• 산경연구논집
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• 제10권1호
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• pp.59-67
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• 2019

Purpose - The Millennial Generation, which grew in the wake of the spread of the Internet and rapid changes in the media environment, is rapidly moving from the traditional broadcasting environment to the Internet-broadcasting environment in terms of content acceptance. With the emergence of UGC (User-generated content), the change in the status of single-person content creators enables the growth of multi-channel networks (MCN), a new content-distribution platform and an agency concept for single creators. Youtube-based MCN produces multiple single star producers and casts and provides its own video series through Youtube. It is also emerging as a major M&A target for global media providers in terms of providing content to a wide range of consumers with the same interests and consumption characteristics. In addition, for the Millennials generation, which are part of their lives, MCN is becoming the most suitable media for TGIF (Twitter, Google, i-phone, Facebook). Accordingly, this study defines newly emerging MCNs and analyzes the factors for accepting MCN-produced content based on the push-pull-mooring (PPM) model. Research design, data, and methodology - An empirical analysis is performed through a questionnaire survey. For this purpose, 204 people who have experience of watching MCN were studied. Collected data is processed through analysis of a structural equation model using R to test the hypothesis. Results - For the MCN service to become an alternative to existing media, it is necessary to continuously promote cultural diversity and diversity of attempts that conventional media cannot provide. It is the attractiveness of the alternative that has the greatest influence on the intention to switch to a MCN service. When we look at MCN content so far, certain patterns such as game progress, introduction, food, and chat rooms have already appeared. We need to overcome this and develop a completely new conceptual content that we have never seen before. This requires a more generous viewer perception of the topics covered. For diversity, linguistic and verbal violence should be tolerant in common sense to provide a foundation for securing cultural diversity. Conclusions - In this study, we tried to develop a comprehensive approach to the substitution effect of MCN. In terms of academic achievement, the PPM model is used to enhance the utilization of media and broadcasting. Practical implications are to provide an analytical framework for verifying alternative or complementary effects when viewers switch to MCN.

• 유통과학연구
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• 제10권12호
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• pp.35-43
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• 2012

Purpose - This study analyzes the effects of types of leadership on the employees of Italian restaurants, its efficacy, and organizational citizenship behavior, utilizing a causal assessment model. In this study, independent variables such as the type of leadership perceived in the manager or chef by an Italian restaurant's employees, and its efficacy were parameters, and the organizational citizenship behavior and organizational effectiveness were the variables representing the results in the hypothesis. The study aimed to draw implications by verifying the leadership via efficacy and the impact on organizational citizenship behavior of Italian restaurants. Research design, data, methodology - For the purpose of this analysis, specific questionnaire items were configured according to the theory and efficacy of the study. From a questionnaire used in organizational citizenship behavior comprising 22 questions, six were modified to suit the research purpose of this study. The configured questionnaire comprised 5 parts and 40 items. A Likert (Likert) 5-point scale was utilized to measure responses to the questionnaire items from the employees of an Italian restaurant in Seoul who participated in the survey. For data collection, 400 questionnaires were distributed, and 344 collected. Factor analysis and reliability verification were conducted using SPSS18.0 and AMOS18.0. A covariance structure analysis was conducted to test the research hypotheses. Results - Based on the results of the analyses, the summary and suggested implications of the research are as follows: The covariance structure analysis used to analyze the kind of effect transformational and transactional leadership styles in Italian restaurant employees had on self-efficacy, group-efficacy, and organizational citizenship behavior, indicated that among the characteristics of transformational leadership (such as, idealized influence, inspirational motivation, individual consideration, and intellectual stimulation), idealized influence and individual consideration had a positive influence on self-efficacy. Idealized influence, individual consideration, conditional reward, and management by exception also positively influenced self-efficacy and altruistic and conscientious behavior (organizational citizenship behavior). Conclusions - Results suggest that with regard to self-efficacy and group efficacy, managers in different departments and chefs should provide team members with a vision for the future, increase their confidence in their abilities, and build their trust in the organization. By evaluating employee performance and experiences, management can demonstrate leadership and encourage organizational citizenship behavior through enjoyable, voluntary participation. Transformational and transactional leadership is effective in group processes that include social-exchange relationships, self-efficacy and group efficacy, and organizational citizenship behavior. However, as this research study utilizes only self-reported data, it has several limitations, such as a vulnerability of errors caused by the various experiment types. A significant limitation of this study is the lack of potential for the duplication of results. The covariance structure analysis, however, provides complementation to limit the impact of errors from self-reporting studies. A future study can extend this research by utilizing different data collection methods.

