• Proceedings of the Korea Technology Innovation Society Conference
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• 2001.11a
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• pp.141-168
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• 2001

본 연구는 초고속인터넷 접속서비스에서 $\ulcorner$서비스 품질$\longrightarrow$고객만족$\longrightarrow$재구매의도(고객충성도)$\lrcorner$의 일반적인 인과관계가 적용되는지를 규명하고, 고객만족, 재구매의도와 고객충성도에 영향을 미치는 서비스 품질속성을 살펴보면서, 궁극적으로 품질속성 중 고객유지와 충성도를 향상시키는 핵심 품질요소를 도출하기 위한 모형을 이론적으로 제시하고, 그 모형의 유효성을 설문조사와 이에 대한 실증분석을 통해 평가하는데 목적이 있다. 모형을 검증하기 위하여 세 단계의 분석과정을 수행하였다. 첫째, 전반적 서비스 품질과 고객만족, 재구매의도(또는 고객충성도), 그러고 고객만족과 재구매의도 및 고객충성도의 상호관계를 검증하였다. 둘째, 고객만족, 재구매의도 및 고객충성도에 영향을 미치는 선행변수인 품질속성(서비스 성능, 서비스 지원, 부가서비스, 이용요금, 과금, 절차 편리성)들의 영향력을 검증하였다. 마지막으로 공통적 개념으로 분류된 품질속성이 개별적인 품질요소의 미세한 차이를 제대로 반영하지 못하는 단점을 극복하고, 고객유지와 충성도 향상을 위한 핵심 품질요소를 도출하기 위하여 품질속성을 대표하는 품질요소들과 재구매의도와 고객충성도의 상관관계를 살펴보았다. 초고속인터넷 접속서비스 이용자를 대상으로 웹설문조사를 실시하여 총 551 개의 표본을 분석에 사용하였으며, 분석결과는 다음과 같다. 첫째, 서비스 품질은 재구매의도와 고객충성도에 비해 고객만족에 높은 설명력을 갖고 있으며, 재구매의도에 대한 서비스 품질과 고객만족의 설명력은 미미한 것으로 나타나, 고객만족이 더 높은 설명력을 갖는다는 기존의 연구와 차이를 보여 향후 추가적인 연구의 필요성이 제기되었다. 둘째, 여섯 가지의 품질속성들 중 서비스 이용과정에서 1, 2 회의 적은 경험을 하게 되는 서비스 이용절차의 편리성을 제외하곤 나머지 속성 모두 고객만족, 재구매의도 및 고객충성도의 선행변수로써 영향을 미치고 있는 것으로 나타났다. 그러나 절차 편리성은 고객충성도에 유의한 영향을 미치는 것으로 나타나, 충성도는 고객이 서비스를 총체적인 관점에서 평가하고 나타나는 행동이라는 시사점을 얻었다. 셋째, 재구매의도와 고객충성도를 결정하는 품질요소로서는 서비스 안정성, 불만사항 처리결과, 회사의 이미지, 다양한 부가서비스가 도출되었다. 본 연구의 결과는 초고속인터넷 접속서비스의 품질 및 결과변수들에 대한 인과관계를 분석하였다. 그리고 경쟁이 치열해지는 시장 환경에서 미래의 재무적 성과와 수익성을 보장하는 충성스런 고객을 확보하기 위하여 필수적으로 관리되어야 할 핵심 품질요소의 제시와 이에 따른 제언을 하였기 때문에 사업자들이 품질 및 마케팅 전략을 수립함에 있어서 이론적, 실무적 근거를 제공하여 준다.

• Proceedings of the Korean Information Science Society Conference
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• 2011.06d
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• pp.206-208
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• 2011

전통적 R&D 협업시스템은 불특정 사람들이 하나 이상의 프로젝트에서 독립적으로 일을 하는 협업 시스템으로 인터넷 기반의 소셜 소프트웨어(Social Software)나 위키(Wiki)와 같은 협업 툴을 통해 이루어진다. 하지만 협업적 작업을 위한 방법이 다양하고 외부에 많은 부분을 의존함으로써 프로젝트 참여자의 혼란이 가중된다. 따라서 본 논문에서는 이러한 문제점과 개방형 혁신(Open Innovation)을 위한 개방형 R&D 협업시스템을 설계하고 커뮤니티 도구와 시맨틱 전문가 검색 시스템 개발을 통해 R&D 협업시스템을 구현하여 시범 서비스를 수행한 사례를 제시한다. 개방형 R&D 협업 시스템은 개방형 혁신의 개념을 기반으로 사용자의 아이디어 수집을 위한 채널과 사용자의 행동 예측 및 정보 매칭 기술 등을 제공한다. 본 논문에서 제시하고 있는 R&D 협업시스템을 사용할 경우 미래 전 산업 연구 개발 분야에 큰 도움을 줄 수 있을 것으로 기대한다.

