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한국유통경영학회> 유통경영학회지> 기술수용이론변수와 이용동기에 따른 쇼트클립 App 이용의도에 관한 연구: 쇼트클립 App 몰입의 조절효과 검증

KCI등재

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

A Study on Short Clip App Use Intentions Following Technology Acceptance Model Variables and Using Motivation: Verifications of the Moderating Effects of Short Clip App Flow

이영희 ( Young-hee Lee ) , 류미현 ( Mi-hyun Ryu )
  • : 한국유통경영학회
  • : 유통경영학회지 23권2호
  • : 연속간행물
  • : 2020년 04월
  • : 131-147(17pages)
유통경영학회지

DOI


목차

1. 서 론
2. 이론적 배경
3. 연구문제 및 방법
4. 연구결과
5. 결론
References

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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.

UCI(KEPA)

I410-ECN-0102-2021-300-000855453

간행물정보

  • : 사회과학분야  > 경영학
  • : KCI등재
  • :
  • : 격월
  • : 2384-0137
  • : 2384-0145
  • : 학술지
  • : 연속간행물
  • : 1998-2022
  • : 949


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1A Study on Factors Affecting Consumer Satisfaction and Continued Use of Food Subscription Service

저자 : 차성수 ( Seong-soo Cha ) , 나영아 ( Young-ah Rha )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 5-17 (13 pages)

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Purpose: The purpose of this study is to investigate the selection attributes of the food subscription service, which has been increasing recently. The subscription service, which was popular mainly on offline platforms in the past, is expanding to the online food industry, and there are not many studies on it.
Research design, data, and methodology: This study conducted a survey on consumers who use subscription services, and was conducted based on the survey results. The survey was conducted from May 2021 to July 2021, and data analysis was empirically analyzed using statistical program.
Results: It was found that both the perceived usefulness and perceived ease of the consumers using the subscription service had a significant effect on their continued use. In addition, overall price and diversity of food subscription service were found to have a positive effect on perceived usefulness, and convenience was found to have a positive effect on perceived ease of use. The factor that had the greatest influence on perceived usefulness was price.
Implications: This study suggests that the usefulness and ease of food subscription service are the most important. Of particular importance in subscription services are price characteristics and convenience features, so retailers should focus on these when establishing distribution strategies.

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2프랜차이즈 본부의 사전통제가 가맹점의 본부에 대한 신뢰와 가맹점의 두 가지 행동에 미치는 영향

저자 : 김영언 ( Yeong-eon Kim ) , 이호택 ( Ho-taek Yi )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 19-34 (16 pages)

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Purpose: First, In the process of franchise contract between franchise and franchisee, it is to confirm ex-ante governance affects the trust of franchisee in the franchisor, and to confirm how trust in franchisee's franchisee affects the behavior of franchisee, that is, the boundary spanning behavior and opportunistic behavior. Second, the importance of ex-ante governance of franchisor was not highlighted due to lack of research on the control mechanism and boundary spanning behavior of franchisor in previous studies, but this study aims to examine the importance of information disclosure or franchise agreement that franchisor can control franchisees by studying the influence of ex-ante governance of franchisor on trust and boundary spanning behavior of franchisees.
Research design, data, and methodology: The collected method was conducted by surveying franchise franchisees in wholesale and retail businesses in Daegu area, and 206 copies were collected. The hypothesis was verified by using structural equation modeling technique. Reliability test and confirmatory factor analysis were conducted to verify validity and reliability of the study.
Results: First, the completeness and incentive of the contract had a positive effect on the trust of the franchisee, and both hypothesis 1 and hypothesis 2 were supported. Second, safeguarding clauses was set to have a positive effect on the trust of the franchisee's franchisee, but it was not statistically significant. Third, contractual one-sidness had a negative effect on the trust of the franchisee, so Hypothesis 4 was supported. Fourth, Hypothesis 5 and Hypothesis 6 showed positive effect on the franchisee's transcendence behavior and negative effect on the opportunistic behavior.
Implications: This study investigates the effect of the franchisor ex-ante governance mechanism on the franchise's trust in the franchisor and accordingly conducts an empirical analysis on the effects of franchisor's boundary spanning behavior and opportunistic behavior.