• 유통과학연구
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• 제11권2호
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• pp.71-81
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• 2013

Purpose - The TOEIC test has been leading the change in the quality and the globalization of companies for about last 30 years. The TOEIC test is taken by about two million people each year and is used as a criterion to select new employees in companies or government offices, for performance ratings, and for overseas posting selections. Universities also use TOEIC test in various ways. Since the TOEIC test is used for the selection of new students for admission, transferring extra credits, scholarships, graduation certification, and admission of international students studying abroad, many universities all over the country provide students with TOEIC study lectures through their own language institutes. Despite the fact, there has been no research on the service quality or even the current situation of these institutes. Thus, this study aims to evaluate the factors that impact TOEIC lecture service quality and analyzes the effect of the expectation related to the education service quality and the result of education on intentional behavior. Research design, data, methodology - Data was collected by administering a survey to current TOEIC students from different university language institutes. The survey questionnaire comprised of a five-point Likert scale. The demographic analysis was conducted using the frequency analysis method and the factor analysis was conducted to verify the validity of questionnaire over any variable. The reliability analysis was conducted to verify the reliability of the results. Besides, multiple regression analysis, regression analysis, and mediated effect verification were also conducted. For education service quality, four different independent variables such as reliability, response, conviction, and sympathy were considered using the SERVQUAL survey model. Based on the research models, the study hypotheses below were formulated in order to recognize an effect relationship between the variables. The four hypotheses are, "the hypothesis on education service quality and TOEIC study result expectation," "the hypothesis on education service quality and behavioral intention," "the hypothesis on study result expectation and behavioral intention," and "the hypothesis on study result expectation and mediated effect." Results - The results are as follows. First, the factors like response, conviction, and sympathy have a positive influence on TOEIC study result expectations. Second, the TOEIC study result expectation has a positive influence on the factors of behavioral intention such as re-sign up, positive word-of-mouth, "loyalty towards school." Third, it was verified that the mediated effect on behavioral intention was influenced by education service quality at university foreign language institute, while the study result expectation has only a partial mediated effect. Conclusions - The implications of this study are summarized as follows: First, it suggests a new research model for the effect of the expectation related to the education service quality and the result of education in the university language institutes on the behavioral intention. Second, it has established a relationship between the education service quality and study result expectation by verifying the mediated effect on them.

• 유통과학연구
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• 제11권5호
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• pp.63-76
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• 2013

Purpose - For the past several decades, behavioral economics or behavioral decision theory has undergone rapid development. This study provides a critical review of the development of behavioral economics with a focus on what are deemed to be core theories in the field. Starting from the utility function proposed by Daniel Bernoulli in the 18th century, the development history of utility functions until the emergence of the prospect theory is thoroughly reviewed. Some of the experimental results violating the traditionally assumed utility function and supporting the prospect theory value function are summarized. The most representative principles of rational choice are transitivity, independence from irrelevant alternatives (IIA), and regularity. The development of behavioral economics has been triggered by finding counter-examples to these principles. Some of the choice behaviors discussed in this study as counter-examples to the traditional theories of rational choice are the St. Petersburg paradox; the Allais paradox; gambling behavior; and the various context effects including the similarity effect, attraction effect, and the compromise effect. The Elimination-by-Aspects (EBA) model, which was proposed as an explanation for the similarity effect, is discussed in detail as well. Based on the literature review and further analysis, this study summarizes the relationship between the context effects, prospect theory, and EBA model. Research design, data, and methodology - This study provides an extensive literature review on several important theories in the field of behavioral decision theory and adds some critical comments to the theories and the relationships among them. This study first reviews the development of utility functions. Daniel Bernoulli introduced the concept of utility function to solve the St. Petersburg paradox. In the mid-20th century, Herbert Simon proposed the "satisficing" heuristic and presented a value function with a shape different from traditional utility functions. This study highlights the strengths and weaknesses of several utility functions proposed until the emergence of the prospect theory value function. Results - This study posits that prospect theory and EBA model are the two most important theories in the field of behavioral decision theory. They can explain various choice behaviors that traditional utility maximization analysis has been unable to. The application of these models to various fields is further increasing nowadays. This study explains how prospect theory and the EBA model can be used to explain the context effects. Conclusions - The traditional economic theory relies on a single variable called "utility" in explaining consumer choice. However, this study argues that, in investigating consumer choice, several other variables should also be considered. These are the similarity among alternatives, an alternative's prototypicality within the category, the dominance relationship between alternatives, and the reference point in evaluating alternatives. Due to the development of behavioral economics, we are now closer to a more complete understanding of consumer choice behavior than in the past when we had only a single tool called utility.

