This investigation aims to identify the roles of the discourse marker ja in home shopping discourse. In 12 excerpts of home s hopping d iscourse, ja h as been f ound 8 6 times, u sed as a marker o f adding more information, changing a subject, starting a new topic, focusing and suggesting. The analysis showed that the adding more information function, which is the most frequently used one (35 times), and the suggesting one were newly found in this type of discourse and directly related to the characteristic of the discourse: show hosts tend to provide as much information about the product as possible and to justify the consumption by suggesting various reasons. In addition, cases in which ja was used more than two times by one speaker were often found, which is connected to the fact that it is necessary to keep consumers' attention for the purpose of selling products. Also, guests who occasionally appear to help the hosts never used ja, which is because only show hosts have the power to control the discourse. In the process of switching the topic (e.g. price, composition, product features, or rushing comments), ja was used as a subject-changing marker second most frequently (29 times), especially when making rushing comments. These findings turn out to be closely related to the distinctive features of home shopping discourse, demonstrating the importance of studying discourse markers within the context of institutional discourse.

Introduction Recently, the popularization of mobile devices has been changing the pattern of customers’ life. In the online market, the distribution market has been also expanding from PC-based online to mobile shopping using smart phones. As the shopping market using mobile has grown rapidly in the developing smart age, the interest of home shopping is moving toward mobile media. Through the home shopping company's web site and mobile application, live broadcasting, real-time communication service, and other customers’ review are performed at the same time. Home shopping customers who have questions or inquiries about products are meeting salespeople through home shopping mobile application and real-time communication service. The significance of this study is to present effective strategies for connecting live home shopping and real-time communication of mobile application, thereby enabling customers to make smart consumption. Through this service, home shopping company can perceive customers’ needs as well as form cocreation value with customers. In addition, home shopping company aims to provide a more useful and effective method in the process of providing real-time communication service by checking the form of customers participating in real-time communication service. Theoretical Development Although there are many prior researches on adaptive selling on salespeople in offline, research on effective sales strategies of live home shopping and real-time communication using application has not yet been conducted. Nowadays, many customers' purchasing methods are moving from offline to online. Therefore, by referring to similarities between virtual world and actual society in Internet space studied in many previous studies, we would like to find out whether the offline advantage of "adaptive selling tactics" in the sales field can be applied to on-line. Adaptive selling means changing sales behavior throughout the interaction or interaction with the customer based on perceived information about the sales situation. Salespeople need to change their sales behavior in order to meet each sales situation or individual customer's desires. Adaptive selling can be said to modify the communication style and content according to the customer's desire (Weitz, Sujan & Sujan, 1986; Spiro & Weitz, 1990). The main reason for the co-creation value activities of companies and customers is that the marketing paradigm is shifting from good-dominant logic to service-dominant logic (Lusch & Vargo, 2006). This means that new value creation areas of new product development are expanding as customers participate in various decision-making related to the companies (Payne, Storbacka & Frow, 2008). To realize the value proposition, a firm must co-create value with its customers by means of direct interaction (Grönroos & Voima, 2013). Research Design The contents of this study are as follows. First, we divide the adaptive selling strategies of salespeople in real life into live home shopping and mobile application roles, and then examine whether live home shopping and mobile application affect customer trust. In previous study, Frazier and Summers (1984) proposed six tactics – information exchange, recommendation, request, threats, promises, and legalistic pleas, and Richard et al. (2006) proposed another six tactics. Anderson and Weitz (1989) define trust as one party’s belief that its needs will be fulfilled in the future by actions undertaken by the other party. Second, we investigate the effect of customer trust on home shopping commitment relationship. Ganesan (1994) defined relationship commitment as the desire to develop stability of relationship, the belief that the relationship is sustainable, and the willingness to make short-term sacrifices to maintain the relationship. Through this process, we are able to confirm the possibility of replacing actual meeting with tool called online real - time communication. Third, we want to find out the effect of home shopping commitment relationship on brand commitment relationship. Even if the same brand product, we can know the effect of commitment relationship depending on home shopping company. Finally, we are going to find out how to create co-creation values with customers by real-time communication service to solve the questions and problems of customers immediately. The creation of co-creation values between customers and companies can increase the success rate of new product development that reflects the core needs of customers and reduce resources such as corporate marketing and R & D, which can ultimately serve as a driving force for creating sustainable competitive advantage (Vernette & Hamdi-kidar, 2013).

