Boyoung Kim

As untact communication is promoted in the era of the COVID-19 pandemic, special attention is paid to remote medical examination and customized healthcare trends. General digital healthcare services among social community members positively affect individuals’ healthcare and reduce medical social services’ burden, contributing to the development of society. Accordingly, it is necessary to induce healthcare behaviors through the continuous usage of digital healthcare services among social community members and to examine significant social impact factors in this regard. This study empirically analyzes the impact of three social impact factors – social capital, social support, and social value – on the continuous usage of digital healthcare service with healthcare behaviors and e-health literacy as media. To this end, a survey was conducted among 363 individuals who had used digital healthcare services in Korea, and the statistical data were analyzed. Social capital and social value were found to affect healthcare behaviors, e-health literacy, and continuous usage intentions, but social support did not. Based on this result, it was confirmed that the factors regarded by digital healthcare service users as necessary were the values and perceptions shared in society and the group, information and active communication rather than direct public support.

As an online and offline integrated service of refund, replacement, and after-sales service, omnichannel is placing itself as a major service used in the online shopping market, as efficiency and an integrated operation system develop according to channel integration due to ICT development. Centered on young people who have recently put importance on in-store experience and direct experience, offline pickup service is reinforced beyond online delivery. This study aims to analyze the effects of a distribution company’s brand factors on customer consumption value and satisfaction targeting the omnichannel-based pickup service. The research model was designed to find out whether brand image, identity, attachment, and trust factors affect consumption satisfaction factors through the intervention of emotional and functional consumption value factors. This study targeted 324 consumers using Korea’s omnichannel-based pickup service and carried out a questionnaire survey. According to the analysis result, the brand image and brand identity had a positive (+) effect on the emotional value and functional value. Brand attachment and brand trust positively affected emotional value but the hypothesis on functional value was rejected. Hence, brand factors were confirmed to work on improving a consumer’s emotional value effectively.