• 한국프랜차이즈경영연구
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• 제15권2호
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• pp.57-75
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• 2024

Purpose: Nowadays, many restaurants use serving robots. Initially, many people thought that Covid-19 caused the spread of serving robots. However, even as the endemic, many restaurants still use serving robots. Therefore, this study examines why many customers choose restaurants with serving robots, using the UTAUT2 framework. Additionally, this study explores whether shyness has a moderating effect on these factors. Research design, data and methodology: Data were collected from 307 consumers who had visited a restaurant using a serving robot and analyzed using SmartPLS 4.0 software. A total of 286 datasets were analyzed. Result: We found that the precedence factors of UTAUT2 (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation) had a positive effect on attitude. Furthermore, attitude had a significant positive effect on Behavioral Intention. However, shyness did not appear to have a moderating effect among these factors. This is likely due to customers using serving robots for very short time, as identified in the literature review. Conclusions: As a result of this study, it was explained that Hedonic Motivation had the most significant positive effect on shaping attitudes toward restaurants using serving robots through the UTAUT2 model.

• 지식경영연구
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• 제16권1호
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• pp.71-93
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• 2015

With the rapid growth of the internet, electronic commerce has become accepted as one of the major purchasing channels for consumers. As more and more consumers search for and purchase products through the internet, intra-industry competition of electronic commerce has become fierce. Therefore, electronic commerce service providers pay attention to factors that prevent existing customers from leaving there services in the service failure situation. In this regard, electronic commerce service providers should make service recovery efforts for consumer recovery satisfaction after service failure. In this study, we suggest that procedural justice, interactional justice, distributive justice and authenticity have positive impacts on recovery satisfaction. In addition, we also propose that involvement plays moderating roles in the relationships between procedural justice, interactional justice, distributive justice, authenticity and recovery satisfaction. We collected empirical data for this study over a period of two weeks from subjects who had service failure recovery experiences through electronic commerce. A total of 224 complete and valid responses were obtained. We carried out data analysis using a two-step methodology with SPSS 20.0 and SmartPLS 2.0. The first step in the data analysis was to establish the internal consistency, convergent validity, discriminant validity of the constructs. In the second step, we examined the structural model. The empirical results support the proposed model and partly identify the moderating effect of involvement differences. The moderate effect results show that procedural justice, distributive justice and authenticity have different impacts on recovery satisfaction in two groups. Cognitive factor such as the procedural justice and distributive justice have stronger impacts on recovery satisfaction in the high-involvement goods than in the low-involvement goods, while emotional factor such as authenticity has a stronger impact on recovery satisfaction in the low-involvement goods than in the high-involvement goods. We expect that this result will provide researchers and managers who are interested in electronic commerce service failure recovery with useful theoretical and practical implications.

• 한국프랜차이즈경영연구
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• 제12권4호
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• pp.25-40
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• 2021

Purpose: Marketing communication with customers is essential for companies to survive and grow in a fiercely competitive environment. Advertising is one of the most readily accepted marketing communications by consumers. Unlike a company that owns a distribution network, advertising is vital for a franchise. In general, many advertising models select celebrities. Celebrities are more likely to attract audience attention and influence consumers' purchase intentions. Customers satisfied with advertising are more likely to stay loyal and buy again when the company launches a new product. In addition, customers form a brand image through advertisements. Therefore, in this study, the effect of the characteristics of the foodservice franchise advertising model characteristics on model satisfaction, brand image, and purchase intention. Research design, data, and methodology: The survey of this study was conducted among consumers over the age of 20 who had seen a restaurant franchise advertisement and visited a store within the last 2 months. 305 copies were collected for 7 days during the survey period, from October 21 to October 27, 2021. Among the collected questionnaires, 12 insincere questionnaires were excluded, and 293 were used for analysis. SPSS 25.0 and Smart PLS 3.0 were used as data collected to test the hypothesis. Result: As a result of the study, among the advertising model characteristics of a foodservice franchise, reliability, attractiveness, expertise, and closeness all had a significant positive (+) effect on model satisfaction. In addition, reliability and closeness were found to have a significantly positive (+) effect on brand satisfaction, but attractive and expertise did not significantly affect brand image. Finally, model satisfaction was found to have a significant positive (+) effect on brand image and purchase intention. Brand image also appeared to have a significant positive effect on purchase intention. Conclusions: Research Results First, this study verified the effect of a restaurant franchise advertising model using celebrities by using the characteristics of the advertising model. Second, this study developed a conceptual structure for model characteristics - model satisfaction - brand image - purchase intention. Third, the restaurant franchise marketer needs to select a model in consideration of the privacy of the advertising model. Fourth, consumers tend to equate advertising models with advertising

• 아태비즈니스연구
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• 제12권1호
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• pp.1-24
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• 2021

