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한국유통경영학회(구 한국유통정보학회)> 유통경영학회지> 모바일 증강현실 게임에서 캐릭터에 대한 태도, 경쟁심, 신체 활동, 주의전환이 스폰서 기업에 대한 태도에 미치는 영향

KCI등재

모바일 증강현실 게임에서 캐릭터에 대한 태도, 경쟁심, 신체 활동, 주의전환이 스폰서 기업에 대한 태도에 미치는 영향

The Effects of Attitude toward Game Characters, Competition, Physical Activity and Attention Switching on Attitude toward the Sponsorship Company in the Context of Mobile Augmented Reality Game

이규동 ( Gyu-dong Lee )
  • : 한국유통경영학회
  • : 유통경영학회지 23권2호
  • : 연속간행물
  • : 2020년 04월
  • : 63-74(12pages)
유통경영학회지

DOI


목차

1. 서 론
2. 이론적 배경과 연구 가설
3. 연구 방법
4. 결과
5. 논의 및 결론
References

키워드 보기


초록 보기

Purpose: In recent years, a mobile augmented reality game such as Pokémon GO has become popular. Although past research has investigated the features of mobile technology and motivations for using Pokémon GO, little has been known about the relationship between the use of augmented reality game and the sponsorship company. Because the augmented reality game overlays digital contents on users’ everyday surroundings, the company which sponsors Pokémon GO may have the chance to develop positive relationships with the game users in both real and virtual environments. This paper, therefore, explores the antecedents of the attitude toward the sponsorship company in the augmented reality game context.
Research design, data, and methodology: A total of 294 validated responses from Pokémon GO players were collected from an online survey. The data were analyzed with hierarchical regression techniques. To predict attitude toward the sponsorship company, attitude toward the Pokémon characters, competition, physical activity, and attention switching were included in the hierarchical regression model as independent variables. Gender and age were used as control variables. Further, the sample was divided into the low-level trainer group (n=144) and the high-level trainer group (n=150), and the hierarchical regression models were tested, respectively.
Results: The results show that attitude toward the Pokémon characters, competition and physical activity increase attitude toward the sponsorship company. Although attention switching is not associated with attitude to the sponsorship company, the relationship between two constructs is significant in the low-level trainer group.
Conclusions: The present study reveals the positive association between Pokémon characters and the attitude towards the sponsorship company. Because the Pokémon franchise has lots of fans, the sponsorship company may develop positive relationships with individuals by supporting use of the augmented reality game. Also, competition and physical activity are the important factors for using Pokémon GO. The sponsorship company have the chance to develop the positive attitude with those who want to fulfil the need of competition or physical activity via Pokémon GO. Considering the negative role of attention switching in the low-level trainer group, the sponsorship company had better pay attention to low-level trainer's discontent.

UCI(KEPA)

I410-ECN-0102-2021-300-000855413

간행물정보

  • : 사회과학분야  > 경영학
  • : KCI등재
  • :
  • : 격월
  • : 2384-0137
  • : 2384-0145
  • : 학술지
  • : 연속간행물
  • : 1998-2021
  • : 921


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1Study on the Relationship between the Characteristics of SNS and Intention to Visit F&B Stores

저자 : 차성수 ( Seong-soo Cha ) , 홍금주 ( Geum-ju Hong ) , 신미혜 ( Mee-hye Shin )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 5-18 (14 pages)

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Purpose: The purpose of this study is to investigate the impact of Social Network Service (SNS) word-of-mouth information on the intention of visiting cafes among customers who have experience in food selection through SNS and to verify the role of mediating consumer awareness.
Design/Methodology/Approach: A total of 302 questionnaires were collected, and the survey results were analyzed to verify the reliability and validity of the measured variables. A structural equation modelling approach was used to test the hypotheses of the study with the mediation effect of consumer recognition.
Findings: The results showed that there was a mediating effect on consumer perception with regard to the relationship between the characteristics of SNS word-of-mouth information and visit intention for cafe consumers using word-of-mouth information on SNS.
Originality/Value: As playfulness and usefulness have a direct significant effect on visit intention, it was verified that favorability plays the role of a partial intermediary between playability, usefulness, and visitation intention. Meanwhile, reliability and interactivity do not have a direct significant effect on visit intention. In the three-step regression analysis, it was verified that the favorability plays the role of a complete mediator between reliability, interactivity, and visit intention.
Implications: We showed how online marketing using SNS can increase the number of customers visiting the store in the restaurant business. This study contributed to the revitalization of stores using SNS for self-employed food service entrepreneurs who are experiencing extreme difficulties in the current COVID-19 era.