• 유통과학연구
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• 제11권12호
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• pp.25-37
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• 2013

Purpose - The structure of retailing has changed as retailers develop markets in response to business environment changes. This study aims to analyze the general situation of retailers in order to predict future global strategy using case studies of overseas expansion strategy and the Metro Group's global strategy. Research design, data, and methodology - The backgrounds to the new retail business model and retailer classification are analyzed as theoretical data. In addition, the key success point of the Metro Group's "cash and carry" strategy is analyzed as is the Metro Group's global CFAR (collaborative planning, forecasting, and replenishment) strategy. Finally, the plan for cooperation and precise forecasting under the Metro Group's supply chain management are analyzed from the promotion environment viewpoint. Related materials analyzed included the 2012 annual report, the Metro Group's web page, and a video interview with the executive in charge of global strategy and the new market development department. Some data were revised to avoid disrupting essential aspects of the case studies. Results - The important finding was that the Metro Group could be a world-class retail company with its successful global expansion strategy. The Metro Group's global strategy's primary goal is to have a leading business position in Eastern and Western Europe. The "cash and carry" strategy is highest priority in its overseas expansion strategy. Moreover, the Metro Group has standardized product planning capacity, which could be applied in various countries with different structural and cultural backgrounds. This is the main reason that the Metro Group could rapidly become successful in the Eastern Europe and Asian markets through its structural overseas expansion strategies. In addition, the Metro Group emphasizes the importance of supply chain management. Conclusions - First, retailers should create additional value through utilizing the domestic market, market power, and economies of scale to launch a global strategy to maximize benefits from diversification. Second, the political, economic, and cultural background of the target country needs to be understood to successfully implement the overseas expansion strategy. Third, the main factor of successful cooperation with a local partner is how quickly the company gains total understanding of the business resources and core competence of its partner. All organizations should focus on the achievement of goals in order to successfully operate the partnership. Fourth, retailers should improve their business, financial and organizational structure. Moreover, the work processes and company culture should also be improved to respond strongly in the competitive global market. Fifth, the essential point of a successful retail business is the control capacity of its branding and format. The retailer could avoid forecasting errors through supply chain management by perfectly distributing the actual amount of its inventory. In addition, the risks along the supply chain are effectively shared between the supply chain partners. Finally, the central tendency of the market is to gain in strength with this taking place across all parts of the business.

• 산경연구논집
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• 제9권5호
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• pp.93-104
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• 2018

Purpose - This study is to investigate the relationship among emotional intelligence, self-efficacy and job stress of foreign life insurance consultants focusing on the mediating effect of self-efficacy. Regarding job security, in general foreign life insurance companies in Korea have more severe working conditions in terms of required contract performance. For foreign life insurance consultants, they are assumed to need higher level of emotional intelligence and self efficacy to meet the conditions. In this study, focus is cast on these aspects. Research design, data, and methodology - Basically the research is conducted upon questionnaires responded by foreign life insurance consultants. That is, data are collected from 255 sample of insurance consultants who work for a foreign owned life insurance company. The Questionnaire measure the level of emotional intelligence, self-efficacy and job stress of insurance consultants. The data are analyzed using pearson's correlation coefficient and hierarchical multiple regression, descriptive statistics, t-test, ANOVA, Durbin-Watson test. Results - The general characteristics of respondents are gender, age, marital status, education level, income monthly, career length, change jobs no, working day per week, call no. per week, meeting no. with client per week, contract regularity, contract no. per month and cancellation contract per year. The mean of emotional intelligence is 2.63, self-efficacy is 3.44 and job stress is 2.20. Emotional intelligence is composed with mean value of self emotion appraisal(3.93), other's emotion appraisal(3.78), regulation of emotion(3.29) and use of emotion(3.52). The mean of self efficacy is composed with mean value of self-confidence(3.41), self-regulated efficacy(3.59) and preference task difficulty(3.30). The job stress is composed with mean value of job requirement(2.61), lack of job autonomy(1.99), conflict of personal relations(1.99), job instability(2.38), organizational system(2.19) and inappropriate compensation(2.07). There is a significant positive correlation between emotional intelligence and self-efficacy. The emotional intelligence and self-efficacy are significantly negative correlation with job stress. The self-efficacy is showed a mediating variable between emotional intelligence and job stress. Conclusions - To decrease job stress level, foreign life insurance company should find the factors to improve the emotional intelligence and self-efficacy of life insurance consultants, and develop appropriate plans using a mediating role of self- efficacy between emotional intelligence and job stress.

