Factors of Shopping Convenience to Market-Platform Attractiveness in Travel and Aviation Industries
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Supported by advances in information technologies, digital platforms have been extensivelyadopted by the airline and travel industries as a major venue for transactions and informationservices. As a result of New media that affects the marketing system, it is appeared a newmarketing system called Market Platform in terms of market governance of trading. MarketPlatform is a new marketing system for ideal market system through the community structurefrom a hierarchy structure. It is determined that Market Platform as the role of adjustment of eachside 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 marketmanagement in the new media environment. This study investigates what characteristics andimpact of infrastructure of Market Platform will affect the shopping convenience on buyers toclarify the impact on the Accessibility of the shopping process. Through this investigation,modeling for the impact that new media environment will attract Market Platform will bedeveloped from the investigation of attractiveness of mobile market-platform environment. Changes in the technical media environment gave the characteristics to the customer in themarket platform. Thus, it is possible to increase the attractiveness if market must be able to beaccessed interactively for the convenience of shopping. In other words, the new media, as a resultof affecting the marketing system, mobile market-platform is organized around the market ofcommunication base. Real-time responsiveness, digital flexibility, pro-active interactivity, 3properties of new media increase the market accessibility of their customers. Therefore, the structureof market platform that enhance accessibility has higher attractiveness. It is possible that air travelshopping site structured with high accessibility is expected which reflects these attributes byconnecting customers with travel agency, airlines and online shopping site, especially mobile site.
Abstract
Supported by advances in information technologies, digital platforms have been extensivelyadopted by the airline and travel industries as a major venue for transactions and informationservices. As a result of New media that affects the marketing system, it is appeared a newmarketing system called Market Platform in terms of market governance of trading. MarketPlatform is a new marketing system for ideal market system through the community structurefrom a hierarchy structure. It is determined that Market Platform as the role of adjustment of eachside 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 marketmanagement in the new media environment. This study investigates what characteristics andimpact of infrastructure of Market Platform will affect the shopping convenience on buyers toclarify the impact on the Accessibility of the shopping process. Through this investigation,modeling for the impact that new media environment will attract Market Platform will bedeveloped from the investigation of attractiveness of mobile market-platform environment. Changes in the technical media environment gave the characteristics to the customer in themarket platform. Thus, it is possible to increase the attractiveness if market must be able to beaccessed interactively for the convenience of shopping. In other words, the new media, as a resultof affecting the marketing system, mobile market-platform is organized around the market ofcommunication base. Real-time responsiveness, digital flexibility, pro-active interactivity, 3properties of new media increase the market accessibility of their customers. Therefore, the structureof market platform that enhance accessibility has higher attractiveness. It is possible that air travelshopping site structured with high accessibility is expected which reflects these attributes byconnecting customers with travel agency, airlines and online shopping site, especially mobile site.
참고문헌 (41)
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