• Asia pacific journal of information systems
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• 제20권1호
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• pp.141-170
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• 2010

User created content (UCC) is created and shared by common users on line. From the user's perspective, the increase of UCCs has led to an expansion of alternative means of communications, while from the business perspective UCCs have formed an environment in which an abundant amount of new contents can be produced. Despite outward quantitative growth, however, many aspects of UCCs do not meet the expectations of general users in terms of quality, and this can be observed through pirated contents and user-copied contents. The purpose of this research is to investigate effective methods for fostering production of creative user-generated content. This study proposes two core elements, namely, reward and motivation, which are believed to enhance content creativity as well as the mediating factor and users' committement, which will be effective for bridging the increasing motivation and content creativity. Based on this perspective, this research takes an in-depth look at issues related to constructing the dimensions of reward and motivation in UCC services for creative content product, which are identified in three phases. First, three dimensions of rewards have been proposed: task dimension, social dimension, and organizational dimention. The task dimension rewards are related to the inherent characteristics of a task such as writing blog articles and pasting photos. Four concrete ways of providing task-related rewards in UCC environments are suggested in this study, which include skill variety, task significance, task identity, and autonomy. The social dimensioni rewards are related to the connected relationships among users. The organizational dimension consists of monetary payoff and recognition from others. Second, the two types of motivations are suggested to be affected by the diverse rewards schemes: intrinsic motivation and extrinsic motivation. Intrinsic motivation occurs when people create new UCC contents for its' own sake, whereas extrinsic motivation occurs when people create new contents for other purposes such as fame and money. Third, commitments are suggested to work as important mediating variables between motivation and content creativity. We believe commitments are especially important in online environments because they have been found to exert stronger impacts on the Internet users than other relevant factors do. Two types of commitments are suggested in this study: emotional commitment and continuity commitment. Finally, content creativity is proposed as the final dependent variable in this study. We provide a systematic method to measure the creativity of UCC content based on the prior studies in creativity measurement. The method includes expert evaluation of blog pages posted by the Internet users. In order to test the theoretical model of our study, 133 active blog users were recruited to participate in a group discussion as well as a survey. They were asked to fill out a questionnaire on their commitment, motivation and rewards of creating UCC contents. At the same time, their creativity was measured by independent experts using Torrance Tests of Creative Thinking. Finally, two independent users visited the study participants' blog pages and evaluated their content creativity using the Creative Products Semantic Scale. All the data were compiled and analyzed through structural equation modeling. We first conducted a confirmatory factor analysis to validate the measurement model of our research. It was found that measures used in our study satisfied the requirement of reliability, convergent validity as well as discriminant validity. Given the fact that our measurement model is valid and reliable, we proceeded to conduct a structural model analysis. The results indicated that all the variables in our model had higher than necessary explanatory powers in terms of R-square values. The study results identified several important reward shemes. First of all, skill variety, task importance, task identity, and automony were all found to have significant influences on the intrinsic motivation of creating UCC contents. Also, the relationship with other users was found to have strong influences upon both intrinsic and extrinsic motivation. Finally, the opportunity to get recognition for their UCC work was found to have a significant impact on the extrinsic motivation of UCC users. However, different from our expectation, monetary compensation was found not to have a significant impact on the extrinsic motivation. It was also found that commitment was an important mediating factor in UCC environment between motivation and content creativity. A more fully mediating model was found to have the highest explanation power compared to no-mediation or partially mediated models. This paper ends with implications of the study results. First, from the theoretical perspective this study proposes and empirically validates the commitment as an important mediating factor between motivation and content creativity. This result reflects the characteristics of online environment in which the UCC creation activities occur voluntarily. Second, from the practical perspective this study proposes several concrete reward factors that are germane to the UCC environment, and their effectiveness to the content creativity is estimated. In addition to the quantitive results of relative importance of the reward factrs, this study also proposes concrete ways to provide the rewards in the UCC environment based on the FGI data that are collected after our participants finish asnwering survey questions. Finally, from the methodological perspective, this study suggests and implements a way to measure the UCC content creativity independently from the content generators' creativity, which can be used later by future research on UCC creativity. In sum, this study proposes and validates important reward features and their relations to the motivation, commitment, and the content creativity in UCC environment, which is believed to be one of the most important factors for the success of UCC and Web 2.0. As such, this study can provide significant theoretical as well as practical bases for fostering creativity in UCC contents.

