Certification labeling is a system which confirms the quality and appropriateness of pr oducts according to the standard set. It is usually evaluated by the third party to assure being reliability. Certification labeling can be used as one of the important sources of i nformation when consumers evaluate the products. Especially, certification labeling gi ves customers trust and confidence about products because the label can be the signali ng that the quality of the products is good. Although certification labeling influences p urchase decision making, many consumers do not trust the labels because of insufficie nt information of certification and distrust in the certifications. As consumers are becoming increasingly concerned about environment and wellbeing, manufacturers are turning a convention product into the production of a sustain able product. Sustainable certification can be environmental cues to evaluate a sustain able product based on the categorization inference. The aim of this research is the inte raction effect among sustainable cues on purchase intention. Consumers tend to perceive organic label of products as high-price. Thus, although they concern environment and well-being, they tend to purchase conventional products more than an organic product. In addition, an organic label can have a positive influence on perceived risk, and then perceived risk may affect purchase intention. However, the product with organic label including traceability may have a negative impact on perceived risk. Therefore, perceived risk can mediate the relationship between the interaction between organic label of products and traceability and purchase intention.

While the portion of manufacturing in the global economy has steadily decreased for past a few decades, that of the service sector has steadily increased. Manufacturing industry needs to have a more competitive strategy in a hyper-competitive environment. More recently, the concept of servitization based ICT has emerged, which is the strategy to increase effectiveness and efficiency of products or services. Servitization is defined as “the offer of integrated packages of products, services, support, self-service, and knowledge to add value to the company’s core business,” according to Vandemerwe and Rada (1988). Servitization is to add the new service function to the existing equipment or the hardware-oriented product in the aspect of a product. Productization is to complement the limitations such as intangibility, inseparability, perishability, variability in the element of service. The two concepts have been regarded as distinctive concepts. In recent years, however, these two ideas have been integrated into a single idea of servitization. Good-dominant logic is based on the idea that the product provides customers with the value which they desire. In the vein, manufacturing products is a productive activity that creates value and increases the wealth of the nation. Therefore, the service may be perceived as being less productive. Service-dominant logic, however, is not a value-in-exchange between a company and a customer but a value-in-use which means “the evaluation of the service experience (i.e., the individual judgment of the total of all the functional and emotional experience outcomes).” In service-dominant logic, service is shown as the means of innovation through systematic methodological procedures including organization, people, and information technology by knowledge. As the concept of customers became more and more important, the product needs to be integrated with service. The research on servitization is expanding to various similar concepts such as product-service system, service science, servicing, and so on. Most of the previous research is focused on service type classification at the strategic level or service at the enterprise level. Moreover, most of them are exploratory research. Despite the need for a deeper understanding of customer needs, the research on servitization in the light on customers is sparse. The purpose of this study is as follows: First, define the concept of servitization experience and develop a tool to measure the servitization experience. Second, in order to verify the construct validity of the servitization experience, we examined whether the servitization experience affects the outcome variables such as value, commitment, retention intention. In order to develop a measurement tool for the servitization experience, the following process was carried out. First, concept and questionnaire items were derived from related studies. Second, field expert interviews were conducted to verify questionnaire items. Third, interviews with academic experts were conducted to verify whether they could be used as actual questionnaire items. Fourth, the questionnaires were collected and the collected data were analyzed to verify the reliability and validity of the measurement tools. The sample for empirical analysis was college students in their 20s and 30s, and a total of 150 responded to the questionnaire. First, reliability analysis and validity analysis were conducted to refine the questionnaire items. Structural equation modeling was performed using the refined Servitization experience questionnaire and a model was constructed using the servitization experience as an exogenous variable, with value, commitment, and retention intention as endogenous variables. As a result of the empirical analysis, it is confirmed that the sub - factors of servitization experience consist of four types of integrated product and service, customized servitization, relational servitization and playful servitization. Reliability and validity were satisfied. Through this study, we can contribute to the empirical study of servitization by developing a scale to measure servitization experience. Thus, the purposes of this study are to identify the servitization experience factors that companies should consider in marketing strategy, to grasp the relationship between servitization and customer retention.

The frequent accidents of workplace in Korea make workers consider their more than before. This research aims to investigate the effect of safety climate on safety behavio rs and job satisfaction based on the mediational model to drive proactive and complia nce safety behaviors. The conceptual model of safety behaviors focuses on company’s safety behaviors perceived by workers. The model explains how organizational safety climate affect safety outcomes, compliance safety behaviors and proactive safety behaviors, through the mechanism of situational related factors and personal related factors. In this study, it is proposed that safety knowledge of workers and communication styles moderate the effect of safety climate on compliance safety behaviors and proactive safety behaviors. The data were collected by Korean workers using survey and analyzed by AMOS 22.0.

