• 마케팅과학연구
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• 제20권2호
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• pp.208-218
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• 2010

互联网快速增长, 已经成为一个重要的零售渠道, 并出现了各种互联网零售商, 又称电子零售商. 一种网上代购店蓬勃发展起来, 吸引了国内市场的消费者. 这是一种独特的电子零售商, 他们从全球购买国内市场尚未进口的名牌产品, 寄给个人购买者, 并收取服务费. 有些消费者喜欢高端独特但无进口资格的品牌, 却因付款问题或国内的寄送问题很难直接从海外零售商处购买. 在韩国, 网上代购店的数量和销售量快速增长-2008年韩国有超过430个活跃商店和5000亿销售额, 需要这种代购服务的消费者数量也在急剧增加. 这种电子零售的概念源于 "代理中介采购" -种存在已久的形式和内容多样化的代购. 通常市场经营者面对的是购买者的代表人而非本人, 由消费者决定的代理购买者影响越来越大. 很多市场营销和心理学领域的学者都研究过代理对消费者购买决定的影响范围. 然而, 在互联网商务方面却没有深入的研究. 此外, 网上代购店作为代理购买者, 将海外品牌或零售商同国内消费者连接起来. 它有一个特点, 代理购买国, 即代购商品所在国的形象对消费者的态度和购买倾向有重要影响, 还会影响消费者在进行信息处理时所感知的风险维度. 然而, 尽管对原产国不同维度的影响已有很多研究, 对网络内容的相关研究却很少. 已有研究证明, 原产国信息作为产品制造情况的线索对消费者的评价有正面影响, 但对这种形式下网络代理购买国的形象和产品评价之间的关系进行的研究却很少. 因此, 作者们发这种具体的零售渠道很值得研究, 重点结构间的系统关系以及各自不同的路径很值得探索. 已有研究证明代购原产国, 也就是代购店购买商品所在地的形象, 不仅对消费者的产品评价(包括态度和购买意向)有正面影响, 还对感知风险的三个维度有负面影响: 产品相关, 行员相关, 以及购买后的风险. 在所有的感知风险中, 由于对产品性能的高度不确定性, 产品相关的风险受负面形象的影响最大(${\beta}$= -.30), 其次是航运相关风险(${\beta}$= -.18)和购买后的风险(${\beta}$= -.15). 对产品态度(${\beta}$= .10)和购买倾向(${\beta}$= .14)也有一定影响. 此外, 经证明, 感知风险的三个维度通过对产品的态度作为中介, 对购买倾向有负面的的影响(${\beta}$= -.57: 产品相关风险${\rightarrow}$ 对产品的态度; ${\beta}$= -.24: 航运相关风险${\rightarrow}$ 对产品的态度; ${\beta}$= -.44: 购买后风险${\rightarrow}$ 对产品的态度). 从更多的分析可以看出, 消费者处理信息的路径会因其对产品知识的等级不同而改变. 新手购买者知识等级较低, 只会考虑感知风险, 而知识等级较高的专家购买者则会考虑到代理购买国的形象和感知风险两个方面, 对产品形成更准确更系统的态度和决定. 这同之前的研究相一致. 本研究提出一些理论和实际的建议. 代理购买国的形象会影响消费者的风险感知和行为结果, 因此应谨慎选择代购国家, 如果这种新型的零售业务快速发展起来, 应控制好消费者的风险, 无论是新手或专家. 另外, 由于消费者各自知识等级不同, 处理信息的路径也不尽相同, 针对不同消费者应形成成熟的市场营销手段. 新手购买者需要风险消减方面的建议, 以帮助他们形成更好的态度, 而专家购买者应选择更好更发达的国家进行代购. 消费者可以使用担保策略来促使在线购物的顺利进行. 本研究没有拘于概括性等限制. 在今后的研究中, 应进一步测试比较有相关结构的不同电子零售商.

