• Title/Summary/Keyword: 기업과 기업간

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Comparative Study of Interfacial Reaction and Drop Reliability of the Sn-3.0Ag-0.5Cu Solder Joints on Electroless Nickel Autocatalytic Gold (ENAG) (Electroless Nickel Autocatalytic Gold (ENAG) 표면처리와 Sn-Ag-Cu솔더 간 접합부의 계면반응 및 취성파괴 신뢰성 비교 연구)

  • Jun, So-Yeon;Kwon, Sang-Hyun;Lee, Tae-Young;Han, Deog-Gon;Kim, Min-Su;Bang, Jung-Hwan;Yoo, Sehoon
    • Journal of the Microelectronics and Packaging Society
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    • v.29 no.3
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    • pp.63-71
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    • 2022
  • In this study, the interfacial reaction and drop impact reliability of Sn-Ag-Cu (SAC) solder and electroless nickel autocatalytic gold (ENAG) were studied. In addition, the solder joint properties with the ENAG surface finish was compared with electroless nickel immersion gold (ENIG) and electroless nickel electroless palladium immersion gold (ENEPIG). The IMC thickness of SAC/ENAG and SAC/ENEPIG were 1.15 and 1.12 ㎛, respectively, which were similar each other. The IMC thickness of the SAC/ENIG was 2.99 ㎛, which was about two times higher than that of SAC/ENAG. Moreover, it was found that the IMC thickness of the solder joint was affected by the metal turnover (MTO) condition of the electroless Ni(P) plating solution, and it was found that the IMC thickness increased when the MTO increased from 0 to 3. The shear strength of SAC/ENEPIG was the highest, followed by SAC/ENAG and SAC/ENIG. It was found that when the MTO increased, the shear strength was lowered. In terms of brittle fracture, SAC/ENEPIG was the lowest among the three joints, followed by SAC/ENAG and SAC/ENIG. Likewise, it was found that as MTO increased, brittle fracture increased. In the drop impact test, it was confirmed that the 0 MTO condition had a higher average number of failures than the 3 MTO condition, and the average number of failures was also higher in the order of SAC/ENEIG, SAC/ENAG, and SAC/ENIG. As a result of observing the fracture surface after the drop impact, it was found that the fracture was between the IMC and the Ni(P) layer.

An Analysis of the Trends in Academic Research on Invention Gifted Education (발명영재교육에 관한 학술연구 동향 분석)

  • Lee Minhye;Hillenblink Maximilian Ludwig
    • Journal of the International Relations & Interdisciplinary Education
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    • v.3 no.1
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    • pp.1-28
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    • 2023
  • This study was conducted to examine the quantitative trend of domestic studies in invention gifted education, identify the intrinsic meaning and connection attributes in these research analysis, and provide basic data to explore future development plans. To this end, 97 domestic academic papers were finally selected as "Invention Gifted Education" by the Korea Research and Information Service (RISS), technical statistical analysis was conducted with SPSS on publication year, author composition, researcher's affiliation and location area, and published journal. The trend, which had been on the rise since 2007, confirmed by academic papers on gifted education in invention, peaked at the time of the 3rd comprehensive plan for gifted education and has since declined again. As a result of technical statistical analysis of the author's characteristics, half of the papers were jointly published, followed by a number of independent authors. The papers published alone were identified as belonging to universities, research institutes, elementary schools, and middle schools, and the cooperative papers were many studies cooperated with young researchers and professional researchers, and only one collaborative study was conducted between young researchers. When looking at the regions and journals in which the Invention Gifted Education thesis was published, it was concentrated in some regions or journals, and the deviation was very large. As a result of language network analysis using academic paper keywords, creativity and programs were identified as meaningful keywords that showed top appearance, and the keyword pair with high co-appearance was invention gifted-creativity. The keyword of connection-centeredness at the top served as an intermediary for creativity, problem-solving, development, and company to expand to other research topics, and served as a research topic that could be expanded to various topics. In the case of mediation-centeredness, creativity, programs, and effects showed high mediation-centeredness, indicating that it is an important keyword that plays a role in mediating or mediating other keywords. Through these research results, national policy measures need to be prepared for the development of gifted education, and the need to create an invention ecological culture that can enhance teachers' expertise while increasing social responsibility for gifted education.

