• 가정∙방문간호학회지
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• 제27권3호
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• pp.271-283
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• 2020

Purpose: This study aimed to develop a scale measuring the Tae-Wom in nurses. Methods: The initial items were based on an extensive literature review and in-depth interviews with seven nurses with varied careers. Thirty-five items were derived from a pilot survey. Data were collected from 196 hospital nurses, and analyzed to identify items of the scale as well as to verify the exploratory factor analysis, reliability, and validity of the scale. Results: The results of the exploratory factor analysis showed that six factors contained 26 items and 65.2% of the total explained variance. These six factors comprised negative behavior exhibited by the Tae-Wom recipient, personal character of the Tae-Wom giver, personal character of nursing unit managers, work attitude of the Tae-Wom giver, overwhelming workload, and unskilled relationships. Furthermore, convergent and discriminant validity testing verified these items. The internal consistency reliability was acceptable (Cronbach's α= .93), and Cronbach's α for each factor ranged from .62 to .90. Conclusion: The developed Tae-Wom scale will serve as a tool for verifying the Tae-Wom state in nursing organizations. Therefore, this scale is expected to mitigate the negative effects of the Tae-Wom.

• 한국콘텐츠학회논문지
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• 제11권2호
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• pp.312-321
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• 2011

현재 신제품 출시전에 인터넷 상에서 출시 전 제품에 대한 커뮤니케이션 활동인 프리어나운싱 활동이 활발하게 시행되고 있다. 특히 이러한 프리어나운싱 관련 정보들은 제품 관련 인터넷 커뮤니티에서 확산 되어지는 상황이다. 이에 본 연구는 신제품의 프리어나운싱 맥락에서 인터넷상에서의 신제품의 프리어나운싱 활동이 인터넷 유저들의 e-WOM(electronic word-of-mouth)에 미치는 영향을 살펴보고자 한다. 더욱이 현재 인터넷 커뮤니티 상에서 e-WOM 활동은 블로그, 트위터 등으로의 포스팅으로 연계되어 구전활동이 가속화되고 있는 상황에서 이러한 인터넷상에서의 포스팅 의도에 대한 신제품정보의 생동감의 영향을 살펴보면서, 특히 정보의 생동감을 외적인 생동감과 내적인 생동감의 차원으로 그 영향을 고찰하고자 한다. 연구 결과 신제품 정보의 외적인 생동감과 내적인 생동감이 인터넷 커뮤니티 e-WOM에 긍정적으로 영향을 미치고 있으며, 또한 인터넷 커뮤니티 내 e-WOM는 유저들의 웹포스팅의도에 긍정적인 영향을 미치는 것으로 나타났다.

• 한국조리학회지
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• 제17권1호
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• pp.12-25
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• 2011

본 연구의 목적은 평판이 좋은 지방의 다빈치와 해외 브랜드인 스타벅스에서 측정된 서비스품질이 고객만족, 재방문의도, 구전의도에 미치는 각각의 잠재적인 영향력을 비교하는데 목적이 있다. 본 연구는 목적 달성을 위해 대구지역의 커피전문점을 방문한 경험이 있는 230명의 고객을 대상으로 조사하였고, 유효한 217부를 최종 분석에 사용하였다. 결과로, 고객만족의 결정요인은 스타벅스의 경우 커피품질, 다빈치의 경우 커피품질, 신뢰성 그리고 서비스 자세로 나타났다. 재방문의도의 경우에 결정요인은 스타벅스와 다빈치 모두 커피품질로 나타났다. 또한, 구전의도의 결정요인은 스타벅스의 경우 커피품질과 신뢰성으로 나타났고, 다빈치의 경우 커피품질과 서비스자세로 나타났다. 아울러, 스타벅스와 다빈치의 고객이 지각하는 서비스품질이 고객만족과 구전의도에 미치는 영향력에 대한 경로계수는 부분적으로 유의한 차이가 있는 것으로 나타났다.

• 유통과학연구
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• 제14권4호
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• pp.47-53
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• 2016

Purpose - The objective of this study is to investigate the dynamic relationships among Advertising Cost (AD), Newly Registered Users(NRU), and Buying Users(BU) of Social Network Game(SNG). SNG is getting pervasive mainly due to the rapid growth of mobile game and Social Network Service(SNS). It would be helpful for marketing researchers interested in SNG and related practitioners to understand the changes in AD, NRU, and BU with time as well as the effects on one another in mutual and dynamic way. Research Design, Data, and Methodology - Necessary data were collected from Social Network Game(SNG) company. AD, NRU, and BU are endogenous variables, but new event such as launching (event) and holidays(holiday) are exogenous dummy variables. Vector Auto regression (VAR) model is generally used to examine and capture the dynamic relationships among endogenous variables. VAR model can easily capture dynamic and endogenous relationships among time-series variables. Vector Auto regression with Exogenous variables(VARX) is a model in which exogenous variables are added to VAR. To investigate this study, VARX is applied. Result - By estimating the VARX model, the author finds that the past periods' NRU affect negatively and significantly the present AD, and past periods' BU have a positive and significant impact on the increase of AD. In addition, the author shows that the past periods' AD and BU have a positive and significant effect on the increase of NRU, and the past periods' AD affect positively and significantly BU. While the impact of AD on NRU happens after 3 or 4 days (carryover effect), that of AD on BU comes about within just 1 or 2 days (immediate effect). The effect of BU on NRU can be considered as word of mouth (WOM effect). Therefore, SNG companies can obtain not only the growth of revenue but also the increase of NRU by increasing BU. Through those results, the author can also find that there are significant interactions between endogenous variables. Conclusion - This study intends to investigate endogenous and dynamic relationships between AD, NRU, and BU. They also give managerial implications to practitioners for SNS and SNG firms. Through this study, it is found that there exist significant interactions and dynamic relationships between those three endogenous variables. The results of this study can have meaningful implications for practitioners and researchers of SNG. This research is unique in that it deals with "actual" field data and intend to find "actual" relationships among variables unlike other related existing studies which intend to investigate psychological factors affecting the intention of game usage and the intention of purchasing game items. This study is also meaningful by showing that the increase of BU can be a good strategy for "killing birds with one stone" (i.e., revenue growth and NRU increase). Although there are some limitations related with future research topics, this research contributes to the current research on SNG marketing in the above mentioned ways.