• The Journal of Asian Finance, Economics and Business
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• 제5권4호
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• pp.187-199
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• 2018

This study examined the effects of startup firm's knowledge assets on the effectiveness of their sales strategies, efficiency of sales activities, and management performance, after categorizing these assets into customer knowledge assets and technology knowledge assets. Furthermore, the moderating effects of promotion focus by CEOs and sales managers of startup firms were analyzed. For the analysis, dyadic questionnaire surveys were conducted targeting the CEOs and sales managers of startup firms established at the Gyeongnam Technopark and the KAIST Technology Business Incubation Center in Korea. Hypotheses were verified through structural equation modeling, and moderating effects were identified through ANOVA. CEO's customer knowledge asset strengthened their effectiveness of sales strategies, and sales manager's technology knowledge asset strengthened the efficiency of their sales activities. Also, CEO's effectiveness of sales strategies and sales manager's efficiency of sales activities have been found to enhance startup firm's management performance. Meanwhile, the moderating effect of promotion focus strengthened CEO's effectiveness of sales strategies through CEO's customer knowledge asset and interaction as CEO's promotion focus level increased, but promotion focus of sales managers did not have any significant interaction effect. This study provides implications by offering empirical evidence on startup firms with regard to knowledge assets.

• 벤처창업연구
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• 제11권2호
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• pp.1-8
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• 2016

본 연구에서는 창업태도와 행동의도에 영향을 미치는 선행변수로 자기규제초점과 심리적 거리에 주목하였다. 자기규제초점은 향상초점과 예방초점으로 구분할 수 있다. 본 연구에서는 향상초점집단과 예방초점집단이 창업에 대한 심리적 거리에 따른 창업태도와 행동의도의 영향력을 이원변량분석을 통해 살펴보았다. 분석결과, 자기규제초점에 따라 창업태도와 행동의도에 차이가 나타났다. 즉, 예방초점집단보다는 향상초점집단에서 행동의도가 더 높은 것으로 나타났다. 심리적 거리에 따라 이들의 영향이 어떻게 달라지는지 살펴본 결과, 향상초점집단에서는 창업에 대해 심리적 거리가 멀 때보다는 가깝다고 느낄 때 창업태도와 창업의도가 높게 나타났다. 반면에 예방초점집단에서는 창업에 대해 가깝다고 느낄 때보다는 멀다고 느낄 때 창업태도와 행동의도가 더 높게 나타났다. 이러한 연구결과를 바탕으로 연구의 학문적 의의와 실무적 시사점 그리고 연구의 한계점을 제시하였다.

• 유통과학연구
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• 제12권2호
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• pp.39-47
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• 2014

Purpose - The ultimate goal of a franchise system comes from its win-win strategy. Agency theory uses goal incongruity to examine complex contracting problems between buyers and suppliers. Goal incongruity within a contractual relationship can be defined as the agent's desire not to cooperate. It is the degree to which the contractual terms do not satisfy the agent's goals. The greater the goal incongruity between the agent and the contract, the more likely it is that the agent will meet the terms of the contract. Thus, goal incongruity between buyers and suppliers has close relationships with both behavioral and financial performance. This study tries to examine these relationships in the franchise context using a model including related variables, such as regulatory foci, financial performance, and opportunism, to explain the reasons that not all franchisees perform their best. In particular, the study examines the effects of goal incongruity on regulatory focus, and the effects of regulatory focus on performance and opportunism. In short, the objective is to determine goal incongruity's effect on regulatory foci, and the effect of regulatory focus on performance and opportunism. Research design, data, and methodology - This study used data collected from the franchisee managers of 104 franchisors in South Korea. The franchisors include more than 10 franchisees, the majority of whom have been in business for more than five years. The study also surveyed 104 franchisees, matched with their franchisors for the sake of a dyadic approach. The study used regression analysis to test the hypotheses. Results - H1 and H2 predicted that goal incongruity would decrease promotion focus and increase prevention focus. Supporting H1, the result indicates goal incongruity had a positive effect on promotion focus. However, H2 was not supported. Goal incongruity had no significant effect on prevention focus (β = -.375, t = -4.331 and β = -.145, t = -1.950, respectively). H3 and H4 predicted that promotion focus would increase financial performance and decrease opportunism. Supporting these hypotheses, the results indicate that promotion focus had a positive effect on financial performance and a negative effect on opportunism (β = .771, t = 7.899 and β = -.765, t = -6.778, respectively). H5 and H6 predicted that prevention focus would decrease financial performance and increase opportunism. However, the results do not support these hypotheses. The results indicate that prevention focus had no effects on opportunism or financial performance (β = -.130, t = -1.070 and β = .090, t = .641, respectively). Overall, the evidence generally supported the hypotheses. Conclusion - Goal incongruity between a franchisor and a franchisee increases the franchisee's financial performance and opportunism, and the relationship is mediated by promotion focus. Interestingly, however, prevention focus has no mediating effect between goal incongruity and performance. Even though no significant relation exists between goal incongruity and prevention focus, the results have two implications. First, decreasing goal incongruity can improve financial performance and suppress franchisee opportunism. Second, the relationship between goal incongruity and performance affects promotion-focused franchisees.

