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중소제조기업의 스마트팩토리 고도화수용의도 영향 메커니즘: 정보시스템 성공모형을 기반으로 (The Influencing Mechanism of Manufacturing SMEs' Smart Factory Advancement Acceptance Intention: Based on the Information Systems Success Model)

  • 김윤재;정창근;양성병
    • 경영정보학연구
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    • 제25권3호
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    • pp.199-220
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    • 2023
  • 국가경쟁력 제고와 제조업 경쟁력 확보를 위한 스마트팩토리 보급 및 확산사업이 국가주도로 진행되고 있으나, 대부분의 구축기업이 기초 단계에 머무르고 있으며, 그 마저도 지속적으로 활용하지 못하고 있다. 스마트팩토리 관련 선행연구의 대다수는 도입사례 혹은 빅데이터 적용방안 등 기술적인 부분에 초점을 맞추고 있어, 스마트팩토리의 지속적 활용에 대한 실증 연구는 부족한 실정이다. 이에, 본 연구에서는 정보시스템 성공모형과 선행연구를 바탕으로 스마트팩토리 사용정도 및 사용자만족에 영향을 주는 주요 선행요인을 도출하고, 이 요인들이 사용정도 및 사용자만족을 거쳐 지속사용의도, 경영성과 및 고도화수용의도에 미치는 영향을 실증하였다. 스마트팩토리를 기 도입한 287개 중소제조기업을 대상으로 수집한 설문지를 바탕으로 구조방정식모형을 활용하여 분석한 결과, 주요 선행요인인 시스템품질과 정보품질, 서비스품질, 정부지원은 사용정도에 유의한 영향을, 서비스품질과 정부지원은 사용자만족에 유의한 영향을 미치는 것으로 나타났다. 또한, 사용정도와 사용자만족은 경영성과 및 지속사용의도에 유의한 영향을 미치는 것으로 나타났으며, 나아가 고도화수용의도에도 유의한 영향을 미치는 것으로 나타났다. 본 연구는 정보시스템 성공모형을 활용하여 중소제조기업의 스마트팩토리 사용자만족이 경영성과 및 지속사용의도, 나아가 고도화수용의도에 미치는 구체적인 영향 메커니즘을 최초로 실증한 연구라는 점에서 의의가 있다.

재망상복장구물중전자(在网上服装购物中电子)E-SERVQUAL 대전자충성도적영향(对电子忠诚度的影响) (The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping)