• 마케팅과학연구
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• 제17권4호
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• pp.247-269
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• 2007

현대에 있어 동질적인 품질과 편익을 제공하는 제품을 가지고 다수의 기업들이 시장점유율 증대와 고객확보를 위하여 치열한 경쟁을 벌이고 있는 가운데 가격할인은 기업이 즐겨 사용하는 촉진수단이다. 가격할인은 단기적 매출향상, 소비자의 브랜드전환, 신제품의 시장침투 등의 목적을 달성하기 위하여 사용된다. 실제로 과거의 실증연구에 의하면 다양한 형태의 가격할인이 판매증대에 효과적이며 가격할인은 소비자의 지각가치를 증가시킨다고 하였다. 하지만 할인된 가격은 제품의 품질을 의심하게 하거나 낮게 평가하는 부정적인 효과가 있다는 사실이 밝혀졌으며, 모든 제품카테고리와 모든 구매상황에 대하여 가격할인이 소비자의 지각가치를 향상시킨다고 볼 수 없다. 이에 따라 본 연구에서는 브랜드애호도의 차이가 있는 제품을 대상으로 가격할인율에 따라 소비자의 지각가치에 어떠한 영향을 미치는지를 연구함으로서 브랜드애호도의 조절효과를 분석하였다. 브랜드애호도가 강한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 증가할 것으로 예측하였으나 분석결과 유의적인 차이가 없는 것으로 나타났는데, 이것은 브랜드애호도가 강한 경우에는 가격할인에 의한 지각희생의 감소량이 크지 않았고 브랜드 자체에 대한 신뢰도와 속성에 대한 만족도가 높기 때문에 가격인하가 브랜드선택에 큰 영향을 미치지 않았다는 것을 의미한다고 할 수 있다. 반면 브랜드애호도가 약한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 감소한 것으로 나타났다. 이는 브랜드애호도가 약한 경우에는 제품으로부터 획득하게 되는 편익에 대한 만족도와 신뢰도가 낮은데 이러한 특성을 고려해보면 가격할인이 클 때에 제품의 품질과 편익을 더욱 평가절하하거나 심리적으로 지각희생의 크기가 증가됨에 따라 지각가치가 감소되었음을 의미한다고 할 수 있다.

• 대한예방한의학회지
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• 제3권2호
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• pp.101-128
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• 1999

A study on disease treated at oriental medical treatment facilities (OMTF) and patients' satisfaction levels was conducted in order to figure out why the patients visited oriental medical doctors and the level of satisfaction of the patients for the services offered to them by oriental medical doctors. This study was performed from March 2 through May 31, 1998 by interviewing 1.532 persons living in major and small cities in korea. The results obtained were summarized as follows; 1. The general characteristics of subjects. The highest portion of each part was, 66.9% female, persons in the age group of over 60's 22.7%, high school graduated 34.9%, house wife 30.8%, The married 65.0%, Buddhist 36.9%, maj or city residents 60.2%, company covered insurance benefiter 39.0% and etc. 2. 40.5% of subjects visited OMTF for skeletal and connective tissue diseases. 21.5% for digestive system diseases. 16.2% for respiratory system diseases. 13.3% for circulatory system diseases and 9.0% for neurological problems. 3. 42.7% of males visited OMTF for skeletal and connective tissue diseases, which were the highest and respiratory system disorders, digestive system disorders, circulatory system disorders and neurological diseases in order. 39.4% of females visited OMTF for skeletal and connective tissue disorders which were the highest and other conditions such as digestive system, circulatory, respiratory, and neurological disorders in order. 4. The males with circulatory system disorders were treated by herbal medicine, combination of herbal medicine and acupuncture, only in order. The females with the some conditions above were treated by combination of herbal medicine and herbal medical and acupuncture only in order. The males and females with respiratory system and digestive system diseases were treated by herbal medicine, combination of herbal medicine and acupuncture only in order. But the males and females with skeletal and connective tissue diseases were by acupuncture are the highest in order. 5. The females and persons in the age group of over 60' s and house wife. the not married, the unhealthy persons, residents living in small cities, the persons with high income by medical treatments frequency in circulatory system diseases are the highest. 6, The females, middle school graduated and the married, persons in the age group of over 60's, unemployed, sales and service industry workers, Buddhists, major city residents, the unhealthy persons, the persons with middle income by medical treatments frequency in respiratory system diseases are the highest. 7. The females, persons in the age group of over 60's, under graduated or elementary school graduated, the unemployed and house wife, the unmarried, Buddhists, major city residents, the unhealthy persons, the persons with low income by medical treatments frequency in digestive system diseases are the highest. 8. The males, major city residents, old ages, under graduated or elementary school graduated, go earn officials, people grown in small city, the persons who had health insurance policies, the persons with low income, the unhealthy persons by medical treatments frequency in skeletal and connective tissue disorders diseases. 9. 50.8% of the respondents said that the treatments at the OMTF were very effective. 47.7% of them said that the treatments were effective. The males, persons in the age group of 40's, high school graduates, official workes, the married, the persons who did not have religion, major city residents, the persons who had health insurance policies, the persons with high income and the healthy persons said that the treatment effects at OMTF were satisfactory. 10. The patients' satisfaction rate for OMTF on each disease is, 1st. Musculo-Skeletal system(most satisfied), 2nd. the pregnancy & delivery complications, 3rd. Eye & ophthalmics, 4th. Respiratory system, 5th. Mental & bodily disorder, 6th. Digestive system and etc. 11. The factors affect OMTF are age, satisfaction for OMTF, current disease, religion, efficiency of Oriental Medicine, health condition and etc. This explained power of variable were 39.0%. 12. The satisfied factors for OMTF is correlate to educational level, and economical variables.