• 유통과학연구
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• 제15권7호
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• pp.25-33
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• 2017

Purpose - This study aims to explore how a combination of the advertisement presentation vividness and consumers' regulatory focus affects choice. In addition, it seeks to the understanding for the psychological process by using consumers' response with experimental designs. Research design, data, and methodology - This research conducted two experiments based on the scenario. Specifically, Experiment 1 used a 2 (vividness of advertisement presentation: picture vs. word) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Experiment 2 used a 2 (vividness of advertisement presentation: detailed description vs. less detailed description) × 2 (regulatory focus: prevention focus vs. promotion focus) between-subjects design. Results - Two studies showed that prevention-focused individuals, when presented with a vivid presentation, were more likely to choose the advertised option compared with advertisements presented less vividly appearance. In contrast, promotion-focused individuals showed no difference in choice shares regardless of advertisement presentation vividness. In addition, these effects were mediated by the imagery toward the advertised information. Conclusions - The current research found how consumers' inherent motivation affects the extent of imagery in a purchase decision and a new perspective to previous studies with regards to regulatory focus. Further, this research suggested new advertisement strategies to corporations.

• 한국산학기술학회논문지
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• 제22권1호
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• pp.728-742
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• 2021

본 연구의 목적은 기존의 순기능 측면을 중심으로 연구되었던 잡크래프팅(job crafting)을 역기능 측면도 함께 탐색하기 위해 잡크래프팅을 향상초점(promotion focus)과 예방초점(prevention focus)으로 나누어 두 초점이 이직의도에 미치는 차별적 영향과 그 과정을 밝히는 것이다. 구체적으로 향상초점 잡크래프팅과 예방초점 잡크래프팅이 업무 통합성과 직무 긴장을 매개하여 이직 의도에 영향을 미친다는 순차적 이중매개모형을 제안하였다. 또한 예방초점 잡크래프팅의 역기능을 줄일 수 있는 변인으로 상사지지에 대한 조절효과 여부를 확인하고자 하였다. 이를 위해 국내 다양한 직종의 현직자 293명을 대상으로 온라인 설문조사를 실시하였다. 분석결과 향상초점 잡크래프팅은 이직의도에 부적 영향을 미친 반면, 예방초점 잡크래프팅은 직접적으로 정적 영향을 미쳤다. 향상초점 잡크래프팅과 예방초점 잡크래프팅 모두 업무통합성과 직무 긴장을 순차적으로 부분 매개하여 간접적으로도 영향을 미치는 것으로 나타나 순차적 이중매개모형을 검증하였다. 또한, 상사지지는 예방초점 잡크래프팅이 업무통합성에 미치는 부정적 영향을 완화하고 두 변인의 관계를 정적으로 변화시켜 상사지지의 조절효과가 입증되었다. 이를 바탕으로 본 연구의 시사점과 향후 연구 방향을 논의하였다.