KCI등재

2로컬푸드직매장의 기능 복합화 사례연구: 일본 미찌노에끼 비교분석을 중심으로

저자 : 김두순 ( Doo-soon Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 19-33 (15 pages)

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Purpose: The purpose of this study is to analyze the case of Japanese roadside stations and provide suggestions for introducing it to Korea by referencing as it is intended for allowing local food stores to be used as places with mixed-use functions.
Research design, data, and methodology: This study attempted qualitative research, and, as for the data analysis method, topic analysis was employed. For data collection, a case study was conducted based on the analysis of academic data, and a survey of related websites was also conducted. The on-site survey through the visit to 'Niseko' area and the interview results were reflected in the research results.
Results: First, this study found that the management of social motivation is also very important for the profit-making of local food stores and that mixed-use or functional connection would be an important element for maintaining the community in the era of population aging. Second, the regional roadside stations in Japan played their proper function and settled themselves as the central base complex facility of the area with natural functional mixed-use making use of regional characteristics.
Implications: Academically, this study revealed that the functional mixed-use of local food stores would be a necessary process in the flow of population aging or the level of concentration and connection and presented various perspectives of roadside stations in Japan operating in various ways, starting from residents-friendly and region-friendly demands. In terms of policy, this study proposed the use of local food stores as a local complex function facility for regional revitalization, and especially, it was noted that concentration and connection would be important policy conditions in the situations of population aging and density decrease. Practically, this study emphasized cooperation and integrated thinking in business, based on the fact Japan's Department of Land created small bases and managed roadside stations as well. As a limitation, it was noted that it would be necessary for follow-up studies on the functions and roles required in the region.

KCI등재

3거점 국가와의 네트워킹을 통한 시장개척사업이 수산물 수출에 미치는 영향 분석

저자 : 이상건 ( Sanggeon Lee ) , 안경애 ( Kyungae Ahn ) , 김태영 ( Taeyoung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 35-50 (16 pages)

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Purpose: The purpose of this study is to analyze the impact of overseas market development projects through networking with flagship countries on seafood exports.
Research design, data, and methodology: The analysis was conducted on the major seafood products of Korea (whole seafood, laver, and tuna) from 2004 to 2019. Export target countries include a total of 59 countries for whole seafood, 28 countries for seaweed, and 15 countries for tuna. As empirical models, the panel gravity model and the panel spatial gravity model were used in consideration of the characteristics of the data and the spatial dependence between countries.
Results: As the key results, the budget for the overseas market development project was evaluated to have significantly contributed to the expansion of exports of whole seafood, laver, and tuna. FTAs with flagship countries significantly contributed to increasing exports of whole seafood, laver, and tuna, and the network effect was also positive for exports in whole seafood and laver except for tuna. In particular, the effect of the network project for whole seafood and laver was higher than that of the FTA, confirming the necessity and effectiveness of the network project. Finally, the spatial spillover effect between countries was significantly present for whole seafood, laver, and tuna, so that export to a specific flagship country has a positive effect on other neighboring exporting countries as well.
Implications: It has been confirmed that the seafood overseas market development project and network project have a positive effect on seafood export, so continuous business operation is necessary. In particular, as networking with flagship countries has a positive effect on exports to neighboring countries, it is necessary to develop new flagship countries and actively promote network project in order to expand seafood exports in the future.

KCI등재

4플랫폼서비스품질요인이 타인추천 및 재이용의도에 미치는 영향: 플랫폼유형(배달/미디어)을 중심으로

저자 : 이재은 ( Jae-eun Lee ) , 이원동 ( Won-dong Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 51-65 (15 pages)

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Purpose: This study examined the effects of the relationship between platform preference type and service quality factors on the recommendation to others and reuse intention by finding out how various experiences of end consumers are correlated with the continued use of platforms in the platform market, which is growing in the online environment.
Research design, data, and methodology: A survey was conducted on users of delivery platforms like Coupang and Baemin and over-the-top (OTT) media platforms like Netflix. Reliability and validity analyses were performed through principal component analysis and Varimax factor analysis using the SPSS Statistics program. Simple regression analysis was used to examine the causal relationship between variables, verifying the effects of platform preference type (delivery/media) on the platform service quality selection factors, recommendation to others, and reuse intention.
Results: Service quality selection factors according to platform preference type were found to be Easy of Use(efficiency) and Fulfillment. There were no large differences in selection factors between platform preference types. Since online platforms are based on convenience and quickness, there are relative differences in the needs of consumers according to platform preference type. For the effects of service quality selection factors according to platform preference type on the recommendation to others and reuse intention, users of both delivery platforms and media platforms showed statistically significant positive results for the recommendation to others and reuse intention with Easy of Use(efficiency) and Fulfillment.
Accordingly, both hypotheses, “Service quality selection factors have positive effects on platform recommendation for platform users” and “Service quality selection factors have positive effects on platform reuse intention,” were supported.
Conclusions: To encourage platform users to recommend to others and have reuse intention, platform operators must have the ability to agilely accommodate complementary functions and make constant efforts to come up with effective measures for enhancing the rights and interests of users.