  • Kim, Eun-Young;Jackson, Vanessa P.
    • 마케팅과학연구
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    • 제19권4호
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    • pp.57-63
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    • 2009
  • 随着电子商务指数式增长(电子商务), 营销人员正试图获得通过强调服务质量和服务方面的相互作用而导致客户满意度或行为后果的竞争优势. 特别是对于服装, 服务质量是鼓励客户电子忠诚的关键因素之一, 并增加电子商务中服装零售的成功. 因此, 本研究探讨电子服务质量(电子SERVQUAL)的因素和根据Parasuraman等人(2005)的研究框架对网上服装购物的电子忠诚度的独特影响. 这项研究的具体目标是确定的基本层面的E - SERVQUAL, 分析有关在网上服装购物中电子SERVQUAL对点在忠诚度的影响的结构模型. 对于服务质量, 在网上购物方面的理论框架, 我们比较分析了有关传统和电子服务质量的因素的文献并确定了核心的两个方面和恢复服务. 这项研究的假设是电子SERVQUAL对电子忠诚度的影响. 客户满意度对电子服装网上购物服务的忠诚度有积极影响和客户满意度在电子SERVQUAL对服装网上购物电子忠诚度影响中的中介作用. 根据文献我们制成了一份自填式的问卷. 我们在美国从居住在大城市的有在网上购买服装产品的在线消费者中获得了252份有用的问卷. 通过因子分析(例如, 探索, 验证)评估了有效性和可靠性, 结构方程模型, 包括测量和结构模型, 通过线性结构8.8程序评估了包括测量和结构模型的结构方程模型. 结果显示, 网上购物网站的电子SERVQUAL的五个因素: 赔偿, 执行, 效率, 系统可用性和反应能力. 这支持在网上服装购物方面Parasuraman(2005)的E-S-QUAL包括两个方面的核心服务(如满足, 效率, 系统可用性)和恢复相关的服务(例如, 补偿, 回应). 在结构方程模型中, 有5个电子SERVQUAL因素的外生潜变量, 两个内生潜变量(例如客户满意度, 电子忠诚度). 对于测量模型, 各代表概念的因子载荷有显著的统计学意义, 比 0.60大, 内部一致性信从 0.85 至 0.8 8 不等. 在估计电子SERVEQUAL因素的结构模型, 系统的可用性对电子忠诚的直接和积极的作用, 而效率对网上服装购物的电子忠诚度有负面影响. 然而, 满足不是解释网上服装购物的电子SERVQUAL结果的重要指标. 这一发现意味着, 可被理解为系统提供服务的质量可能会增加对服装网上购物的客户满意度. 然而, 电子忠诚取决于服务质量没有被支持, 因为在网上服装购买中, 通过价值或满意度的中介作用, 服务质量对电子忠诚度(例如再购买意图)有间接影响. 此外, 获得赔偿和回应被发现对客户满意度有显著影响, 会影响网上服装购买的电子忠诚度. 因此, 获得赔偿和回应对电子忠诚度有显著的间接影响. 这表明, 恢复特定的服务因素在客户满意度最大化方面的重要作用, 以及维护客户对网上服装购物网站的忠诚度方面的重要作用. 研究结果在管理和研究方面都有启示. 时装营销者可以在建立与客户的长期关系的基础上, 不断测量顾客感知与恢复服务有关的服务质量等问题, 例如对问题和返回的迅速反应, 客户购买之后的问题赔偿. 为了保持电子忠诚, 在消费者购买服装中恢复服务对消费者第一次选择网站起到重要作用. 由于网上购物的消费者可以在任何地方购物, 提高竞争优势的营销策略是为消费者提供更好的服务质量, 最大限度地满意, 并把创造客户网上服装购买的电子忠诚度. 从研究的角度来看, 解释这些结果时, 本研究的一些局限需要被考虑. 对于未来的研究, 调查结果为这一重要主题理论和实证方面的进一步的研究提供了依据. 根据研究结果, 更全面的模型预测电子SERVQUAL的结果可以被开发和测试. 对全球时装市场, 这项研究可以扩展使用多国样本的跨文化的方法来研究服装的电子服务质量.

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PLS 경로모형을 이용한 IT 조직의 BSC 성공요인간의 인과관계 분석 (A PLS Path Modeling Approach on the Cause-and-Effect Relationships among BSC Critical Success Factors for IT Organizations)

