Earticle

초록

영어

As a result of New media that affects the marketing system, it is appeared a new marketing system called Market Platform in terms of market governance of trading. Market Platform is a new marketing system for ideal market system through the community structure from a hierarchy structure. It is determined that Market Platform as the role of adjustment of each side of market, buyer and seller, developed an existing marketing system. In this study, to target the Market Platform has recently emerged as the center of the market management in the new media environment. This study investigates what characteristics and impact of infrastructure of Market Platform will affect the cognitive impact on both buyers and sellers to clarify the impact on the self efficacy of the shopping process. Through this investigation, modeling for the impact that new media environment will attract Market Platform will be developed from the investigation of attractiveness of mobile market platform environment. Changes in the technical media environment gave the characteristics of the customer in the market platform, so consumers could involve not only consumed, but also manufactured. Thus, it is possible to increase the attractiveness if market must be able to not only for the convenience of shopping, but also make people to enjoy the experience of value co-creation. In other words, the new media, as a result of affecting the marketing system, mobile market platform is organized around the market of communication base. Network centrality, visible openness, ubiquitous multiplexity, 3 properties of new media increase the market self-efficacy of their customers. Therefore, the structure of market platform that enhance self-efficacy has higher attractiveness.

목차

Abstract
 1. 서론
  1.1 연구의 배경
  1.2 연구의 목적
 2. 이론적 배경
  2.1 뉴미디어 환경
  2.2 뉴미디어 환경에서의 자기효능감
  2.3 모바일 환경에서의 마켓플랫폼
 3. 연구모형 및 가설
  3.1 연구모형
  3.2 가설
  3.3 표본 및 자료수집
 4. 가설 검증 및 결과 분석
  4.1 신뢰성 및 타당성 평가
  4.2 경로분석 및 가설검증
 5. 결론
  5.1 이론적 실무적 시사점
  5.2 연구의 한계점 및 향후 연구과제
 참고문헌

키워드

저자

• 이정훈 [ Jeong hoon Lee | 호서대학교 경영학과 조교수 ]
• 김수경 [ Soo Kyung Kim | 단국대학교 국제학부 부교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005