This study analyzed differences in the purchase satisfaction and repurchase intention of customers who buy clothing products from online platforms. The participants were teenage individuals to those in their 50s residing in Busan, Ulsan, and Gyeongsangnam-do. The data were examined via factor analysis, a t-test, Analysis of variance(ANOVA), Duncan’s multiple range test, two-way ANOVA, and linear regression analysis. The factors for satisfaction with clothing products from online platforms were wearing comfort and quality, design, and price and purchase convenience. The findings revealed that purchase satisfaction based on these factors significantly varied among the participants depending on marital status, age, and occupation. Satisfaction with wearing comfort, quality, and design differed by gender. Satisfaction with wearing comfort, quality, and price and purchase convenience varied by type of purchase and type of online platforms. The interaction effects among the variables that affected purchase satisfaction were as follows. The interaction effects among the variables for wearing comfort and quality showed significant interactions between gender and type of purchase and between occupation and type of online platforms. Those for design showed significant interactions between marital status and age, between age and occupation, and so on. The interaction effects for price and purchase convenience showed significant interactions between marital status and gender and between age and occupation. The results on repurchase intention showed significant differences in such intention by marital status, age, and occupation. Repurchase intention was influenced by wearing comfort and quality, price and purchase convenience, design, and age.

본 연구는 온라인 절화 도매 플랫폼에 대한 이용자 인식, 이용 현황을 알아보고, 본 플랫폼의 발전 방향을 제시하기 위 하여 국내 화훼 장식 종사자 300명을 대상으로 조사 연구하 였다. 연구 결과 화훼 장식 종사자의 99%가 온라인 절화 도매 플랫폼에 대해 인지하고 있었으며, 실제 이용 경험 역시 68% 로 높게 나타났다. 이용자들의 서비스 이용 기간은 1~2년이 46.5%로 가장 많았으며 월평균 구매 횟수는 6~15회가 과반 을 차지하였고, 온라인 절화 도매 플랫폼의 1회 기준 소비 금 액은 15만 원 미만이 62.4%로 나타났으나, 오프라인 절화 도 매시장의 사용 빈도 및 소비 금액이 더 높은 것으로 나타났다 (p<0.001). 화훼 장식 종사자들은 절화의 품질(4.85) 및 상품 의 다양성(4.75)이 절화 구매 시 가장 중요한 고려 요인이었 으며, 온라인 절화 도매 플랫폼에서의 상품 구매 시 과거 구매 경험(3.97)과 상품의 사진(3.87)을 보고 절화 품질을 판단하 는 경우가 가장 많았다. 온라인 절화 도매 플랫폼의 가장 큰 장점으로는 시간을 절약(4.39)할 수 있다는 점으로 인식하고 있었으나, 상품 구매 시 불안 요인으로는 절화 신선도(4.30)와 품질(4.02)에 대한 우려가 높은 것으로 나타났다. 온라인 절화 도매 플랫폼에서 제공하는 서비스 품질에 대해 이용자들은 주 문한 상품과 배송 상품이 일치(4.19)하며, 사용하기 쉬운 페이 지로 구성(4.03)되어 있어 구매 과정(4.00)이 편리하다고 응 답하였으나, 상품 품질에 대한 만족도는 모두 보통 이하로 낮 게 나타났다. 온라인 절화 도매 플랫폼과 오프라인 절화 도매 시장에서의 절화 구매 후 만족도를 비교한 결과 온라인 절화 도매 플랫폼에서는 가격과 반품 처리에 있어 오프라인에 비해 강점을 가지고 있었으나, 가장 중요한 절화 구매 결정 요인인 절화 신선도와 상품 다양성에 있어서 오프라인 절화 도매시장 에 비해 부족함을 보였다. 결론적으로 온라인 절화 도매 플랫 폼의 발전을 위해서는 절화 상품 품질 향상 및 다양성 확보가 필요하며 국내 화훼산업의 지속적인 발전과 성장을 위하여 새 로운 화훼 시장 형태에 대한 다양한 추가 연구가 필요할 것으 로 판단된다.