KCI등재

5식품기업의 경영효율성 제고방안에 관한 연구

저자 : 오영삼 ( Youngsam Oh )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 67-79 (13 pages)

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Purpose: This study would look for measures for the promotion of efficiency by drawing static efficiency and dynamic efficiency, considering the needs for the promotion of interests and effort for developmental diversification of food companies characterized by their small size and problems that the food companies face and draw improvements for sustainable development by analyzing many large food companies' plans for management efficiency through efficiency analysis.
Research design, data, and methodology: The DEA model was used to analyze the static efficiency of food businesses with top actual yields, and the DEA Window model was used to assess their dynamic efficiency. The CCR and BCC models were used to calculate the value of static efficiency, and the DEA Window model was used to analyze the trend of change in efficiency and stability, using three input variables and one output variable. The efficiency from 2016 through 2020 was measured. Capital, debt, selling, and administrative expenses were chosen as input variables, with sales as the output variable.
Results: The CCR analysis of the DEA model revealed that seven out of 18 food companies were efficient, whereas the BCC analysis revealed that 11 were efficient, in terms of pure technological efficiency. As a result of the dynamic efficiency analysis, similar estimates were drawn in 2018 and 2019; however, the value decreased in 2020, and it was assumed that it was affected by social environments. In 2020, sales decreased in numerous industries due to COVID-19, and it was an estimate that showed that food companies were also affected like other industry sectors.
Implications: Estimates of large food companies' efficiency were drawn, using the DEA and DEA Window models. Small food companies can improve their efficiency by digitizing and diagnosing their management efficiency status, benchmarking estimates in this study and utilize them as the baseline data to find their management efficiency. In addition, improving their input excesses and output shortfalls through an analysis of inefficient DMU and utilizing that as a measure for the promotion of their efficiency will turn out to be large ones' continuous growth and small ones' growth.

KCI등재

6스포츠용품업의 해외시장 진입 방식 선택

저자 : 송명규 ( Myungkuy Song )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 81-97 (17 pages)

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Purpose: The purpose of this study was to identify variables which affect Korean sports goods company's strategies for entering the foreign market. The choice of entry mode is one of the most critical decisions in global marketing. This paper aims to improve Korean sports goods company's international competitiveness.
Research design, data, and methodology: A survey was conducted on 352 companies members of Korea Sporting Goods Industry Cooperative Federation. To achieve the goal of this research, the model was designed to focus on how different factors such as CEO, product, firm, and host country environment affect foreign market entry mode choice. First, an exploratory factor analysis was performed to confirm reliability and validity. Second, t-test and logistic analysis are respectively used to test the hypotheses. T-test is used to find out the difference between two groups, investment type and export type, on each of the variables, while logistic analysis is used to explore the influence of each variable.
Results: First, Findings from the analysis of differences revealed that in CEO factors, all the items were significantly different between the two types, and among product factors, degree of technological innovation and transaction cost showed significant differences, while there was no significant difference in marketing ability. Second, Concerning firm factors, only multinational experience was significantly different while there was no significant difference. Third, with respect to host market factors, except competition intensity, there existed significant differences.
Implications: The government and industry must make efforts to create a sports goods brand that meets the global level of competition in the sports sector. The government should actively support the overseas expansion of sporting goods companies, and sporting goods companies should strive to secure competitiveness in the global market through overseas market strategies suitable for them.

KCI등재

7국제신생벤처기업의 흡수역량이 혁신과 성과에 미치는 영향

저자 : 윤기창 ( Kichang Yoon )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 99-109 (11 pages)

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Purpose: The purpose of this study is to empirically investigate the process of creating competitiveness in the global market by acquiring, assimilating, and utilizing the necessary knowledge from the outside.
Research design, data, and methodology: This study is based on the resource-based View that is mainstream in the field of strategic management. The study targets INVs, which are performing globalization in high-tech industries that inherently have the problem of lack of available resources. It is confirmed through theoretical studies in previous studies that the absorptive capacity of INVs, consisting of exploratory learning, transformative learning, and exploitative learning, is a key factor in the innovation and performance of these firms. The empirical analysis was conducted on 354 companies among INVs in Korea. The empirical analysis is a two-step approach, after conducting a feasibility analysis and the research hypotheses are tested through a structural equation model.
Results: First, explorative learning has a significant effect on INVs innovation, but the effect of this learning on management performance is not significant. Second, transformative learning has a significant influence on INVs' innovation and performance. Third, exploitative learning also has a significant influence on the innovation and performance of INVs. Fourth, INVs' innovation has a significant impact on performance. Therefore, it is confirmed that the absorption capacity of INVs is a very important factor in innovation and performance overall.
Implications: This study confirms that innovative products or services are very important in creating a competitive advantage and improving performance by acquiring necessary knowledge from outside to survive and grow in the global market and combining internally held knowledge. In addition, this study is of academic significance in that it investigated how Korean INVs are absorbed from external sources.