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3An Empirical Analysis of the Effects of Information Collection and Utilization Capabilities of Chinese Small and Medium Enterprises on Their Export Performance

저자 : 유창권 ( Chang-kwon Yoo ) , 유굉초 ( Hong-chao Liu )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 35-45 (11 pages)

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Purpose: This study discussed outsourcing strategies of Chinese SMEs in the framework of open innovation strategies, and empirically analyzed the effect of Chinese SMEs' information collection and utilization capabilities on product differentiation and cost advantage strategies promoted by companies.
Research design, data, and methodology: The paper uses how these information capabilities ultimately affect export performance as the final performance of a comp any. To this end, responses from 3 45 Chinese SMEs were secured through a survey, and empirical analysis was conducted through a structural equation model (SEM).
Results: The result suggests that outsourcing strategies of Chinese SMEs in the framework of open innovation strategies, and empirically analyzed the effect of Chinese SMEs' information collection and utilization capabilities on product differentiation and cost advantage strategies promoted by companies.
Implications: As a result of the analysis, it was found that the information collection and utilization capabilities of Chinese SMEs had a positive effect on the implementation of product differentiation strategies and cost advantage strategies, respectively.

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4정부지원, 네트워크 및 연구개발 역량이 융합역량에 미치는 영향: 기술사업화 매개효과 중심

저자 : 최규선 ( Kyu-sun Choi ) , 김현 ( Hyun Kim ) , 현병환 ( Byung-hwan Hyun )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 47-65 (19 pages)

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Purpose: The purpose of this study was to examine relationships among government support, network and R&D capabilities and convergence capabilities with mediating effect of technology commercilization in order to foster the efficiency of Korean R&D industry. We attempted to provide meaningful implications for Korean companies that want to increase convergence capabilities for sustainable growth and innovation.
Research design, data, and methodology: In order to verify the hypotheses, A survey was conducted on 357 employee who live in Korea. First of all, a confirmatory factor analysis was conducted for the reliability and validity. Then, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted by checking the discriminant validity and bootstrapping results.
Results: First, network capability had a statistically significant effect on convergence capability by itself. Second, it was found that government support and R&D capacity did not have a significant effect on convergence capacity. Third, it was confirmed that government support and R&D capability did not directly affect convergence capability, but had a significant effect through technology commercialization capability.
Implications: In today's era of the 4th industrial revolution, where technological innovation is accelerating, companies are encouraging the enhancement of convergence capabilities by expanding R&D investment or strengthening capabilities that induce innovation, and the government is providing various support services for this purpose. However, this result confirms that the convergence capability cannot be strengthened only by expanding these capabilities. And as an alternative, it is proposed to increase both R&D capability and technology commercialization capability that has proven the full mediation effect in government support. In addition, it is proposed to expand network capabilities that have a positive effect on convergence capabilities on their own.

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5한정판 구매에 미치는 심리적 동기에 관한 연구

저자 : Gaomiao Ji , 조승호 ( Seungho Cho )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 67-80 (14 pages)

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Purpose: One of the characteristics of the recent MZ generation is that they like to pursue specialties that are different from others. This is a time when the need for marketing strategies to satisfy consumers is becoming more important along with the growth of the limited edition market. This study empirically revealed the effect of satisfaction on repurchase along with the psychological motivation on consumers' limited edition purchase intention.
Research design, data, and methodology: A online survey was conducted on 250 Korean people who live in Seoul. First, a factor analysis for the psychological factors and dependent variables were performed to confirm reliability and validity. Second, to testify the relations among psychological variables, satisfaction, purchase intention, and repurchase intention, multiple regression were conducted based on the reliability and confirmative factor analysis results. Finally, by checking the discriminant validity, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted.
Results: For those who have never purchased a limited edition, it was found that narcissism and self-recognition had a positive effect on purchase intention. In the case of the experienced respondents, it was found that differentiation, show-off, and self-recognition had a positive effect on satisfaction. And satisfaction was found to have a positive effect on repurchase intention. Therefore, it is expected that the analysis of consumer sentiment in this study will help establish a limited edition marketing strategy for companies.
Implications: As a result, we confirmed that some of psychological motivation were critical factors predicting consumer behavior regarding consumption of limited edition products. A company producing limited edition could use the result for segmenting a market and what type of advertising trigger a consumer.

