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Korea Research Academy of Distribution and Management Review

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수록정보
수록범위 : 1권0호(1998)~25권4호(2022) |수록논문 수 : 963
유통경영학회지
25권4호(2022년 08월) 수록논문
최근 권호 논문
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KCI등재

저자 : 전우석 ( Woo-suk Jun ) , 이호택 ( Ho-taek Yi )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 15-29 (15 pages)

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Purpose: The purpose of this study was to investigate the effect of salespeople's individual sales capabilities on selling behaviors. And figure out short-term sales performance that affected by salespeople's selling behaviors in door-to-door personal selling channel. And we attempted to provide meaningful implications for companies that want to increase sales performance.
Research design, data, and methodology: The collected method was conducted by surveying door-to-door salespeople in South Korea and their sales performance during three months. And 214 data were collected. The hypotheses are tested using the structural equation modeling technique. Reliability test and confirmatory factor analysis were performed for research validity and reliability of the study.
Results: First, salespeople's individual sales capabilities have a positive effect on the selling behavior. Second, the salespeople's individual sales capabilities have a greater impact on customer-oriented selling behavior than sales-oriented selling behavior. Third, sales-oriented selling behavior only has significant positive effects on sales performance. Fourth, the salespeople's sales-oriented selling behavior has a greater impact than customer-oriented selling behavior. Fifth, the effect of salespeople's individual sales capabilities to performance was not adopted because it showed statistically insignificant results.
Implications: The study offers practical and theoretical insights into understanding how they affect the individual selling capabilities of salespeople, their selling behaviors and short-term sales performance. Based on the results, the impacts of individual sales capabilities may differ in other contexts. Firms should focus on salespeople's selection and concentration. Which are required depending on whether the salespeople's goal is to secure performance through long-term customer satisfaction and loyalty or to pursue performance improvement for short-term goals.

KCI등재

저자 : 이창우 ( Changwoo Lee ) , 임승희 ( Seunghee Im ) , 장혜순 ( Hyesoon Chang )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 31-47 (17 pages)

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Purpose: The purpose of this study is to investigate the effect of STM's characteristics(system quality, information quality) and consumers' characteristics(innovativeness, subjective financial knowledge) on the usage attitude toward STM through perceived ease of use(PEOU) and perceived usefulness(PU). TAM was chosen as the key theoretical framework. In particular, this study paid attention to examine the mediating effect of PEOU, PU and the moderating effect of perceived personalization in the relationship.
Research design, data, and methodology: The study conducted an online survey. Data was collected from STM users who have used STM within the last 6 months in South Korea. A total of 197 responses were used for analysis. Regression analyses with bootstrapping were conducted to test hypotheses using PROCESS macro.
Results: The study found PEOU and PU to mediate the relationship between system quality, information quality, consumers' innovativeness and consumers' usage attitude toward STM. Also, consumer's subjective financial knowledge mediated the relationship between PU and usage attitude toward STM. In addition, perceived personalization had a moderating effect for the relationship between PEOU and usage attitude toward STM, as higher levels of perceived personalization strengthened the relationship.
Implications: First, this study presented a theoretical basis to explain the consumer use behavior of STM. Second, the research area related to TBSS was expanded to the financial service area, and it was empirically presented that consumer characteristics related to the service context affect usage behavior. Third, psychological mechanisms and limiting conditions that can explain consumers' attitudes to using STM were identified. Finally, this study expanded the scope of application of TAM to STM.

KCI등재

저자 : Ming Fang , 김준성 ( Joon-sung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 49-66 (18 pages)

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Purpose: This objective of this study is to examine the effects of influencer characteristics on content attitude and purchase intention targeting the MZ generation in China. In addition, this study investigates the mediating effect of emotional immersion and psychological attachment on the relationship between influencer characteristics, content attitude, and purchase intention. This study aims to suggest a direction for promoting Chinese social media and influencer marketing.
Research design, data, and methodology: In order to achieve the purpose of the study, an online survey was conducted on the Chinese MZ generation, and 288 valid samples were finally analyzed, Descriptive statistics frequency analysis, factor analysis, and reliability analysis were performed using the SPSS 26.0 statistical package program, and regression analysis and mediating effect analysis were performed to verify the hypothesis.
Results: First of all, the professionalism, attractiveness and reliability of influencers have a significant impact on content attitudes and purchase intentions; Second, influencer's professionalism, attractiveness, and reliability all have a significant effect on emotional commitment and psychological attachment. Third, both emotional commitment and psychological attachment have a significant effect on content attitude, purchase intention. Fourth, the mediating effects of emotional immersion and psychological attachment between influencer characteristics, content attitudes, and purchase intentions were verified.
Implications: If Influencers strengthen their professionalism, attractive, reliability and making MZ generation emotional immersion, psychological attachment on them, they can effectively promote the content attitude and purchase intention of subscribers.