  • 이정훈;신택수;임종호
    • Asia pacific journal of information systems
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    • 제17권4호
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    • pp.207-228
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    • 2007
  • Measuring Information Technology(IT) organizations' activities have been limited to mainly measure financial indicators for a long time. However, according to the multifarious functions of Information System, a number of researches have been done for the new trends on measurement methodologies that come with financial measurement as well as new measurement methods. Especially, the researches on IT Balanced Scorecard(BSC), concept from BSC measuring IT activities have been done as well in recent years. BSC provides more advantages than only integration of non-financial measures in a performance measurement system. The core of BSC rests on the cause-and-effect relationships between measures to allow prediction of value chain performance measures to allow prediction of value chain performance measures, communication, and realization of the corporate strategy and incentive controlled actions. More recently, BSC proponents have focused on the need to tie measures together into a causal chain of performance, and to test the validity of these hypothesized effects to guide the development of strategy. Kaplan and Norton[2001] argue that one of the primary benefits of the balanced scorecard is its use in gauging the success of strategy. Norreklit[2000] insist that the cause-and-effect chain is central to the balanced scorecard. The cause-and-effect chain is also central to the IT BSC. However, prior researches on relationship between information system and enterprise strategies as well as connection between various IT performance measurement indicators are not so much studied. Ittner et al.[2003] report that 77% of all surveyed companies with an implemented BSC place no or only little interest on soundly modeled cause-and-effect relationships despite of the importance of cause-and-effect chains as an integral part of BSC. This shortcoming can be explained with one theoretical and one practical reason[Blumenberg and Hinz, 2006]. From a theoretical point of view, causalities within the BSC method and their application are only vaguely described by Kaplan and Norton. From a practical consideration, modeling corporate causalities is a complex task due to tedious data acquisition and following reliability maintenance. However, cause-and effect relationships are an essential part of BSCs because they differentiate performance measurement systems like BSCs from simple key performance indicator(KPI) lists. KPI lists present an ad-hoc collection of measures to managers but do not allow for a comprehensive view on corporate performance. Instead, performance measurement system like BSCs tries to model the relationships of the underlying value chain in cause-and-effect relationships. Therefore, to overcome the deficiencies of causal modeling in IT BSC, sound and robust causal modeling approaches are required in theory as well as in practice for offering a solution. The propose of this study is to suggest critical success factors(CSFs) and KPIs for measuring performance for IT organizations and empirically validate the casual relationships between those CSFs. For this purpose, we define four perspectives of BSC for IT organizations according to Van Grembergen's study[2000] as follows. The Future Orientation perspective represents the human and technology resources needed by IT to deliver its services. The Operational Excellence perspective represents the IT processes employed to develop and deliver the applications. The User Orientation perspective represents the user evaluation of IT. The Business Contribution perspective captures the business value of the IT investments. Each of these perspectives has to be translated into corresponding metrics and measures that assess the current situations. This study suggests 12 CSFs for IT BSC based on the previous IT BSC's studies and COBIT 4.1. These CSFs consist of 51 KPIs. We defines the cause-and-effect relationships among BSC CSFs for IT Organizations as follows. The Future Orientation perspective will have positive effects on the Operational Excellence perspective. Then the Operational Excellence perspective will have positive effects on the User Orientation perspective. Finally, the User Orientation perspective will have positive effects on the Business Contribution perspective. This research tests the validity of these hypothesized casual effects and the sub-hypothesized causal relationships. For the purpose, we used the Partial Least Squares approach to Structural Equation Modeling(or PLS Path Modeling) for analyzing multiple IT BSC CSFs. The PLS path modeling has special abilities that make it more appropriate than other techniques, such as multiple regression and LISREL, when analyzing small sample sizes. Recently the use of PLS path modeling has been gaining interests and use among IS researchers in recent years because of its ability to model latent constructs under conditions of nonormality and with small to medium sample sizes(Chin et al., 2003). The empirical results of our study using PLS path modeling show that the casual effects in IT BSC significantly exist partially in our hypotheses.

가상 공동체 사용자의 전자상거래 수용에 대한 연구 (A Study on EC Acceptance of Virtual Community Users)

  • 이형용;안현철
    • Asia pacific journal of information systems
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    • 제19권1호
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    • pp.147-165
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    • 2009
  • Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

인터넷 창업 패션 쇼핑몰에 대한 이용고객의 신뢰, 만족, 몰입 및 관계지속의도 간의 구조적 인과관계 (The Correlations among Trust, Satisfaction, Commitment, and Relation-Continuing Intention for Internet foundation Fashion Shopping Mall)