Factors Affecting Intention to Introduce Smart Factory in SMEs - Including Government Assistance Expectancy and Task Technology Fit - (중소기업의 스마트팩토리 도입의도에 영향을 미치는 요인에 관한 연구 - 정부지원기대와 과업기술적합도를 포함하여)

  • Kim, Joung-rae
    • Journal of Venture Innovation
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    • v.3 no.2
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    • pp.41-76
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    • 2020
  • This study confirmed factors affecting smart factory technology acceptance through empirical analysis. It is a study on what factors have an important influence on the introduction of the smart factory, which is the core field of the 4th industry. I believe that there is academic and practical significance in the context of insufficient research on technology acceptance in the field of smart factories. This research was conducted based on the Unified Theory of Acceptance and Use of Technology (UTAUT), whose explanatory power has been proven in the study of the acceptance factors of information technology. In addition to the four independent variables of the UTAUT : Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions, Government Assistance Expectancy, which is expected to be an important factor due to the characteristics of the smart factory, was added to the independent variable. And, in order to confirm the technical factors of smart factory technology acceptance, the Task Technology Fit(TTF) was added to empirically analyze the effect on Behavioral Intention. Trust is added as a parameter because the degree of trust in new technologies is expected to have a very important effect on the acceptance of technologies. Finally, empirical verification was conducted by adding Innovation Resistance to a research variable that plays a role as a moderator, based on previous studies that innovation by new information technology can inevitably cause refusal to users. For empirical analysis, an online questionnaire of random sampling method was conducted for incumbents of domestic small and medium-sized enterprises, and 309 copies of effective responses were used for empirical analysis. Amos 23.0 and Process macro 3.4 were used for statistical analysis. For accurate statistical analysis, the validity of Research Model and Measurement Variable were secured through confirmatory factor analysis. Accurate empirical analysis was conducted through appropriate statistical procedures and correct interpretation for causality verification, mediating effect verification, and moderating effect verification. Performance Expectancy, Social Influence, Government Assistance Expectancy, and Task Technology Fit had a positive (+) effect on smart factory technology acceptance. The magnitude of influence was found in the order of Government Assistance Expectancy(β=.487) > Task Technology Fit(β=.218) > Performance Expectancy(β=.205) > Social Influence(β=.204). Both the Task Characteristics and the Technology Characteristics were confirmed to have a positive (+) effect on Task Technology Fit. It was found that Task Characteristics(β=.559) had a greater effect on Task Technology Fit than Technology Characteristics(β=.328). In the mediating effect verification on Trust, a statistically significant mediating role of Trust was not identified between each of the six independent variables and the intention to introduce a smart factory. Through the verification of the moderating effect of Innovation Resistance, it was found that Innovation Resistance plays a positive (+) moderating role between Government Assistance Expectancy, and technology acceptance intention. In other words, the greater the Innovation Resistance, the greater the influence of the Government Assistance Expectancy on the intention to adopt the smart factory than the case where there is less Innovation Resistance. Based on this, academic and practical implications were presented.

The Hidden Lynchpin of Startup Accelerators : Accelerator Entrepreneur Passion (스타트업 액셀러레이터의 감춰진 린치핀 : 액셀러레이터 창업가 열정)