• 한국인구학
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• 제19권1호
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• pp.139-159
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• 1996

본 논문은 피고용자들의 조직에 대한 헌신도와 근속의도에 초점을 두는 피고용자 조직유착(employee organizational attachment)의 인과모형을 비교, 검토한다. 이 논문은 교사들의 조직유착 행위에 대한 두 개의 연구, 즉 미국 시카고 지역 공립학교 교사들에 대한 연구와 한국의 서울시 중등학교 교사들에 대한 연구를 바탕으로 하고 있다. 이 논문의 이론적틀은 Price-Mueller의 조직유착모형이다. 이 모형은 크게 다섯 개 군의 변수들을 포함하고 있다: 1) 일(노동)에 대한 반응변수 - 업무만족도, 헌신도, 근속의도, 2) 심리학적 긴장변수 - 역할애매성, 역할갈등, 업무과부하, 학생들의 자질, 3) 사회적 구조변수 - 자율성, 단순성, 분배정의 승진의 정당성, 4) 경제적 구조변수 - 보수, 직업안정성, 승진기회, 외부 노동시장 기회, 그리고 5) 개인적 성향변수 - 직업헌신도, 노동가치, 기대만족, 긍정적 인성. 자료는 질문지 조사방법으로 수집되었으며, 서울시내 중등교사들을 대상으로 한 표본 조사 결과 649개의 유효사례가 최종분석에 사용되었다. 조직유착의 인과적 모형을 검증하기위해 LISREL을 이용한 공분산구조분석이 사용되었다. 결과에 따르면 근속의도에 대한 외생변수들의 영향을 매개하는 데, 내생변수인 업무만족도와 조직헌신도의 역할이 미국에 비해 크게 작을 뿐만 아니라, 이 모형은 근속의도 변수의 변량을 크게 설명하지도 못한다. 한국과 미국의 이러한 차이는 한국의 교사들이 가지고 있는 고용관계와 노동시장의 구조적 특성들, 즉 강제적 이동과 외부노동시장의 폐쇄성 때문에 나타나는 것으로 보인다. 미국에서 발달한 이러한 조직유착모형은 적용범위(scope condition)를 명시함으로써 예외적인 경험적 자료에 따른 잘못된 무효화를 방지할 수 있을 것이다. 그리고 앞으로 연구는 한국 교사들의 경우와 같은 구조적 제약에서 피고용자들의 조직유착을 가져오는 요인들에 대한 개념적 및 경험적 탐구에 더 많은 관심을 두어야 한다.

• Asia pacific journal of information systems
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• 제24권3호
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• pp.325-344
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• 2014