The number of individuals using peer-to-peer and access-based services through collaborative consumption platforms (CCP) has been grown dramatically for a few reasons. CCP makes consumers convenient because it enables individuals trade directly without contacting each other. Thus, CCP, a digital platform, encourages more consumers to use access-based. CCP is temporal access-based service to a good. A good is usually accessed and traded in the absence of a service provider representative through CCP, and thus, misbehavior can occur and then be diffused into other consumers. Most of CCPs are based on digital platform, which provides participants with space where they can trade. Because the interactions in CCP is usually non-face to face communication and the participants tend to have similar interests and chat with task-oriented and low socio-emotional content, they can feel submerged in a crowd and indistinguishable from others. That is, participants feel like the sense of deindividuation which means to lose all sense of individuality. When participants face misbehavior of multiple previous customers, such deindividuation makes them conform social norm that they think that others do misbehavior as well. Based on social identity theory and deindividuation, this research examines the mediating effect of deindividuation on the relationship between previous misbehavior and misbehavior and the moderating effect of the self-disclosure on the relationship between previous misbehavior and deindividuation.

This research aims to the effect of a sexual signaling system for a mate attraction on luxury products purchase. Some research has examined priming of mating motives such as looking at pictures of attractive opposite-gender can increase males’ stated willingness to purchase luxury products. This research extends costly signal theory into promotional message or model. we suggest that men tend to purchase luxury products, exposed to ads with attractive women models rather than attractive men according to costly signaling. Likewise, women may tend to purchase luxury products, exposed to ads with attractive women according to intra-sexual competition theory. Three experiments are conducted to examine the hypotheses.

It is important to learn consumers’ motivation or goal in order to understand consumer behaviors to choose specific retail stores. Likewise, we need to consider consumers’ motivation to use shopping platform in order to understand consumer behaviors to use online or mobile shopping platforms. Research on shopping motivations has been studied based on shopping value categories- utilitarian vs. hedonic one. While utilitarian motivation is associated with planned purchase behavior for a cognitive value, Hedonic motivation is involved to in compulsive purchase behavior or impulse buying for an affective value. There are two constructs, emotion and mood, in the affection. Research on hedonic motivation has focused on the regulation of emotion which has its clear cause and continues shortly. Thus the motivation of emotion regulation has a negative influence on consumer behavior such compulsive buying or impulse buying. On the other hand, mood, which has no clear awareness of its cause and continue long-term, may have different effect on consumer behaviors. The motivation of mood management is the theory applied in media consumption such as movies, music or video or online games. In the study, we suggest mobile shopping app can be one of media stimulus which improve bad mood or maintain good mood. We explore whether mood management is one of motivations to use shopping platforms and how mobile shopping platforms affect mood management behavior using Netnography, online enthnography. We gather data from observation of shopping platform and in-depth interviews of the users. The results are the following. First of all, there are four types of mood management motivation in using mobile shopping platforms. They are hedonic information searching, information building, escaping from daily routine, and self-gifting. Next, the shopping goals affect consumer perceptions toward shopping environment and context. The contexts are initial screen page and its information, payment method, product categories and so on. Finally purchase decision depends on the fit between consumers’motivation and shopping context.

Multisided platforms (e.g. eBay, Airbnb, Facebook, Apple’s iOS etc.) are marketplaces to facilitate direct interactions between two or more customer or participant groups and enable the value to customers on one side of a platform typically to increase with the number of participating customers on another side (Hagiu, 2014). Platform is a business model to have the more knowledge of its customers and become more networked (Weill & Woerner, 2015). Collaborative consumption platforms (CCPs) are marketplaces to facilitate sharing activities such as the form of renting, lending, trading, bartering and swapping of goods or services based on Möhlmann’s (2015) definition. The rise of information and communications technology (ICT) such as the internet or mobile apps enables an easy access on CCP, which facilitates peers to trade and decrease transaction costs (Möhlmann, 2015). Although CCPs can create better customer experience than traditional business model, there is asymmetric information among peers, which results in lemons. Boudreau and Hagiu (2008) suggested that platforms owners should reduce lemons problems by establishing technical standards and interfaces, rules and procedures, defining the division of tasks, providing support and documentation and sharing information as non-priced instruments. Some attempts have been made in order to demonstrate online service failure or lemons on the web (Holloway & Beatty, 2003). In the Holloway and Beatty’s study (2003), the typology of online service failures has been provided and demonstrated how online retailers could manage their online service failures effectively. The solution to reduce information problems is signaling of trust about quality such as price, adverting, and warranties (Boulding & Kirmani, 1993). Trust in CCPS is to trust in other peers within the platform to share (Möhlmann, 2015). If a CCP cannot control opportunistic behaviors of peers, the peers participating in the CCP can be harmed as well as the CCP will fail to encourage more peers to participate and thus the social value of the CCP may decrease. It is important to understand decision making process of peers in CCPs and consider the motivations to use CCPs and the contexts at the same time. Enjoyment and economic benefits have a direct impact on behavioral intention to participate in CC in the motivation model by Hamari and his colleagues (2015). We suggest the motivatio ns such as enjoyment or economic benefits can be fit by the specific signals of peers in CCPs. The consumers with different motivations to use CCPs can perceive signals for trust differen tly. The more people pursue hedonic value for CCP, the more they tend to make a decision de pending on heuristics rather than elaborate cognitive process. The more people pursue utilitar ian value for CCP, the more they tend to make a decision depending on elaborate cognitive pr ocessing. We conduct two experiments to examine the fit between motivations and signals of CCPs. The interaction effect between motivations to use CCPs and types of signals is investigated through ANOVA test. People to use CCPs for enjoyment have more usage intention when they are exposed by more reviews rather and CCP with low governance power. On the other hand, People to use CCPs for convenience have more usage intention when they are exposed by high review quality and CCP with strong governance power rather than low governance. Social marketers and public policy makers seek to spread CC for the sake of fostering sustainable consumption behavior and promoting public sharing events (Möhlmann, 2015). Sharing and collaborative consumption can be solutions against global warming, rising fuel and raw material prices, growing pollution, and other anticipatable trends (Belk, 2014). CCPs strive to make people participate to create value of their CCPs based external crosseffect by providing various signals for peers with different motivations. Thus public policy makers should foster CCPs rather than encourage people directly to participate. In addition, public policy makers should give CCPs self-regulation that can decide the types of governance and policies to reduce lemons market problems. Our research contributes to the literature on market failures in CCPs by highlighting the importance of the fit between the motivations to use CCPs and signals. Although people have motivation to participate in CC, they are not willing to participate in CCPs without trust of other peers or goods and services. Thus CCPs need to provide peers with proper signals.

