• 한국콘텐츠학회논문지
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• 제21권12호
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• pp.408-422
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• 2021

본 연구는 항노화 상품의 신뢰형성요인을 발굴하고 측정변수를 개발하여 결과변수인 신뢰와 구매의도 간의 영향관계를 실증적으로 검증하였다. 기존의 신뢰형성요인인 지각된 품질, 지각된 평판, 브랜드 인지도, 맞춤화에 더하여 새롭게 발굴된 요인은 '공인된 인증'이다. 우리나라의 항노화산업은 소비자 건강에 직접 영향을 미치는 산업이기 때문에 기존의 신뢰형성요인이 소비자 신뢰 구축에 한계가 있는 것으로 판단하여 새로운 척도를 발굴하였다. 본 연구는 항노화 상품 소비자를 대상으로 설문조사를 실시하여 문항의 견실성과 관계성을 분석하였다. 분석결과, 항노화 상품 신뢰형성요인 가운데 지각된 품질, 브랜드 인지도, 맞춤화, 공인된 인증이 신뢰에 정(+)의 영향을 미치는 것으로 나타났고, 지각된 평판은 신뢰에 부(-)의 영향을 미치는 것으로 나타났다. 후행변수인 신뢰와 구매의도 간에는 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 전략적으로 실효성 높은 유의미한 신뢰형성요인 발굴과 측정문항을 개발하여 실증적, 실무적으로 검증함으로써 신뢰형성요인과 신뢰와의 유의미한 관계를 입증하였다. 동시에 항노화 산업의 마케팅에 중요한 신뢰형성 핵심요인 발굴을 통해 향후의 항노화 상품관련 마케팅전략 수립에 본 연구가 상당부분 기여할 것으로 판단된다.

• 복식문화연구
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• 제31권3호
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• pp.394-410
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• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• 산업경영시스템학회지
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• 제43권3호
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• pp.243-253
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• 2020

As economic profits and social influences of firms grow with economic development and their organizational expansion, consumers increasingly require firms to have their social responsibility. Because social responsibility strongly influences corporate reliability, consumers' intention to purchase, customer loyalty to the products and the recognition of an ethical firm have gained attention as a concept of strategical importance. The prosperity of society should be proceeded for the sustainable development of a firm and the necessity of social responsibility should be emphasized to achieve virtuous circle structure that promotes growth. Additionally, the social responsibility should be proceeded to form trust on a firm. It is very important to change the recognition of consumers to purchase products and increase the profit of a company. This study aims to analyze how social responsibility properties of firms (economic, ethical, discretionary, and legal aspects as low-level factors of social responsibility which Carroll (1979) defined) affect corporate reliability and purchase intention. The analysis found that consumers trust in firms are positively influenced by ethical responsibility (0.391), economic responsibility (0.293), legal responsibility (0.251), and discretionary responsibility (0.248). The relationship between sub-factor of social responsibility and purchase intention is not significantly influenced by other explanatory variables. Corporate trust exerts a direct influence on purchase Intention (0.456). The social responsibility of a firm didn't influence a direct purchase intention. It was found that it brought positive effect on the purchase intention in the course of forming trust. This study suggests that firms should make efforts to understand the relationship between corporate trust and purchase intention along with the characteristics of social responsibility that consumers recognize and improve management strategies for mutual complementary interests.

• 환경영향평가
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• 제12권2호
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• pp.87-98
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• 2003

The main purpose of this study is to propose the integrated assessment model for the rational and effective selection of proposed sites in National Trust (NT) and conserve the ruined natural environment by excessive land development. The results of this study are as follows; 1) The specialists thought that rare and endangered species were very important in plant and animal, in case of landscape and environment, naturality and water quality were too important. 2) In the result of the correlation measure on the indicator of assessment, 'erosion of soil'and 'air pollutant'was highly correlative. Secondly, 'suspended solids' and 'erosion of soil'was high correlation. 3) In the result of forming the factors into the integrated indicators, they were classified into conditional, stable, valuable and potential factors and the purpose of this formation is to evaluate proposed sites in NT objectively and rationally with organic assessment. 4) In the integrated assessment model, the degree of explanation was observed approximately 36.4% and the important factor was the conditional factor, but we have to consider all factors for the effective and objective assessment. Therefore we organically have to apply and use them for the assessment of proposed sites in NT. It turns out to offer raw data on the land conservation and carry out the role of the instrument of measurement. As for future directions, the follow are proposed: 1) adaptation of real proposed site, 2) verification of effect and problem, 3) practical survey for diverse types as mountain, coast and inland.

