• 산경연구논집
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• 제2권2호
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• pp.15-24
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• 2011

현 시대에서 기업 발전을 이루기 위해서는 자사의 핵심 분야에 역량을 집중시키고 기업 비용절감을 도모하고 고객에 대한 서비스의 질을 향상 시키는 등의 노력을 하여야 한다. 그중에서 기업들은 자사의 역량을 핵심 분야에 집중시키고 나머지 부분들은 아웃소싱을 통해 기업비용 절감을 실현시키는 방법에 관심을 기울이고 있고 특히 물류 부문의 아웃소싱에 대한 관심이 높아지고 있다. 이러한 이유는 우리나라 기업물류비가 선진국에 비해 월등히 높다는 것 때문이다. 이와 같은 높은 물류비는 대외적으로 수출상품의 가격경쟁력 약화와 무역수지 악화를 초래하고, 대내적으로는 물가상승 요인으로 작용하여 우리경제에 큰 부담이 되고 있어 국가 경쟁력 강화를 위해 물류비 절감이 절실히 요구 되고 있다. 이러한 상황의 해결책으로 대두되고 있는 것이 바로 제3자 물류기업으로의 아웃소싱이다. 이에 따라 현재는 전문물류업체 등장과 함께 많은 기업들이 자사물류에서 제3자 물류로 전환하고 있다. 하지만 화주기업들이 제3자 물류기업들에게 통합적인 물류서비스를 위탁하는 경우는 많지 않다. 이에 본 연구에서는 국내 제3자 물류기업 현황과 문제점을 분석하고 프랜차이즈 기업 본 아이에프의 제3자 물류 활성화에 대한 사례를 통하여 향후 발전방안을 제시하였다.

• Asia pacific journal of information systems
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• 제23권3호
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• pp.131-154
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• 2013

New internet technologies have created a revolutionary new platform which allows consumers to make decision about product price and quality quickly and provides information about themselves through the transcript of online reviews. By expressing their feelings toward products or services on virtual opinion platforms, users extend their influence into cyberspace as electronic word-of-mouth (e-WOM). Existing research indicates that an impact of eWOM on the consumer decision process is influential. For both academic researchers and practitioners, investigating this phenomenon of information sharing in online website is essential given the increasing number of consumers using them as sources of purchase decisions. It is worthwhile to examine the extent to which opinion seekers are willing to accept and adopt online reviews and which factors encourage adoption. Discerning the most motivating aspects of information adoption in particular, could help electronic marketers better promote their brand and presence on the internet. The objectives of this study are to investigate how online WOM influences a persons' purchase decision by discovering which factors encourage information adoption. Especially focused on the self-efficacy, this research investigates how self-efficacy affects on information usefulness and adoption of online information. Although people are exposed to same review or comment about product or service, some accept the reviews while others do not. We notice that accepting online reviews mainly depends on the person's preference or personal characteristics. This study empirically examines this issue by using cognitive dissonance theory. Specifically, in the movie industry, we address few questions-is always positive WOM generating positive effect? What if the movie isn't the person's favorite genre? What if the person who is very self-assertive so doesn't take other's opinion easily? In these cases of cognitive dissonance, is always WOM generating same result? While many studies have focused on one direct of WOM which indicates positive (or negative) informative reviews or comments generate positive (or negative) results and more (or less) profits, this study investigates not only directional properties of WOM but also how people change their opinion towards product or service positive to negative, negative to positive through the online WOM. An experiment was conducted quantitatively by using a sample of 168 users who have experience within the online movie review site, 'Naver Movie'. Users were required to complete a survey regarding reviews and comments taken from the real movie page. The data reflected user's perceptions of online WOM information that determined users' adoption level. Analysis results provide empirical support for the proposed theoretical perspective. When user can't agree with the opinion of online WOM information, in other words, when cognitive dissonance between online WOM information and users' preference occurs, perceived self-efficacy significantly decreases customers' perception of usefulness. And this perception of usefulness plays an important role in determining users' intention to adopt online WOM information. Most of researches have been concentrated on characteristics of online WOM itself such as quality or vividness of information, credibility of source and direction of online WOM, etc. for describing effect of online WOM, but our results suggest that users' personal character (e.g., self-efficacy) plays decisive role for acceptance of online WOM information. Higher self-efficacy means lower possibility to accept the information that represents counter opinion because of cognitive dissonance, whereas the people that have lower self-efficacy are willing to accept the online WOM information as true and refer to purchase decision. This study suggests a model for understanding role of direction of online WOM information. Also, our result implicates the importance of online review supervision and personalized information service by confirming switching opinion negative to positive is more difficult than positive to negative through the online WOM information. This implication would help marketers to manage online reviews of their products or services.