KCI등재

저자 : 이윤효 ( Yun-hyo Lee ) , 이상직 ( Sang-jik Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 67-84 (18 pages)

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Purpose: This study was conducted to empirically analyze the factors affecting ESG(Environmental, Social, and Governance) adoption intentions of SMEs(Small and Medium-sized Enterprises), which has become a hot topic recently. To this end, the usefulness and adoption easiness of ESG were primarily derived as the influencing factor. In addition, the CEO(Chief Executive Officer) 's will was derived because the CEO's role in decision-making was absolutely essential due to the characteristics of SMEs. Subsequently, as the ESG management environmental factors, the customer's request or support for ESG management, government support, and reflection in credit evaluation were judged to be very important factors, and these were adopted as variables.
Research design, data, and methodology: To empirically analyze this, a survey was conducted, and 276 valid samples were selected for analysis. For statistical analysis, a hierarchical regression analysis method using SPSS 24.0 was used.
Results: As a result of the empirical analysis of this study, the usefulness of ESG, adoption easiness of ESG, the CEO's will, the customer's request or support for ESG management, the government support, and the reflection of credit evaluation all had a significant positive (+) effect on ESG adoption intentions of SMEs. In particular, the CEO's will was found to be the most influential variable.
Implications: The results of this study had academic implications in that they derived influence variables and empirically tested them in research related to the adoption of ESG in SMEs. It was a practical implication that, above all else, the CEO's will and win-win relationship with large corporations in the same ecosystem are important for successful ESG adoption in SMEs.

KCI등재

저자 : 박형준 ( Hyung-joon Park ) , 동학림 ( Hak-lim Dong )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 85-102 (18 pages)

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Purpose: This study was conducted to empirically analyze the relationship between mobile banking service quality and customer value co-creation intention with mediation of customer attitude on mobile banking. The service quality is constructed by perceived usefulness, perceived ease of use, perceived enjoyment and perceived security & privayc. Customer vaule co-creation intention is measured by seven dimensions.
Research design, data, and methodology: A survey was conducted targeting mobile banking users in Korea and 250 valid samples were selected for analysis. AMOS 24.0 was used for statistical analysis of structural equation model.
Results: As a result of empirical analysis of this study, usefulness, enjoyment, and security & privacy resulted into significantly positive effect on attitude toward using mobile banking but ease of use failed to show positive effect on attitude. Attitude had a significantly positive effect on customer value co-creation intention and positively mediate the relationship between usefulness, enjoyment, security & privacy and customer value co-creation intention.
Implications: This paper is a pioneer study to empirically investigate whether mobile banking service quality boosts customer value co-creation intention for Korean mobile banking customers. Therefore, this study will add to service research and bank marketing literature to develop further knowledge about value co-creation and service quality.

KCI등재

저자 : 이제원 ( Je-won Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 103-115 (13 pages)

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Purpose: Contrary to the growth of Metaverse expanding through the generation MZ, research on the continuous use intention of consumer behavior is limited. This study aims to reveal the relation between the impact and the continuous use intention the interactivities among humans in the Metaverse has in terms of a consumer experiential value(economic, service, and educational). Through this study, we analyze consumer behavior within Metaverse and expand the theory.
Research design, data, and methodology: This study had conducted an exploratory factor analysis and confirmatory factor analysis to analyze the reliability and validity of the measurement items through SPSS21.0 and AMOS20.0. For verifying the research hypothesis, the goodness of fit test and hypothesis of the research model were verified using AMOS20.0 and presented the results.
Results: The result showed that the interaction within the Metaverse has a positive(+) impact in terms of an experience value and also offered the extent of its influence through economic value and educational value. The experience value with the highest positive(+) impact on the continuous use intention of Metaverse was identified as an economic value. At the same time, the service value also significantly affected it. However, the educational value does not influence the intention to continuous using the Metaverse, reconfirming previous research findings that there is a limit to expect on the educational value in the Metaverse. Finally, the study also revealed that the interactivity within the metaverse affects the continuous use intention.
Implications: As a result, confirmed the influence and relationship between the interactivity and experience value of consumers who are participating in the newly introduced environment, or the Metaverse, and suggested ways to enhance the economic value and service value in order to amplify the continuous use intention the Metaverse.