  • Kim, Sang-cheol;Chung, Byoung-gyu
    • Journal of Venture Innovation
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    • v.5 no.1
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    • pp.1-18
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    • 2022
  • There is growing empirical evidence that passion is an important part of entrepreneurship and influences the intentions, behaviors and performance of entrepreneurs, employees and startups. Passion is especially important in an entrepreneurial context, given the effort and challenge that entrepreneurs starting a startup must overcome. The purpose of this study was to confirm the effect of the passion of startup entrepreneurs participating in the accelerator incubation program and the passion of accelerator entrepreneurs and managers on the entrepreneurial performance of incubator startups. In addition, we tried to confirm whether entrepreneurial self-efficacy plays a mediating role in this influence relationship. The survey was conducted online by startups entrepreneur who completed the accelerator incubation program. A total of 330 questionnaires were used for the analysis. As a result of the empirical analysis, it was confirmed that the passion of startup entrepreneurs and the passion of accelerator entrepreneurs and managers all had a positive (+) effect on the entrepreneurial performance of incubator startups. The influence of passion was found to be high in the order of startup entrepreneurs, accelerator entrepreneurs, and accelerator managers. It was confirmed that entrepreneurial self-efficacy plays a mediating role between the passion of startup entrepreneurs, the passion of accelerator entrepreneurs, and the entrepreneurial performance of incubator startups, respectively. However, no significant mediating role was identified between the passion of accelerator managers and the entrepreneurial performance of incubator startups. This study is significant in empirically confirming for the first time that the passion of accelerator entrepreneurs and managers has a positive effect on the entrepreneurial performance of incubator startups. The passion of accelerator entrepreneurs and managers is playing an important role as a hidden lynchpin in creating the entrepreneurial performance of incubator startups. In particular, since the passion of accelerator entrepreneurs has a great influence on the performance of incubator startups, it is necessary to recognize this fact and carefully examine their passion reputation when startups select accelerators.

A Study on the Influence of Digital Experience Factors on Purchase Intention and Loyalty in Online Shopping Mall - Focusing on the Mediating Effect of Flow - (온라인 쇼핑몰에서 디지털 경험요인이 구매의도에 미치는 영향에 관한 연구 : 플로우의 매개효과를 중심으로)

  • Jung, Sang-hee
    • Journal of Venture Innovation
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    • v.3 no.2
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    • pp.147-175
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    • 2020
  • This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

Factors and Elements for Cross-border Entrepreneurial Migration: An Exploratory Study of Global Startups in South Korea (델파이 기법과 AHP를 이용한 글로벌 창업이주 요인 탐색 연구: 국내 인바운드 사례를 중심으로)

  • Choi, Hwa-joon;Kim, Tae-yong;Lee, Jungwoo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.4
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    • pp.31-43
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    • 2022
  • Startups are recognized as the vitality of the economy, and countries are competing to attract competitive overseas entrepreneurs and startups to their own startup ecosystem. In this global trend, entrepreneurs cross the border without hesitation, expecting abundant available resources and a startup friendly environment. Despite the increasing frequency of start-up migration between countries, studies related to this are very rare. Therefore, this study has chosen the cross-border migration of startups between countries as a research topic, and those who have been involved in the cross-border entrepreneurial migration to South Korea as a research sample. This study consists of two stages. The first research stage hires a Delphi method to collect expert opinions and find major factors related to the global startup migration. Drawing on the prior literature on the regional startup ecosystem at the national level, this stage is to conduct expert interviews in order to discover underlying factors and subfactors important for global migration of startups. The second stage measures the importance of the factors and subfactors using the AHP model. The priorities of factors and factors were identified hiring the overseas entrepreneurs who moved to Korea as the AHP survey samples. The results of this study suggest some interesting implications. First, a group of entrepreneurs with nomadic tendencies was found in the trend of global migration of entrepreneurs. They had already started their own businesses with the same business ideas in multiple countries before settling down in Korea. Second, important unique factors and subfactors in the context of global start-up migration were identified. A good example is the government's support package, including start-up visas. Third, it was possible to know the priority of the factors and subfactors that influence the global migration of startups This study is meaningful in that it preemptively conducted exploratory research focusing on a relatively new phenomenon of global startup migration, which recently catches attention in the global startup ecosystem. At the same time, it has a limitation in that it is difficult to generalize the meanings found in this study because the research was conducted based on the case of South Korea

The Impact of Entrepreneurship Education on Entrepreneurial Intentions and Entrepreneurial Behavior of Continuing Education Enrolled Students in University: Focusing on the Mediating Effect of Self-efficacy (창업교육이 성인학습자의 창업의지와 창업행동에 미치는 영향: 자기효능감 매개효과를 중심으로)

