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

KCI등재

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

A Study of the Social E-commerce Perceived Value, Self-Efficacy, and Interactivity on Mobile Social Network App User Attitudes and Intentions for Continuous Use

초리민 ( Jiao Limin ) , 김철중 ( Chul-jung Kim )
  • : 한국유통경영학회
  • : 유통경영학회지 24권5호
  • : 연속간행물
  • : 2021년 10월
  • : 143-158(16pages)
유통경영학회지

DOI


목차

1. 서론
2. 이론적 고찰
3. 연구모형의 제시
4. 연구결과
5. 결론
References

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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.

UCI(KEPA)

I410-ECN-0102-2022-300-000883011

간행물정보

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


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KCI등재

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.

KCI등재

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.

KCI등재

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.

KCI등재

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.

KCI등재

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.

KCI등재

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.

KCI등재

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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KCI등재

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.

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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.

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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.

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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.

12
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