• 한국콘텐츠학회논문지
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• 제17권8호
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• pp.535-550
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• 2017

본 연구의 목적은 소매점이 고객관계 목적으로 제공하는 관계노력에 대해 고객은 어떤 요소를 중요한 관계투자로 지각하는가를 확인하고, 지각된 관계투자가 관계성과에 미치는 영향에서 신뢰, 관계몰입 등 관계품질의 매개역할을 설명하는데 있다. 이를 위해 270명의 구매경험자를 대상으로 설문조사를 실행하였고, SPSS 21.0 및 AMOS 20.0 통계패키지를 이용하여 자료의 타당도와 신뢰도를 확인하였으며, 구조방정식모형분석(SEM)으로 연구가설을 검증하였다. 연구결과로는 재무적 노력 및 구조적 노력은 지각된 관계투자에 영향을 주었고, 지각된 관계투자는 신뢰 및 관계몰입에 영향을 준 반면 충성도에는 영향을 주지 않았으며, 신뢰는 관계몰입 및 충성도에 영향을 준 반면 관계몰입은 충성도에 영향을 주지 않았다. 따라서 소매점의 마케팅관리자는 고객관계를 위해 최선의 서비스노력을 한다는 것을 인식시키기 위해선 유형적보상과 특별혜택을 상시적으로 제공하는 것이 중요하고, 또한 이들을 대상으로 관계를 구축하여 장기적이고 안정적인 수익을 확보하기 위해선 신뢰수준을 높임으로써 관계품질을 강화하는 서비스마케팅전략을 추진해야 할 것이다.

• 한국조리학회지
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• 제16권3호
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• pp.188-204
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• 2010

본 연구에서는 국내 외식업체의 와인구매담당자, 즉 소믈리에, 매니저 등을 대상으로 고객장기 지향성에 긍정적으로 영향을 미치는 관계마케팅 요인을 파악함과 동시에 장기지향성이 형성되는 과정에서 관계의 질인 신뢰와 몰입의 역할을 규명함으로써 내수 경기침체와 치열한 경쟁으로 인해 어려움을 겪고 있는 와인공급업체의 영업활성화를 위한 마케팅 전략 수립에 도움을 주고자 함이다. 설문조사는 2010년 1월 15일부터 2월 13일까지 30일간 실시하였으며, 서울 시내 파인다이닝 레스토랑, 캐주얼 다이닝 레스토랑, 와인바 등의 와인구매담당자를 대상으로 하였다. 자료의 처리는 SPSS 15.0과 AMOS 7.0 통계패키지를 사용하여 빈도분석, 신뢰도 분석, 확인요인분석, 경로분석을 사용하였다. 그 결과, 관계마케팅 요인 중에서 커뮤니케이션과 판매자 전문성 요인은 신뢰와 정서적 몰입을 통하여 장기지향성에 긍정적인 영향을 미치는 것으로 나타났다.

• Asia pacific journal of information systems
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• 제19권1호
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• pp.147-165
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• 2009

Virtual community(VC) will increasingly be organized as commercial enterprises, with the objective of earning an attractive financial return by providing members with valuable resources and environment. For example, Cyworld.com in Korea uses several community services to enable customers of Cyworld to take control of their own value as potential purchasers of products and services. Although initial adoption is important for online network service success, it does not necessarily result in the desired managerial performance unless the initial usage is continuously related to the continuous usage and purchase. Particularly, the customer who receives relevant online services and is well equipped with online network services, will trust the online service provider and perceive less risk and experience more activities such as continuous usage and purchase. Thus, how to promote continued online service usage or, alternatively, how to prevent discontinuance is a critical issue for VC service providers to consider. By aggregating a wide range of information and online environments for customers and providing trust to its members, the service providers of virtual communities help to reduce the perceived risk of continuous usage and purchase. Drill down, online service managers realize that achieving strong and sustained customers who continuously use online service and purchase on it is crucial. Therefore, the research into this online service continuance will identify the relationship between the initial usage and the continuous usage and purchase. The research of continuous usage or post adoption has recently emerged as an important issue in the IS literature. Individuals' information systems(IS) continuous usage decisions are congruent with consumers' repeat purchase decisions. The TAM(Technology Acceptance Model) paradigm has been strongly confirmed across a wide range from product purchase on EC to online service usage contexts. The analysis of IS usage based on TAM has proven to be successful across almost online service contexts. However, most of previous studies have focused on only an area (i.e., VC or EC). Just little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of VC users' EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied the TAM-to-TAM(T2T) model, and analyzed the transfer effect of trust between these two TAMs. The research model was empirically tested on the context of a social network service. The model was to extend TAM with the trust concept for the virtual community environment from the perspective of tasks. By building an extended model of TAM and examining the relationships between trust and the existing variables of TAM, it is aimed to explain a user's continuous intention to use VC and purchase on EC. The unit of analysis in this paper is an individual user of a virtual community. The population of interest is the individual with the experiences in virtual community. The data for this paper was made available via a Web survey of VC users. In total, 281 cases were gathered for about one week, but there were some missing values in the sample and there were some inappropriate cases. Thus, only 248 cases were finally analyzed. We chose the structural equation analysis to test the hypotheses and it is better suited for explaining complex relationships than the other methods. In this test, AMOS was used to test the Structural Equation Model (SEM). Noticeable results have been found in the T2T model regarding the factors affecting the intention to use of virtual community and loyalty. Our result showed that trust transfer plays a key role in forming the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.