Purpose - The purpose of this study is to explore the impacts of Korean executives' trust on a firm's corporate social responsibility (CSR) activities and corporate financial performance (CFP), which depends on their individual social responsibility (ISR). Design/methodology/approach - A survey was conducted, and 273 Korean executives were recruited. I used SPSS version 25.0, AMOS version 26.0, SmartPLS version 3.2., and PROCESS Macro 3.4. to analyze the moderated mediation model. And, the Structural Equation Modelling (SEM) was employed to confirm the proposed relationships in the model. Findings - The results show that Korean executives' trust is positively related to CSR. I also found that Korean executives' trust is positively related to CFP. Moreover, I found that there is a mediating effect of a firm's CSR activities on the trust-CFP relationship. However, I didn't find conditional indirect and direct effects on the relationships among the proposed constructs. The findings overall suggest that Korean executives' trust is such an important mechanism that will affect firm-level CSR and CFP. Research implications or Originality - Although prior studies reveal that executives' trust in their subordinates positively influences cooperation, creativity, and innovation among subordinates in a team, it is still unclear whether executives' trust in their employees or strangers impacts firm-level CSR and CFP. Moreover, not many studies examined the mediating effect of CSR on executives' trust and CFP especially in the Korean context. Therefore, this study intends to fill the knowledge gap by focusing on South Korea. This study also contributes to extant CSR and trust literature, and practically contributes to executives, policy makers, and practitioners in South Korea.

• 한국프랜차이즈경영연구
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• 제8권1호
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• pp.19-30
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• 2017

Purpose - As environmental issues, along with the growth of companies, are accelerating, social interests in eco-friendly management that requires corporate social role and responsibility are increasing. The eco-friendly management activity reflects the changes in environmental awareness of consumers. Therefore, the eco-friendly images of companies influence consumers, and the establishing of eco-friendly management strategy has become a very important factor in the greenmarket. In this regard, this study examined the impacts of green leadership and environmental attractiveness on strategic environmental marketing, tactical environmental marketing, and environmental performance towards the employees of franchisee headquarters. Research design, data, and methodology - The survey was conducted towards the 800 headquarters among 2,600 brands that are registered with the Fair Trade Commission of Korea by mail. Among the total of 162 questionnaires collected, 7 respondents were excluded for their incompletion, and thus 155 responses were used in this study. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Frequency analysis was carried out to understand the general characteristics of the subjects, and confirmatory factor analysis to measure the reliability and validity of the measurement. Correlation analysis was conducted to identify the correlation between constructs, and structural equation modeling to examine the structural relationships among the constructs. Result and Conclusions - First, green leadership had a positive impact on strategic environmental marketing, tactical environmental marketing, and environmental performance. Second, environmental attractiveness had a positive effect on strategic environmental marketing, tactical environmental marketing, and environmental performance. Finally, strategic environmental marketing and tactical environmental marketing had positive impacts on environmental performance. This study can be recognized for proposing new perspectives on eco-friendly management strategy for firms to be able to win competitive superiority and performance by embedding awareness of the importance of environmental market and suggesting practical implications on understanding of environmental attractiveness, strategies and tactics of environmental management, and environmental performance in the franchise industry.

• 생물환경조절학회지
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• 제32권2호
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• pp.106-114
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• 2023

본 연구에서는 항공살포에 의한 약액의 비산 저감을 위한 방법으로 차단 식물의 효과를 정량 평가하고자 하였다. 이에 따라 식물의 엽면적지수(LAI)에 따른 잎의 약액 부착 효율 및 공기 투과 저항성을 비산 챔버를 활용하여 측정하였다. LAI는 엽면적 밀도를 세 수준으로 구분하여 측정하였으며, 각 수준별 평균 LAI는 1.723±0.130, 2.810±0.412, 4.875±0.701로 산정되었다. 풍속 1m·s^-1에서 LAI가 'Low' 수준일 때 부착 효율 16.13%로 측정되었고, 동일 LAI 수준에서 풍속이 2m·s^-1로 증가할 때 식물의 부착 효율은 29.06%로 측정되어 1.80배 증가한 것으로 나타났다. 'Medium' 수준에서는 풍속 조건에 따라 24.42%에서 43.06%로 1.76배 증가하였다. 또한 LAI가 'High' 수준일 때 풍속의 변화에 따른 식물의 부착 효율은 1.24배 증가하는 것으로 나타나 풍속의 증가에 따라 식물의 약액 부착 효율도 함께 증가하는 경향을 보였다. 풍속 및 LAI에 따른 식물의 공기 투과 저항성 실험에서 LAI가 증가할수록 공기 투과 저항성 또한 증가하는 경향을 보였으며, 2차 함수 및 거듭제곱 함수에 대한 회귀분석 결과 결정계수가 0.96-0.99 수준으로 높은 설명력을 보였다. 본 연구를 통해 농경지에 인접하게 식재된 식물이 항공살포 된 약액이 비산될 때 잎에 부착 및 지면 퇴적을 유도하여 비산 저감에 효과를 나타냄을 정량 평가하였다. 또한 LAI가 증가할수록 내부 저항이 증가하는 것을 실험적으로 규명하였다. 이를 기반으로 향후 잎의 형상 및 캐노피 등 식물 특성 변수를 추가 반영하여 비산 저감 효과를 기대할 수 있는 적정 작물을 선정하는 자료가 될 것으로 사료된다.

