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이동통신 서비스 이용자의 전환의도에 관한 연구: 개인 혁신성에 따른 집단 간의 차이를 중심으로 (A Study on Switching Intention of Mobile Telecommunication Service User: Focused on Group Differences Based on Innovativeness)

  • 오종철;윤성준
    • 마케팅과학연구
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    • 제19권1호
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    • pp.9-21
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    • 2009
  • Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.

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건설 현장 악력 작업안전 기준 설정에 관한 실험적 연구 (An Experimental Study on Establishing Criteria of Gripping Work in Construction Site)

  • 손기상;이인홍;최만진;안병준
    • 한국안전학회지
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    • 제10권3호
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    • pp.81-95
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    • 1995
  • Now, safety assurance in construction sites should be accomplished by its own organization rather than control of the code or government. It is believed that the safety assurance can be considerably improved by a lecture or an education using the existing theories or literatures up to now, but it is thought that fundamental safety assurance we not able to be accomplished without developing safety devices '||'&'||' equipment or taking fundamental measures, based on the result analyzed from workers behaviors. There are various behaviors of the workers showed in construction site, but only tests for hammerusing works such as form, re-bar, stone workers directly related to the grip strength are mainly performed, investigated and measured here for the study. The above works are similar to power grip, 7th picture on seven items which are categorized for hand grip types(Ammermin 1956 ; Jones ; Kobrick 1958). Measurements of grip strength are commonly taken in anthropometric surveys. They are easy to administer but unfortunately it is rather dubious whether they yield any data that are of interest to the engineer. Very fewer controls of tools are grasped and squeesed studies showed very little overall correlation between grip strength and other measures of bodily strength (Laubach, Kromer, and Thordsen 1972), but hammer-using work which is practically progressed in construction site are mainly influenced with grip strength. According to the investigation on work measurement, it is shown that 77% of form worker are using hammer to be related to grip strength. In this study, it is particularly noticed that wearing safety gloves in construction site is required for workers safety but 20% difference between grip strength with safety gloves and without ones are commonly neglected in the site(Fig. 1). Nevertheless, safety operation with consideration of the above 20% difference is not considered in the construction site. Factors of age, kinds of work, working time, with or without safety gloves are in vestigated '||'&'||' collected at the sites for this study. Test, not at each working hour but at 14 : 00 when the almost all of the workers think the most tired, resulting from the questionaires, also when it is shown on the research report has been performed and compared for main kinds of works : form '||'&'||' re-bar work. Tests were performed with both left SE rightand of the workers simultaneously in construction site using Rand Dynamometer(Model 78010, Lafayette Instrument Co., Indiana, U.S.A) by reading grip strength on the gauge while they are pulling, and then by interviewing on their ages, works, experiences and etc., directly. The above tests have been performed for the dates of 15th march-26th May '95 with consideration of site condition. And even if various factors of ambient temperature on the testing date, working condition, individual worker's habit and worker's condition of the previous ate are concerned with the study. Those are considered as constants in this study. Samples are formwork 53, rebar 62, electrician 5, plumber 4, welding 1 from D construction Co., Ltd, ; formwork 12, re-bar 5, electrician 2, from S construction Co., Ltd, , formwork 78, re-bar 18, plumber 31, electrician 13, labor 48, plumber 31, plasterer 15, concrete placer 6, water proof worker 3, maisony 5 from B construction Co., Ltd. As In the previously mentioned, main aspect to be investigated in this study will be from '||'&'||' re-bar work because grip strength will be directly applied to these two kinds of works ; form '||'&'||' re-bar work, eventhough there are total 405 samples taken. It is thought that a frequency of accident occurrence will be mainly two work postures "looking up '||'&'||' looking down" to be mainly sorted, but this factor is not clarified in this study because It will be needed a lot of work more. Tests has been done at possible large scale of horizontally work-extended sites within one hour in order to prevent or decrease errors '||'&'||' discrepancies from time lag of the test. Additionally, the statistical package computer program SPSS PC+has been used for the study.

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강원도 지역 대학생들의 음식 기호도 및 영양 섭취 실태 조사연구 (Food Preferences and Nutrient Intakes of College Students in Kangwon Province)