• Asia pacific journal of information systems
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• 제17권3호
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• pp.55-78
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• 2007

Increasingly the information technology (IT) outsourcing phenomenon has been a subject of much academic research. Scholars have argued that knowledge complementarities playa crucial role in forming successful IT outsourcing relationships. However, notwithstanding the fast growth of IT outsourcing, prior studies on IT outsourcing have not included knowledge complementarities in their research design as a determining factor for IT outsourcing effectiveness. Further, the understanding of knowledge complementarities itself remains ambiguous. In this study, the concept of knowledge complementarities is explored in the IT outsourcing context at the firm level. Specifically, it addresses the following questions: what is knowledge complementarities? How does it affect IT outsourcing effectiveness? Is the relationship between knowledge complementarities and IT outsourcing effectiveness influenced by organizational trust between the client and the vendor? Grounded in the relevant theories to knowledge management and IT outsourcing, we develop a research model in which both the main effects of knowledge complementarities and organizational trust and the moderating effect of organizational trust on the relationships between knowledge complementarities and IT outsourcing effectiveness are tested. Within this research model, we develop a second order construct of knowledge complementarities, consisting of complementary business knowledge and complementary IT knowledge as the first order constructs. We have used data from a field study of 103 firms in Korea to test the proposed model. Controlling the effects of conflict resolution efforts, our empirical analysis found significant main effects of knowledge complementarities and organizational trust on IT outsourcing effectiveness. The results suggest that knowledge complementarities between the client and vendor positively contribute to IT outsourcing effectiveness. Specifically, the client needs to have enough IT knowledge to assess the quality of IT outsourcing services provided by the vendor. Meanwhile, the vendor should understand the client's business well enough to provide IT services, Contrary to our expectations, the moderating effect of trust on the relationship between knowledge complementarities and IT outsourcing effectiveness was not supported in this study. The results also show that organizational trust between client and vendor significantly influences IT outsourcing effectiveness. As for contributions of this study, we have not only clarified the concept of knowledge complementarities, but also developed an instrument to measure the concept and empirically validated it. Further, we have tested the idea that knowledge complementarities and trust directly influence IT outsourcing effectiveness and trust moderates the relationship between knowledge complementarities and IT outsourcing effectiveness. Out results prescribe the knowledge complementarities of client and vendor as a useful path to IT outsourcing effectiveness. These findings have important theoretical and practical implications, which are discussed in the paper.

• 한국항만경제학회지
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• 제28권4호
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• pp.169-191
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• 2012

본 연구의 목적은 물류기업의 서비스실패시 물류서비스 제공기업의 조직특성과 인적특성이 서비스회복만족에 미치는 영향을 분석하고 서비스회복에 대한 만족이 고객의 신뢰와 관계몰입에 미치는 영향을 분석함으로써 물류서비스 제공자와 수요자간의 장기적 관계형성 및 유지전략을 제시하는 것이다. 본 연구의 목적을 달성하기 위하여 서비스실패와 회복 그리고 물류서비스의 특성에 관한 문헌연구와 함께 실증연구를 병행하였다. 실증연구는 대부분의 물류서비스기업이 서비스제공자이면서 수요자인 역할을 담당하고 있는 것을 감안하여 물류기업 종사자들을 표본으로 선정하였고, 설문지법을 이용하여 진행하였다. 인터넷과 직접방문, 우편접수 등을 통해 수집된 자료를 신뢰성과 타당성 검정을 실시하고 다중회귀분석방법을 이용하여 가설을 검정하였다. 연구결과 물류서비스 제공기업의 서비스회복을 위한 조직특성과 인적특성은 서비스 실패에 대한 회복만족에 정(+)의 영향을 미치는 것으로 나타났고, 회복만족은 고객의 신뢰와 관계몰입에 정(+)의 영향을 미치는 것으로 분석되었다

• 한국조리학회지
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• 제22권3호
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• pp.224-239
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• 2016

본 연구에서는 횡성한우를 중심으로 축산물 브랜드의 고객기반브랜드자산이 브랜드 신뢰와 고객만족도 및 재구매의도에 미치는 인과관계를 고찰하였다. 실증연구를 위해 확보된 301개의 표본을 바탕으로 연구모형의 신뢰성, 적합성 등을 검토하였고, 구조방정식 모형을 사용하여 총 5개의 가설을 검증하였으며, 모형의 적합도는 ${\chi}^2=635.175$(p<0.001), df=233, CMIN/DF=2.726, GFI=0.863, NFI=0.859, CFI=0.903, TLI=0.885, RMSEA=0.068로 조사되었다. 연구결과, 고객기반브랜드자산의 하위 차원인 지각된 품질(${\beta}=.562$), 브랜드 이미지(${\beta}=.377$)는 브랜드 신뢰에 유의한 영향을 주는 것으로 조사되었으며, 이러한 브랜드 신뢰는 고객만족도(${\beta}=.525$)와 재구매의도(${\beta}=.669$)에 유의한 영향을 주는 것으로 나타났다. 따라서 본 결과를 통해 확고한 브랜드관리는 브랜드 신뢰를 형성하게 되어 결과적으로 고객만족도와 재구매 의도에 긍정적인 영향을 미치는 것을 확인할 수 있었다. 아울러 지역브랜드 한우를 지속적으로 구매하기 위한 효과적인 마케팅 관리의 전략 수립과 함께 지역경제의 활성화를 위한 시사점을 제시하였다.