  • 조윤아
    • 벤처창업연구
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    • 제10권6호
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    • pp.155-165
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    • 2015
  • 본 연구에서는 인터넷 패션쇼핑몰에 대한 이용고객의 신뢰, 만족, 몰입 및 관계지속의도 간의 구조적 인과관계를 검증하는 것을 목적으로 하였다. 이를 위해 인터넷 패션쇼핑몰 이용경험이 있는 고객 360명에 대한 설문조사 결과를 토대로 SPSS 18.0 프로그램과 AMOS 18.0 프로그램을 이용하여 유의수준 ${\alpha}=.05$에서 검증하였다. 신뢰도를 검증하기 위해 Cronbach's 알파계수를 산출하였고, 연구모형의 적합도를 평가하기 위해 적합도 지수를 산출함으로써 본 연구의 모형을 적합성을 검증하였다. 다음으로 구조방정식 모형분석(SEM: Structural Equation Model)을 통해 인터넷 패션쇼핑몰에 대한 이용고객의 신뢰, 만족, 몰입 및 관계지속의도 변인 간의 구조적 인과관계를 검증하였다. 본 실증분석을 통해 다음과 같은 주요 결과를 도출하였다. 첫째, 인터넷 패션쇼핑몰에 대한 신뢰는 이용고객의 만족에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 인터넷 패션쇼핑몰에 대한 신뢰는 이용고객의 몰입에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 인터넷 패션쇼핑몰에 대한 신뢰는 이용고객의 관계지속의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 인터넷 패션쇼핑몰에 대한 만족은 이용고객의 관계지속의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 인터넷 패션쇼핑몰에 대한 몰입은 이용고객의 관계지속의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 여섯째, 인터넷 패션쇼핑몰에 대한 신뢰 ${\rightarrow}$ 만족 ${\rightarrow}$ 관계지속의도 경로의 간접효과는 유의미한 것으로 나타남으로써 만족의 매개효과가 있는 것으로 나타났다. 일곱째, 인터넷 패션쇼핑몰에 대한 신뢰 ${\rightarrow}$ 몰입 ${\rightarrow}$ 관계지속의도 경로의 간접효과는 유의미한 것으로 나타남으로써 몰입의 매개효과가 있는 것으로 나타났다. 본 연구의 결과는 최근 인터넷창업이 매우 활발한 인터넷 패션쇼핑몰의 경우 국내 메이저 인터넷 쇼핑몰에 비해 상대적으로 브랜드에 대한 인지도 및 신뢰도가 낮은 특성을 가지고 있으며, 소규모 인터넷 패션쇼핑몰에 대한 고객들의 신뢰도 향상 및 만족도 향상을 통해서 비로소 기존 이용고객들로 하여금 소규모 인터넷 패션쇼핑몰에 대한 재이용의도와 같은 지속적인 관계유지가 가능함을 시사하고 있다.

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인터넷 커뮤니티에서 사용자 참여가 밀착도와 지속적 이용의도에 미치는 영향 (A Study on the Effects of User Participation on Stickiness and Continued Use on Internet Community)

  • 고미현;권순동
    • Asia pacific journal of information systems
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    • 제18권2호
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    • pp.41-72
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    • 2008
  • The purpose of this study is the investigation of the effects of user participation, network effect, social influence, and usefulness on stickiness and continued use on Internet communities. In this research, stickiness refers to repeat visit and visit duration to an Internet community. Continued use means the willingness to continue to use an Internet community in the future. Internet community-based companies can earn money through selling the digital contents such as game, music, and avatar, advertizing on internet site, or offering an affiliate marketing. For such money making, stickiness and continued use of Internet users is much more important than the number of Internet users. We tried to answer following three questions. Fist, what is the effects of user participation on stickiness and continued use on Internet communities? Second, by what is user participation formed? Third, are network effect, social influence, and usefulness that was significant at prior research about technology acceptance model(TAM) still significant on internet communities? In this study, user participation, network effect, social influence, and usefulness are independent variables, stickiness is mediating variable, and continued use is dependent variable. Among independent variables, we are focused on user participation. User participation means that Internet user participates in the development of Internet community site (called mini-hompy or blog in Korea). User participation was studied from 1970 to 1997 at the research area of information system. But since 1997 when Internet started to spread to the public, user participation has hardly been studied. Given the importance of user participation at the success of Internet-based companies, it is very meaningful to study the research topic of user participation. To test the proposed model, we used a data set generated from the survey. The survey instrument was designed on the basis of a comprehensive literature review and interviews of experts, and was refined through several rounds of pretests, revisions, and pilot tests. The respondents of survey were the undergraduates and the graduate students who mainly used Internet communities. Data analysis was conducted using 217 respondents(response rate, 97.7 percent). We used structural equation modeling(SEM) implemented in partial least square(PLS). We chose PLS for two reason. First, our model has formative constructs. PLS uses components-based algorithm and can estimated formative constructs. Second, PLS is more appropriate when the research model is in an early stage of development. A review of the literature suggests that empirical tests of user participation is still sparse. The test of model was executed in the order of three research questions. First user participation had the direct effects on stickiness(${\beta}$=0.150, p<0.01) and continued use (${\beta}$=0.119, p<0.05). And user participation, as a partial mediation model, had a indirect effect on continued use mediated through stickiness (${\beta}$=0.007, p<0.05). Second, optional participation and prosuming participation significantly formed user participation. Optional participation, with a path magnitude as high as 0.986 (p<0.001), is a key determinant for the strength of user participation. Third, Network effect (${\beta}$=0.236, p<0.001). social influence (${\beta}$=0.135, p<0.05), and usefulness (${\beta}$=0.343, p<0.001) had directly significant impacts on stickiness. But network effect and social influence, as a full mediation model, had both indirectly significant impacts on continued use mediated through stickiness (${\beta}$=0.11, p<0.001, and ${\beta}$=0.063, p<0.05, respectively). Compared with this result, usefulness, as a partial mediation model, had a direct impact on continued use and a indirect impact on continued use mediated through stickiness. This study has three contributions. First this is the first empirical study showing that user participation is the significant driver of continued use. The researchers of information system have hardly studies user participation since late 1990s. And the researchers of marketing have studied a few lately. Second, this study enhanced the understanding of user participation. Up to recently, user participation has been studied from the bipolar viewpoint of participation v.s non-participation. Also, even the study on participation has been studied from the point of limited optional participation. But, this study proved the existence of prosuming participation to design and produce products or services, besides optional participation. And this study empirically proved that optional participation and prosuming participation were the key determinant for user participation. Third, our study compliments traditional studies of TAM. According prior literature about of TAM, the constructs of network effect, social influence, and usefulness had effects on the technology adoption. This study proved that these constructs still are significant on Internet communities.

