연세대학교 · 사회과학
이 교수의 연구실은 디지털 시대의 소비자 행동과 기업의 온라인 전략을 중심으로 연구를 전개합니다. 전자고객관계관리(e-CRM), 소셜미디어 기반 기회 탐색, 협업필터링 기반 개인화 추천 시스템 등에서 소비자 만족도 향상과 지식 공유의 효율성을 분석하고 있습니다. 특히 소비자 검색 행동, 브랜드 인식, 온라인 상호작용이 기업 전략에 미치는 영향을 실증적으로 탐구합니다.
표시된 성과는 수집된 데이터 기준으로 산출되며, 일부 차이가 있을 수 있습니다.
How businesses resolve customer-complaining behavior effectively has been considered a "defensive marketing" strategy or a "zero-defections" strategy, which diminishes customer dissatisfaction. Handling customer dissatisfaction accompanies Web customer complaint management, which might be the critical issue for online customer service solutions and e-CRM (electronic customer relationship management). In this paper; the authors (1) investigate the current sources and causes of online complaints;
Social media platforms are an indispensable part of entrepreneurship practices. They offer entrepreneurs a platform for business growth and brand development. However, little is known about the effect of social media use on identifying entrepreneurial opportunities. Utilizing social cognition theory, this research focuses on how certain factors—prior knowledge, alertness, and social media—may impact two aspects of opportunity: the discovery and the creation of entrepreneurial opportunity. This s
Collaborative filtering (CF) is a personalization technology that generates recommendations for users based on others' evaluations. CF is used by numerous e-commerce Web sites for providing personalized recommendations. Although much research has focused on refining collaborative filtering algorithms, little is known about the effects of user and domain characteristics on the accuracy of collaborative filtering systems. In this study, the effects of two factors—product domain and users' search m
Using a database of 11,001 unique sponsored search keywords, we investigate the relationship between the characteristics of keywords oriented around deal-seeking and brand-seeking and consumer search behaviors and buying propensities. On the basis of the search depth versus search breadth framework, we hypothesize that deal-seeking keywords elicit a search of greater breadth, whereas brand-seeking keywords induce a search of greater depth. We also explore the moderating effect of product type (s
People use social media to help them solve problems and enhance performance. Users may engage in diverse social interactions online, increasing their knowledge base through both weak and strong ties. In this study we investigate the impact of social networks on job performance, focusing on knowledge quality and diversity based on social network theory and the knowledge-based view. The empirical analysis reveals that the strength of social network ties is strongly associated with knowledge qualit
In todayiÌs networked business environment, with the endless increase in available information, relevant information is becoming more and more difficult to find. Collaborative filtering (CF) generates recommendations for users based on othersiÌ evaluations. CF has great potential to improve information search and knowledge reuse. Previous studies have mostly focused on the improvement of CF algorithms. Little research has been done on the effect of users and types of product domains on the per
As the number of business process reengineering (BPR) projects increase in industry, there seems to be a large potential to reduce cost and increase quality through the use of software tools. Currently, more than 50 BPR tools are available, but there has been little research to determine which features of BPR tools are important for BPR success and how important BPR tools are in BPR projects. Research in the related area of tools for computer-aided software engineering (CASE) shows that software