• 한국산업정보학회논문지
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• 제26권5호
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• pp.55-68
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• 2021

B2B 맥락 하에서 구매기업의 CSR 활동의 효과에 대한 연구는 공급업체와의 장기적 관계자산구축이라는 전통적 연구주제에서 벗어나지 못해왔다. 이에 본 연구에서는 기존 연구와의 간극을 좁히기 위해 구매기업의 CSR 활동이 공급업체의 내부역량에 미치는 영향과 그 메커니즘을 파악하고자 하였다. 이를 위해 공급업체의 내부역량을 신제품 창의성으로 설정하고 구매기업의 CSR 활동이 신뢰 및 정보교환 품질에 미치는 구체적 경로에 대해 파악하였다. 구매기업의 마케팅 및 구매담당자 197명을 대상으로 한 설문조사 결과, 구매기업의 기업경영 CSR 활동과 자선적 CSR 활동은 모두 공급업체의 신뢰에 긍정적 영향을 미치는 것으로 확인되었고, 신뢰는 정보교환의 품질에, 정보교환 품질은 공급업체의 신제품 창의성에 긍정적 영향을 미치고 있음을 실증하였다. 이러한 실증결과를 바탕으로 구매업자와 공급업체 간의 장기적 관계구축을 위한 이론 및 실무적 시사점을 제공하였다.

• 통상정보연구
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• 제10권1호
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• pp.237-256
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• 2008

In recent years, most of Supply Chain Management literature has emphasized the importance of information sharing among supply chain partners, but empirical researches are few until now, especially in Korea. The purpose of this study is to develop an empirical model focusing on information exchange among partners in supply chain, and to analyze the main factors influencing the causal relationship between information exchange and performance. Based on cross-sectional questionnaire survey on Korean manufacturing firms, this study analyzed the factors influencing information exchange such as environmental factors, organizational factors, relationship factors, and information characteristics of the sample firms. Our major findings might provide many useful insights for managers in exploring the most efficient system for information exchange among partners in the context of SCM.

• 경영과정보연구
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• 제39권1호
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• pp.59-74
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• 2020

본 연구는 기업의 지속가능경영활동에 대해서 소비자들이 어떻게 생각하는지 그리고 소비자가 지각한 기업의 지속가능경영활동이 기업신뢰도와 구매의도에 어떠한 영향을 미치는가를 확인하는 것을 목적으로 하였다. 본 연구에서 확인하고자 하는 연구가설의 검증결과를 정리하면 다음과 같다. 첫째, 기업의 지속가능경영활동은 구체적으로 경제적, 사회적, 환경적 활동으로 구분되는 것을 확인하였다. 둘째, 기업의 지속가능경영활동이 소비자가 지각하는 기업신뢰도에 긍정적 영향을 미치는 것을 확인하였다. 구체적 영향 관계는 다음과 같다. 기업의 경제적 활동은 기업신뢰도에 유의미한 영향을 미치지 않지만, 사회적 그리고 환경적 활동은 기업신뢰도에 긍정적 영향을 미치는 것으로 나타났다. 셋째, 기업의 지속가능경영활동이 소비자의 구매의도에 유의미한 영향을 미치는 것을 확인하였다. 구체적 영향 관계는 다음과 같다. 기업의 경제적 그리고 사회적 활동은 소비자의 구매 의도에 긍정적 영향을 미치는 것으로 나타났지만, 환경적 활동은 유의미한 영향을 미치지는 않는 것으로 나타났다. 넷째, 소비자가 지각하는 기업신뢰도가 구매의도에 긍정적 영향을 미치는 것을 확인하였다. 이러한 분석결과는 기업경영자에게 제시하는 바가 있다고 판단된다. 기업의 경영전략 수립과정에 있어서 지속가능경영활동 노력이 기업의 안정적인 성장과 발전에 실질적으로 도움이 되는 활동임을 확인하는 것이다.

