Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Relational Characteristics, Satisfaction and Collaboration between Wholesalers & Oriental Clinic in Oriental Medicine Channel

한약재 도매상과 한의원간의 관계특성, 만족 및 협력

  • Kim, Shine (Division of Liberal Arts & Teaching, Sungkyul University) ;
  • Lee, Jeom-Soo (Dept. of Beauty Art, Seokyeong University) ;
  • Kwon, Ki-Dae (Dept. of Channel & Logistics, Kongju National University)
  • 김신애 (성결대학교 교양교직학부) ;
  • 이점수 (서경대학교 피부미용학과) ;
  • 권기대 (공주대학교 산업유통학과)
  • Received : 2013.02.07
  • Accepted : 2013.03.07
  • Published : 2013.03.31
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Abstract

Recently there is show deep concern at the wellness of health and beauty. therefore this study is to investigate an empirical study on the relational characteristics and collaboration between wholesalers and oriental clinic in herb medicine supplier channel, specially focused on lycium chinense. We collected statistically usable data from 119 questionnaire respondents who live in national provinces and analyzed them with SPSS 20.0 to achieve research's goals. Analysis results revealed that, first, relational characteristics of relationalism, trust, reward power and dependence had impacts on satisfaction between wholesaler and oriental clinic in herb medicine, Second, the survey found that satisfaction has impact on collaboration. Third, this study partially supported mediating effect regarding satisfaction between relational characteristics of relationalism and reward power.

오늘날 웰니스 시대를 맞이하면서 한약재 시장에 관한 관심이 높아지고 있다. 이에 본 연구는 구기자 한약재를 대상으로 유통경로상에서 한약재 도매상과 한의원간의 관계특성, 만족 및 협력관계를 분석하고자 하였다. 본 연구에 사용된 조사방법은 설문지를 이용한 기술조사방법에 해당되며, 119부를 통계분석에 활용하였다. 분석결과, 첫째, 한약재 도매상에 대한 한의원의 관계특성(관계주의, 신뢰, 보상력, 의존)은 만족에 정(+)의 영향관계에 있음을 확인하였다. 둘째, 한약재 도매상에 대한 한의원의 만족은 협력에 정(+)의 영향관계로 나타났다. 셋째, 만족이 관계특성과 협력 간에 있어서 매개효과 분석 결과는 관계주의와 보상력만 지지되어 부분적으로 채택되었다. 협력연구의 차별적 의의는 부존자원이 빈약한 우리나라에서 탐색비용, 기회주의, 불확실성의 감소 등 내부적 관리비용의 절감을 낳을 수 있는 경영관리적 가치를 지닌다.

Keywords

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