The global online game market remarkably has been growing by each year and its profitability has been increasing as well. The online game companies, however, are facing a big trouble. Although a great number of online games have been so popular fast, they would have been disappeared fast because they have not made their players reuse repeatedly. The successful game companies need to attract the players continuously and make sustainable profit by making a longer product life-cycle. Fun has been regarded as an antecedent of intention to play games and game satisfaction in most of prior research of online game or the motive to play games. But fun in these researches was dealt in a view of short term. The fun which can get the players to replay and make relationship with the game companies needs to be investigated in terms of long-term. Therefore we examine the fun as a key antecedent of the drivers of customer equity in game companies. The multiplayer online battle arena(MOBA) games such as league of legend(LOL, Riot games), DOTA Ⅱ (Nexon), CHAOS online(CHAOS, Sesi Soft) and so on, have strived to develop their sustainable and competitive factors. Even though MOBA is one of online game genres and derived from Real time strategy (RTS), it continues its popularity in the world because its companies are striving to make sustainability by upgrading their game characters continuously. That is, it is that they are extending their game product life cycle. The players who feel bored with the old characters can play with another new characters having their own game strategies and balance. Besides, there are more features to make their players satisfied and replay like the interaction in game communities and active E-sports league in common MOBA game attributes. The MOBA is one successful model of online game genres so far due to their continuous effort to make their sustainability in the game market. We research the framework which affects customer equity in MOBA game companies in the study.

본 연구는 모바일 게임 플랫폼에서 게임 품질에 대한 정보의 비대칭을 해결하기 위해 게임이용자들이 사용하는 시그널에 대한 질적 연구이다. 시그널 이론을 바탕으로 인터넷 문화기술지 방법을 이용하여 데이터를 수집하였다. 연구결과로 시그널 유형에는 플랫폼 기반의 소비자 참여도가 높은 시그널, 플랫폼 기반의 소비자 참여도가 낮은 시그널, 게임회사 기반의 소비자 참여도가 높은 시그널, 게임회사 기반의 소비자 참여도가 낮은 시그널이 있다. 시그널을 이용한 게임 이용자들의 의사결정의 특징은 첫째, 순위와 다운로드 수는 게임이용자들의 판단의 기준이 되며 둘째, 게임 마케팅 플랫폼은 또 하나의 시그널이 될 수 있으며 마지막으로 게임이용자가 선호하는 시그널은 게임이용 목적이나 행태에 따라 다르다는 것이다.

본 연구는 초경쟁적인 환경에서 온라인개발회사가 동태적 역량을 만들어 낼 수 있는 조직학 습인 활용과 탐험에 대하여 엔씨소프트 사례를 중심으로 분석하였다. 학습, 루틴, 기존환경과의 적합성을 특징으로 하는 활용은 점진적 혁신을 이끌어 내는 반면, 비학습, 변화하는 환경에의 유연성과 관련된 탐험은 급진적인 혁신을 이끌어 낸다. 문헌연구를 바탕으로 우선 엔씨소프트 의 활용과 탐험 활동을 온라인 게임산업의 사이클에 따라 검증하였다. 다음으로 엔씨소프트의 다양한 게임서비스의 사이클을 중심으로 활용과 탐험에 대해 살펴보았다. 온라인게임시장에서 비교적 빠르게 선도적 입지를 구축한 엔씨소프트는 온라인 게임산업 태동기와 성장기에는 활용 활동을 주로 하였으나, 산업의 성숙기에는 탐험활동을 늘여 왔다. 또한 각 게임서비스 라인의 신작 출시 및 기술개발에는 탐험활동을, 지속적인 패치 서비스 업데이트와 마케팅 및 시스템구 축에는 활용활동을 수행하였다. 이것은 온라인 게임회사가 활용과 탐험의 균형을 통해 지속적 인 경쟁우위를 창출할 수 있음을 시사한다.