• 한국산학기술학회논문지
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• 제18권5호
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• pp.190-199
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• 2017

의료 기술의 발달로 수명이 연장됨으로써 노년기에 어떻게 행복한 생활을 영위할 수 있는지에 대한 관심이 커지고 있다. 그런데 연령대에 따라 행복감에 영향을 미치는 변인의 유형이나 행복에 대한 변인의 영향력이 변화할 수 있기 때문에 이에 대해 실증적으로 조사하는 연구가 필요하다. 선행연구를 통해 조절초점 중 '향상초점'을 활용하는 개인이 '방어초점'을 활용하는 개인보다 대체로 행복할 가능성이 높다는 것이 발견되었다. 그러나 이와 같은 조절초점의 영향이 사람의 전생애동안 모든 연령대에 걸쳐서 유효한 것인지에 대해서는 아직 조사가 제대로 이루어지지 않았다. 따라서 본 연구에서는 거주지역과 연령대별로 성인 1250명을 무작위로 선정하여 표집을 구성하고 연령이 조절초점과 주관적 행복감 간의 관계에 대해 유의한 조절효과를 가지는지 검증하였다. 분석 결과, 향상초점과 연령은 주관적 행복감에 대해 유의한 상호작용 효과를 가진 것이 발견되었으나, 방어초점과 연령은 유의한 상호작용을 보이지 않는 것으로 나타났다. 보다 더 구체적으로 연령이 높아질수록 향상초점이 삶의 만족도와 정서균형에 미치는 정적 영향이 더 강해지는 것이 발견되었다. 본 연구결과는 노년기에 능동적으로 도전적인 목표를 설정하고, 자발적으로 동기를 부여하며 성취감을 느끼는 등 향상초점을 활용하는 것이 주관적 행복감을 경험하는 데 더 중요한 역할을 한다는 것을 시사한다. 또한 본 연구에서는 사회적 지원체제의 구축을 통해 노인의 향상초점을 활성화할 것을 제안한다.

• 마케팅과학연구
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• 제20권1호
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• pp.89-97
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• 2010

本文研究共同特性对于无选择权的影响, 并涉及到了调节焦点理论. 本文主要着眼于这三个因子以及他们之间的关系. 之前的研究已经广泛涉及到这三个方面. 第一, 共同特性影响已经被广为研究. Tversky (1972) 开创了这个理论, EBA 模型: 通过消除方面. 根据这个理论, 消费者在比较的过程中更易于注意特殊的特性, 而忽略共同特性. 最近, 更多的研究开始针对于此模型对于消费者行为的影响. Chernev (1997) 认为增加共同特性可以减少选择距离. 但是, 随后Chernev (2001) 的研究指出共同特性可能是消费者认知上的负担, 所以他们更喜欢启发式的过程而不是系统式的过程. 这些研究提出了一系列问题: 共同特性是否影响顾客选择? 如果是的话, 这些影响是什么样子的? 第二, 一些研究指出没有选择的状况是消费者最好的选择, 他们在犹豫不决时用这种方法回避选择. 其他关于这一理论的研究是时间的压力, 消费者自信, 以及可供选择的数量. 第三, 调节聚焦理论在目前非常流行. 消费者有两个焦点目标: 促进和制止. 促进聚焦主要和希望, 野心, 成功, 获得等有关; 而制止聚焦和责任, 职责, 安全, 规避等有关. 调节聚焦理论预测了顾客的感情, 创造, 态度, 记忆, 表现, 和判断. 而这些都是市场营销研究的领域这些文献为本文的研究提供了一些理论支持. 特别是增加共同特征而不是忽略他们可以增加选择过程中克制消费者的没有选择状况的比重, 其对于促进消费者的作用确实相反的. 本文通过两个试验进行验证. 第一个是2 X 2 组间的设计(共同特性X调节聚焦), 数码相机作为相关的客体. 特别的是, 调节聚焦变量是从11个问题中取得的. 共同特性包括焦距, 重量, 记忆卡, 电池, 而像素和价格作为独特特性. 结果证明了我们的假设, 那就是增加共同特性增加了克制消费者的无选择比重, 而对促进消费者没有作用. 第二个试验被用来复制第一个实验的结果. 这个实验和之前的基本相同, 只有两个方面不同—主要控制和研究客体. 在促进的前提下, 研究对象必须一些词例如: 利润, 野心, 高兴, 成功, 发展等. 在克制的前提下, 他们必学写下坚持, 安全, 保护, 规避, 损失, 责任等词. 实验证明我们假设是成立的. 本研究说明了共同特性对于顾客选择的二重效果. 增加共同特性可以提高或者降低无选择状况. 本文对于理论研究和实践上都有着贡献. 对于市场营销人员来说, 他们可能需要根据顾客的划分来考虑产品的共同特性. 理论上, 研究结果支持共同特性和无选择状况的调节变量. 最后, 本文也有一些不足, 例如过于强调态度的重要性等. 我们希望本文能够为未来的研究做出抛砖引玉的作用.

