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한국유통경영학회> 유통경영학회지> e-구전 신뢰성, e-편리성이 B2B 관계몰입, 관계가치에 미치는 영향: B2B 브랜드 이미지 조절효과

KCI등재

e-구전 신뢰성, e-편리성이 B2B 관계몰입, 관계가치에 미치는 영향: B2B 브랜드 이미지 조절효과

The Effect of e-WOM Trust, e-Convenience on B2B Relationship Performance: Moderating Effect of B2B Brand Image

한상설 ( Sang-seol Han )
  • : 한국유통경영학회
  • : 유통경영학회지 24권4호
  • : 연속간행물
  • : 2021년 08월
  • : 113-124(12pages)
유통경영학회지

DOI


목차

1. 서론
2. 이론적 배경
3. 연구방법
4. 연구 결과
5. 결론
References

키워드 보기


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Purpose: Recently, importance of online activities and online service support systems has been growing in the B2B market. Although personal competence is still important in the B2B market, there is a growing tendency to recognize that e-WOM information management, online support systems, and activities that increase online convenience for customers are important factors in B2B relationship and transaction values. This study is to see the structural impact of e-WOM information trust and e-convenience affecting B2B relational commitment and to see the adjustment effect according to supplier’s brand image type (B2B product-based brand image & B2B service-based brand image).
Research design, data, and methodology: In order to achieve the research objective, the survey was conducted for purchasers in the B2B market. The survey was conducted on companies in the Seoul City and six major metropolitan, and the survey methods were conducted in parallel with online surveys, e-mails, and face to face interviews. 186 of the collection data were used for hypothesis verification. Structural equations (AMOS) and regression analysis were used for hypothesis verification.
Results: The results of this study indicate that the e-WOM information trust and e-convenience factors are important influencing factors in enhancing the B2B relationship commitment. In addition, we categorize B2B brand image types and present that these B2B brand image types (product-based brand image & service-based brand image) have a regulatory effect on the impact relationships on B2B relational commitment.
Implications: Specially, This study presented that the e-WOM information trust has more greater impact on the B2B relational commitment when the product-based brand image is high. In addition, If the service-based brand image is high, it can be seen that e-convenience has more greater effect on the B2B relational commitment.

UCI(KEPA)

I410-ECN-0102-2022-300-000766522

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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1프랜차이즈 기업의 CSR활동이 가맹점의 관계지속성에 미치는 영향: 경제적 결속과 정서적 결속의 매개효과를 중심으로

저자 : 이지윤 ( Lee Ji Yun ) , 김재영 ( Kim Jae Young ) , 안대천 ( An Daechun )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 5-21 (17 pages)

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Purpose: Extending from the line of extant research on CSR effectiveness, this study intends to examine the mediating role of franchisees' commitment on the relationship between franchise company's CSR initiatives and franchisees' relationship orientation. In doing so, CSR initiatives are broken down into two sub-dimensions: economic and philanthropic responsibilities, and commitment is subdivided into calculative and affective commitment.
Research design, data, and methodology: Measurement items were measured using a Likert-type 5-point scale based on previous studies. An online survey was conducted on franchisees currently operating a business and 150 samples were used for the final analysis. Reliability test and confirmatory factor analysis were performed for research validity and reliability.
Results: The perceptions of economic and philanthropic responsibilities of franchisers had all significant effects on relationship orientation of franchisees. Additionally, it was found that calculative commitment mediates the relationship between economic responsibility and relationship orientation while affective commitment plays the same mediating role in the relationship between philanthropic responsibility and relationship orientation.
Implications: The long-term relationship between a franchise company and franchisees can be indirectly enhanced by the perceptions of economic and philanthropic responsibilities and mediated by franchisees' calculative and affective commitment. Theoretically, this study finds new evidence for unveiling the complex nature of CSR effectiveness, especially in the context of B2B marketing and relationship management of franchise business. Practically, this study implies that given the influential role of commitment in the relationship management with franchisees, CSR managers may wish to implement an aggressive marketing communication campaign to let audience clearly understand the nature of their CSR initiatives, especially its commitment to economic or philanthropic responsibilities.