Technical support of Window XP ended in March, 8, 2014, and it makes OS(Operating System) users fall in a state of confusion. Sudden decision making of OS upgrade and replacement is not a simple problem. Firms need to change the long term capacity plan in enterprise IS management, but they are pressed for time and cost to complete it. Individuals can not help selecting the second best plan, because the following OSs of Window XP are below expectations in performances, new PC sales as the opportunities of OS upgrade decrease, and the potential risk of OS technical support ending had not announced to OS users at the point of purchase. Microsoft as the OS vendors had not presented precaution or remedy for this confusion. Rather, Microsoft announced that the technical support of the other following OSs of Wndow XP such as Window 7 would ended in two years. This conflict between OS vendor and OS users could not happen in one time, but could recur in recent future. Although studies on the ways of OS user protection policy would be needed to escape from this conflict, few prior studies had conducted this issue. This study had challenge to cautiously investigate in such OS user's reactions as the confirmation with OS user's expectation in the point of purchase, three types of justice perception on the treatment of OS vendor, psychological contract violation, satisfaction and the other betrayal behavioral intention in the case of Window XP technical support ending. By adopting the justice perception on this research, and by empirically validating the impact on OS user's reactions, I could suggest the direction of establishing OS user protection policy of OS vendor. Based on the expectation-confirmation theory, the theory of justice, literatures about psychological contract violation, and studies about consumer betrayal behaviors in the perspective of Herzberg(1968)'s dual factor theory, I developed the research model and hypothesis. Expectation-confirmation theory explain that consumers had expectation on the performance of product in the point of sale, and they could satisfied with their purchase behaviors, when the expectation could have confirmed in the point of consumption. The theory of justice in social exchange argues that treatee could be willing to accept the treatment by treater when the three types of justice as distributive, procedural, and interactional justice could be established in treatment. Literatures about psychological contract violation in human behaviors explains that contracter in a side could have the implied contract (also called 'psychological contract') which the contracter in the other side would sincerely execute the contract, and that they are willing to do vengeance behaviors when their contract had unfairly been broken. When the psychological contract of consumers had been broken, consumers feel distrust with the vendors and are willing to decrease such beneficial attitude and behavior as satisfaction, loyalty and repurchase intention. At the same time, consumers feel betrayal and are willing to increase such retributive attitude and behavior as negative word-of-mouth, complain to the vendors, complain to the third parties for consumer protection. We conducted a scenario survey in order to validate our research model at March, 2013, when is the point of news released firstly and when is the point of one year before the acture Window XP technical support ending. We collected the valid data from 238 voluntary participants who are the OS users but had not yet exposed the news of Window OSs technical support ending schedule. The subject had been allocated into two groups and one of two groups had been exposed this news. The data had been analyzed by the MANOVA and PLS. MANOVA results indicate that the OSs technical support ending could significantly decrease all three types of justice perception. PLS results indicated that it could significantly increase psychological contract violation and that this increased psychological contract violation could significantly reduce the trust and increase the perceived betrayal. Then, it could significantly reduce satisfaction, loyalty, and repurchase intention, and it also could significantly increase negative word-of-month intention, complain to the vendor intention, and complain to the third party intention. All hypothesis had been significantly approved. Consequently, OS users feel that the OSs technical support ending is not natural value added service ending, but the violation of the core OS purchase contract, that it could be the posteriori prohibition of OS user's OS usage right, and that it could induce the psychological contract violation of OS users. This study would contributions to introduce the psychological contract violation of the OS users from the OSs technical support ending in IS field, to introduce three types of justice as the antecedents of psychological contract violation, and to empirically validate the impact of psychological contract violation both on the beneficial and retributive behavioral intentions of OS users. For practice, the results of this study could contribute to make more comprehensive OS user protection policy and consumer relationship management practices of OS vendor.

• 항공우주정책ㆍ법학회지
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• 제4권
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• pp.7-35
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• 1992

The expansion of air transport on a global scale with ever increasing traffic densities has brought about problems that must be solved through new multilateral mechanisms. Looking to the immediate future, air transport will require new forms of international cooperation in technical and economic areas. Air transport by its very nature should have been a counterforce to nationalism. Yet, the regulatory system in civil aviation is still as firmly rooted in the principle of national sovereignty as when it was first proclaimed at t-11e Paris Convention of 1919 and reaffirmed in the Chicago Convention. Sovereignty over the airspace has remained the cornerstone of relations between states in all respects of air transport. The importance of sovereignty over air space embodied in article 1 of the Chicago Conrenton also is responsible for restricting the authority of ICAO as an intergovernmental regulatory agency. The Orgenization, for all its extensive efforts, has only limited authority. ICAO sets standards but cannot enforce them; it devises solutions but cannot impose them. To implement its rules ICAO most rely not so much on legal requirements as on the goodwill of states. It has been forty-eight years since international community set the foundations of the international system in civil aviation action. Profound political, economic and technological changes have taken place in air transport. The Chicago Convention is living proof that staes can work together to make air transport a safe mode of travel. The law governing international civil auiation is principally based on international treaties and on other regulation agreed to by governments, for the most part through the mechanism of ICAO. The role of ICAO international standards and recommended practices and procedures dealing with a broad range of technical matters could hardly be overestimated. The organization's ability to develop these standards and procedures, to adapt them continuously to the rapid sate of change and development of air transport, should be particularly stressed. The role of ICAO in the area of the development of multilateral conventions on international air law has been successful but to a certain degree. From the modest starting-point of the Tokyo Convention, we have seen more adequate international instruments prepared within the scope of ICAO activities, adopted: the Hague Convention of 1970 for the suppression of Unlawful Seizure of Aircraft and the Montreal Convention of 1971 for the Suppression of Unlawful Acts against the Safety of Civil Aviation. The work of ICAO in the new domain of international law conventions concerning what has been loosely termed above as the criminal problems connected with international air transport, in particular the problem of armed aggression against aircraft, should be positively appreciated. But ICAO records in the domain of developing a uniform legal system of international carriage by air are rather disappointing. The problem of maintaining and developing the uniformity of this regulation exceeds the scope of interest and competence of governmental transport agencies. The expectations of mankind linked to it are too great to give up trying to restore the uniform legal system of international air carriage that would create proper conditions for its further growth. It appears that ICAO has, at present, a good opportunity for doing this. The hasty preparation of ICAO draft conventions should be definitely excluded. Every Preliminary draft convention ought to be sent to Governments of all member-States for consideration, So that they could in form ICAO in due time of their observation. The problom of harmonizing a uniform law of international air carriage with that of other branches of international transport should demand more and more of its attention. ICAO cooperation with other international arganization, especially these working in the field of international transport, should be strengthened. ICAO is supposed to act as a link and a mediator among, at times the conflicting interests of member States, serving the happiness and peace of all of the world. The transformation of the contemporary world of developing international relations, stimulated by steadily growing international cooperation in its various dimensions, political, economic, scientific, technological, social and cultural, continuously confronts ICAO with new task.