KCI등재

8재생에너지 기업의 수출에 대한 정책지원, 기업이질성과 기업 간 스필오버의 영향분석

저자 : 성봉석 ( Bongsuk Sung )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 111-123 (13 pages)

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Purpose: Little attention has been paid to investigation of direct and indirect of policy and firm-specific factors on export in the renewable energy industry. To fill the gaps in the literature, this paper examines the relative importance of the effects of government supports, firm heterogeneity, and inter-firm spillovers on export.
Research design, data, and methodology: A dynamic panel model is established to investigate the relationships between the variables in question. We use the panel data for solar energy technology firms in Korea to test the relationships. We conduct various diagnostic tests to see whether first-order autocorrelation, cross-sectional dependence, homoscedasticity, and unit-root exist. Considering the results of the diagnostic tests, the empirical model is established to test the nexus between the variables, which is estimated for the full sample of the data and two sub-samples of the data over 1980-2001 and 2002-2019 period, using system generalized method of moments(GMM).
Results: For the full sample, R&D subsidy has a significant positive direct and indirect (spillover) effect on firms' export. Non-R&D subsidy has a positive spillover effect on firms' export, but does not directly affects. Total factor productivity has a direct and positive effect on firms' export. Firms' export is promoted by firm age, not inter-firm competition.
Implications: Unlike the existing literature focusing on the direct effects of policy supports on export at the industry level, this study contributes to further extending our understanding of the direct and spillover effects of policy supports and firm heterogeneity on export at the firm level. The main results of the study, and policy implications is helpful for increasing realistic policy applicability, by applying them to firms that are actual beneficiaries of public subsidy.

KCI등재

9Antecedents and Consequences of Emotional Attachment in China's Hotel Services: The Mediating Role of Affective Commitment

저자 : 최철재 ( Chuljae Choi ) , 서가뢰 ( Jialei Xu )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 125-142 (18 pages)

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Purpose: The purpose of this study is to verify the effect of perceived service quality, service satisfaction, employee trust, positive emotion as prerequisites for emotional attachment in upscale hotel, and emotional attachment in terms of its influence on attitudinal loyalty, behavioral loyalty. In addition, this study intends to examine the mediating effect of affective commitment in the relationship between emotional attachment, attitudinal loyalty, and behavioral loyalty, and explain through which pathways affect behavioral loyalty.
Research design, data, and methodology: The data of this study is collected through face-to-face interview with 310 customers who experienced upscale hotel service in China. For empirical analysis, a total of 302 copies were analyzed. SPSS 21.0 and AMOS 20 statistical packages were used to verify the reliability and validity of the data. Frequencies analysis was used to identify demographic characteristics of respondents. The structural equation model analysis (SEM) verified the suitability and research hypothesis of the research model.
Results: For customers who experienced hotel service, perceived service quality, service satisfaction, employee trust, and positive emotion all had a positive effect on emotional attachment. Emotional attachment had a positive effect on affective commitment and attitudinal loyalty. Affective commitment had a positive effect on attitudinal loyalty which in turn had a positive effect on behavioral loyalty. However, emotional attachment and affective commitment did not directly affect behavioral loyalty. Therefore, it was confirmed that affective commitment plays a partially mediating role in the relationship between emotional attachment and customer loyalty.
Research implications or Originality: Upscale hotel managers need to identify target customers that are highly profitable to their company and actively implement reinforcement management through database of this research. It is important to provide physical facilities and convenience so that these customers can feel emotionally attached to hotel service and be affectively committed in the service provided by the hotel. In addition, it is important to increase the emotional bond so that the customer will perceive the service as excellent and be emotionally satisfied. In particular, in addition to emotional attachment, it is important to grow customer affective commitment so that they will actively and continuously use our hotel service.

KCI등재

10소셜커머스의 지각된 가치, 자기효능감과 상호작용성이 모바일 APP앱 사용자의 태도 및 지속적 사용의도에 미치는 영향에 관한 연구

저자 : 초리민 ( Jiao Limin ) , 김철중 ( Chul-jung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 5호 발행 연도 : 2021 페이지 : pp. 143-158 (16 pages)

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Purpose: The combination of social e-commerce and mobile social network apps has become a common marketing strategy and an important factor influencing consumers to make purchase decisions. However, after the existing research lacks the integration of e-commerce functions, user's in-depth exploration of user's attitudes towards mobile social network apps and continued use intentions. In the TAM2 model, the pioneering introduction of the perceived value, self-efficacy, interactivity, and perceived ease of use of social e-commerce as the leading variables affecting user attitudes and perceived usefulness, to build a research model.
Research design, data, and methodology: An empirical analysis was conducted on Korean mobile network users, through the recovery data of 489 questionnaires, and structural equation models were used to conduct hypothesis testing, analysis of the moderating effect of income level, and analysis of the mediating effect of perceived usefulness and user attitudes.
Results: The results show that the perceived value and self-efficacy of social e-commerce significantly affect the perceived usefulness and user attitudes of mobile social apps; interactivity can positively and significantly affect user attitudes; and perceived ease of use has a positive effect on perceived usefulness; And through the intermediary role of perceived usefulness and user attitude, it will ultimately affect the user's intention to continue using. In addition, the income level has a significant moderating effect on the three paths of interactivity to perceived usefulness, perceived usefulness to user attitude, and user attitude to continuous use intention.
Implications: According to this study, in the mobile era, functions that can frequently introduce social commerce or affect the intention of purchasing incense through advertising exposure are gradually decreasing. It is more important to provide concise and attractive high-quality information in the content production process.