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2인적 유통에서 혁신적 디자인에 대한 인식 효과: 이층 열차를 중심으로

저자 : 김광민 ( Kwangmin Kim ) , 김경진 ( Kyungjin Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 23-37 (15 pages)

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Purpose: This study would like to explore the psychological six factors of consumers for double-decker trains and the five factors of traditional innovation characteristics. Specifically, it will verify that these psychological and innovation characteristic factors exhibit interactive effects on passengers' attitudes to double-decker trains.
Research design, data, and methodology: A total of 60 people with 28 men and 32 women were asked to respond, with an average age of 36.13 years, a minimum of 21 years and a maximum of 45. This study was not conducted as an experimental design, but was conducted in a survey format, so the conditions were not divided. Thus, the median split method distinguished the conditions of psychological and innovation characteristics variables. To verify the research hypotheses, ANOVA and regression analysis were performed.
Results: The degree of passengers' innovativeness has been shown to interact with the perception of the relative advantage of double-decker trains on their attitude. The less innovative passengers responded sensitively to the relative advantage of double-decker trains. On the other hand, innovative passengers generally preferred double-decker trains regardless of their relative advantage. This pattern of interaction effects was repeated among other factors.
Implications: For the success of double-decker trains, it is necessary to specifically promote that there are more advantages than single-decker trains, allow them to be observed naturally through TV dramas' PPL, and give them a chance to board as a trial. In addition, appropriateness and complexity were derived for factors that did not affect the design of double-decker trains. This reflects that passengers already understand the basic needs of double-decker trains and that the use of double-decker trains is not very complicated and is already anticipated. It seems wise to target railway frequent users and male passengers at the beginning of the introduction.

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3중소기업협동조합 구성원의 네트워크 협력, 교육훈련이 사내기업가정신 간의 관계에서 만족도에 미치는 영향

저자 : 박승찬 ( Seung Chan Park ) , 김영수 ( Young Soo Kim ) , 김진성 ( Jin Sung Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 39-59 (21 pages)

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Purpose: The purpose of this study was to examine the relationships among network cooperation, educational training, corporate entrepreneurship, and satisfactions of SME cooperative members.
Research design, data, and methodology: This study was conducted according to the procedure of preliminary and main survey, descriptive statistics, reliability and validity test, and verification of the research model using SEM. A survey was conducted on 219 SME cooperatives members working in South Korea. The study verified the hypotheses related to the effect of network cooperation and educational training on satisfactions in the relationship between corporate entrepreneurship by using SEM. First, an exploratory factor analysis was performed to confirm the reliability and validity. Second, a confirmatory factor analysis was conducted based on the result of reliability and exploratory factor analysis. Third, we compared the average variance extracted(AVE) and correlation values to confirm the discriminant validity of the latent variables. Fourth, the hypotheses were confirmed using the path analysis.
Results: First, the relationship between network cooperation and corporate entrepreneurship was found to be positive. Second, the relationship between educational training and corporate entrepreneurship was also found to be significant. Third, there was a significant and positive relationship between corporate entrepreneurship and satisfactions.
Implications: The implications of this study are as follows. First, we verified that network cooperation and educational training are important variables that can improve satisfaction and performance in SME cooperatives. Second, it showed that SME cooperative require a process of sharing trust and knowledge and cooperation through educational training. In addition, it suggests that corporate entrepreneurship, which has an important mediating effect, can be promoted through educational training.