• 산경연구논집
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• 제13권4호
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.

• 디지털융복합연구
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• 제10권5호
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• pp.105-116
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• 2012

본고는 친환경농산물 생산자들의 시장과 소비자에 대한 인식과 대처 방안을 살펴봄으로써 궁극적으로 생산자 입장에서 본 친환경농산물 매출 신장 및 소비확대를 위한 방안을 도출해내고자 하였다. II장에서는 친환경농산물의 소비실태 및 소비자의 성향을 분석하고 있다. 그리고 이러한 토대 위에서 III장에서는 친환경농산물 생산자의 소비자 대응실태를 실증적으로 분석하고 있다. III장에서는 여러 연구자들에 의해 친환경소비에 결정적인 요소로 지적된 바 있는 친환경농산물 소비자의 신뢰성제고와 소비자의 친환경농산물 접근성에 대한 생산자의 대응 방안을 실증적으로 분석하고자 하였다. 신뢰성 제고를 위한 방안으로 품질인증과 관련된 문제들과 소비자 신뢰형성과 소비자관리 방식을 살펴보았다. 본고 분석 대상 농가들 대다수가 품관원에서 품질인증을 받았고, 그것이 생산자와 소비자 모두에게 품질인증에 대한 신뢰성을 증진시키는 것으로 믿고있었다. 그리고 대상농가들은 '소비자 지향적인 태도를 견지'하고, '서비스개선', '생산 및 품질관리에 철저'를 기하는 등 소비자로부터 신뢰를 얻기 위해 적극적인 노력을 하고 있는 것으로 드러났다. 소비자의 접근성과 관련하여 대상 농가들은 오프라인상에서 신뢰형성을 온라인 상으로 연결시켜 친환경농산물의 소비 확대를 꾀하고 있는 것으로 조사되었으나, 온라인 상에서의 고객관리에 대해서는 상당히 미온적이고, 적극적이지 못한 태도를 가지고 있음을 알 수 있었다. 그리고 본고의 분석대상 농가들은 소비자들이 친환경농산물의 구입처로 유기농산물전문판매장을 선호한다는 사실을 인식하고 있었으며 그래서 자신의 유기농산물전문판매장을 개설하고자 하는 적극적인 의사를 갖고 있었으며, 동시에 인터넷홈페이지를 통한 농산물의 직거래를 활성화시키려는 의사를 갖고 있었다는 사실을 확인할 수 있었다. 마지막으로 본고의 분석대상 농가들은 친환경농산물의 소비촉진을 위해 개별농가별로는 브랜드화를 가장 유용한 수단으로 간주하고 있었으며, 범국가적인 차원에서의 친환경농산물 홍보지원을 강력하게 원하고 있음이 드러났다.

• 한국사회복지학회:학술대회논문집
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• 한국사회복지학회 2004년도 춘계학술대회 자료집
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• pp.705-731
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• 2004

This study is to be used for research material for pastoral counseling, by analyzing grounded-theoretically how substance abusers' awareness of self and experience of relations affects problems in abusing drugs. The subject of this study was chosen as 9 prisoners who were able to participate in group counseling, among those who were in prison for substance abuse and had more than 6 months of penal servitude left. In addition, in order to indicate counseling research methods through this study, 12 group counselings were carried out during October 24th. 2002 and February 14th. 2003 and verbatim were written out to be used as original material. After the research material was analyzed, they could be categorized into 60 concepts on the whole from 'conflict' and 'constraining thinking' to 'rationalization' and 'avoidance'. When these concepts were organized into groups of similarity, there were all together 20 categories. From this study, it can be found that substance abusers had "problems about self" and "problems about relations". The factor which affected their use of drugs was the area of relations, where as henceforth their use of drugs, the situation in which they could not escape from the use of substances was affected by problems within the area of self. When facing such problems as substance abuse, the pastoral counselor must create a holding environment through counseling, and perform good enough mothering by being insightful and providing active support on the problem. They must also help one's growth into "an empathizing self", "an accepting self", "a trusting self", "a hopeful self", who can empathize, accept, trust and hope, through experience in separation from the problem, conversion, meta-communication, self-rumination, relations and inspiration of hope. Likewise, the church must be able to act as a "place of growth and skill" which aids in the forming of relations and helps to be aware of self through experience in, and understanding of, relations.