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KCI등재

1Relationship Between Customer Experience and Emotional Attachment to the Brand and Behavioral Intentions in Upscale Restaurant Services: Moderating Effect of Brand Personality

저자 : 최철재 ( Chul-jae Choi ) , 민대규 ( Dae-gyu Min )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 5-18 (14 pages)

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Purpose: The purpose of this study is to identify the effects of service experience such as employee service, core service and servicescape on emotional attachment and the moderating role of brand personality in the relationship between the same variables. In addition this study is to explains the interrelationship between emotional attachment and word-of-mouth (WOM) intention and reuse intention in the upscale restaurant services.
Research design, data, and methodology: A questionnaire survey was conducted of 279 customers who had experienced in the upscale restaurant services, and confirmed the validity and reliability of the data by using SPSS 21.0 and AMOS 21.0 statistic packages. The research hypothesis was analyzed by structural equation modeling analysis (SEM). The variables used were service experiences such as employee service, core service, servicescape, emotional attachment, word-of-mouth, reuse intention and brand personality.
Results: All dimensions of service experiences such as employee services, core services, and servicescapes had a significant impact on emotional attachment, and which, in turn, affected both word-of-mouth intention and reuse intention, and word-of-mouth intention affected reuse intention. In addition, the moderating effect of brand personality was identified in relation to employee service experience and emotional attachment, while there was no moderating effect of brand personality in core service and service landscape and emotional attachment.
Conclusions: In order to increase the customer's positive word-of-mouth intention and reuse intention in the upscale restaurant service setting, it is necessary to provide various service experiences such as employee service, core service, and servicescape so that their customer has an emotional attachment. And then. since service experience through interaction with employees brings high emotional attachment, service education of frontline employees should be strengthened to raise employee service quality recognized by customers. In addition, the consumer affects emotional attachment according to the personality of the service brand if the employee's service is positive. This mean that the service provided by the employee influences the emotional attachment when customers perceives it as stylish, true, lively and passionate about a upscale restaurant. Therefore, the manager of upscale restaurant have to develop an excellent service brand by accurately identifying the customers's needs and enhancing the image of the upscale restaurant.

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2A Study on the Impact of Entrepreneurial Action and Government Support through the Network on Management Performance

저자 : 박희상 ( Hee-sang Park ) , 서영욱 ( Young-wook Seo )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 19-35 (17 pages)

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Purpose: The purpose of this study is to demonstrate whether a network is able to have a significant impact on management performance established by an entrepreneur starting a business without sufficiently securing human and physical capital. It also examined if trust, opportunity discovery, and opportunity utilization were factors that were needed in building networks to impact management performance. Lastly, government support factors were evaluated to observe the impact it had on business performance of entrepreneurs.
Research design, data, and methodology: Variables that were considered to affect the business performance of the entrepreneur were selected, including opportunity discovery, opportunity utilization, trust, network, entrepreneurship education, entrepreneurship mentoring, financial performance, and non-financial performance. In order to measure each variable, a questionnaire was developed and conducted to entrepreneurs nationwide. The data of the entrepreneurs that had not responded accurately and those that did not receive government funding were removed from the analysis. An empirical analysis was conducted with a total of 229 data. The reliability and validity of the measurement tools were verified using smart PLS 2.0, and the research model was verified by analyzing the structural model equation.
Results: Opportunity discovery, one of the factors of an entrepreneur's behavioral factor, was observed to have a statistically significant positive effect on opportunity utilization. In turn, opportunity utilization was shown to have a statistically significant positive effect on social capital. In addition, among the factors of social capital, it was seen that trust had a statistically significant positive effect on network. The factors of management performance, such as financial and non-financial performance, were shown to be significantly positively affected by the network factor. In terms of government support factors, entrepreneurship education was observed to have a statistically positive effect on non-financial performance, while entrepreneurship mentoring had a significant influence on financial performance.
Conclusions: For entrepreneurs without the needed human and material capital, networks are a necessary capital to have in order to achieve business success. It is necessary for the entrepreneur to form a network with the purpose of taking advantage of entrepreneurship opportunities, and gaining trust to networking targets in the process of forming the network.

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3농산물도매시장 하차거래 도입에 따른 시간비용 절감효과 분석: 가락농수산물도매시장 사례를 중심으로

저자 : 김재령 ( Jae-ryoung Kim ) , 김윤두 ( Yoon-doo Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 37-48 (12 pages)