KCI등재

4병원의 서비스품질 및 서비스가치가 고객만족도에 미치는 영향: 한·중 종합병원의 비교분석을 중심으로

저자 : Shi Chen , Zihan Zhou , 정진섭 ( Jin Sup Jung )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 61-87 (27 pages)

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Purpose: The goal of this study seeks to consider the impact of the hospital's service quality and perceived service value on customer satisfaction. To this end, the two regions were compared and analyzed by customers visiting general hospitals in Osong (Korea) and Wuhan (China).
Research design, data, and methodology: The independent variables (or service qualities) are set as assurance, responsiveness, empathy, tangibles, reliability, and accessibility, the dependent variable is customer satisfaction, and the mediating variable is (perceived) service value. Finally, convenience of facilities was set as a moderating variable. In this study, questionnaire design were constructed based on the model, and then empirical analyses were performed. Data were collected through questionnaires for customers who visited general hospitals in Osong, Korea and Wuhan, China. Multiple regression analyses were used for comparative analyses of the two regions.
Results: Regarding the effect of 'service qualities' on 'service value', in Korea, 'responsiveness' and 'tangibles' did not show significant, while, in China, 'assurance' and 'tangibles' did not. Regarding the effect of independent variables on dependent variable, Korea did not show statistical significance in 'responsiveness', 'empathy' and 'tangibles', while China did not show in 'responsiveness'. On the other hand, the mediating effect of 'service value' between the service quality and customer satisfaction was confirmed in both Korea and China, while the moderating effect of 'convenience of facilities' was not statistically significant in both Korea and China.
Implications: Based on the empirical results, service quality and service value have a significant impact on customer satisfaction, so differentiation strategies by region for each characteristics of service quality will be needed. In addition, because the mediating effect of 'service value' is important, special attention should be paid to the perceived 'service value.' Finally this study suggested relevant practical and policy implications.

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5DEA 모형 및 비율분석을 활용한 육계계열화사업 효율성 분석

저자 : 김종백 ( Jong Baek Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 89-99 (11 pages)

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Purpose: This study aims to find ways to improve efficiency of integrated broiler businesses using ratio analysis of their business and financial status through analyzing the business efficiency of the broiler integration project that faces the paradigm shift including national income improvement, change in the quality of life and consumer needs, and recognizing the problems in inefficient integrated broiler businesses.
Research design, data, and methodology: The ways to recognize and improve the problems are sought through analysis of the efficiency factors of integrated entities using the DEA model of the broiler integration project and ratio analysis. For ratio analysis, an analysis related to input and output variables of DEA is selected, and the debt ratio of safety, current ratio of liquidity, the operating profit to sales ratio of profitability, asset growth rate of growth potential and total asset turnover of efficiency analyzed, eventually compared with the DEA efficiency. 23 companies with a high degree of integration in the status of slaughterhouses and oil collection facilities were selected, and analyzed using the audit reports on officially disclosed 2019 financial statements.
Results: DEA analysis shows 4 companies were efficient, and returns to scale were shown to be 5 companies with IRS, 14 companies with DRS, and 4 companies with CRS. Ratio analysis indicates the stability, liquidity, profitability and efficiency ratios were low in the integrated broiler businesses, and their growth potential ratio was higher than the manufacturing average
. Implications: This study measured the efficiency through the DEA model for domestic integrated broiler businesses, and thus analyzed efficient and inefficient entities using calculated efficiencies. Improvement in excessive input and insufficient output in inefficient entities, and leveling of efficiency will lead to the growth of the integrated broiler industry sector. Furthermore, increasing the sales of inefficient entities will stabilize their low operating profit margins.

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6인지 다양성이 직무만족도에 미치는 부정적 영향: 친사회적 동기의 상쇄 조절효과

저자 : 이환우 ( Hwanwoo Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 101-112 (12 pages)