This study aims to analyze the variations in online clothing purchasing patterns based on demographic attributes and purchasing behavior. The survey subjects comprised individuals in their 10s to 50s who had prior experience with online shopping. The survey was conducted in Gyungnam from May to June 2022. A total of 397 questionnaires were analyzed using the χ2-test statistical method. The analysis of clothing purchase type based on demographic characteristics revealed differences in terms of gender, marital status, age, monthly income, and occupation. Notably, when analyzed by demographic characteristics and clothing purchase types, monthly online purchase frequency displayed significant differences in marital status, age, and occupation. Similarly, monthly purchase amounts through online platforms exhibited significant variations based on marital status, age, monthly income, and occupation. The online fashion platforms, when examined in relation to demographic characteristics and purchase types, showed significant differences across all variables. Clothing purchases by consumers seeking individuality and differentiation exhibited significant differences in age, occupation, and purchase types. Furthermore, the reasons for choosing online platforms for clothing purchases varied significantly based on age and occupation. These findings indicate diverse purchasing behaviors on online platforms influenced by demographic characteristics. These findings can be valuable for effectively segmenting the online fashion market.

인터넷 시대를 맞아 온라인 콘텐츠 플랫폼은 텔레비전 미디어 시대의 송년 매체 의식을 변화시켰고, 기수 매체의 변화 중의 의식 활동을 분석 하여 새로운 환경을 제공하였다.　따라서 본 연구에서는 온라인 콘텐츠 플랫폼에서 개최하는 송년회를 분석 대상으로 선정하여 온라인 커뮤니티 의 의식 활동을 연구하였다. 이론적인 측면으로 본 연구는 매체 의식의 이론적 관점에서 참여형 문화 이론과 결합하여 커뮤니티의 매체 의식 실 천을 분석하고, 참여형 매체 의식을 사용하여 온라인 콘텐츠 플랫폼에서 커뮤니티의 역할에 응한다. 본 연구는 콘텐츠의 협력 공동창작 및 커뮤 니티 사용자 참여 등 두 가지 관점에서 온라인 커뮤니티의 송년 행사와 다른 미디어 플랫폼이 창출하고 주도하는 송년 행사의 차이점을 분석한 다. 본 연구의 핵심 목적은 온라인 콘텐츠 플랫폼의 송년 활동의 혁신을 분석하고, 온라인 커뮤니티가 매체 의식 활동을 만들고 기획하는 방법을 더 잘 이해하고, 대중문화와 커뮤니티 사용자가 콘텐츠 공동창출을 통해 커뮤니티의 단결을 만들고 커뮤니티의 응집 효과를 강화하며 상호 작용 에 참여하여 의식 상호 작용을 촉진할 수 있는 아이디어를 제공하는 것 이다.　본 연구에서는 콘텐츠 창작 과정에서 온라인 콘텐츠 플랫폼에서 커뮤니티 네트워크의 주도적 위치를 지적했다. 따라서 콘텐츠 서사 단계 에서는 시청자에게 주의를 기울이고 매체 전반에 걸쳐 참여감을 부여하 고 플랫폼은 미디어 의식의 장이자 중개자가 된다.

China is leading the global fashion market value in 2023 with consumers experiencing an integration of traditional consumption and production approaches to innovative ones triggered by the internet of things (IoT). This high speed ‘inspire and sell’ consumer conversion approach (ibid) is both enabling fashion consumption and introducing alternative approaches to end of life items. This finds Chinese consumers on the top of the global fashion consumption ranks raising even more the importance of sustainable practices. On an industry level, the shortened fashion cycles, the changes in item longevity, the low prices and the fast-moving consumer trends have attributed to an increasing waste generation as consumers discard clothes more frequently. Increasingly, studies alert to the availability of alternative end of life fashion practices, such as, swapping, renting selling etc offering more choices in terms of reducing fashion waste. Yet research related to these efforts seem to have a national or regional perspective and approach and most of the studies are located and focused on western societies.