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Purpose: The mode of transaction of agricultural products (vegetable) sold in the 'Garak Agricultural and Marine Product Wholesale Market (GWM)' can be distinguished into two types in terms of the distribution of agricultural products (Vegetable). First, it is the 'Transaction of Unloaded Products (TUP)' wherein the transaction and sales occurs on the vegetable unloaded from each transportation vehicle. Secondly, it is referred to as the 'Transaction of Loaded Products (TLP)' on each vehicle as it was loaded at respective places of production. Recently, the representative policy of distribution of vegetable was promoted and implemented in the 'GWM'; the discussion to change conventional TLP into the TUP initiated since 2012, and the changed mode of transaction was started gradually with the loaded 'Radish' in April, 2017. The effect of change into TUP was investigated through varied approaches however substantial effect therefrom is yet to be identified through employing verified model thereof.
Research design, data, and methodology: The present study thus intended to verify substantial effect of the improvement in distribution resulted from the initiation of TUP' in the 'GWM' through identifying estimated costs of distribution before and after introduction of the TUP, and effect of the implementation thereof on receiving prices of vegetable of forwarders. For the estimation of the congestion and accumulation costs of distribution of vegetable to be sold by TUP, the transaction of 'radish', 'onions' and 'Chonggak radish', for which TUP from vehicles was introduced in 2017, were taken to compare the effect on distribution before (2016) and after (2017) the introduction of TUP.
Results: The congestion and accumulation cost of distribution were also estimated wherefrom the daily distribution cost of 'radish', 'onions', and 'Chonggak radish' marked respective decreases of 9.852 million KRW for 'radish', 21.952 million KRW for 'onions', and 4.108 million KRW for 'Chionggak radish'.
Conclusions: Through conducting the present study, the substantial time cost saving effect of the improvement in distribution system of vegetable, resulted from the introduction of TUP, was verified positively. The outcomes of the present study are expected to be exploited for further studies, to be delving into detailed effects of implementation of the TUP, as basic data.

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4연구장비 공동활용시설의 이용의도에 영향을 미치는 요인에 관한 연구: 건설·교통 분야 시설 이용자 중심으로

저자 : 최종오 ( Jong-oh Choi ) , 김언정 ( Un-jung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 49-61 (13 pages)

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Purpose: Recently, research and development (R&D) investment has increased, and research facilities have become more important at the science and technology infrastructure level. However, research on strategic investment and Co-utilization of research equipment is insufficient compared to its importance. In order to activate public R&D facilities in research and development, managers of public R&D facilities need to understand which aspects of the specified services are best able to explain the user's intention to use and which technical elements the user considers most important.
Research design, data, and methodology: This study analyzed the important factors in service quality and technology acceptance for Co-utilization of national R&D facilities and equipments, and, using those factors, which factors influence the intention of use. A total of 130 questionnaires for users in the construction and transportation sectors were used for the final analysis. For the verification of the hypothesis of this research, a model of a structural equation is used, and a program for analysis uses SPSS 20 and AMOS 18.
Results: Tangible quality of services was not significant, both for perceived usefulness and for perceived ease of use. On the other hand, intangible quality of service was a significant result of both perceived usefulness and perceived ease of use. It has been shown that perceived ease of use does not affect perceived usefulness. perceived usefulness and perceived ease of use have been shown to affect use intention. Further, it has been shown that perceived usefulness has a greater influence than perceived ease of use, which is judged to be necessary to emphasize perceived usefulness rather than perceived ease of use in order to increase the availability of Co-utilization.
Conclusions: The results of this research were slightly different from those of prior studies that explain existing service quality, TAM and use intention. To efficiently operate the Co-utilization facility, it suggests that policies that enhance the Assurance, reliability, responsiveness and empathy of technology are important, in order to operate co-utilization facility efficiently. At the same time, the government needs to be controlled so that it can provide support and education to technician.

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5모바일 증강현실 게임에서 캐릭터에 대한 태도, 경쟁심, 신체 활동, 주의전환이 스폰서 기업에 대한 태도에 미치는 영향

저자 : 이규동 ( Gyu-dong Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 63-74 (12 pages)

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Purpose: In recent years, a mobile augmented reality game such as Pokémon GO has become popular. Although past research has investigated the features of mobile technology and motivations for using Pokémon GO, little has been known about the relationship between the use of augmented reality game and the sponsorship company. Because the augmented reality game overlays digital contents on users' everyday surroundings, the company which sponsors Pokémon GO may have the chance to develop positive relationships with the game users in both real and virtual environments. This paper, therefore, explores the antecedents of the attitude toward the sponsorship company in the augmented reality game context.
Research design, data, and methodology: A total of 294 validated responses from Pokémon GO players were collected from an online survey. The data were analyzed with hierarchical regression techniques. To predict attitude toward the sponsorship company, attitude toward the Pokémon characters, competition, physical activity, and attention switching were included in the hierarchical regression model as independent variables. Gender and age were used as control variables. Further, the sample was divided into the low-level trainer group (n=144) and the high-level trainer group (n=150), and the hierarchical regression models were tested, respectively.
Results: The results show that attitude toward the Pokémon characters, competition and physical activity increase attitude toward the sponsorship company. Although attention switching is not associated with attitude to the sponsorship company, the relationship between two constructs is significant in the low-level trainer group.
Conclusions: The present study reveals the positive association between Pokémon characters and the attitude towards the sponsorship company. Because the Pokémon franchise has lots of fans, the sponsorship company may develop positive relationships with individuals by supporting use of the augmented reality game. Also, competition and physical activity are the important factors for using Pokémon GO. The sponsorship company have the chance to develop the positive attitude with those who want to fulfil the need of competition or physical activity via Pokémon GO. Considering the negative role of attention switching in the low-level trainer group, the sponsorship company had better pay attention to low-level trainer's discontent.

