KJCKorea
Journal Central

The purpose of this study is to effectively utilize e-commerce grocery event products to deepen consumer behavior understanding and propose effective marketing strategies for companies to attract customers and increase sales. To this end, data were collected from 109 housewives aged 30-50 through internet surveys, in-depth interviews, etc., and descriptive statistical analysis, reliability analysis, and linear regression analysis were conducted using SPSS 27.0. The results of the study are as follows: First, it was found that the use of e-commerce event products had a significant effect on the composition of shopping carts and purchase amounts. Second, the use of e-commerce event products tended to increase the purchase of unplanned products. Third, it was confirmed that the use of e-commerce event products generally tends to increase the frequency of consumer purchases. These findings provide valuable insights into understanding the impact of e-commerce grocery event products on consumer behavior and developing effective marketing strategies based on this understanding.

The efficiency of 39 public libraries in Chungcheongnam-do from 2019 to 2023 was evaluated using Data Envelopment Analysis (DEA), assessing their relative efficiency and analyzing the results of scale efficiency and scale returns for each year. The input factors included reading seats, collection materials, and staff, while the output factors were operational budget, number of users, and number of books used. The analysis showed that, unlike the CCR model, only the BCC model identified efficient public libraries, indicating inefficiencies in scale. Additionally, it was found that most public libraries exhibited inefficiencies in their operations due to the excessive input of resources relative to their scale of output. Based on these findings, benchmarking data and reference groups can be suggested to enhance the efficiency of public libraries that are identified as inefficient.

The purpose of this study is to analyze the impact of image characteristics and utilization of financial company characters on corporate image and consumer favorability, and to suggest strategies for brand differentiation and strengthening emotional connection with customers. The research methodology compares a high recognition character (Merits Fire) with a low recognition character (Nonghyup Bank), and empirically analyzes the impact of character recognition and utilization on corporate image and consumer favorability through surveys and in-depth interviews. The study found that image characteristics such as character credibility, dynamism, familiarity, attractiveness, and similarity have a positive impact on consumers. Based on these results, the study recommends that financial firms should utilize high-recognition characters to enhance credibility and familiarity, while low-recognition characters should be actively advertised and storytold to increase recognition. This study provides practical strategies for financial firms to effectively utilize character marketing to build brand awareness and consumer loyalty.