• 산업융합연구
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• 제22권2호
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• pp.33-43
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• 2024

본 연구의 목적은 어떻게 브랜드배태성이 교차구매의도에 영향을 미치는지를 확인하는 것이다. 이와 함께 이들 관계에 고객만족이 매개역할을 하는지를 함께 분석하고자 한다. 이를 위하여 표본은 특정 스마트폰 브랜드를 사용하는 소비자이며, 이들을 대상으로 설문조사하여 258부를 수집하였다. 실증분석은 구조방정식모형과 고객만족의 매개효과를 확인하기 위하여 비모수 붓스트레핑분석을 통한 추가분석을 실시하였다. 그 결과는 다음과 같다. 첫째, 브랜드배태성은 고객만족과 교차구매의도에 긍정적으로 영향을 미치는 것으로 확인하였다. 둘째, 고객만족은 교차구매의도에 긍정적으로 영향을 미치는 것으로 밝혀졌다. 이들 결과와 매개효과분석결과를 종합하면, 고객만족은 브랜드배태성과 교차구매의도에 유의한 매개역할을 하며, 브랜드배태성, 고객만족, 교차구매의도의 관계가 부분매개모형인 것을 보여준다. 또한 브랜드배태성의 교차구매의도에 대한 직접효과가 고객만족을 통한 간접효과보다 큰 것으로 나타났다. 이러한 실증분석 결과는 사회자본으로써 브랜드배태성이 교차구매의도의 선행요인이 될 수 있다는 학문적 가치를 보여준다. 또한 본 연구는 브랜드 실무자가 교차구매를 증대시키기 위하여 브랜드와 관련된 고객의 배태성을 높이는 것은 물론 고객만족의 매개역할을 함께 고려할 필요성을 제안한다.

• 유통과학연구
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• 제14권2호
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• pp.73-82
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• 2016

Purpose - Counterproductive work behavior(CWB) was typically categorized according to the behavior whether it targets other people(i.e., interpersonal CWB: I-CWB). Employing organizations(i.e., organizational CWB: O-CWB) has emerged as major concerns among researchers, managers, and the general public. An abundance of researches has informed us about the understanding for the antecedents of CWB, whereas little is known about the antecedents of CWB directed distribution service in employee's emotional labor. Therefore, the purpose of this research is to propose a research model in which surface acting enhances emotional exhaustion as an emotional labor strategy, which eventually increases counterproductive work behavior(including I-CWM and O-CWB). Research design, data, and methodology - This empirical research data were gathered from the samples of full time frontline hotel employees(including front office, call center, food/beverage, concierge, and room service) in South Korea. Six hotels were selected ranged from four to five stars, including privately owned and joint-venture properties. A convenience sampling method was used to select hotels. Full time frontline hotel employees from the six hotels were surveyed using a self-administered instrument for data collection. With the strong support of hotel managers, a total of 300 questionnaires were distributed, and 252 responses were collected indicating a response rate of 84.0%. In the process of working with the 252 samples, structural equation modeling is employed to test research hypotheses(H1: The relationship between surface acting and Interpersonal counterproductive work behavior(I-CWB) is mediated by emotional exhaustion, H2: The relationship between surface acting and organizational counterproductive work behavior(O-CWB) is mediated by emotional exhaustion). SPSS 18.0 and M-Plus 7.31 software were used for the data analysis. Descriptive statistics were used to assess the distribution of the employee profiles and correlations between factors. M-Plus 7.31 software was used to test the model fit, validity, and reliability of the factors, significance of the relationship between factors, and the effects of factors in the model. Results - To test our mediation hypotheses, we used an analytical strategy suggested by Preacher & Hayes (2008) and Shrout & Bolger (2002). This mediation approach directly tests the indirect effect between the predictor and the criterion variables through the mediator via a bootstrapping procedure. Thus, it addresses some weaknesses associated with the Sobel test. We found that surface acting was positively related to emotional exhaustion. Furthermore, emotional exhaustion was a significant predictor from the two kinds of counterproductive work behavior. In addition, surface acting was not significantly associated with the two kinds of counterproductive work behavior. These results indicated that the surface acting by frontline hotel employees was associated with higher emotional exhaustion, which is related with higher interpersonal counterproductive work behavior(I-CWB) and organizational counterproductive work behavior(O-CWB). In sum, we confirmed that the positive relationship between surface acting and the two kinds of counterproductive work behavior was fully mediated by emotional exhaustion. Conclusions - The current research broadens the conceptual work and empirical studies in counterproductive work behavior literature by representing a fundamental mechanism that how surface acting affects counterproductive work behavior.