제조-공급자간 갈등 원인과 거래조정 방식의 갈등관리 효과 (The Causes of Conflict and the Effect of Control Mechanisms on Conflict Resolution between Manufacturer and Supplier)

  • 이진화
    • 한국유통학회지:유통연구
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    • 제17권4호
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    • pp.55-80
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    • 2012
  • 다른 기업과 거래관계를 형성하고 유지하는 것은 빠르게 변화하는 치열한 환경에서 대부분의 기업에게 불가피한 전략적 선택이다. 유통망 안의 모든 기업들도 결국 독립적 기업 간의 이러한 거래 계약으로 맺어져 있다. 하지만 모든 기업 간의 거래가 하나의 목표를 가지고 공동의 이익 창출을 위해 노력하여, 모두 효과적이고 효율적인 성과만을 낼 수는 없다. 대리인 이론에 따르면, 기업들은 모두 독립적 주체로서 각자의 이해를 추구하고, 위험을 회피하려하며, 제한된 합리성을 가지고 불충분한 정보를 처리하게 된다. 즉, 기업 간 거래관계는 그 속에서 신뢰와 협력을 기대하는 동시에, 갈등과 기회주의적 행위도 예측해야 한다. 이에 본 연구는 기업 간 거래의 갈등 원인을 확인하고, 실제 기업이 주로 활용하는 거래조정 방식의 갈등관리 효과를 밝히고자 한다. 이를 위해 관련된 기존 연구와 대리인 이론을 활용하여, 제조업자와 공급업자 간 갈등이 관계성과에 미치는 영향과 거래 위험요인(환경동태성, 자산특유화 수준)의 갈등 유발 효과, 그리고 국내 기업거래 연구에서 잘 다루어지지 않은 거래 조정방식의 갈등관리 효과를 가정하였다. 더불어 국내 중소기업 데이터 329개를 대상으로 연구모델을 검증하였다. 연구 결과, 구매기업(제조업자)의 환경 동태성과 자산 특유화 수준이 높을수록 더 큰 갈등이 유발되었으며, 이러한 B2B 갈등은 기업 간 관계질과 재무성과에 부정적 영향을 끼쳤다. 또한 사회적 조정방식과 법적 조정방식은 갈등의 관계질에 대한 부정적 영향을 매우 유의한 수준에서 완화시키는 조절효과가 검증되었다. 이러한 결과를 바탕으로 본 연구는 B2B갈등의 원인과 관리기법에 대하여 실증적으로 확인하였다는 의의가 있으며, 특히 국내 거래관리 연구에서 소홀히 다루어졌던 법적 계약 방식의 긍정적이고 유의한 효과를 확인하였다는 의의가 있다.