  • Yu, So Young;Yang, Young Seok;Kim, Myung Seuk
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.1
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    • pp.107-124
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    • 2023
  • As getting in 4th Industrial Revolution Times, Continuing Education Enrolled Students(CEES) trying to find loophole for jepordized current life and need job transfer have surged their interest significantly on starting new business to bring up their post career after retirement through self-improvement. Government and university have actively initiated diverse policies of promoting startup for CEES in kicking off entrepreneurship courses and programs. However, relevant main policy, 'The 2nd University Startup Education Five-Year Plan (draft)' have too chiefly focused on theoretical start-up education rather than practical courses, causing the problem of inappropriate support for implementing real startup and business (Ministry of Education, 2018). This study is brought to empirically investigate the effect of self-efficacy as perspective of the impact of entrepreneurship education on entrepreneurial intention and behavior to come up with problem of poor entrepreneurial environment and entrepreneurship education to CEES. As to empirical research, this paper deliver on-line survey to CEES from September to October 2022, collect 207 effective feedbacks, In order to verify the reliability of the scale, the Cronbach's Alpha Coefficient (Cronbach's α) was calculated, analyzed, and measured. For hypothesis test, this paper utilize the multiple regression analysis statistical analysis method and use the SPSS 22.0 statistical processing program. Empirical results show, first, it was found that self-efficacy had a significant effect on start-up education. Second, start-up education had a significant effect on the intention to start a business of adult learners. Third, start-up education had a significant effect on the start-up behavior of adult learners. Fourth, self-efficacy had a significant effect on the intention of adult learners to start a business. Fifth, self-efficacy had a significant effect on the start-up behavior of adult learners. Sixth, self-efficacy had a mediating effect in the relationship between entrepreneurship education and adult learners' intention to start a business. Seventh, self-efficacy had a complete mediating effect in the relationship between start-up education and adult learners' start-up behavior. This paper is brought three significant implications. First, main consideration developing entrepreneurship education tools for CEES need to falls on defining potential needs of CEES as segmenting as to coming up with diversity of CEES's characteristics such as gender, age, experience, education, and occupation. Second, as to design specific entrepreneurship education program, both practical training program of utilizing CEES's career field experience benchmarking best practice startup and venture cases from domestic and global, and professional startup program of CEES initiating directly startup from ideation to develop business plan with pitching and discussing. Third, entrepreneurship education for CEES should be designed to incubate self-efficacy to enhance entrepreneurial intention of implementing entrepreneurial behavior as a real, eventually leading solid support system of self-improvement for CEES' Retirement life planning.

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The effect of university students' participation in the entrepreneurship planning course on the enhancement of core competencies of entrepreneurship: Focusing on the case of S women's university (대학생의 창업계획 교육과정 참여가 창업가정신 핵심역량 증진에 미치는 효과: S여대 사례를 중심으로)

  • Kyun, Suna;Seo, Heejeon
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.5
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    • pp.81-94
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    • 2022
  • This study analyzed the effect of the entrepreneurship planning course provided by an women's university in Seoul on the enhancement of the core competencies of entrepreneurship of university students. To this end, pre- and post-test of core entrepreneurship competency were conducted on 63 female university students (32 in experimental group, 31 in control group) and then the results were analyzed. The course in which the experimental group participated was a team-based project learning course and it required a team of three people to draw an entrepreneurship plan containing social problem solving as the final result. The course was operated for a total of 8 weeks. To measure the level of entrepreneurship core competency in the pre- and post- test, the survey tool that was developed by the Ministry of Education and Korea Entrepreneurship Foundation (2020) was used. This tool composed by 'value creation', 'challenge', 'self-directed', and 'group creativity' competencies. As analyses methods, i) covariance analysis was performed using the pretest as a covariate, and then a two-way ANOVA was performed with treatment (experimental group, control group) and time point (pre test, post test) as two independent variables. Results show while there was no significant difference between the experimental group and the control group in the value creation competency, it significantly contributed to the enhancement of challenge, self-directed, and collective creativity competencies. Based on these results, implications and limitations were discussed, followed by future research direction.

