• Journal of the Korea Society of Computer and Information
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• v.24 no.8
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• pp.159-166
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• 2019

In this paper, we propose takes network marketing as a starting point for analysis, uses the theory of purchasing behavior and enterprise performance to analyze the network marketing strategy of artistic products, incorporates the practical problems encountered by some artistic products enterprises in Zhejiang Province in network marketing into theoretical research. The theoretical model of network marketing strategy acting on enterprise performance through the intermediary effect of purchasing behavior is constructed. This paper conducted an in-depth survey of three representative core domestic companies engaged in Internet marketing of artistic products, and analyzed the questionnaires of 357 respondents. The initial model was verified by statistical tools such as SPSS and AMOS, and three conclusions were drawn: Firstly, network marketing strategies of different dimensions have different effects on purchasing behavior: pricing strategy and product strategy have significant positive effects on impulse purchasing behavior, but channel strategy has no significant impact on impulse purchasing behavior; Channel strategy and product strategy have a significant positive impact on repeated purchasing behavior, but pricing strategy has no significant impact on repeated purchasing behavior. Second, user purchasing behavior has a significant positive impact on enterprise performance. Third, network marketing strategies of different dimensions have significant direct and positive impact on enterprise performance.

• Korean Security Journal
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• no.29
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• pp.35-57
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• 2011

While demands on private securities have been increase, expectations on the service quality as compensation for the investment expensive is also rising. However, private security services are in situations of not satisfying various customer's needs owing to insufficient special manpower, capital, and skills in spite of expected high-quality services toward customers. Therefore, this study aims to find out the causality between private security enterprises and relationship characteristics, purchasing behaviors of customers, and then searching for a marketing strategy that can provide best services to the enterprises that are confronting to limitless competitive systems by grasping customer's needs and necessities. For achieving this goal, the study objected to shop employees using private security enterprises after diving Cheonan City of South Chungcheong Province into South, East and East, West, and then collected 236 persons by using the convenience sampling. Regarding to research tools, this study used questionnaire having been recomposed based on previous researches home and abroad, and frequency analysis, reliability analysis, factor analysis, correlation analysis, and regression analysis were carried out data was treated by treatments by using SPSS version 18.0 statistic package for treating the data. Through above research methods and procedures, results could be gotten same as followings. First, correlations between private security enterprise's relationship characteristics and purchasing behaviors showed positive (+) relations, and the latter was increased as much as relationship characteristics were high. Second, as the result of analyzing correlations between private security enterprise's relationship characteristics and purchasing behaviors, reputation, physical features, and communication affected influences to word of mouth activities. Third, reputation and communication affected to repeated purchasing behaviors as the result of analyzing private security's relationship characteristics and repeat purchasing behaviors.