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생활방식품패확장적품패자산건모(生活方式品牌扩张的品牌资产建模): 침대Y세대화영인조소비자적전략로경(针对Y世代和婴儿潮消费者的战略路径) (Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer)

  • Kim, Eun-Young;Brandon, Lynn
    • 마케팅과학연구
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    • 제20권1호
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    • pp.35-48
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    • 2010
  • 今天, 受到成熟零售市场挑战的时装市场需要新的 "品牌发展" 典范来提高他们的竞争优势. 时装市场的一个重要议题是为满足消费者由于生活方式的变化而产生的特别需求所进行的生活方式品牌扩张. 时装品牌扩张到生活方式产品类别, Y世代和婴儿潮可以说是新兴的 "前景"(婴儿潮的消费者正在改变他们的生活方式. Y世代正经历着他们生命阶段的变化). 他们有购买新产品的需求. 因此, 服装公司为品牌扩张注重消费群从而在新的产品类别中建立和管理他们的品牌资产是乐观的. 本文的研究目的是(a)评估母品牌和子品牌的品牌资产. (b)鉴定消费者对品牌扩张的感知营销因素. (c)评估两个选择的群体(Y世代和婴儿潮)的营销因素和扩张到生活方式的产品类别(包括家居时尚产品)品牌的品牌资产之间因果关系的结构方程模型. 关于理论框架, 本文关注传统的营销4P组合来鉴定哪个营销因素在品牌扩张资产方面更重要. 比较营销可以建立 "品牌扩张资产", 从而成功的进入新类别. 借鉴相关的文献, 通过关注选择的消费者(Y世代, 婴儿潮), 本研究发展的研究假设结合了品牌资产因子和营销因素. 在品牌扩张至生活方式产品的背景下, 品牌资产的构念包括品牌认知/联合, 品牌感知(例如感知质量, 情感价值)和从CBBE因子(Keller, 2001)中而来的品牌共鸣. 据推测, 通过品牌扩张至生活方式产品, 市场营销要素在品牌认知/联合, 品牌感知方面创建品牌扩张资产, 进而影响品牌的共鸣. 为了收集数据, 样本由韩国Y世代的女性消费者和在婴儿潮中出生的消费者. 这些在婴儿潮中出生的消费者由于生活周期的改变而对生活方式产品有较高的需求. 在韩国Y世代(n=326)和婴儿潮(n=325)的女性消费者中共有651份有用的问卷被使用. 我们用LISREL8.8测试了使用相关矩阵的结构和测量模型. 结果显示品牌扩张的感知营销因素包括三个因子: 价格/店铺形象, 产品和广告. 在Y世代的模型中, 价格/店铺形象对品牌资产因素有积极的影响(例如品牌认知/联合, 感知质量). 同时, 在品牌扩张中产品对情感价值有积极的影响. 品牌认知/联合有可能提高感知质量和情感价值, 从而对扩张至生活方式产积极的品牌产生品牌共鸣. 在婴儿潮消费者模型中, 价格/店铺形象对感知质量有积极的影响, 感知质量可以创造品牌扩张的品牌共鸣. 产品对质量感知和情感价值有正的影响, 这些都会消费者产生对扩张至生活方式产品的品牌的品牌共鸣. 但是, 在这两个群体中广告和品牌资产都是负相关. 本研究为时装营销者提供了发展成功的品牌扩张战略以及可持续的竞争优势的见解. 本研究补充和扩展了先前的有关通过营销努力的因素促使品牌扩张成功的研究. 研究结果支持为进入新的产品类别, 时装品牌扩张(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和营销行动的增效作用. 因此, 我们推荐营销者同时针对Y世代和婴儿潮一代通过标准化的营销推广进入新产品类别(例如家具)可以降低营销成本. 时装营销者可以(a)提供高价的产品线. (b)在韩国通过零售渠道(例如专门百货商店)强调高档特征的商店形象定位. (c)结合服装与生活方式产品包括新颖的款式和设计师的限量版. 对品牌资产,成功品牌延伸的关键是消费者的品牌认知度和品牌联合,确保新产品类别的品牌特征. 对于营销者来说, 在进入新产品类别的时候知道什么有助于更具体的联合是必要的. 对时装品牌而言, 品牌扩张的第二个关键是进入 "奢侈" 生活方式新产品类别的途径. 更高的价格或店铺形象都对质量感知有影响. 而质量感知可以引起品牌共鸣. 更重要的是, 本研究提高了对品牌扩张的理论理解并对营销者提出了在制定针对Y世代和婴儿潮一代消费者的行销项目时的方向.