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6배달음식 앱 특성이 지각가치와 소비자 사용의도에 미치는 영향: 지각가치의 매개효과

저자 : 정철현 ( Chur-hyun Jung ) , 김철중 ( Chul-jung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 75-90 (16 pages)

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Purpose: This study intends to investigate how it affects consumers' perceived value through theoretical considerations and empirical analysis of the characteristics of delivery apps. We also want to investigate how perceived values affect consumers' intention to use. Based on this research, we are trying to draw implications that can provide help in the development of mobile delivery apps.
Research design, data, and methodology: To achieve the objectives of the study, we surveyed 325 delivery food app users. The survey period was conducted from November 7, 2019 to November 18, 2019, and the data was collected through the research company Macromille Embrain. The collected data was analyzed using SPSS and AMOS statistical programs.
Results: The result of the study was to verify the effect of delivery app's characteristic factors on perceived value. As a result of the study, Hypothesis 1 was found to have a positive impact on perceived value and information provision services. And interactions were found to have a negative impact on perceived values. In this study, it was found that interactivity has a negative effect on perceived values. It can be explained that the interactivity of the app itself is lowering the importance of the app's interactivity. As the mobile counterpart is generalized, it can be said that the app connecting the seller and the consumer has been generalized, reducing the importance of interactivity. In the case of Hypothesis 2, the perceived value was found to have a positive effect on consumer intention.
Conclusions: The meaning of this study was investigated as an important factor to increase the app's information provision and the usability of the app when utilizing the characteristics of the delivery food app in the O2O (Online-to-Offline) market environment. I think that the negative impact of the app's interactivity in this study probably ignored its importance due to excessive use of information and improvement of mobile quality. The perceived value was found to have a positive effect on consumer intention. In other words, if the perception of delivery apps in the consumer's mind improves, we believe that food buying activities using the app will increase.

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7지역 불균형 해소를 위한 창업생태계 성공요인 도출에 관한 연구

저자 : 안태욱 ( Tae-uk Ahn ) , 강태원 ( Tae-won Kang ) , 이미경 ( Mi-kyung Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 91-105 (15 pages)

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Purpose: As regional economic difficulties are exacerbated recently, Korean government considers a startup to be an important alternative to regional innovation and job creation. Creating a right startup ecosystem is important among other things in nurturing quality startups and startup runners. However, there are insufficient studies performed on success factors required to create a successful startup ecosystem. This study intends to prioritize success factors in creating a startup ecosystem for regional innovation.
Research design, data, and methodology: This study conducted a survey on experts who have worked at least five years in startups and related fields. There are four criteria to evaluate success factors of a startup ecosystem and 16 sub-criteria to evaluate success sub-factors. This study performed a pairwise comparison of factors on set models, using the analytic hierarchy process (AHP) method.
Results: The analysis results showed that success factors in the startup ecosystem with the highest evaluation scores were characteristics of startup runners, startup fund, startup infrastructure, and startup support programs in descending order, and that success sub-factors with the highest evaluation scores were entrepreneurship, nurturing of key personnel, initial expense for startup, and startup support system, in descending order. An analysis by gender found that for male startup runners, startup fund is important. There was a difference in the results of success factor analysis between male and female experts. Lastly, experts were asked which factor is the most important in the startup ecosystem. Group A (experts with experience of five to less than 10 years) regarded the characteristics of startup runners as the most important factor; Group B (experts with experience of 10 to less than 20 years) startup infrastructure; and Group C (experts with experience of 20 years or more) startup fund.
Conclusions: The implications of this study are that startup runners (persons) are of the largest importance in a regional startup ecosystem and entrepreneurship and nurturing of key personnel are important. This study offers an implication that it is desirable to compose an expert organization with experts of different years of experience in successfully creating a startup ecosystem. This study has its significance as it presents a right direction and offers policy implications for creating a startup ecosystem in areas besides the Seoul Metropolitan Area.

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8고객가치에 대한 개념적 고찰 및 척도개발에 관한 연구: 제약산업을 중심으로

저자 : 김영필 ( Young-pill Kim ) , Linxue Li , 강기두 ( Gi-du Kang )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 107-129 (23 pages)