• The Journal of Society for e-Business Studies
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• v.18 no.1
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• pp.129-146
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• 2013

This paper focuses on the systematic approach to handle possible resistance by the members of an organization which adopts ERP system. We also analyze various factors that affect the members' receptivity to the new system. The analytic result from the data of 169 universities shows that emotional factors such as fear and doubt play a significant role, while other factors such as relative advantages of efficiency, relative advantages of system and technology support does not. This research demonstrates both the psychological and behavioral aspects of resistance to technology, and then provides a new perspective on the adoption and diffusion of technological innovation in an organization by systematically analyzing the possible negative consequences while the majority of existing research emphasizes on the rosy prospects of the innovation.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.237-245
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• 2012

This study deals with the influencing factors for satisfaction and the emotional value perception of mobile voucher service user. Thus researcher examined a structural equation modeling methodology of the paths within word of mouth, satisfaction, and other exogenous variables (economic/rational value, trust, joyfulness, innovativeness). As a result of this study, First, it was confirmed that the emotional value, and innovativeness affected user's trust for coupon service and joyfulness for using mobile voucher. Second, it was confirmed that trust and joyfulness affected user's satisfaction and word of mouth activities. Therefore, in cases of utilizing the emotional appeal of mobile voucher as part of a marketing tool, corporate can maximize efficiency by using their mobile voucher service & event from the point of view of customer's satisfaction & voluntary word of mouth. Researcher's consideration is that this paper's theoretical and practical contribution point is the propose of the one of the post adoption model with the quantitative study of the mobile voucher service user's emotional perception in the initial development stages of high-tech industry.

• Journal of Broadcast Engineering
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• v.13 no.3
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• pp.319-327
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• 2008

The purpose of study is to investigate the customer oriented transaction environment for the customers' convenience, the plan of public policy in regard to the customer oriented T-Commerce, and the consumption pattern of customers' commercial transaction, necessary for the marketing strategy by analyzing the demand for the T-Commerce with the purchase intention and maximum willingness to pay according to the demographic factors, the pattern of commercial transaction, and the technology innovation types. The results showed that there were statistically significant relations between consumer's willingness price to pay for the T-commerce and the consumer's technology adoption types, monthly internet shopping amounts, and weekly TV-home shopping hours. The simulations on a basis of multiple regression analysis for the T-commerce were illustrated by those factors.

• Journal of Service Research and Studies
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• v.9 no.2
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• pp.55-76
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• 2019

This study conducted empirical analyses to investigate the factors affecting the intention to use smart home services. Based on the previous relevant studies, the characteristics of smart home service were found to influence on the intention to use smart home service, and four variables(ubiquitous connectivity, reliability, context awareness, and security) concerning the service characteristics could be derived. And referring to the technology acceptance model(TAM), the updated TAM, IS success model, and the theory of reasoned action(TRA), three variables such as perceived ease of use, perceived usefulness and subjective norm were also likely to affect the intention to use smart home service, and the user innovativeness was inferred to play a role of moderating variable. In order to examine the research model and the hypotheses which could describe the relationship of the above mentioned variables, this study surveyed 447 people who were currently using or would use the smart home services, and then tested the hypotheses for 436 valid responses. The results of hypotheses testing showed that reliability, context awareness, and security have a significant effect on perceived usefulness and on perceived ease of use. However, it was found that ubiquitous connectivity significantly affected perceived usefulness but did not affect perceived ease of use. And perceived ease of use, perceived usefulness and subjective norm had significant effect on the intention to use smart home services. Also, user innovativeness as moderating variable was found to significantly influence on the magnitude of the relationship between ubiquitous connectivity and perceived usefulness and on that between reliability and perceived ease of use. This can be interpreted as the findings implying that innovative smart home-service users are likely to feel the smart home-services more useful than ordinary users when the degree of ubiquitous connectivity is higher, and are likely to perceive the use of smart home-services to be easier than ordinary ones when the degree of reliability is higher.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.83-97
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• 2023