This study aimed to investigate the influence of consumers' innovativeness, perceived benefits of home shopping mobile apps, and satisfaction with telephone orders on switching to and satisfaction with such apps (for those who have used these apps). This study also investigated the influence of the aforementioned factors on the intention to switch to home shopping mobile apps (for those who have not used these apps). Data were collected from 546 customers ranging in age from 18 to 59 with experience purchasing fashion goods from home shopping networks, and 502 of the questionnaires were used in the statistical analyses. Structure equation models were employed using AMOS 23.0. The results were as follows: for consumers experienced with home shopping mobile apps, their innovativeness and perceived benefits of such apps (convenience, usefulness) influenced their switching behavior. Additionally, consumers' innovativeness and perceived benefits of these apps (usefulness, accessibility, interactiveness) affected their satisfaction with the apps. For those not experienced with home shopping mobile apps, consumers' innovativeness and perceived benefits of the apps (interactiveness, security, enjoyment) influenced their intention to switch to these apps. These results indicate that different strategies should be developed for home shopping consumers experienced and inexperienced with these apps for the improvement of app satisfaction.

The present study aimed to figure out current situation and consumer perception on the advertising of functional climbing wear in Korea. Advertising is about showing consumers how products meet their needs. In case of functional clothing, the most basic need of consumer should be a functional need (Lee, 2014;Shimp, 2010). However, research on advertisement of functional clothing, especially focused on the functional information, has not carried out in Korea. Recently research by Liu and Yoo (2014) investigated changing patterns of magazine advertising of functional climbing wear from 2008 to 2013. It is found that advertisements of professional climbing wear had been changed like fashion apparel ads in terms of functional information, celebrity model dependence, and appeal type (Liu&Yoo,2014). On 2013, over 70% of functional climbing wear ads did not provide any functional information and percentage of celebrity model dependence was dramatically increased from 1.48%to35.30%. In this study, 388 adults in their 20-50’s were surveyed in order to figure out general satisfaction on advertisements of functional climbing wear. The survey consisted of eight questions including satisfaction with reliability, communicability, type of expression, model, and contents of functional climbing wear advertisement. For analysis of characteristics of respondents, years of climbing experience, frequency of climbing, average expenses per single purchase, and frequently exposed advertising media types were asked as well as demographic characteristics. Most of respondents (83.85%) were in their 30-50’s and had 3-5 years climbing experience (29.50%).Frequency of climbing was ‘once every two months’ (35.70%) and ‘1~2 times every month’ (25.26%), and the most frequent average expenses per single purchase was ‘100~300 thousand won’ (65.25%). Frequently exposed advertising media types were TV commercials (33.60%), magazine (23.10%), and internet (9.50%). Purchase frequency was ‘once every two tears’ (31.14%), ‘3~4 times in a year’ (29.11%), ‘1~2 times in a year’ (25.06%). Results showed respondents want ‘more precise information for better understanding of performance of functional climbing wears’ (4.22point out of 5.00). Significant differences in ‘advertisement of functional climbing wear is reliable’ were observed across age and gender; male rather than female group and ages 30 are than other age groups showed higher average value. Age 40’s significantly more wanted to be informed precise information via advertisement and preferred celebrity model than other age groups. Overall, ages 20-30’s were more satisfied with the advertisement of functional climbing wear than age 50’s. The results from this study could provide practical insights to establish guidelines for providing product information in the functional clothing industry.

Purpose - This study aims to investigate the effect of brand image and trust of a home meal replacement (HMR) industry on customer satisfaction and repurchase during online shopping. Research design, data, and methodology – With 217 questionnaires, this study was conducted by AMOS 20.0, and the Structural Equation Model (SEM) as statistical method was used for examining the hypotheses in this study. Factors such as brand image and brand trust in customer shopping for HMR products online were tested, and relationships between satisfaction and repurchase were studied. Results – Brand image and brand trust in terms of online shopping for HMR were found to affect satisfaction significantly; in addition, the path where satisfaction leads to repurchase was found to be significant. However, brand image and brand trust for HMR in online shopping differed depending on customer age groups. The path-coefficients from brand image of HMR in online shopping to satisfaction were more significant in the older age group; meanwhile, the path-coefficient from brand trust to satisfaction was significant in the younger age group. Conclusions – Results of the study suggested the importance of the attributes for buying HMR products online and provided meaningful implications of difference between age groups when they choose the products.

Purpose - The purpose of this research was to suggest purchasing decision factors through understanding the context of purchasing behavior and to figure out variables related to purchasing decision, purchasing cognition, and attitude. Research design / data / methodology - By random sampling, 200 consumers who are over 20, have purchased Digital‧home appliance on TV home shopping, and have lived in the Seoul area were chosen as sample subjects. Questionnaires data were obtained from all subjects by self-administration method. Results - Result of analysis could be summarized as following. Analysis of the cognition of digital/home appliance product features, and influence of digital/home appliance product feature to purchasing intention are presented in the following order; price (3.50), diversity (3.10), brand (3.00). Also, analysis of the cognition of TV home shopping feature and influence of TV home shopping feature to purchasing of digital/home appliance are presented in the following order; awareness (3.63), safety of delivery (3.38), safety of transaction (3.28), product test (3.27). Conclusions - Purchasing attention of TV home shopping features presented difference in awareness, safety of delivery, safety of transaction, and product testing factors. In order to vitalize home shopping, impossibility of quality confirmation should be overcome and reinforcement of brand power should be considered