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Purpose: Despite the continual growth of the domestic pharmaceuticals market, little research has been conducted on the customer value provided by the domestic pharmaceutical industry. The purpose of the current study is to define and conceptualize the construct of customer value that pharmaceutical companies have to provide to customers; and to develop a scale to measure customer value based on the review of extant literature and field interviews.
Research design, data, and methodology: In order to achieve the research purpose, the current study employed a method simultaneously pursuing qualitative and quantitative methods. As a qualitative research, comprehensive literature review was conducted to understand the clear concept of value in the pharmaceutical industry and its components in detail, and to confirm the possibility of integrated conceptualization. The next step was to reflect various on-site opinions on customer value of medicines through depth interviews with doctors, pharmacists and the general public. After having understandings on the construct of customer value and its components, the scales to measure the construct of customer value were developed by following the procedure proposed by Churchill (1979).
Results: With a conceptualization of focal construct (i.e., customer value), the current study identified the components of the construct (i.e., instrinsic and instrumental value) and six sub-dimensions for each component. After verifying the validity of the construct and the contents of each dimension, items measuring those domains were developed and its psychometric properties (i.e., reliability and validity) were rigorously tested. In so doing, 51 reliable and valid items measuring the customer value were finally identified.
Conclusions: The conceptualization and identification of the construct of customer value and the development of the scale will become a guiding principle for future studies and it would be expected to provide a critical and practical implication for the pharmaceutical industry which is now experiencing a severe competition. This study not only contributes to the positive creation of the pharmaceutical industry by presenting the direction of customer value management, but also provides a foundation to grow into a long-term survival strategy through paradigm change by understanding the intrinsic attribute of the pharmaceutical industry.

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9기술수용이론변수와 이용동기에 따른 쇼트클립 App 이용의도에 관한 연구: 쇼트클립 App 몰입의 조절효과 검증

저자 : 이영희 ( Young-hee Lee ) , 류미현 ( Mi-hyun Ryu )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 131-147 (17 pages)

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Purpose: According to analysis report on the development of China's mobile internet industry short clip apps have the fastest growth of user size among the mobile apps in the 2019. Short clip contents market is growing mature amid fierce competition. Observations made of the use intentions of consumers regarding short clip apps that are recently receiving the most amount of attention in the mobile app market, in which mobile apps appear in diverse forms and disappear according to consumer choices. Short clip app use intentions were divided into Doing, Showing, and Interacting intentions, and verifications were made of the influential factors of Technology Acceptance Model variables and using motivations along with the moderating effects of flow regarding this.
Research design, data, and methodology: Research models to achieve research goals have been developed based on previous research. This study was conducted on 250 adult consumers of China in their twenties and thirties and for statistical analysis, group comparison analysis for the verification of structural equation models and moderating effects was conducted.
Results: The main results of this study showed first, that factors that affect short clip app use intentions (doing) are a perceived ease of use among technology acceptance variables and entertainment and self-expression among using motivations. Second, factors that affect short clip APP use intentions (showing) were verified to be perceived usefulness among technology acceptance variables and self-expression and information among using motivations. Third, factors that affect short clip app use intentions (interacting) were the technology acceptance variables of perceived usefulness and perceived ease of use and information seeking among using motivations. Lastly, the moderating effects of flow appeared to be partially significant.
Conclusions: It is expected that through the results of this study, mobile app affiliated companies can have an increased understanding of consumer app use intentions and that aid can be provided to consumer-focused activities. In addition, consumers become more than simple subjects of consumption and become subjects that consume, produce, and spread information through mobile contents so they must work to have awareness to be in charge of more responsible roles.

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10유통영업직종에서 일터학습과 인적자원성과간의 영향관계

저자 : 심용보 ( Young-bo Shim ) , 남성집 ( Sung-jip Nam )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 23권 2호 발행 연도 : 2020 페이지 : pp. 149-162 (14 pages)

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Purpose: The objective of current research is to explore the effectiveness of variable types of workplace learning at the work, especially for the sales persons in retail industry. As the more business processes and products are complicated, the higher the role of sales persons' role in the retail industry are. Business practitioners and researchers have paid attention on capacity of employees and business performance relationship. From the equation, they emphasize that types of learning is the key to improve the employees' capacity. The importance of learning at workplace has been stressed yet, their types of workplace learning methodology and learning outcome correlation has gained little attention. The current research aims to provide effective human resource development methodology in retail industry.
Research design, data, and methodology: From the seventh human resource company panel survey conducted by Korea Research Institute of Vocational Education & Training, the authors segregate sales persons in retail industry and analyze effective diverse types of workplace learning on their learning outcome. From the panel data set, the authors obtained 905 sample of sales employees. The author attempt to validate how different types of workplace learning induce on their job performance, job related satisfaction and organizational commitment framework. Further, employees are segregated to high and low participations on types of education provisions to validate their workplace learning outcome in retail industry.
Results: The result shows that workplace learning has positive influence on sales persons' learning outcome. From the detailed investigation, the authors uncovered that informal learning has greater influence on job capability dimension. However, for the job satisfaction and organizational commitment dimensions, formal learning has greater influence than the informal learning methodologies.
Conclusions: From the above findings, business managers and researchers may learn to implement different types of learning methodologies for desired job related outcomes. Forms of learnings can be extended to wide variety of types, especially in the age of the fourth industrial revolution. Formal and informal learning methodology provisions for the sales persons may be chosen in detailed purposes and the specifically chosen type of learnings can bring about better result depends on what dimensions are targeted.

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