  • 최영심;유양자;김종군;남상명;정명은;정차권
    • 한국식품영양과학회지
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    • 제30권1호
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    • pp.175-182
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    • 2001
  • 본 연구는 강원도 지역 대학생 200명을 임의로 추출하여 기호도 및 영양소 섭취실태를 조사한 것으로 그 결과를 요약하면 다음과 같다. 조사 대상자의 식사 섭취 상황은 '거의 먹는다'가 88%, '거의 먹지않는다'가 2%, '가끔 먹는다'가 10%로 나타났으며 타 지역보다 결식율이 낮은 것으로 조사되었다. 결식하는 이유는 '시산 부족'이 45%로 가장 컸으며, '식욕부족'이 29%로 나타났다. 우유 섭취 상황은 '꼭 마신다'가 19%, '가끔 마신다'가 48%, '거의 마시지 않는다'가 19%, '가끔 마신다'가 48%, '거의 마시지 않는다'가 33%로 나타났다. 우유는 거의 완전 식품으로 그 중에서도 칼슘섭취에 가장 큰 기여를 하며, 또한 유당, 카제인, 비타민 D 등 칼 흡수를 촉진하는 인자가 있으므로 식생활에 이로운을 인지해야 된다. 건강에 대한 관심도는 대학생을 조사대상자로 하여 그런지 '보통'으로 조사되었다. 주식에 대한 기호도에서는 밥, 빵, 국수 중 밥을 가장 선호하였다. 좋아하는 밥종류로는 쌀밥.콩나물밥을, 빵 종류로는 햄버거.샌드위치.야채빵을, 국수류로는 비빔국수.냉면.라면으로 나타났다. 싫어하는 주식으로는 수수밥.콩국수 등이었다. 쌀에 대한 아미노산 보족효과가 있는 콩밥에 대한 기호도는 저조하게 나왔는데 이에 대한 영양교육의 필요성이 요구된다. 부식에 대한 기호도에서는 가장 좋아하는 부식의 형태가 찌게이며, 그 다음으로 김치, 복음, 나물 순이었다. 기호도가 낮은 부식의 종류는 장아찌류이다. 기호도가 높은 부식은,국종류(고기국${\ulcorner}남{\Ircorner}$, 미역국.콩나물국), 김치류(배추김치.총각무김치.오이김치), 튀김류(오징어.고구마.감자.새우튀김), 볶음(오징어복음.김치볶음.고기볶음${\ulcorner}남{\Ircorner}$), 전류(고기전${\ulcorner}남{\Ircorner}$, 호박전.햄전), 구이(김구이.더덕구이.쇠고기 구이), 조림(오징어조림, 감자조림), 나물류(콩나물), 무침류(오징어.더덕.도라지무침), 장아찌(더덕.마늘장아찌${\ulcorner}남{\Ircorner}$,오이.깻잎장아찌${\ulcorner}여{\Ircorner}$) 등을 들었다. 기호도가 낮은 부식은 무국.부추김치.쑥튀김.간볶음.간전.가지구이.가지조림.가지나물.양배추무침.고추.양파장아찌 등이었다. 조리장법에 관계없이 좋아하는 식품으로는 오징어, 더덕, 쇠고기, 오이, 콩나물이었고, 조리방법에 관계없이 싫어하는 식품으로는 간.양배추.당근.가지.무우.돼지고기 등이었다. 기호도가 낮은 식품인 간.당근.양배추.무우 등은 각각 단백질, 비타민, 무기질의 좋은 급원이 되는 식품들이므로 영양교육 차원에서 크게 비중을 두어 강조하여야 하겠다. 일품요리 대한 기호도에서는 특별히 싫어하는 음식은 없었고, 오징어덮밥.만두국.비빔밥.김밥 등이 기호도가 높았으며 간식에 대한 기호도에서는 가장 높은 것이 과일유였다. 조사 대상자의 열량소, 단백질, 무기질(Ca, Fe), 비타민(비타민 A.비타민 C.리보플라빈.나이아신) 등의 평균 영양소 섭취량은 권장량과 비교하여 보았을 때 영양소와 철분, 칼슘을 제외하고는 권장량보다 높거나 비슷한 수준이었다. 권장량 이하를 섭취하는 비율은 열량이 가장 많았고, 그 다음이 철분이었다. 강원도 지역 대학생들의 기호도 및 영양실패 조사가 학기중에 실시되었으므로 대학생들의 생활 양식이 매우 유사함을 발견하였으며, 기록자로 하여금 섭취량을 중량으로 환산하기 어려우면 컵량으로 기록하게 하였는데 컵량 표시에 대한 기록자와 분석자간의 눈대중의 오차 또한 있을 것으로 생각된다. 그리고 본 조사는 5월부터 7월중에 실시하였는데, 한국의 경우 계절에 따라 섭취 식품의 종류가 다양하므로 타 계절과는 차이점이 있을 수 있다고 사료된다.고 사료된다.

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중국 프랜차이즈 시스템에서의 본부와 가맹점간 신뢰의 영향요인 (The Determination of Trust in Franchisor-Franchisee Relationships in China)

  • 신건철;마요곤
    • 마케팅과학연구
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    • 제18권2호
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    • pp.65-88
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    • 2008
  • 본 연구는 중국 프랜차이즈 시스템에 참여하는 본부와 가맹점 사이의 신뢰에 영향을 미치는 요인에 대해서 규명하고자 하였다. 중국의 외식 프랜차이즈 산업 가맹점을 조사대상으로 한 실증분석 결과, 프랜차이즈 시스템에서는 신뢰의 형성이 매우 중요하며, 이를 위하여 본부의 가맹점에 대한 지원의 강화, 양자 간의 원활한 커뮤니케이션, 가맹점의 과거결과에 대한 만족의 증진, 양자 간의 갈등 예방 및 해소가 필요하며, 이러한 본부의 가맹점에 대한 지원과 원활한 커뮤니케이션이 가맹점의 과거결과에 대한 만족을 증가시킬 수 있고, 원활한 커뮤니케이션이 양자 간의 갈등을 감소시킬 수 있는 것으로 나타났다.

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