• 유통과학연구
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• 제10권10호
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• pp.45-57
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• 2012

Purpose - This study was conducted to evaluate service quality, perceived value, and satisfaction in the performing arts in order to establish a system of relationships that predicts repurchase intention, which increasingly needs to be studied as the domestic performing arts market grows. Research design, data, and methodology - Another purpose of this study is to identify 'work-related factors' and 'performing-arts-related factors' in the performing arts industry, and to observe the influence of the core SQ factors expected to influence audiences' purchase intentions through perceived value and customer satisfaction. The empirical study to test the hypothesis was based on a review of the literature and employed the survey method; data were collected from a total of 500 audience members. Results - The major results of the analysis are as follows. First, in terms of quality factors affecting perceived value, literary quality, level, professionalism, and musical quality were shown to have a significant influence as key factors from the performing arts perspective, while reliability, convenience, and related costs were indicated to exert a significant influence as additional factors related to work. Secondly, the quality factors with a significant influence on customer satisfaction were literary quality, professionalism, and musical quality, which were shown to have a significant influence from the performing arts perspective, while only reliability was indicated to exert a significant influence on work-related factors. Third, perceived value was shown to have a strong positive (+) influence on customer satisfaction, with both perceived value and customer satisfaction exerting a significant influence on the revisit intention. Finally, according to the results a difference analysis with demographic variables, viewing variables as moderating variables, differences according to gender were indicated in the influence of literary value and lel on perceived value, and in the influence of convenience and professionalism on customer satisfaction as well. Also, in terms of the influence of perceived value on customer satisfaction, males were found to be more influenced than females. Conclusions - Based on the above results, the suggested implications of the present study are as follows. First, through the consideration of not only the crucial work perspective in performing arts services, which has been inadequate in the past, but the additional performance-related level, the previously unevenly distributed viewpoints were expanded for application. Second, in verifying the relationship between expanded quality factors and the factors that determine consumer behavior while simultaneously considering key factors and additional related factors, work-related service quality factors were shown to exert a stronger influence on perceived value and customer satisfaction than performance-related factors. Third, for service factors related to performance, the reliability factor exerts an influence on perceived value and customer satisfaction, requiring that a performance planner secure and manage diverse channels to immediately support customer requests in providing performance theater services.

• 산경연구논집
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• 제8권6호
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• pp.97-109
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• 2017

Purpose - This study aimed to investigate the effect of entrepreneurial temperament (ET) such as innovativeness, risk-taking, and proactiveness in entrepreneur's lifetime before start-up and the effect of social capital (SC) such as network ties and trustworthiness on entrepreneurial intention. Research design, data, and methodology - We examined the components of ET (innovativeness, risk-taking, and proactiveness) and components of SC (network ties and trustworthiness) through existing prior research and investigated the factors that affected entrepreneurial intention. The first hypothesis of this study was that entrepreneurial temperament will have a significant impact on network ties of social capital, and the second hypothesis assumed that entrepreneurial temperament will have a significant effect on the trustworthiness of social capital. Finally, the second hypothesis assumed that social capital will have a significant impact on entrepreneurial intentions. We collected 175 data using questionnaires for people who have not yet started a start-up. And we used the Structure Equation Modeling (SEM) to evaluate the collected data and to test the research model by the two step research procedure. Results - As a result, the innovativeness and proactiveness of ET have a significant effect on network ties and trustworthiness of SC, but the effect of risk-taking on risk-taking of SC is not significant. On the other hand, network ties and network ties of SC was revealed a significant effect on the EI. Conclusions - The implications of this article could be observed as mentioned in this paper. First, we found that entrepreneurial innovativeness and proactiveness are helpful in constructing SCs, but not risk-taking. These results demonstrated that ET of entrepreneurs is important factor in the formation of social capital. Second, the SC that an entrepreneur built before the start-up has a meaning for EI. In conclusion, ET was affected partially to EI mediated SC. It is academic in that ET and SC are independent from each other and have a mediating role between ET and EI, unlike those directly affecting EI. Although some important implications were found in this study, this study had some limitations and we hope that future research will be complemented.