This study examines the impact of others' reviews (reviews, product ratings) on consumer responses (helpfulness & buying intention) in an online shopping platform. We propose that review features, such as review message construal and review inconsistency between review message valence and rating, determine review credibility as product-related information, which in turn influences helpfulness of review and buying intention toward the product. Specifically, low- level construal review messages will be perceived as more credible than high-level construal review messages, which affect helpfulness and buying intention. In addition, the effect of review message construal will be moderated by review inconsistency. The effect of the review message construal will be enhanced in the condition of review consistency (positive content-high rating & negative content-low rating), but it will be disappeared or attenuated in the condition of inconsistency (positive content-low rating, negative content-high rating).

The paper measures and predicts the performance of online auxiliary channel of movies released in China. Based on the signaling theory, the paper confirms that online movie consumption is generally informed by the box-office revenue of the same movie, with genres as important moderators.

Introduction With the opening of the 4th revolution era, platform business started to come into the spotlight. It was in the early 2000s that academics started full-scale research on platform based on the two-sided market theory but in fact the two-sided market is a business model that has existed around us since before. Examples include credit card industry, real estate brokering, and auctions. These industries are creating value through the interaction of two markets of different needs through a company that provides a specific platform (Rochet and Tirole, 2003, 2006). Recently, with the widespread use of services and products based on high technology, platform business is pouring into our lives at an amazing speed. With a single ID, you can shop, pay for, and receive shipping from a variety of online stores, without having to go through a lot of memberships. You do not have to search every single hotel for the best price, best location. You can even find a room in the house and see the reviews of customers who have stayed there. Compared to traditional pipeline business, one of the key differentiating features of the platform business is a two-sided network effect where consumers and consumers, producers and producers, and consumers and producers interact with each other. This two-sided network effect, with a positive feedback loop, has become a major driver of platform company growth. In the two-sided market, the platform‟s value to any given user largely depends on the size of the users on the other side of the platform due to the indirect network effect (Evans, 2003; Parker & Van Alstyne, 2005). Therefore, increasing the size of one side market, including the issue of „chicken or egg‟, is an indispensable task for the platform managers to maximize platform performance. But more important than increasing the size of one side of the market is transforming the new customers to loyal customers and creating positive feedback loops. This study explores the process of online payment platform users signing up, forming user loyalty, and spreading the loyalty to the sellers and platform providers. More specifically, this study examines (1) what causes the consumers to join the online payment platform at the beginning (2) what are the drivers that lead new members to the active, loyal users (3) whether the loyalty to the payment platform has a positive effect on the attitude toward the sellers (the other side market) and the platform company (platform provider). Theoretical Background and Hypotheses Two- Sided Markets and the Platform The definition of the two-sided market is varied by scholars. Chakravoti and Roson (2006) defines the two-sided market as a market where two different groups of users interact through the platform and the value created at this time is influenced by the indirect externalities of the network. Here, the platform is a physical, virtual, or institutional environment that allows different groups of users to facilitate transactions or interactions. According to Evans (2003), three necessary conditions for two sided platform markets are: (1) there are two distinct groups of customers; (2) there are externalities associated with customer A and B becoming connected or coordinated in some fashion; (3) an intermediary can facilitate that coordination efficiently than bi-lateral relationships between the members of the group. For example, we can think of a credit card company. There is a group of card holders and merchants and the demands of these two groups are very different. There is also a network effect between the two groups. Customers will not use credit cards with fewer merchants. The greater the number of merchants, the greater the benefits the customers have. Likewise, the more cardholders there are, the more profitable the merchants can generate. The intermediary role of the two groups of users to interact is a credit card company. Perceived value and Loyalty to the Online Payment Platform The loyalty to the online payment system can be expressed as the level of participation and commitment the member has over other similar payment systems. O‟Brien and Jones (1995) argue the value perception as an important prerequisite factor in developing brand loyalty; that is, only after the customer has perceived the online payment system as valuable, then would the customer become loyal to the system. The expectations