• 디지털융복합연구
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• 제11권2호
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• pp.167-174
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• 2013

본 연구에서는 모브랜드 제품범주와는 관련성이 없는 비유사제품으로의 브랜드확장에 영향을 미치는 모브랜드명성과 성향조절초점의 주효과와 이들 변수들 간의 상호작용효과를 알아보고자 하였다. 실험에서는 모브랜드로 국내 식품브랜드인 풀무원(고명성브랜드)과 가상의 브랜드인 그린(Green)(저명성브랜드)을, 확장제품으로는 화장품을 선정하여, 브랜드명성과 성향조절초점이 확장브랜드 평가에 어떻게 영향을 미치는지를 알아보고자 하였다. 연구 결과, 첫째, 저명성브랜드보다 고명성브랜드에서 브랜드확장에 대한 평가가 더 긍정적으로 나타났으며, 둘째, 촉진초점 성향의 소비자들이 방어초점 성향의 소비자들보다 브랜드확장에 대해 더욱 높게 평가하였다. 그리고 셋째, 고명성브랜드에서는 방어초점집단과 촉진초점집단 간 브랜드확장 평가는 차이가 없는 것으로 나타났으며, 저명성브랜드에서는 성향조절초점에 따라 브랜드확장 평가 차이가 유의미하게 나타남으로써, 이들 2변수들 간에는 상호작용효과가 있는 것으로 밝혀졌다.

• 한국경영과학회지
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• 제39권1호
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• pp.69-81
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• 2014

Financial products entail either gains or losses, and customers' psychological reaction to these gains and losses affect the selection of the financial products. This study explains the financial customers' behavior by introducing consumers' psychological variables such as regulatory focus and construal levels. According to the regulatory focus theory, there are two distinct motivational orientations called promotion focus and prevention focus. And, construal level theory proposes that people use more abstract and higher levels of construal to represent objects that are more distant on psychological distance. We have incorporated these two psychological variables into financial consumer behaviors. In the experiment 1, the results have showed that promotion focused customers prefer fund products to deposit products, whereas prevention focused customers have showed the opposite result. In the experiment 2, both regulatory focus and construal level were considered. Specifically, under the high level message, promotion focused customers have showed higher preference to fund products than the prevention focused customers, and no significant difference for the deposit products. On the contrary, given the low level message, prevention focused customers have showed higher preference to both fund and deposit products than the promotion focused customers. Therefore, it comes to the conclusion that it will be efficient for the financial companies to use high level messages for the promotion focused customers and low level messages for the prevention focused customers. Implications and limitations are discussed to establish more effective marketing strategies based on the results of this study.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.