• 산경연구논집
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• 제10권5호
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• pp.67-76
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• 2019

Purpose - The Korean child welfare services may have different feelings between providers and users. Few studies on the child welfare service quality have been conducted and research on the coorientation model of child welfare services are nonexistent. We compared the perceptions of Korean child welfare service providers and users in this study. It will have many applications in the service quality fields by applying a coorientation model. Research design, data, and methodology - In order to enhance user satisfaction with child welfare services, around 200 samples were carried out both in Busan and Kyungsangnamdo randomly. Seven point Likert scale was used in the questionnaire. Two measurements were made to evaluate the different positions on the part of child welfare service providers and users to assess their mutual orientation. Paired t-test verification was conducted for congruency analysis, and the verification of agreement and accuracy was analyzed by independent t-tests. Results - We empirically examined the differences between the providers and the users stance. The results are as follows. We have verified the statistical significance of the difference in perception between providers and users. We also confirmed a degree of agreement, a degree of congruency, a degree of accuracy and a degree of meta agreement in the study. In the Korean child welfare service quality, the coorientation model of process quality appeared in the form of semi-dissensus, the coorientation model of results quality were shown in the form of ignorances and the coorientation model of physical environment quality were investigated in the form of semi-dissensus. Conclusion - The study concluded that users need to understand more about the providers in order to enhance the coorientation model in process quality and physical environmental quality, and the providers need to persuade the users clearly about the positive factors. To enhance the coorientation model of the result quality, it can be misunderstood by guessing that the other party will positively evaluate it. Therefore, users believe that they need to talk more clearly to the provider about the results of the korean child welfare service quality to reduce misunderstandings and to understand each other about the resulting quality.

• 산경연구논집
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• 제10권3호
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• pp.45-58
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• 2019

Purpose - The purpose of this study was to investigate the effects of the chatbot's characteristics (ease of use, social presence, playfulness, usefulness) on service value, customer satisfaction and reuse intention when consumers purchased fashion products in the mobile shopping environments. Research design, data, and methodology - Data were collected from Korean consumers from ages 20 to 59 who have experienced using chatbot in a mobile shopping for fashion products. After a pilot survey to 53 customers, the preliminary questionnaire was revised for the final test, and the final questionnaire was administered to 1500 customers. Out of these, 300 were collected. After deleting 48 incomplete ones, 252 questionnaires were used in the statistical analysis. Frequency analysis and exploratory factor analysis using SPSS 23.0 and confirmatory factor analysis and structure equation analysis using AMOS 18.0 were employed for data analyses. Results - First, four factors were extracted for the chatbot's characteristics: ease of use, social presence, playfulness and usefulness. Second, regarding the effect of chatbot's characteristics on service value when purchasing fashion products in the mobile shopping environment, ease of use, playfulness and usefulness of chatbot significantly affected service value. Social presence did not have significant effects on service value. Third, in terms of the effect of the chatbot's characteristics on customer satisfaction when purchasing fashion products in the mobile shopping environment, social presence, playfulness and usefulness of chatbot significantly had an effect on customer satisfaction. Ease of use did not have a significant effect on customer satisfaction. Fourth, service value of chatbot when purchasing fashion products in mobile shopping environment was found to have an effect on customer satisfaction with chatbot. Fifth, service value of chatbot on reuse intention when purchasing fashion products in the mobile shopping environment was found to have an effect on reuse intention of chatbot. Sixth, customer satisfaction with chatbot had a significant impact on the reuse intention of the chatbot when purchasing fashion products in the mobile shopping environment. Conclusions - The present study provide dimensions on the chatbot's characteristics and these may provide helpful data for further studies in this area and for marketers as well.