This study examines the effect of omnichannel usage pattern on customers’ purchasing amount by determining statistical significance of different purchasing amount occurred for online and offline channel usage pattern with empirical analysis. The data is collected from a health and lifestyle company operated by Major Pharmaceutical company in Korea, which sells health supplement and skincare products through their owned online and offline channels. The channel usage pattern of customers is categorized into four groups: Customer using online channel only, customer using offline channel only, customer first joined membership through online and use both on/offline channels and customers joined membership through offline channel and use both on/offline. Then, the trading period, total number of purchasing, average purchasing amount per transaction and total purchasing amount during trading period among the above four groups were analyzed. The result demonstrated the number of purchasing, average purchasing amount and total purchasing amount for the omnichannel customer groups who cross used on and offline showed statistical significance. However, the difference in purchasing amount between the group of customers who joined online membership and use offline channel and another customer group that joined offline membership and use online channel was not statistically significant. This study overcame the limitation of conventional studies used survey based data, by the application of empirical data from the real customers in on/offline channels, and provides meaningful insights based on empirical real data that group of customers with higher purchasing experience in both on/offline channels shows high performance.

Structural social changes and population aging are emerging as important policy issues in many countries around the world. In particular, although early retirees aged 50 or older are left behind from social welfare services and suffer from worsening social problems, policies have often only focused on elderly people aged 65 or older and vulnerable groups. Based on the theory of a welfare service delivery system, the present study analyzed the case of the Seoul 50 Plus Project in South Korea, which was established to enhance service professionalism and integrate various services to keep up with a changing environment, considering four factors: ‘integration’, ‘accessibility’, ‘systematic function distribution’, and ‘participation’. The case analysis revealed that interconnected service content, which can improve leisure activities, hobbies, and self-development, is very important along with job creation from social services to the 50 plus generation.

This study focuses on leaders’ perception of their Millennial employees in advertising agencies within Central and Eastern Europe. Millennials are popularly associated with laziness, entitlement and narcissism, which can seemingly manifest in undesired attitudes to work. A qualitative research, based on semi-structured interviews with leaders in advertising agencies provided rich data to confront the perceived stereotypes from their perspective. Young individuals in advertising are predominantly well-informed and ambitious, benefiting from their technological savvy as digital natives. In this self-selected group their work informs the lifestyle, and success seems to be manifested through social media rather than the display of material goods. The study challenges simplified stereotypes and contributes to under-researched segments of Millennials in the advertising industry and CEE.

Increasing demand for various social services in accordance with the global social change in time requires a systematic and efficient system based on a user-oriented policy operation method beyond an administrative operation method of social services. Therefore, this study aimed to present a specific direction for the development of the social service system by empirically deriving and discussing the critical factors that can lead to sustainable success of the social service system. To this end, 12 factors in 3 areas were critically analyzed through a questionnaire survey and analysis on the basis of the Analytic Hierarchy Process (AHP) method for the social service workers and users of the 50 Plus Foundation, an organization that helps the elderly in Seoul to continue their social participation. The analysis results confirmed that the service delivery system was the most important factor among the service delivery system, service administration, and service network, and, in particular, factors for users’ active system access, such as accessibility and participation possibility, were the most influential factors for sustainable success of the social service system. Ultimately, unlike in the past, system development and direction should be sought by considering service users rather than a one-sided policy approach of the government for the development and operation of the social service system.