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Purpose: Using job satisfaction and cognitive diversity theories, the purpose of this study was to test the effect of cognitive diversity on job satisfaction. Moreover, the author theorized and tested how prosocial motivation of employees can serve as boundary conditions that affect the relationship between cognitive diversity and job satisfaction.
Research design, data, and methodology: Using a total of 95 MBA students from a large national university in South Korea, this study conducted a hierarchical linear modeling with related variables to examine the relationships among cognitive diversity, job satisfaction, and prosocial motivation.
Results: The authors demonstrated that perceived level of cognitive diversity has an negative relation on job satisfaction. Despite the generally negative linkage between cognitive diversity and job satisfaction, the most crucial suggestion of the finding was that employee's prosocial motivation also had an important role in responding to the relationship. For instance, employees with higher (rather than lower) prosocial motivation were more likely to have higher level of job satisfaction
Implications: This study contributes to the research areas of cognitive diversity and job satisfaction. The research confirmed that cognitive diversity can be negative on job satisfaction. Furthermore, prosocial motivation had an offsetting moderation effect on the relationship between cognitive diversity and job satisfaction.

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7e-구전 신뢰성, e-편리성이 B2B 관계몰입, 관계가치에 미치는 영향: B2B 브랜드 이미지 조절효과

저자 : 한상설 ( Sang-seol Han )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 113-124 (12 pages)

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Purpose: Recently, importance of online activities and online service support systems has been growing in the B2B market. Although personal competence is still important in the B2B market, there is a growing tendency to recognize that e-WOM information management, online support systems, and activities that increase online convenience for customers are important factors in B2B relationship and transaction values. This study is to see the structural impact of e-WOM information trust and e-convenience affecting B2B relational commitment and to see the adjustment effect according to supplier's brand image type (B2B product-based brand image & B2B service-based brand image).
Research design, data, and methodology: In order to achieve the research objective, the survey was conducted for purchasers in the B2B market. The survey was conducted on companies in the Seoul City and six major metropolitan, and the survey methods were conducted in parallel with online surveys, e-mails, and face to face interviews. 186 of the collection data were used for hypothesis verification. Structural equations (AMOS) and regression analysis were used for hypothesis verification.
Results: The results of this study indicate that the e-WOM information trust and e-convenience factors are important influencing factors in enhancing the B2B relationship commitment. In addition, we categorize B2B brand image types and present that these B2B brand image types (product-based brand image & service-based brand image) have a regulatory effect on the impact relationships on B2B relational commitment.
Implications: Specially, This study presented that the e-WOM information trust has more greater impact on the B2B relational commitment when the product-based brand image is high. In addition, If the service-based brand image is high, it can be seen that e-convenience has more greater effect on the B2B relational commitment.

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8SNS 브랜드 상황에서 브랜드 경험이 라포, 재이용의도, 구전의도에 미치는 영향

저자 : 고정애 ( Jong-ae Ko ) , 김정희 ( Jeong-hee Kim )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 125-142 (18 pages)

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Purpose: Under the premise that 'consumers make decisions by combining cognitive, sensory, emotional, behavioral, and relational characteristics', the purpose of this study is to reveal the mechanisms that can form an intimate and harmonious human bond in the SNS brand context. In addition, this study tried to investigate whether this mechanism can improve marketing performance in SNS context where interpersonal interaction is limited. To this end, the influence of brand experience on rapport, reuse intention, and word of mouth intention in SNS context was investigated, focusing on the rapport theory, which is considered to be a mechanism for forming bonds in human interaction studies.
Research design, data, and methodology: In order to achieve the research purpose, a hypothesis and a research model were developed by reviewing previous studies. The survey was conducted using questionnaires by selecting 332 respondents using South Korea's Big 3 SNSs (Naver Band, Instagram, Kakao Story) in Seoul, Gyeonggi, and Jeju by a convenient sampling method. The collected data were analyzed using AMOS, a structural equation model analysis technique.
Results: The empirical results are summarized as follows. First, SNS brand experiences showed multidimensional characteristics divided into sense, emotion, cognition, relationship, and behavior. Second, consumers' cognitive and relational SNS brand experiences had a positive (+) effect on consumers' perceived pleasant interactions, and consumers' cognitive, relational, and behavioral SNS brand experiences had a positive (+) effect on consumers' perceived personal connection. Third, the perceived personal bond of consumers had a positive (+) effect on SNS reuse intention. Fourth, consumers' personal connection and SNS reuse intention had a positive (+) effect on word of mouth intention.
Conclusions: This suggests that rapport, which is regarded as a bond formation mechanism in human interaction studies, can be formed even in non-face-to-face SNS brand context. This suggests that marketing managers should focus on cognitive, relational, and behavioral experiences in order to form consumer rapport and improve marketing performance in SNS brand context.