KCI등재

저자 : 이상은 ( Sangeun Lee ) , 현병환 ( Byunghwan Hyun )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 117-129 (13 pages)

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Purpose: This paper empirically analyzes the effect of social entrepreneurship on organizational performance by mediating government support. In most previous studies, it is reported that social value orientation has a positive effect on the performance of social enterprises.
Research design, data, and methodology: In order to verify the mediating effect of government support on the relationship between social entrepreneurship and organizational performance, a survey was conducted on social enterprise workers (managers, managers, and practitioners) across the country. The survey was conducted for about two weeks from January 3 to January 17, 2022. A survey was conducted through the Naver online survey link, and a total of 200 people participated in the survey. Among them, there was no insincere response, and data analysis was conducted based on the data of 200 people. The data collected in this study were analyzed by the following procedure using SPSS 25.
Results: As a result, as shown in < Table 3 >, all scores and extracorporeal values of all sub-factors were -.672 to -.100. The kurtosis values were -.556∼1.013, and the extraversion of all variables was within the absolute value │2│, and the kurtosis was within the absolute value │7│. Through this, it can be understood that all variables met the criteria for forming a normal distribution suggested by Curran, West, and Finch (1996). This study analyzed the correlation between variables by calculating Pearson's correlation coefficient to understand the correlation between the independent variable social entrepreneurship, the mediating variable government support, and the dependent variable organizational performance.
Implications: As a result of correlation analysis between variables, the correlations among all variables were found to be statistically significant.

KCI등재

저자 : Thanh Liem Nguyen , 현인규 ( In Gyou Hyun )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 131-149 (19 pages)

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Purpose: This study aims to determine the current state of the Vietnamese automobile industry. In particular, it aims to provide valuable information to assist the Vietnamese government in developing its strategy for activating the automobile industry, as well as companies in developing their entry strategy.
Research design, data, and methodology: This study uses the combined SWOT/AHP model. The Analytic Hierarchy Process (AHP) is used to quantitatively analyze the SWOT matrix. In order to gather data, documents and reports from the Vietnamese government and international agencies were used to construct a questionnaire.
Results: The summary of the research results are as follows. Among the factors contributing to Vietnam's automobile industry revitalization strategy, “a stable macro environment” played a significant role. In addition, among the strong factors, the factors of “adequate manpower at low cost” and “a favorable position to join ASEAN and Asian automobile supply chains,” were found to be very important. Also, among the external environmental opportunity factors, the “deep participation of ATIGA in ASEAN and Asia's automobile supply chain” and the “potential automobile consumption market” were considered. As a result, the Vietnamese government may consider the above factors when ma king an activation strategy for the Vietnamese automobile industry in the future.
Implications: The following strategic implications are derived from this study. The SO strategy must be revitalized by creating conditions for imported cars to enter the Vietnamese market, while the ST strategy must be strengthened by protecting domestic autos. Technology transfer, collaboration with foreign companies, and localization should all be included in the WO strategy. Lastly, the WT strategy requires Vietnamese related agencies to develop binding regulations on imported cars and to quickly improve the rate of localization.

KCI등재

저자 : 조재운 ( Jaewun Cho ) , 이종우 ( Jongwoo Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 4호 발행 연도 : 2022 페이지 : pp. 151-165 (15 pages)

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Purpose: The purpose of this study is to overview the existing studies on the effects of exclusive agencies on the industrial structure, economic effect, producer profit, retail price, social surplus, which have been studied in the marketing field, legal economy, and industrial organization theory. Considering the implications of the results on the distribution structure of Korea, it is intended to present a normative distribution structure for distribution of specialty products in Korea. In addition, we will propose hypotheses for future empirical studies and suggest public policy measures for the government's exclusive agency system.
Research design, data, and methodology: By analyzing and comparing previous research papers on Exclusive Dealing & Non-Exclusive Dealing, the economic effects were summarized and government policies were proposed.
Results: There are four research results on ED. ED has a profound effect on the industrial structure. The consensus view of most studies is that manufacturers will benefit from ED. ED raises the retail price. ED is judged to lower social surplus and consumer surplus. Although developed countries have reflected the impact of ED on their perceptions and policies, Korea still lacks research and policy.
Implications: Based on the economic effect of ED, there are four implications. First, the supply of retail space is required to reduce the anti-competitive effect of ED. Second, as the time, cost, and inconvenience required to travel to retailers increase, competition decreases and consumer surplus decreases. Third, ED reduces consumer surplus by limiting consumers' convenience in choosing a brand. Due to the absence of public policy regarding D, the anti-competitive effect of ED can be realized, leading to an increase in retail prices, and a decrease in consumer surplus and social surplus. Based on the implications, Korea needs institutional support for complex shopping malls and policies to promote e-commerce.

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