The growth of the live commerce market allows you to conveniently and simply start live commerce anytime, anywhere with a smartphone. The use of smartphone services provides continuous communication and is used while feeling psychological attachment, and it leads to psychological attachment, self-consistency with consumers themselves, and self-identity. This study focuses on the motives and perceptions of consumers using live commerce. In other words, we will examine the relationship with service attachment through the moderating effect of self-efficacy and control focus tendency as consumers' personal and psychological characteristics. In other words, the tendency of regulatory focus, which determines the direction of behavior of consumers according to their motives and goals, affects the service attachment of live commerce. We believe that self-efficacy, which is personal confidence and belief that you can plan and execute on your own for the desired outcome in a given situation or task, will control this relationship. As a result of this research, consumers who highly perceive prevention focus were more likely to avoid negative consequences and pursue safety and obligations. Their attachment to live commerce services was stronger, offsetting their confidence and self-efficacy. When using live commerce services, the more they perceive that information acquisition is beneficial, the higher their belief, and self-efficacy, so service attachment, which is an emotional experience as well as a cognitive experience, is strongly formed for consumers with a preventive focus to avoid safety-seeking and negative consequences. Through the present research results, we believe that it will be helpful in operating strategies and management for companies and small business owners who want to understand the psychological behavior of consumers in using live commerce services.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.408-420
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• 2017

A franchisee owner, as an entrepreneur who is independent from a franchisor, has the greatest influence on the success of franchisee business. The effect of the franchisees' entrepreneurship on their performance can be different from that of self-employed business owners, due to the fundamental nature that the franchisor and franchisees share a standardized operation and business risks. Therefore, the purpose of this study is to demonstrate whether or not the relationship between the entrepreneurship and the performance, which has been popularized in general, is displayed in franchised stores as well. The current study analyzed the influence of innovativeness, risk-taking, and proactiveness on franchisees' performance based on the samples from 109 Small Size Educational Services franchisees. The results show that the franchisees' proactiveness is the only variable that affects the performance while the effect of the other variables was not significant. These results make implications that, for their business success, franchisee owners should be proactive in their target market, without compromising the quality of franchisor's standardized products and services by being innovative and risk-tolerant.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.136-144
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• 2011

The Purpose of this research was to identify the factors have influenced Word-of-mouth with a personal Innovativeness in using QR code and to get an advertising & marketing side implication. For this, researcher examined a SEM (structural equating model) methodology of the route from the study on the influencing factors the QR code user's pre and post acceptance behavior and applied the examined variables, existing Expanded TAM, TRAM, PAM which is a contribution points. As a result of this study, first, it was confirmed that the personal innovativeness affected user's perceived usefulness, joyfulness, use intention, and satisfaction. Second, it was confirmed that innovativeness affected perceived usefulness, use intention and this route connected to WOM, in other side, it was discussed that innovativeness affected joyfulness, satisfaction and this route connected to WOM. The above result means that 'joyfulness', 'satisfaction' are important elements, in terms of marketing aspect, for the companies to take an advantage of QR Code as a means of advertising. It should be understood that users don't spend their time on the service having no joy as quality of life improves. After all, it means that uninteresting QR Code isn't suitable for mediums of advertising.

• Information Systems Review
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• v.18 no.3
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• pp.209-233
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• 2016

Internet companies that utilize social network have increased in number. The introduction of diverse social media services facilitated innovative changes in e-business. Social network service (SNS), which is a domain of social media, is a web-based service designed to strengthen human relations in the Internet and build new social relations. The remarkable growth of social network services and the profit generation and perception of this service are the new growth engines of this digital age. Given this development, many global IT companies views SNS as the most powerful form of social media. Thus, they invest efforts to develop business models using SNS.2) This study verifies the impact of privacy exposure in SNS as a result of privacy invasion. This study examines the purpose of using the SNS and user's awareness of the significance of personal information, which are key factors that affect self-disclosure of personal information. This study utilizes theory of reasoned action (TRA) to provide a theoretical platform that describes the specific behavior and emotional response of individuals. This study presents a research model that considers negative attitude (negatude). In this model, self-disclosure in SNS is considered a TRA. TRA is a subjective norm, a behavioral intention, and a key variable of exposure behavior. A survey was conducted on college students at Y university in Seoul to empirically verify the research model. The students have experiences in using SNS. A total of 198 samples were collected. Path analysis was applied to analyze the relations of factors. The results of path analysis show the statistically insignificant impact of privacy invasion on negatude, subjective norm, behavioral intention, and exposure behavior. The impact of unrecognized privacy invasion was also considered insignificant. The impacts of intention to use SNS on negatude, subjective norm, behavioral intention, and exposure behavior was significant. A significant impact was also found for the significance of personal information on subjective norm, behavioral intention, and exposure behavior, whereas the impact on negatude was insignificant. The impact of subjective norm on behavioral intention was significant. Lastly, the impact of behavioral intention on exposure behavior was insignificant. These findings are significant because the study examined the process of self-disclosure by integrating psychological and social factors based on theoretical discussion.