• 한국항해학회지
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• 제4권2호
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• pp.45-79
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• 1980

The aim of this paper is to analyze the mechanics of price formation in the tramp shipping. For the purpose of this study, the main characteristics of tramp freight rates and the market is examined, and a brief examination of the nature ofthe costs of operation is given which are essential for the understanding of the functioning of shipping firms as well as for the understanding of developments in the tramp freight market. The demand and supply relationships in the market is also analysed in detail. Tramp shipping is an industry that has a market which functions under conditions that are not dissimilar to the theoretical model of perfect competition. However, it does notmean that tramp shipping market is a perfectly competitive market. It is apparent that this realworld competitive system has its imperfections, which means that the market for tramp shipping is near to being a perfectly competitive market on an internaitonal scale and it is freight are therefore subjext to the laws of supply and demand. In theory, the minimum freight rate in the short term is that at which the lowest cost vessels will lay-up in preference to operating, and is equal to the variable costs minus lay-up costs; and this would imply that in all times except those of full employment for ships there is a tendency for newer low-cost, and, probably, faster vessels to be driving the older high-cost vessels in the breaker's yards. In this case, shipowners may be reluctant to lay-up their ships becasue of obligations to crews, or because they would lose credibility with shippers or financiers, or simply because of lost prestige. Mainly, however, the decision is made on strictly economic grounds. When, for example, the total operating costs minus the likely freight earnings are greater than the cost of taking the ship out of service, maintaining it, and recommissioning it, then a ship may be considered for laying-up; shipowners will, in other words, run the ships at freight earnings below operating costs by as much as the cost of laying them up. As described above, the freight rates fixed on the tramp shipping market are subject to the laws of supply and demand. In other words, the basic properties of supply and demand are of significance so far as price or rate fluctuations in the tramp freight market are concerned. In connection with the same of the demand for tramp shipping services, the following points should be brone in mind: (a) That the magnitude of demand for sea transport of dry cargoes in general and for tramp shipping services in particular is increasing in the long run. (b) That owning to external factors, the demand for tramp shipping services is capable of varying sharphy at a given going of time. (c) The demad for the industry's services tends to be price inelastic in the short run. On the other hand the demand for the services offered by the individual shipping firm tends as a rule to be infinitely price elastic. In the meantime, the properties of the supply of the tramp shipping facilities are that it cannot expand or contract in the short run. Also, that in the long run there is a time-lag between entrepreneurs' decision to expand their fleets and the actual time of delivery of the new vessels. Thus, supply is inelastic and not capable of responding to demand and price changes at a given period of time. In conclusion, it can be safely stated that short-run changes in freight rates are a direct result of variations in the magnitude of demand for tramp shipping facilities, whilest the average level of freight rates is brought down to relatively low levels over prolonged periods of time.

• Asia pacific journal of information systems
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• 제20권3호
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• pp.139-166
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• 2010