• Asia pacific journal of information systems
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• 제11권3호
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• pp.105-126
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• 2001

The objective of research is to find out exogenous variables that influence the usage and performance EDI in the Korea firms. Specifically the goals of this research are; (1) to examine relationships between exogenous variables, such as management, technology, inter-firm relationship characteristics, and EDI performance, and (2) to measure EDI volume, EDI diversity, EDI depth among Korea firms. The questionnaire consists of two versions; One for the EDI system managers and the other for the EDI users. The analysis of this study is designed as cross level to examine the causal relationship among variables in different analysis level. The reliability and validity of data was tested by explanatory factor analysis, Cronbach's alpha coefficient, confirmatory factor analysis, and correlation analysis. Also, the structural equation model(SEM) analysis was performed to test the usefulness of the model. The analysis results revealed that education level, IS growth, trust, support, power are major influential variables on the usage level and performance of EDI. Especially, persuasive power turned out to be more important than coercive power, and technical financial support from organizations was also found to be a significant variables.

• 한국정보시스템학회지:정보시스템연구
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• 제18권2호
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• pp.83-109
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• 2009

Such factors as the increase of population and me development of information technology were raised the needs of citizens in Korea. To meet these needs for the better services, Korean government has built up the computer networks that connect forty-two administrative operations of the central government since 1984. Through the computerization of administrative services, Korean government has been pursuing the balanced development among the regions in the country. To this end, regional informationization has been implemented since the mid 1980s. Specifically, rural villages has become information network villages (invils) by adopting computers and networks. Consequently, three hundred thirty-seven invils were implemented in the country. By selecting forty-six invils in Kyeongbuk province in Korea, this research was intended to find efficient and effective ways of operating invils. To find the problems and opportunities of the invils, the researcher has visited each of the forty-six invils between January 12th. and February 12th. in 2009. Two-round surveys were distributed to the managers of these forty-six invils. This research identified ten problems as below. a. Problems after the implementation of invils b. Problems occurred at the same rime as the operation of invils c. Problems with regard to the invil managers d. Problems with regard to the criteria of success or failure e. Problems with regard to the cooperation of administrative offices f. Problems with regard to the boosting of invil experience g. Problems with regard to software assurance developed in invils h. Problems with regard to incentives to invlis i. Problems with regard to the role of invils To solve these problems in hands of invils, this research suggested policy ideas in two levels: 1. invils 2. government Policies should be implemented by invils: a. The strengthening of training rural people for the better utilization of computers b. The strengthening of the regulations on membership management and electronic commerce c. The establishment of the invil managers' job tenure d. The reformation of measuring the success or failure of an invil e. The integration of administrative offices centralized by invils f. The establishment of trust between administrative offices and invils g. the integration of experience villages and invil managing offices h. The revitalization of incentives to invils and experience villages i. The enforcement of cooperative offices among invils Policies to be implemented by the government: a. The revitalization of electronic commerce through invils b. The rationalization of selecting invils in an area c. The unification of various offices for rural informationization d. The construction of portal sites for rural areas e. The continuous training of IT leaders in rural areas f. The provision of pays to invil managers based on break-even points g. The transcendentalization toward the second new town movement

• 지식경영연구
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• 제10권4호
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• pp.133-150
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• 2009

The purpose of this study is to examine the effects of social capital on industrial relations and firm performance, and to find out social capital is the antecedent factor of industrial relations. To serve the purpose of this study, we conducted the extensive survey on department managers and labor delegates of 110 Korean manufacturing firms. From the result, we identified that the industrial relations are more cooperative as the level of social capital increases, and the firm which has good relations between labor and management shows high performance. In addition, two factors of social capital (Trust/Participation) directly affect to the firm performance.

• 한국산업정보학회:학술대회논문집
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• 한국산업정보학회 2007년도 춘계학술대회
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• pp.32-34
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• 2007

The global market for mobile phone business is already matured. Accordingly， the repurchasing issue for the mobile phone is being weighted drastically by the marketers. The purpose of this research is to investigate the relationships among seven crucial factors, and also examines the differences between Korean and Indonesian markets concerning the relationships of these key success factors. This research classifies these two markets as a matured market and an emerging market respectively. The structural model is tested with the data from each of the sub-samples. The analysis of the multi-group structural equation model (MSEM) showed that compared to Korean, Indonesian had more emphasized on extra-functions for the mobile phone as well as giving more influence on satisfaction from brand image. Due to the different market situation and users, the lessons to which product features must be more emphasized could be obtained for the product managers in the industry.