• Asia pacific journal of information systems
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• 제18권2호
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• pp.41-72
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• 2008

The purpose of this study is the investigation of the effects of user participation, network effect, social influence, and usefulness on stickiness and continued use on Internet communities. In this research, stickiness refers to repeat visit and visit duration to an Internet community. Continued use means the willingness to continue to use an Internet community in the future. Internet community-based companies can earn money through selling the digital contents such as game, music, and avatar, advertizing on internet site, or offering an affiliate marketing. For such money making, stickiness and continued use of Internet users is much more important than the number of Internet users. We tried to answer following three questions. Fist, what is the effects of user participation on stickiness and continued use on Internet communities? Second, by what is user participation formed? Third, are network effect, social influence, and usefulness that was significant at prior research about technology acceptance model(TAM) still significant on internet communities? In this study, user participation, network effect, social influence, and usefulness are independent variables, stickiness is mediating variable, and continued use is dependent variable. Among independent variables, we are focused on user participation. User participation means that Internet user participates in the development of Internet community site (called mini-hompy or blog in Korea). User participation was studied from 1970 to 1997 at the research area of information system. But since 1997 when Internet started to spread to the public, user participation has hardly been studied. Given the importance of user participation at the success of Internet-based companies, it is very meaningful to study the research topic of user participation. To test the proposed model, we used a data set generated from the survey. The survey instrument was designed on the basis of a comprehensive literature review and interviews of experts, and was refined through several rounds of pretests, revisions, and pilot tests. The respondents of survey were the undergraduates and the graduate students who mainly used Internet communities. Data analysis was conducted using 217 respondents(response rate, 97.7 percent). We used structural equation modeling(SEM) implemented in partial least square(PLS). We chose PLS for two reason. First, our model has formative constructs. PLS uses components-based algorithm and can estimated formative constructs. Second, PLS is more appropriate when the research model is in an early stage of development. A review of the literature suggests that empirical tests of user participation is still sparse. The test of model was executed in the order of three research questions. First user participation had the direct effects on stickiness(${\beta}$=0.150, p<0.01) and continued use (${\beta}$=0.119, p<0.05). And user participation, as a partial mediation model, had a indirect effect on continued use mediated through stickiness (${\beta}$=0.007, p<0.05). Second, optional participation and prosuming participation significantly formed user participation. Optional participation, with a path magnitude as high as 0.986 (p<0.001), is a key determinant for the strength of user participation. Third, Network effect (${\beta}$=0.236, p<0.001). social influence (${\beta}$=0.135, p<0.05), and usefulness (${\beta}$=0.343, p<0.001) had directly significant impacts on stickiness. But network effect and social influence, as a full mediation model, had both indirectly significant impacts on continued use mediated through stickiness (${\beta}$=0.11, p<0.001, and ${\beta}$=0.063, p<0.05, respectively). Compared with this result, usefulness, as a partial mediation model, had a direct impact on continued use and a indirect impact on continued use mediated through stickiness. This study has three contributions. First this is the first empirical study showing that user participation is the significant driver of continued use. The researchers of information system have hardly studies user participation since late 1990s. And the researchers of marketing have studied a few lately. Second, this study enhanced the understanding of user participation. Up to recently, user participation has been studied from the bipolar viewpoint of participation v.s non-participation. Also, even the study on participation has been studied from the point of limited optional participation. But, this study proved the existence of prosuming participation to design and produce products or services, besides optional participation. And this study empirically proved that optional participation and prosuming participation were the key determinant for user participation. Third, our study compliments traditional studies of TAM. According prior literature about of TAM, the constructs of network effect, social influence, and usefulness had effects on the technology adoption. This study proved that these constructs still are significant on Internet communities.

• Asia pacific journal of information systems
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• 제24권3호
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• pp.255-279
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• 2014

It is not too much to say that smartphones have become an essential part of our lives due to their versatility. Nevertheless, they still have less overall capabilities than their desktop counterparts. Specifically, they have small screens and low resolutions, which make their applications difficult to have a usable interface. To account for these limitations, the interface of smartphone applications should be designed carefully and properly. Good interface design to any application is critical. However, a comprehensive information systems (IS) literature review found that there has been little research on the user interface design of smartphone applications. More specifically, there has been little empirical evidence and understanding about how metaphors, an imaginative way of describing objects and concepts, in the user interface of smartphone applications affect users' intention to use the applications. Thereby, the research goals of this study are to examine 1) the effects of the metaphors in the user interface of smartphone applications on the interaction between users and applications and 2) the effects of mediating variables including the interaction between users and applications, users' beliefs and attitudes, on users' intention to use the applications. A survey was conducted to collect data. University students and practitioners participated in the survey. A 24-item questionnaire was developed on a 5-point Likert-type scale. The measurement items were mostly adapted from the previous studies in the IS literature and modified to fit the context of this study. First, a principal component factor analysis was performed to explore the inter-relationships among a set of variables. The analysis showed that most of the items loaded quite strongly on the six components. The analysis also revealed the six components with eigenvalues exceeding 1, explaining a total of 70.7 per cent of the variance. The reliabilities of the items were also checked. Most Cronbach alpha values were above 0.8, so the scales were considered reliable. In sum, the results of the analysis support the decision to retain the six factors for further investigation. Next, the structural model was analyzed with AMOS structural equation modeling. The values of GFI, AGFI, NFI, TLI, CFI, and RMSEA were checked. The values showed that the research model considerably have a good fit in general. Next, the convergent and discriminant validities of all constructs were examined. The values for the standardized regression weights and critical ration (CR) indicated sufficient convergent validity for all constructs. In addition, the square root of the average variance extracted (AVE) of each construct was compared with its correlations with all other constructs. The results supported discriminant validity for all constructs. In sum, the results of analysis demonstrated adequate convergent and discriminant validities for all constructs. Finally, path coefficients between the variables were examined. Methphor was found to have an impact on interaction (${\beta}$ = .457, p = .000). There were also significant effects of the interaction on perceived usefulness (${\beta}$ = .273, p = .000) and ease of use (${\beta}$ = .405, p = .000). User attitude was significantly influenced by these two beliefs, perceived usefulness (${\beta}$ = .386, p = .000) and ease of use (${\beta}$ = .347, p = .000) respectively. Further, the results of analysis found that users' intention to use smartphone applications was significantly influenced by user attitude (${\beta}$ = .567, p = .000). Based upon the analyses, all hypotheses were supported. This study found that the metaphors used in the interface of smartphone applications affect not only the interaction between users and applications, but also users' intention to use the applications through the mediating variables, perceived usefulness and ease of use. These findings imply that if the metaphors used in the user interface of application are easy enough to understand for smartphone users, then the application can be perceived useful and easy to use, which in turn make users to have an intention to use the application. In conclusion, this study contributed not only to validate and extend Technology Acceptance Model (TAM) partially, but also to develop the construct of metaphor in smartphone settings. However, since a single empirical study cannot be enough to validate the findings, some limitations should be considered.