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6Impact of Taiwan Unmanned Store on Consumer Intention to Use: Focusing on TAM and Innovation Diffusion Theory

저자 : 임욱승 ( Yu Cheng Lin ) , 박상도 ( Sang Do Park )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 81-98 (18 pages)

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Purpose: Due to the impact of COVID-19, consumers prefer to use unmanned services without face-to-face and convenient and fast checkout, and the development of unmanned convenience stores provides new channels for consumers. Thus, we use the “7-11 X-Store” that has raised up and successfully operated in recent years to conduct in-depth discussions on consumers' intention to use.
Research design, data, and methodology: This research focuses on people's use of 7-11 X-Store after the COVID-19 period, as the research object, and using online survey to collect samples. We collected 350 questionnaires and analysis on reliability, validity analysis, correlation analysis and path analysis by SPSS 26.0 and AMOS 24.0.
Results: It can be concluded that there are positive impacts on both relative advantage and complexity based on perceived ease of use. Observability has no effect on the results of perceived ease of use. Dealing with perceived usefulness, relative advantage, complexity, and observability have a positive effect. Fifth, perceived risk has a negative effect on perceived usefulness and perceived ease of use. Perceived ease of use has a positive effect on perceived usefulness. Lastly, perceived usefulness has a positive effect on intention to use and perceived ease of use has a positive effect on intention to use.
Implications: As a result, we confirmed that the core variable perceived risk can be effective to the intention of using 7-11 X-Store. It can be known that it has a negative impact on perceived ease use and perceived usefulness. Therefore, we suggest set up a more secure transaction system on the unmanned checkout system and improving the compatibility of the system with mobile phone when checkout. Overall unmanned stores will have great opportunities for development in densely populated countries in Asia, such as South Korea and Japan.

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7전자상거래 라이브 커머스의 서비스 품질, 지각된 상품가치가 소비자 구매의도에 미치는 영향

저자 : 응홍빈 ( Hong-bin Ying ) , 여위 ( Wei Lv ) , 이경구 ( Kyung-gu Rhee ) , 이요금 ( Yao-jin Li )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 25권 2호 발행 연도 : 2022 페이지 : pp. 99-111 (13 pages)

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Purpose: E-commerce Livestreaming is an important way for enterprises to attract customers. The existing research lacks in-depth exploration of the roles of E-commerce Livestreaming service quality and its impact on customer purchase intention. This study constructs a research model to explain the influence mechanism of E-commerce Livestreaming service quality on customer purchase intention. In this model, perceived value of commodity mediate the relationship between E-commerce Livestreaming service quality and customer purchase intention. Besides, the relationship between E-commerce Livestreaming and perceived value of commodity is moderated by self-consciousness.
Research design, data, and methodology: An empirical analysis was conducted on viewers of E-commerce Livestreaming and 448 questionnaires were collected. Multiple linear regression method were used to conduct hypothesis testing and analysis the mediating effect of perceived value of commodity and moderating effect of self-consciousness.
Results: The results shows that empathy, responsiveness, usefulness and charm of E-commerce Livestreaming significantly affect customer purchase intention and perceived value of commodity mediate the relationship between empathy, responsiveness, usefulness, charm of E-commerce Livestreaming and customer purchase intention. In addition, self-consciousness of customer has significant moderating effect on the paths of responsiveness, usefulness, charm of E-commerce Livestreaming to perceived value of commodity.
Implications: According to this study, Enterprises can make full use of E-commerce Livestreaming service quality to improve perceived value of commodity, and then increase customer purchase intention. In addition, in the process of E-commerce Livestreaming service, measures should be taken to reduce the impact of customer self-consciousness.

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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.

KCI등재

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.

KCI등재

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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