• 한국프랜차이즈경영연구
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• 제12권2호
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• pp.35-49
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• 2021

Purpose: The major objective of this study is to develop a model for the impact of franchisors' Gapjil (verbal·nonverbal Gapjil, abusing bargaining position, refusing transaction, false or exaggerated information, restrictive practices, unfair damage compensation) on franchisee's recontract intention. We also examine the mediating role of economic satisfaction and social satisfaction in the relationship between franchisors' Gapjil and franchisee's contract intention. Research design, data, and methodology: Data were collected from franchisee owners located nationwide in Korea. Out of 256 questionaires distributed, a total of 256 questionnaires were returned. After excluding 10 invalid respondent questionnaires, we coded and analyzed 246 valid questionnaires (effective response rate of 96.09%) using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 22.O and SmartPLS 3.0. Results: The findings of this study are summarized as follows: First, among the Gapjil of the franchisors, restrictive practices and unfair damage compensation had negative effects on economic and social satisfaction, but verbal and nonverbal Gapjil for economic and social satisfaction was not significant. Second, abusing bargaining positions and false or exaggerated information had negative effects on social satisfaction, but for economic satisfaction, found to be insignificant. Third, economic and social satisfaction had positive effects on the franchisee's recontract intention to the franchisor. Conclusion: The following implications of this study are as follows. First, the construct of Gapjil that occurs between the franchisors and the franchisees was first presented, and the franchisors' Gapjil is divided into interpersonal Gapjil and structural Gapjil. Second, the Gapjil of the franchisors can be an important predictor variable in maintaining and developing a long-term relationship between the franchisors and the franchisees. Third, solving conflict due to the Gapjil problem between franchisors and franchisees can be an important factor for franchisors and franchisees to co-survive and thrive in Korean franchise system. Fourth, this study suggest that managing the Gapjil of the franchisors was a important antecedent factor in maintaining long-term relationship between the franchisors and the franchisees. Therefore, this study will help franchisors formulate effective symbiotic marketing strategies to satisfy relationships with franchisees and consequently enhance long-term orientation.

• Asia Marketing Journal
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• 제18권2호
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• pp.63-93
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• 2016

As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases. The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective-reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses. The results demonstrated that website trustworthiness, convenience and interactivity were all positively related to consumer satisfaction. Also, higher satisfaction led to stronger customer loyalty, which may well increase revisit intentions. We also compared the strength of each path from a website trait to satisfaction. Results illustrated that the path from website convenience to satisfaction is the strongest among the three website traits. In addition, we separately examined differences within Korean group and Chinese group. No statistically significant difference among website traits was found within Korean group. However, within Chinese group, we found that website convenience is the most important predictor of satisfaction. This indicates that Chinese consumers are more concerned about the website convenience than interactivity and trustworthiness when they make cross-border e-commerce purchases. Moreover, this study investigated possible differences between Korean and Chinese group. We used multi-group analysis of Smart PLS 3.0 to test the results. It was shown that the two groups do not display statistically significant difference in trustworthiness, interactivity, or convenience in influencing customer satisfaction. Finally, we presented further implications which are useful for understanding of the proposed model. Limitations and improvements of this research were presented, too.

• 복식문화연구
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• 제32권2호
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• pp.260-286
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• 2024

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

• 디지털융복합연구
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• 제15권6호
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• pp.39-50
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• 2017

본 연구는 스마트폰 중독에 영향을 미치는 요인을 개인특성, 환경 특성, 스마트폰 특성으로 나누어 이러한 특성이 스마트폰 중독정도 및 일상생활의 변화에 미치는 영향력을 살펴보는 것이다. 본 연구목적을 달성하기 위하여 스마폰 사용이 일상화되어 있어 스마트폰 중독에 쉽게 노출되어 있는 대학생들을 대상으로 설문을 수행하였다. 총 370부의 설문지를 회수하여 SPSS와 SmartPLS 2.0을 활용하여 구조방정식 모형으로 연구가설을 검정하였다. 분석결과, 첫째, 개인 특성 중 유능감과 관계성이 높을수록 스마트폰 중독에 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 환경 특성 중 사회적 영향이 클수록 스마트폰 중독에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 스마트폰 특성 중 편재성은 스마트폰 중독에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 스마트폰 중독정도에 따라 일상생활의 변화에 긍정적 및 부정적인 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 결과는 스마트폰의 부정적인 측면만을 부각시켜 무조건 억제할 것이 아니라 스마트폰 중독정도에 따라 예방하고 개선할 수 있는 프로그램 개발을 위한 기초자료가 될 것으로 보인다.