• 한국인구학
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• 제19권2호
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• pp.139-173
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• 1996

본 연구는 중간상인이론(Middleman Minority Theory)을 검증하기 위하여 자료이용이 가능한 세 가지 측면에서 접근을 시도하였다. 즉, 1)순수 소수민족 중간상인의 전형의 하나로 한국인 이민자들의 소규모 사업자그룹을 연구대상으로 했고, 2)이민 후 소규모 사업가로의 전환이 이론적 측면에서 나타난 부정적 요인 또는 긍정적 요인 때문인가를 밝혀 보고자 했으며, 3)한국이민 자영업자들의 경제구조에 나타난 역할 및 사회적 위치와 특성은 무엇인가를 분석했다. 연구자료는 1980년 미국센서스의 5%표본인 일반공개자료를 사용했다. 구체적인 분석에서는 자영업자와 임금노동자를 각각 중심부(core sector)와 주변부(periphery sector)로 나누어 각각의 특성을 알아보았다. 총 분석대상은 25세 이상 64세 이하의 6,435명(주변부 자영업: 1,087명, 중심부 자영업: 222명, 주변부 임금노동자: 3,192명, 중심부 임금노동자: 1,934명)이었다. 분석방법은 이변량분석과 회귀분석을 사용했다. 종전의 연구결과와는 달리 연구대상 중 재미 한국이민자들의 20%는 소규모 기업을 운영하고 있는 것으로 나타났다. 그 나머지 80%는 사기업에 종사하는 임금노동자였다. 그러므로 자영업 참여율만 가지고 볼 때 미국에 이민온 한국인들이 소수민족 중간상인이론으로 모두 설명된다고 보기는 어렵다. 연구분석결과에 나타난 한국이민의 소규모 사업종사는 단순히 영어를 잘 구사하지 못하기 때문이거나 교육정도가 낮기 때문에 재미 한국이민들이 자영업에 들어갔을 것이라는 설명도 최근 한국인의 경우에는 적용하기가 어렵다. 상당수 한국인 자영업자들은 사기업에 종사하는 임금노동자들보다 더 많이 대학교육을 받은 것으로 나타났다. 마찬가지로 재미 한국인 자영업자들은 사기업 임금노동자들보다도 더 높은 직업명성도를 보이고 있다. 한국인 자영업자들은 자영업 개설에 민족적 자원이 긍정적 측면의 혜택을 얻고 있는 것으로 나타났다. 즉, 한국인 자영업자들은 열심히 일하고(매일 오랜 시간 일하고) 부지런하며, 값싼 임금으로 가족들이 자영업에 참여하고 있기 때문이다. 자영업자와 임금노동자를 각각 주변부와 중심부로 나누었을 때 한국 이민자들의 산업활동 상태는 각각 다른 양상을 나타내고 있었다. 재미 한국이민들이 미국사회에서 종사하고 있는 사업을 놓고 볼 때 한국인 자영업자들은 중간상인 역할을 하는 것으로 나타났다. 4개의 분석그룹 중에서 중심부 자영업자들이 가장 많은 가구수입을 올리고 있고, 그 다음이 주변부 자영업자, 중심부 사기업 임금노동자, 그리고 마지막이 주변부 사기업 노동자 순으로 수입정도가 나타났다. 가구당 노동자수는 임금노동자 경우 가구수입에 크게 영향을 미치는 변수로 밝혀졌다. 그 밖에 재미 한국이민 중 남자들이 여자들보다 더 많은 소득을 올리는 것으로 나타났다. 결론적으로 한인 자영업 종사자들은 민족자원 이용의 유리한 점과 수입, 산업 및 직업종류, 직업명성도 측면에서 본 사회적 위치는 중간(middle strata)에 놓여 있어서 소수민족 중간상인 가설을 지지하는 것으로 결과가 나타났지만, 언어문제나 낮은 교육수준 때문에 자영업에 종사하게 된다는 기존의 소수민족 중간상인 가설은 재미 한국이민의 경우는 적합하지 않았다. 따라서 소수민족 중간상인이론의 수정이 필요하다고 본다.