B2C허의사구중적전자구비(B2C虚拟社区中的电子口碑): 관우휴정려유망적실증연구(关于携程旅游网的实证研究) (Electronic Word-of-Mouth in B2C Virtual Communities: An Empirical Study from CTrip.com)

  • Li, Guoxin;Elliot, Statia;Choi, Chris
    • 마케팅과학연구
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    • 제20권3호
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    • pp.262-268
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    • 2010
  • 虚拟社区(virtual community, VC)今年来发展迅速, 越来越多的人参与到虚拟社区中交换信息和分享观点. 虚拟社区是通过计算机布告板和网络进行非面对面的知识和语言交流的一种大众集合体. B2C电子商务网站虚拟社区则是商业性的虚拟社区, 通过培养信任环境来促进消费者在该网站的购买行为. B2CVC通过信息交流, 如推荐, 评论, 买者与卖者评级等, 来建立社会性的氛围. 目前, 虽然学术界已经认识到B2CVC的重要性, 但是关于社区成员的口碑传播行为的研究还不充分. 本研究提出了一个理论模型, 探讨在B2C网站社区中参与度, 满意度, 信任度, 粘度和口碑传播之间的关系. 本研究的目的有三个: 1, 通过整合信念, 态度和行为的测量来实证检验B2C网站社区模型; 2, 更好地理解各因素对口碑传播的影响关系; 3, 更好地理解B2C网站社区黏度在CRM营销中的作用. 研究模型包含以下要素: 1, 社区成员的信念变量, 通过参与度来测量; 2, 社区成员的态度变量, 通过满意度和信任度来测量; 以及3, 社区成员的行为变量, 通过网站黏度和口播传播意愿来测量. 参与度是消费者在虚拟社区的参与动机. 对于社区成员来说, 信息的查找和发布是他们参与到社区的主要目的. 满意度是成员对社区整体评价的重要指标, 反映了成员与社区的交互程度. 虚拟社区的形成与发展依靠成员分享信息和服务的自愿程度. 研究者已经发现信任是促进匿名交互的关键, 因此构建信任被看作是虚拟社区的重要研究课题. 此外, 虚拟社区的成功依靠成员的粘度来提高购买潜力. 社区成员间的观点交流和信息交换代表一种 "写作式" 的口碑传播. 因此口碑传播是推动B2C虚拟社区在互联网上扩散的主要因素之一. 研究模型及假设如图一所示. 本研究通过实证调查中国携程旅游网虚拟社区成员来验证模型. 数据收集过程中共发放243份问卷, 其中有效问卷204份. 通过实证数据验证了参与度, 满意度和信任度影响粘度和口碑传播之间的假设关系. 结构方程模型(SEM)方法用来进行数据分析. 模型的拟合指数结果为χ2/df 是2.76, NFI是 .904, IFI是 .931, CFI是 .930, 以及RMSEA是 .017. 结果表明, 参与度对满意度具有显著的影响(p<0.001, ${\beta}$=0.809). 参与度可以解释满意度的方差比例超过50%, 调整R2为0.654. 参与度对信任度具有显著影响(p<0.001, ${\beta}$=0.751), 解释率为57%, 调整R2为0.563. 此外, 满意度对黏度的影响显著(${\beta}$=0.514), 但是信任度对黏度的影响并不显著(p=0.231, t=1.197). 黏度对口碑传播的影响显著, 且解释率超过80%, 调整R2为 0.846. 总之, 研究结果支持了大部分的研究假设, 但是信任度显著影响粘度的假设没有得到支持. 本研究丰富了电子商务网站虚拟社区的学术研究成果, 深入探讨了在B2C电子商务环境下的用户信念, 态度和行为等因素. 研究成果有助于实践者进行更有针对性的资源开发和市场开拓. 网络营销人员可以针对B2C网站社区来有针对性地制定营销策略, 如对于国际旅游业务, 营销人员可以针对中国的B2C网站社区用户开展营销活动, 如为活跃的用户提供特殊折扣以及为早期参与者提高社区黏度定制营销计划等. 未来的研究应该拓展社区成员行为的研究, 并在不同的行业, 社区和文化背景下开展研究.

