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Empirical Study On The Acceptance Of Mobility As A Service (Maas) Based On The Utaut2 Model, Masaki Toyama
Empirical Study On The Acceptance Of Mobility As A Service (Maas) Based On The Utaut2 Model, Masaki Toyama
Asia Marketing Journal
To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers’ intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old …
How To Build A Learning Capability For Innovation? A Framework Of Market-Based Learning Process, Hyun Jung Lee, Jeong Eun Park, Jae Hyun Pae
How To Build A Learning Capability For Innovation? A Framework Of Market-Based Learning Process, Hyun Jung Lee, Jeong Eun Park, Jae Hyun Pae
Asia Marketing Journal
Learning organization has been an important issue in both management and marketing areas. Also learning capability is a key construct of innovation process in a firm. Especially, in marketing context, several researchers have studied market-based learning and its relation with performance. Previous studies have shown that market-based learning has a positive impact on overall firm performance. However, there has been inconsistency in the concept of market-based learning itself and its relationships with antecedents and consequences. Given this conflicting and inconsistent results of previous research, this study has two main objectives. First, this paper proposed a conceptual framework that marketbased learning …
Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho
Aekyung : Design Innovation On New Product Development, Changjo Yoo, Kyungdo Park, Yeonjin Cho
Asia Marketing Journal
Because of fierce competition, the importance of product design has been emphasized. In this case study of Aekyung, we mainly focus on this company’s efforts to incorporate design innovation into new product development process. Their efforts on innovative product design turn out to be rewarding as the sales and market share soar. Through this case, we try to identify what aspects of Aekyung’s efforts lead to the better and more innovative product design.
Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim
Gifticon, An Innovative New Service Standing At Crossroads, Sang Hoon Kim, Hee Jin Kim
Asia Marketing Journal
Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the …
확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin
확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin
Asia Marketing Journal
The Bass model assumes two communication channels: mass-media and word-of-mouth. In this paper, we call the mass-media Type Ⅰ channel of communications. The word-of-mouth channel means interaction between non-adopters and adopters. Let us call it Type Ⅱ channel of communications. In the real world, however, the non-adopters who are not aware of the innovation can be affected by communications with other non-adopters who are aware of it. Let us call it Type Ⅲ channel of communications to differentiate with Type Ⅱ channel. This paper analyzes the impact of Type Ⅲ channel on diffusion process. The result shows that exponential growth …