• 만화애니메이션 연구
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• 통권39호
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• pp.413-450
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• 2015

만화는 충분한 가능성과 가치를 인정받으면서도 유난히 국내에서 활성화되지 못한 모습을 보여 주었다. 이는 만화에 대한 잘못된 인식과 변칙적 유통이 지난 수년간 반복되어 왔기 때문이다. 그러나 현재 만화는 오랫동안 가져왔던 고질적인 문제들에서 벗어나고 있으며 절호의 기회를 맞이하고 있다. 1990년대 중 후반에 들어와 만화를 주제로 대규모 행사가 열리고, 점차 만화에 대한 사회인식이 긍정적으로 자리 잡게 되면서 내용의 다원화와 독자층의 확대, 타 매체와의 조화를 통한 고정적 이미지 탈피가 그것이다. 최근 들어 만화를 통한 크고 작은 전시가 기획되고 있으며 우리나라의 만화가 해외로 진출하여 전시되기도 한다. 특히 관람객의 눈높이가 높아져 한때 저급문화로 보며 평가절하된 장르가 아닌 독립적인 연구가 활발해진 하나의 예술로 보는 시각으로 넓어지고 있다. 이렇듯 만화가 시각예술로 자리매김하게 된 계기는 다양한 장르와의 예술적 결합으로 이끌어 낸 전시형태가 한몫을 했다고 할 수 있겠다. 특히 요즘 개최되는 만화전시에서는 만화작가와 작품에 대한 이해를 돕는 단순한 관람용 도구가 아니라 만화장르가 지닌 다양한 요소들을 전시라는 방법을 통해 적극적으로 선보이고 있다. 만화라는 장르도 다변화하는 문화적 상황에 독자적인 본질을 반영하고 그 범위를 확장시킬 수 있는 능동적 주체로 인식되고 있는 것이다. 최근의 만화전시는 내용, 공간, 주제 등에 따라 연출과 구성면에서 탈장르적이며 복합적인 양상을 띠고 있다. 이러한 만화전시의 동향은 과거, 이미지 중심의 수평적 형식이 아닌 다양한 요소들을 세분화하고 분석하며 기획하고 있다는 의미일 것이다. 이처럼 만화전시는 여러 방법을 동원하고 조합하여 재현하는 방식의 형태로 진화하고 있다. 그러나 수많은 만화전시가 다양한 주제를 바탕으로 열리고 있음에도 불구하고 만화전시에 대한 형식과 내용적인 연구가 부족한 것이 현실이다. 이에 본 연구자는 만화전시가 만화에 대한 부정적 시선 탈피의 한 요인으로 보고 서울국제만화애니메이션페스티벌부터 최근까지 이루어진 다양한 만화전시를 짚어보면서 한국 만화전시의 의미를 살펴보았다. 아울러 현재 개최되고 있는 국제전이나 개인만화전시의 기획과 흥행의 요소를 찾아 이를 토대로 한국 만화전시의 새로운 방향과 가능성을 모색하고자 한다. 한층 기대치가 높아진 관람객의 욕구를 충족시키기 위해서는 기존 방식과 더불어 실험적이고 독창적인 기획을 지속적으로 시도해야 한다. 이를 위해서는 전시와 같이 만화작품과 만화작가 그리고 관람객이 서로 소통할 수 있는 기회의 장을 꾸준히 마련하는 것이 필요하다. 본 논문을 통해 만화전시에 대한 다각적인 연구들이 이루어지는 계기가 되고 새로운 만화전시에 대한 담론이 생산되었으면 한다.