지식서비스기업의 서비스 혁신에 영향을 미치는 조직의 역량에 관한 연구 (An Empirical Investigation Into the Effect of Organizational Capabilities on Service Innovation in Knowledge Intensive Business Firms)

  • 윤보성;김용진;진승혜
    • Asia pacific journal of information systems
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    • 제23권1호
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    • pp.87-106
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    • 2013
  • In the service-oriented economy, knowledge and skills are considered core resources to secure competitive advantages and service innovation. Knowledge management capability, which facilitates to produce, share, accumulate and reuse knowledge, becomes as important as knowledge itself to create service value. Along with knowledge management capability, dynamic capability and operational capability are the key capabilities related to managing service delivery processes. Previous studies indicated that these three capabilities are related to service innovation. Although separately investigate the relationship between the three capabilities. The purpose of this study is 1) to define variables that have effects on service innovation including knowledge management capability, dynamic capability and operational capability, and 2) to empirically test to identify relationship among variables. In this study, knowledge management capability is defined as the capability to manage knowledge process. Dynamic capability is regarded as the firm's ability to integrate, build, and reconfigure internal and external competences to address rapidly changing environments. Operational capability refers to a high-level routine that, together with its implementing input flows, confers upon an organization's management a set of decision options for producing significant outputs of a particular type. The proposed research model was tested against the data collected through the survey method. The survey questionnaire was distributed to the managers who participated in an educational program for management consulting. Each individual who answered the questionnaire represented a knowledge based service firm. About 212 surveys questionnaires were sent via e-mail or directly delivered to respondents. The number of useable responses was 93. Measurement items were adapted from previous studies to reflect the characteristics of the industry each informant worked in. All measurement items were in, 5 point Likert scale with anchors ranging from strongly disagree (1) to strongly agree (5). Out of 93 respondents, about 81% were male, 82% of respondents were in their 30s. In terms of jobs, managers were 39.78%, professions/technicians were 24.73%, researchers were 12.90%, and sales people were 10.75%. Most of respondents worked for medium size enterprises (47,31%) in their, less than 30 employees (46.24%) in their number of employees, and less than 10 million USD (65.59%) in terms of sales volume. To test the proposed research model, structural equation modeling (SEM) technique (SPSS 16.0 and AMOS version 5) was used. We found that the three organizational capabilities have influence on service innovation directly or indirectly. Knowledge management capability directly affects dynamic capability and service innovation but indirectly affect operational capability through dynamic capability. Dynamic capability has no direct impact on service innovation, but influence service innovation indirectly through operational capability. Operational capability was found to positively affect service innovation. In sum, three organizational capabilities (knowledge management capability, dynamic capability and operational capability) need to be strategically managed at firm level, because organizational capabilities are significantly related to service innovation. An interesting result is that dynamic capability has a positive effect on service innovation only indirectly through operational capability. This result indicates that service innovation might have a characteristics similar to process innovation rather than product orientation. The results also show that organizational capabilities are inter-correlated to influence each other. Dynamic capability enables effective resource management, arrangement, and integration. Through these dynamic capability affected activities, strategic agility and responsibility get strength. Knowledge management capability intensify dynamic capability and service innovation. Knowledge management capability is the basis of dynamic capability as well. The theoretical and practical implications are discussed further in the conclusion section.

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