that the perceived value can affect the loyalty to the online payment platform may be explained in terms of “Social Exchange Theory” (Thibaut and Kelly 1959). Within this framework, the customer will remain in the platform only when he or she perceives the value, which is defined as a trade-off between costs and benefits (Woodruff and Gardial 1996) is sufficient. Overall, perceived value of the online payment platform would affect customer loyalty. More specifically, it is expected that non-economic values such as simplicity in account setting, convenience in use will have a more meaningful effect than the economic value including sign-up grant at the stage of attracting new customers. But in the process of new customers becoming active and loyal users, the economic value including mileage points, discount coupons and free trial coupons will play a more important role in addition to this convenience. For example, benefit of being able to use the accumulated mileage or discount coupon on any online store within the platform will make consumers to stay on this payment platform and become loyal customers. Based on such argument, we put forward the following hypothesis. H1: Non economic value has a positive effect on online payment platform loyalty H2: Economic value has a positive effect on online payment platform loyalty. Loyalty Transfer According to Eisenmann et al. (2006), the platforms exhibit two types of network effects: A same-side effect, in which increasing the number of users on one side of the network makes it either more or less valuable to users on the same side; and a cross-side effect, in which increasing number of users on one side makes it either more or less valuable to the users on the other side. In case of online payment platform, it is expected that there will be a positive cross-side network effect. As the number of consumers using a specific online payment platform increases, the number of partner shops participating in the platform will increase, allowing consumers to shop in more diverse online stores. Once customers experienced the value of a specific online payment system, they would insist on paying by this method when shopping online (Parker, Alstein and Choudary, 2016), that is, becoming a loyal customer. Oliver (1999) defines customer loyalty as a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future, thereby causing repetitive same brand purchasing. The loyal customers will be among the many online stores selling the same products/services at a same price, shopping at stores that show their favorite online payment system logo, and encouraging friends and family to use the payment system. The frequent transactions will affect consumer‟s attitude towards a certain brand or store and diffuse their loyalty. The customers that are loyal to the payment platform will not only actively try to earn points but also be willing to go and shop at the stores participating in the platform. Some customers may prefer a store among many even though they have not used it before because it belongs to the platform. The loyalty to the platform also can be transferred to the loyalty on the platform provider. Customers will have a favorable attitude when the platform providers do other business (for example, online banking, debit card business, etc.). Given the above, we put forward the following 3 hypotheses. H3: Platform loyalty has a positive effect on the loyalty toward the sellers, the other side market. H4: Positive attitude toward the sellers within the platform has a positive effect on attitude toward the platform company H5: Platform loyalty has a positive effect on the attitude toward the platform company. Conceptual Framework Data Analysis and Results The data used in this study were obtained from a survey of 562 online payment platform users. Data analysis shows that non-economic values such as simplicity, convenience, and platform reliability have a more significant impact on platform loyalty than economic values such as sign-up bonus. However, it was found that economic factors such as mileage points, and discount coupons are more influential factors in the process of converting new members to active users. In addition, loyalty to the payment system has a positive effect on attitudes towards sellers where one can use the means of payment. Also, it can be seen that the customer loyalty to the platform and the favorable attitude toward the sellers make a favorable attitude toward the platform company providing and managing the two-sided market. Conclusion and Discussion This study may contribute to a better understanding of platform business in three particular ways. First, understanding the loyalty diffusion mechanisms within the platform can support platform companies to develop effective strategies to attract new consumers to the platform and to transform them into active users. Second, even though the study uses the data collected from individual consumer level, the findings may provide some inspiration for B2B relationships. For example, as the number of loyal buyers and sellers sharing the platform increases, the value of the platform increases and the platform company can use it as a powerful bargaining power when it comes to third business. Third, the study may help us to understand the role of Platform in two-sided market and how the customer loyalty becomes diffused. Although this study explored the loyalty formation and diffusion using the sample of the major payment systems in Korea, it may be premature to generalize the findings at this stage. It is important to note that there may be negative network effects. They need to be evaluated further through careful research.