• 마케팅과학연구
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• 제18권3호
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• 마케팅과학연구
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• 제20권2호
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• pp.199-207
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• 2010

"对我们而言, 成为一名负责的公民和一份成功的事业之间没有区别.....他们对今天的沃尔玛是完全一样的." Lee Scott, 沃尔玛的CEO在2005年卡崔琳娜飓风灾难之后(Esty and Winston 2006) Lee Scott的声明标志着可持续发展的一个新的时代. 作为一个被全球生产商和零售商所关注的全世界最大规模的经销商确认了他们的可持续发展的意图. 近十年来, 环保运动不断增长, 并扩展到全世界. 公司已经诞生, 产品已被创造, 学术期刊 已经展开, 政府已经承诺—所有这一切都在追求可持续发展(Peattie and Crane 2005). 虽然进展的确比一些人渴望的慢了一些, 但是很多大规模的经销商已经为环保做出了可持续发展的努力. 为了更好的理解这个运动我们同时提供高管和消费者参与的有包装的消费品产业的角度. 该研究依赖于三个潜在主题: (1)概念和证据表明,公司为很多理由进行可持续发展 (2)在有包装的消费品行业中, 可持续发展活动的数量在持续增长 (3), 因此, 必须探索可持续发展在消费者意识中起的作用. 根据这些主题, 143名大学生和101名企业高管参加了调查来评估一系列的有关可持续发展的变量包括愿意支付, 行为意图, 态度和偏好. 结果显示高层管理者相信可持续发展的三个最主要的原因是(1)盈利能力的机会; (2)以实现对环境的义务; (3)对顾客和股东负责. 大学生的三大原因: (1)对环境的责任; (2)为子孙后代负责, 和(3):一种有效的管理资源. 虽然企业高管和大学生对支持可持续发展的理由不同, 但是企业高管和消费者的报告显示了对剩下大部分的可持续发展问题的相似性. 另外, 当我们要求消费者去评估6个关键问题的重要性时(医疗保健, 经济, 教育, 犯罪, 政府支出, 和环境), 保护环境仅排在第四位(Carlson 2005). 这6个问题都被认为是重要的, 三个最重要的是(1)改善教育;(2)本地区的经济发展,以及(3)卫生保健. 为了可持续发展的持续性, 我们也将预期结果. 反映社会, 企业利益表现的新定义和执行期的延长同样被揭示出来(Ehrenfeld 2005; Hitchcock and Willard 2006). 基于文献我们发现了三个基本范畴的结果:(1)改进组成的满意度, (2)分化的机会, 以及(3)金融奖励. 在每一种分类中, 我们发现从可持续发展活动中导致11种不同结果的几个特定的结果. 我们的调查结果表明,最有可能的结果最高的前五项依序为公司的可持续发展追求的是:(1)绿色的消费者将会更令人满意;(2)公司形象会更好, (3)公司的责任将得到加强, (4)会降低能源成本;(5)产品将会更多的创新. 另外, 为更好的理解消费者的环境 "身份" 和在市场购买中愿意显示出这个 "身份" 的有趣的交集, 我们扩展了以前Experian Research(2008) 的研究. 因此,受访者分为四个不同类型的绿色消费者(行为绿色,想法绿色, 潜在绿色, 或真正褐色)来获得更好的理解绿色消费者. 我们评估这些消费者愿意从事环保行为评估三种选择. (1)购物零售商支持环保措施;(2)支付更多来保护环境, 以及(3)支付更高的税收,政府可以支持环保措施. 想法绿色消费者表示最愿意改变, 紧随其后的是行为绿色消费者, 潜在绿色消费者和褐色消费者. 这些差异都是显著的(p<.01). 结论和启示我们采用描述性研究, 旨在促进我们理解战略领域的可持续性. 确切地说, 该研究以特定的偏好, 意图, 愿意支付, 行为和态度填补了进行比较与对比的持续性的商业管理者和消费者意见的文献的空白, 对从业人员, 能获得一个战略观点. 此外, 许多结果已经说明, 受访者愿意为产品付出更多来保护环境. 其他特定的结果表明, 女性受访者始终比男性强愿意交流, 为这些产品付更多的钱, 在环保的零售商. 了解这些额外的信息, 实践者现在有了更多的特定市场, 对目标和交流他们为可持续发展所做出的努力. 虽然这项研究仅仅是最初的一步了解实践者和消费者对于可持续发展的异同, 我们的结果对实践与研究都有帮助. 未来的研究应向测试其他变量的影响关系, 以及其他特殊行业.