The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB (지각된 품질요인이 고객충성도에 미치는 영향: PB와 NB간의 차이분석)

  • Ye, Jong-Suk;Jun, So-Yon
    • Journal of Distribution Research
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    • v.15 no.2
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    • pp.1-34
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    • 2010
  • Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a positive effect on customer loyalty. H9: Customer satisfaction has a positive effect on customer trust. H10: Customer satisfaction has a positive effect on customer loyalty. H11: Customer trust has a positive effect on customer loyalty. Results from analyzing main effects of research model is shown as

    , and moderating effects is shown as
    . Results This study is designed with 16 research hypotheses, Results from analyzing their main effects show that 9 of 11 hypotheses were supported and other 2 hypotheses were rejected. On the other hand, results from analyzing their moderating effects show that 3 of 5 hypotheses were supported and other 2 hypotheses were rejected. H1-1: (SPC: Standardized Path Coefficient)=-0.04, t-value=-1.04, p>. 05). H1-2: (${\Delta}\chi^2$=1.10, df=1, p> 0.05). H1-1 and H1-2 are rejected, so it is prove that perceived price is not a significant decision variable having influence on perceived quality and there is no significant variable between PB and NB in terms of influence of perceived price on perceived quality. H2-1: (SPC=0.31, t-value=3.74, p<. 001). H2-2: (${\Delta}\chi^2$=3.93, df=1, p< 0.05). H2-1 and H2-2 are supported, so it is proved that company reputation is a significant decision variable having influence on perceived quality and, in terms of influence of company reputation on perceived quality, PB has relatively stronger influence than NB. H3-1: (SPC=0.26, t-value=5.30, p< .001). H3-2: (${\Delta}\chi^2$=16.81, df=1, p< 0.01). H3-1 and H3-2 are supported, so it is proved that brand reputation is a significant decision variable having influence on perceived quality and, in terms of influence of brand reputation on perceived quality, NB has relatively stronger influence than PB. H4-1: (SPC=0.31, t-value=2.65, p< .05). H4-2: (${\Delta}\chi^2$=1.26, df=1, p> 0.05). H4-1 is supported, but H4-2 is rejected, Therefore, it is proved that product experience is a significant decision variable having influence on perceived quality and, on the other hand, there is no significant different between PB and NB in terms of influence of product experience on product quality. H5-1: (SPC=0.24, t-value=3.00, p<. 05). H5-2: (${\Delta}\chi^2$=5.10, df=1, p< 0.05). H5-1 and H5-2 are supported, so it is proved that brand familiarity is a significant decision variable having influence on perceived quality and, in terms of influence of brand familiarity on perceived quality, NB has relatively stronger influence than PB. H6: (SPC=0.91, t-value=19.06, p< .001). H6 is supported, so a fact that customer satisfaction increases as perceived quality increases is proved. H7: (SPC=0.81, t-value=7.44, p<. 001). H7 is supported, so a fact that customer trust increases as perceived quality increases is proved. H8: (SPC=0.57, t-value=7.87, p< .001). H8 is supported, so a fact that customer loyalty increases as perceived quality increases is proved. H9: (SPC=0.08, t-value=0.76, p> .05). H9 is rejected, so it is proved influence of customer satisfaction on customer trust is not significant. H10: (SPC=0.21, t-value=4.34, p< .001). H10 is supported, so a fact that customer loyalty increases as customer satisfaction increases is proved. H11: (SPC=0.40, t-value=5.68, p< .001). H11 is supported, so a fact that customer loyalty increases as customer trust increases is proved. Implications Although most of existing studies have used function, price, brand, design, service, brand name, store name as antecedent variables for perceived quality, this study used different antecedent variables in order to analyze and distinguish purchase group PB and NB through preliminary research. Therefore, this study may be used as preliminary data for a empirical study that is designed to be helpful for practical jobs. Also, this study is made to be easily applied to any practical job because SEM(Structural Equation Modeling), most strongly explaining the relation between observed variable and latent variable, is used for this study. This study suggests a new strategic point that, in order to increase customer loyalty, customer's perceived quality level should satisfied for inducing customer satisfaction, customer trust, and customer loyalty. Therefore, after finding an effective differentiating factors in perceived quality in order to increase customer loyalty through increasing perceived quality, this factor was made to be applied to PB and NB. Because perceived quality factors which is recognized as being important by consumers is different between PB and NB, this study suggests how to efficiently establish marketing strategy by enhancing a factor. Companies have mostly focused on profitability in terms of analyzing customer loyalty, but this study included positive WOM(word of mouth). Hence, this study suggests that it would be helpful for establishing customer loyalty when consumers have cognitive satisfaction and emotional satisfaction together. Limitations This study used variables perceived price, company reputation, brand reputation, product experience, brand familiarity in order to determine whether each constituent factor has different influence on perceived quality between purchase group PB and NB. These characteristic variables are made up on the basis of the preliminary research, but it is expected that more precise research result would be obtained if additional various variables are included in study. This study selected a practical product that is non-durable, low-priced and bestselling product in a discount store through the preliminary research because it can be easily estimated by consumers. Therefore. generalization of study would be more easily obtained if more various product characteristics is included. Regarding a sample used in this study, it was only based on consumers who purchase products in a large-scale discount store located in Seoul and in the capital area. Accordingly, this sample has some geographical limitation, If a study is expanded by including more areas, more representative research results may be produced. Because this study is only designed to analyze consumers who purchase a product in a large-scale discount store, some difference may be found according to characteristics of each business type. In other words, there is certainly some application limitation, so research result from this study may not be applied to other business types. Future research may have fruitful results if it adjusts a variable to each business type.

