilities and nature of foreign market competition. Researchers interested in the field of international entrepreneurship have also given attention to firms’ international entrepreneurial orientation (IEO) as a potential driver of firms’ internationalization behavior, with few recent studies reporting investigations into the relationship between IEO and internationalization scope. The entrepreneurship literature suggests that variations in entrepreneurial behaviors may lead to exploitation of “new entry” (Oviatt & McDougall, 2005; Cavusgil & Knight, 2015). Within the international entrepreneurship discipline, international new entry is construed to entail identification and exploitation of new product-market opportunities abroad, or a pursuit of internationalization scope (Dai et al., 2014). Internationalization scope is defined as the process of seeking new market opportunities across multiple foreign markets, and is operationalized variously with indicators that tap the percentage of overseas revenue to total revenue, and the number of foreign countries and geographic regions from which a firm receives its sales. Thus, internationalization scope is viewed to be inherent and essential to the exhibition of an IEO, and may be driven by firms’ entrepreneurial proclivity. While a few studies have looked at how IEO impacts percentage of revenue firms obtain from foreign markets (Dai et al., 2014), little studies have studied how and when IEO drives regional expansion. This is notwithstanding the fact that traditional internationalization theory points to regional expansion as an antecedent to global expansion. Indeed, international business scholars have argued that a combination of increasing informal exporting activities, rising liberalization of regional economies, colonial bias, regional economic blocs and the emergence of middle class in many regional markets has created opportunities for firms to internationalize within neighboring geographical regions. Additionally, it has been argued that the benefits and costs of regional protection can motivate firms to pursue regionalization strategy as an antecedent or an alternative to globalization strategy. In drawing insights from earlier works, therefore, the present study focuses on the regional expansion of exporting firms in a Sub-Sahara African economy – Ghana, and examines how international entrepreneurial-oriented behaviors drive the firms’ intra-Africa expansion. African markets are noted for their diversity in national laws, cultures, geography, and infrastructural development. Particularly relevant to internationalizing African firms is the diversity and imperfection of marketing channels across African markets. An important implication for African firms, therefore, is how they can leverage their comparative advantage of handling diversity and imperfection of marketing channels in their home African market to successfully compete in overseas host markets with similar conditions. Accordingly, we further empirically examine how a firm’s ability to manage heterogeneous and imperfect marketing channels moderates the effect of IEO behaviors on regional expansion. We posit that the extent to which firms develop managerial and organizational capabilities to successfully compete in conditions of high market channel diversity and imperfection is a major contingency factor that can help explain when entrepreneurial behaviors influence regional expansion. By empirically examining these questions, this study brings new insights to IEO research by showing that IEO behaviors are differentially related to regionalization strategy depending on firms’ capability to manage heterogeneous and imperfect regional marketing channels. Specifically, findings from our study of small and medium sized firms in Ghana doing business in regional African markets show that regional expansion increases when levels of product innovation intensity, competitive aggressiveness and autonomous behavior are high and when regional channel management capability increases in magnitude. Additionally, the study provides evidence to show that increases in risking-taking behavior decrease regional expansion when regional channel management capability is high. Furthermore, the study demonstrates that although product innovation novelty and proactiveness are directly related to regional expansion their effects are cancelled out when levels of regional channel management capability are high.

With the rapid development of science and technology, big data has been applied in many fields and has brought commercial revolution[1]. The scientific community generally regards big data as "massive data + complex types of data". Commercial applications are more concerned about big data as an analytical (prediction) method and focus on the potential commercialization of analysis results. All walks of life will produce large amounts of data every day. The transition of data-scale brings huge commercial value, which will certainly bring the innovation of business model[2]. Particularly in the internet and other emerging industries, because they get data more convenient and fast. Like Amason, Facebook, Google etc, they use analysis of big data to innovate their business model for maximizing their profits[3], actually business model refers to "an enterprise’s profitable operation mode plus ways to make money"[4]. So the effectiveness of business model innovation of big data on emerging industries has been remarkable. But the impact of big data on traditional industries is still in the exploratory stage. Traditional industry mainly refers to the labor intensive, manufacturing oriented industries, including the traditional commerce and service industry[5]. Learning from the experience of big data on business model innovation of emerging industries, traditional industries can use big data to subvert the business model and accelerate the transformation and upgrading.

This research introduces the construct of perceived brand local connectedness (PBLC) that captures the extent to which a (domestic or foreign) brand is associated with and connected to a consumer’s home culture. Together with perceived brand globalness (PBG), PBLC is linked to purchase intention (PINT) through consumer-brand identification (CBI) and perceived brand quality (QUAL). Across two studies in mature and emergent market settings, findings provide evidence that both constructs matter, although PBLC’s effects are relatively stronger than those of PBG. Results further indicate that global identity moderates the effects of PBG on CBI while consumer ethnocentrism (CET) moderates the corresponding effects of PBLC. Implications of the findings for theory and practice are considered.

According to the environmental management literature, firms can realize significant cost advantage relative to competitors and improve their competitive position by implementing certain "Environmental Management Practices"(EMPs) (Hart, 1995; Shrivastava, 1995b; Christmann, 2000). Although EMPs is importance and prevailing presence, little attention has been paid to understand the drivers and outcomes of EMPs in the context of international buyer-supplier relationships. This study attempts to increase the understanding of how isomorphism pressures and organizational cultures influence the EMPs, which in turn enhance supplier’s competitive advantage in the context of international buyer-supplier relationships.