The supply chain management (SCM) systems have emerged as strong managerial tools for manufacturing firms in enhancing competitive strength. Despite of large investments in the SCM systems, many companies are not fully realizing the promised benefits from the systems. A review of literature on adoption, implementation and success factor of IOS (inter-organization systems), EDI (electronic data interchange) systems, shows that this issue has been examined from multiple theoretic perspectives. And many researchers have attempted to identify the factors which influence the success of system implementation. However, the existing studies have two drawbacks in revealing the determinants of systems implementation success. First, previous researches raise questions as to the appropriateness of research subjects selected. Most SCM systems are operating in the form of private industrial networks, where the participants of the systems consist of two distinct groups: focus companies and vendors. The focus companies are the primary actors in developing and operating the systems, while vendors are passive participants which are connected to the system in order to supply raw materials and parts to the focus companies. Under the circumstance, there are three ways in selecting the research subjects; focus companies only, vendors only, or two parties grouped together. It is hard to find researches that use the focus companies exclusively as the subjects probably due to the insufficient sample size for statistic analysis. Most researches have been conducted using the data collected from both groups. We argue that the SCM success factors cannot be correctly indentified in this case. The focus companies and the vendors are in different positions in many areas regarding the system implementation: firm size, managerial resources, bargaining power, organizational maturity, and etc. There are no obvious reasons to believe that the success factors of the two groups are identical. Grouping the two groups also raises questions on measuring the system success. The benefits from utilizing the systems may not be commonly distributed to the two groups. One group's benefits might be realized at the expenses of the other group considering the situation where vendors participating in SCM systems are under continuous pressures from the focus companies with respect to prices, quality, and delivery time. Therefore, by combining the system outcomes of both groups we cannot measure the system benefits obtained by each group correctly. Second, the measures of system success adopted in the previous researches have shortcoming in measuring the SCM success. User satisfaction, system utilization, and user attitudes toward the systems are most commonly used success measures in the existing studies. These measures have been developed as proxy variables in the studies of decision support systems (DSS) where the contribution of the systems to the organization performance is very difficult to measure. Unlike the DSS, the SCM systems have more specific goals, such as cost saving, inventory reduction, quality improvement, rapid time, and higher customer service. We maintain that more specific measures can be developed instead of proxy variables in order to measure the system benefits correctly. The purpose of this study is to find the determinants of SCM systems success in the perspective of vendor companies. In developing the research model, we have focused on selecting the success factors appropriate for the vendors through reviewing past researches and on developing more accurate success measures. The variables can be classified into following: technological, organizational, and environmental factors on the basis of TOE (Technology-Organization-Environment) framework. The model consists of three independent variables (competition intensity, top management support, and information system maturity), one mediating variable (collaboration), one moderating variable (government support), and a dependent variable (system success). The systems success measures have been developed to reflect the operational benefits of the SCM systems; improvement in planning and analysis capabilities, faster throughput, cost reduction, task integration, and improved product and customer service. The model has been validated using the survey data collected from 122 vendors participating in the SCM systems in Korea. To test for mediation, one should estimate the hierarchical regression analysis on the collaboration. And moderating effect analysis should estimate the moderated multiple regression, examines the effect of the government support. The result shows that information system maturity and top management support are the most important determinants of SCM system success. Supply chain technologies that standardize data formats and enhance information sharing may be adopted by supply chain leader organization because of the influence of focal company in the private industrial networks in order to streamline transactions and improve inter-organization communication. Specially, the need to develop and sustain an information system maturity will provide the focus and purpose to successfully overcome information system obstacles and resistance to innovation diffusion within the supply chain network organization. The support of top management will help focus efforts toward the realization of inter-organizational benefits and lend credibility to functional managers responsible for its implementation. The active involvement, vision, and direction of high level executives provide the impetus needed to sustain the implementation of SCM. The quality of collaboration relationships also is positively related to outcome variable. Collaboration variable is found to have a mediation effect between on influencing factors and implementation success. Higher levels of inter-organizational collaboration behaviors such as shared planning and flexibility in coordinating activities were found to be strongly linked to the vendors trust in the supply chain network. Government support moderates the effect of the IS maturity, competitive intensity, top management support on collaboration and implementation success of SCM. In general, the vendor companies face substantially greater risks in SCM implementation than the larger companies do because of severe constraints on financial and human resources and limited education on SCM systems. Besides resources, Vendors generally lack computer experience and do not have sufficient internal SCM expertise. For these reasons, government supports may establish requirements for firms doing business with the government or provide incentives to adopt, implementation SCM or practices. Government support provides significant improvements in implementation success of SCM when IS maturity, competitive intensity, top management support and collaboration are low. The environmental characteristic of competition intensity has no direct effect on vendor perspective of SCM system success. But, vendors facing above average competition intensity will have a greater need for changing technology. This suggests that companies trying to implement SCM systems should set up compatible supply chain networks and a high-quality collaboration relationship for implementation and performance.