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  • Intelligent Brand Positioning Visualization System Based on Web Search Traffic Information : Focusing on Tablet PC (웹검색 트래픽 정보를 활용한 지능형 브랜드 포지셔닝 시스템 : 태블릿 PC 사례를 중심으로)

    • Jun, Seung-Pyo;Park, Do-Hyung
      • Journal of Intelligence and Information Systems
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      • v.19 no.3
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      • pp.93-111
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      • 2013
    • As Internet and information technology (IT) continues to develop and evolve, the issue of big data has emerged at the foreground of scholarly and industrial attention. Big data is generally defined as data that exceed the range that can be collected, stored, managed and analyzed by existing conventional information systems and it also refers to the new technologies designed to effectively extract values from such data. With the widespread dissemination of IT systems, continual efforts have been made in various fields of industry such as R&D, manufacturing, and finance to collect and analyze immense quantities of data in order to extract meaningful information and to use this information to solve various problems. Since IT has converged with various industries in many aspects, digital data are now being generated at a remarkably accelerating rate while developments in state-of-the-art technology have led to continual enhancements in system performance. The types of big data that are currently receiving the most attention include information available within companies, such as information on consumer characteristics, information on purchase records, logistics information and log information indicating the usage of products and services by consumers, as well as information accumulated outside companies, such as information on the web search traffic of online users, social network information, and patent information. Among these various types of big data, web searches performed by online users constitute one of the most effective and important sources of information for marketing purposes because consumers search for information on the internet in order to make efficient and rational choices. Recently, Google has provided public access to its information on the web search traffic of online users through a service named Google Trends. Research that uses this web search traffic information to analyze the information search behavior of online users is now receiving much attention in academia and in fields of industry. Studies using web search traffic information can be broadly classified into two fields. The first field consists of empirical demonstrations that show how web search information can be used to forecast social phenomena, the purchasing power of consumers, the outcomes of political elections, etc. The other field focuses on using web search traffic information to observe consumer behavior, identifying the attributes of a product that consumers regard as important or tracking changes on consumers' expectations, for example, but relatively less research has been completed in this field. In particular, to the extent of our knowledge, hardly any studies related to brands have yet attempted to use web search traffic information to analyze the factors that influence consumers' purchasing activities. This study aims to demonstrate that consumers' web search traffic information can be used to derive the relations among brands and the relations between an individual brand and product attributes. When consumers input their search words on the web, they may use a single keyword for the search, but they also often input multiple keywords to seek related information (this is referred to as simultaneous searching). A consumer performs a simultaneous search either to simultaneously compare two product brands to obtain information on their similarities and differences, or to acquire more in-depth information about a specific attribute in a specific brand. Web search traffic information shows that the quantity of simultaneous searches using certain keywords increases when the relation is closer in the consumer's mind and it will be possible to derive the relations between each of the keywords by collecting this relational data and subjecting it to network analysis. Accordingly, this study proposes a method of analyzing how brands are positioned by consumers and what relationships exist between product attributes and an individual brand, using simultaneous search traffic information. It also presents case studies demonstrating the actual application of this method, with a focus on tablets, belonging to innovative product groups.


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