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9소셜 기반의 비즈니스 서비스의 품질요인이 소셜 비즈니스 성과 및 지속참여의도에 미치는 영향

저자 : 이상원 ( Sangwon Lee ) , 이명진 ( Myungjin Lee )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 143-164 (22 pages)

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Purpose: In the rapidly growth of social business centered on social software and platform, the purpose of this study is to examine the relationship between the quality factors of social business service and the expected performance of social business service, and how those qualities are related to the continued participation intention. It's necessary to expand and invest social business for gaining competitive advantage in corporate organization.
Research design, data, and methodology: In this study, the quality factors of social business service were extracted concerning that the characteristics of social business service. And the performance of social business were summarized from the viewpoint of practical and expected performance, also continued participation intention. To reveal the structural relationship between main variables, a survey was conducted on 317 users. An EFA, CFA, and reliability analysis were performed to confirm reliability and validity. And structural equation was conducted to verify hypothesis.
Results: Main results are presented as follows. First, connectedness, interactivity, and relationship have been shown to have a positive effect on collaboration culture. Second, connectedness, interactivity, relationship, and compensation were shown to have a positive effect on co-decision and co-creation. Third, all factors of the performance of Social Business were found to have a positive impact on continued participation intention. Fourth, collaboration culture, co-decision and co-creation were found to have an indirect effect between the qualities of social business service.
Conclusion: This study presented the relationship between the qualities factor and the performance, performance factors and continued participation intention as well. And it could have many implications for corporate organization trying to establishing and expanding their social business as one of strategics. And also, considering its expected performance, it will be able to present quality factors that need to focus on establishing services.

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10유통기업에 있어서 핵심 영업활동 관련 정보가 이익 지속성에 미치는 영향

저자 : 유성용 ( Sung-yong Ryu ) , 서정운 ( Jeong-woon Seo ) , 육윤복 ( Yun-bok Yook )

발행기관 : 한국유통경영학회 간행물 : 유통경영학회지 24권 4호 발행 연도 : 2021 페이지 : pp. 165-184 (20 pages)

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Purpose: The purposes of this study is to analyze how the variables representing core operating activities affect earnings persistence. Specifically, we analyze the effects of R&D expenditures, advertising expenses, depreciation and amortization expenses, gross profit to sales ratio, net operating asset turnover, and cash flows from operating activities to net operating assets ratio on earnings persistence.
Research design, data, and methodology: Based on the previous studies, the hypothesis to be tested in this study is established, and items in which managers can use their discretion in relation to core operating activities are selected. The analysis period is from 2009 to 2018. A multiple regression model was used to test the hypothesis.
Results: First, R&D expenditure, advertising expenses and depreciation and amortization expenses are found to have negative effects on earnings persistence. Second, the relationship between the ratio of gross profit to sales and earnings persistence is found to be positive. Third, the relationship between the ratio of net operating assets to sales and earnings persistence is found to be negatively significant. Fourth, the relationship between cash flows from operating activities to net operating assets and earnings persistence is not statistically significant. In the analysis comparing the characteristics of each industry, the effect of R&D expenditure and depreciation expenses on the size of earnings persistence is not statistically significant in distribution companies, whereas it is found to be negatively significant in manufacturing companies and other companies.
Implications: As a result of the analysis, there is a difference in the quality of accounting information that indicates the performance calculated by managers on core operating activities, and the pay-offs of their decision-making can be enhanced when the users of accounting information reflect these differences.

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