• Asia pacific journal of information systems
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• 제21권4호
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• pp.1-25
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• 2011

Internet-based commerce has undergone an explosive growth over the past decade as consumers today find it more economical as well as more convenient to shop online. Nevertheless, the shift in the common mode of shopping from offline to online commerce has caused consumers to have worries over such issues as private information leakage, online fraud, discrepancy in product quality and grade, unsuccessful delivery, and so forth, Numerous studies have been undertaken to examine the role of perceived risk as a chief barrier to online purchases and to understand the theoretical relationships among perceived risk, trust and purchase intentions, However, most studies focus on empirically investigating the effects of trust on perceived risk, with little attention devoted to the effects of perceived risk on trust, While the influence trust has on perceived risk is worth studying, the influence in the opposite direction is equally important, enabling insights into the potential of perceived risk as a prohibitor of trust, According to Pavlou (2003), the primary source of the perceived risk is either the technological uncertainty of the Internet environment or the behavioral uncertainty of the transaction partner. Due to such types of uncertainty, an increase in the worries over the perceived risk may negatively affect trust, For example, if a consumer who sends sensitive transaction data over Internet is concerned that his or her private information may leak out because of the lack of security, trust may decrease (Olivero and Lunt, 2004), By the same token, if the consumer feels that the online merchant has the potential to profit by behaving in an opportunistic manner taking advantage of the remote, impersonal nature of online commerce, then it is unlikely that the merchant will be trusted, That is, the more the probable danger is likely to occur, the less trust and the greater need to control the transaction (Olivero and Lunt, 2004), In summary, a review of the related studies indicates that while some researchers looked at the influence of overall perceived risk on trust level, not much attention has been given to the effects of different types of perceived risk, In this context the present research aims at addressing the need to study how trust is affected by different types of perceived risk, We classified perceived risk into six different types based on the literature, and empirically analyzed the impact of each type of perceived risk upon consumer trust in an online merchant and further its impact upon purchase intentions. To meet our research objectives, we developed a conceptual model depicting the nomological structure of the relationships among our research variables, and also formulated a total of seven hypotheses. The model and hypotheses were tested using an empirical analysis based on a questionnaire survey of 206 college students. The reliability was evaluated via Cronbach's alphas, the minimum of which was found to be 0.73, and therefore the questionnaire items are all deemed reliable. In addition, the results of confirmatory factor analysis (CFA) designed to check the validity of the measurement model indicate that the convergent, discriminate, and nomological validities of the model are all acceptable. The structural equation modeling analysis to test the hypotheses yielded the following results. Of the first six hypotheses (H1-1 through H1-6) designed to examine the relationships between each risk type and trust, three hypotheses including H1-1 (performance risk ${\rightarrow}$ trust), H1-2 (psychological risk ${\rightarrow}$ trust) and H1-5 (online payment risk ${\rightarrow}$ trust) were supported with path coefficients of -0.30, -0.27 and -0.16 respectively. Finally, H2 (trust ${\rightarrow}$ purchase intentions) was supported with relatively high path coefficients of 0.73. Results of the empirical study offer the following findings and implications. First. it was found that it was performance risk, psychological risk and online payment risk that have a statistically significant influence upon consumer trust in an online merchant. It implies that a consumer may find an online merchant untrustworthy if either the product quality or the product grade does not match his or her expectations. For that reason, online merchants including digital storefronts and e-marketplaces are suggested to pursue a strategy focusing on identifying the target customers and offering products that they feel best meet performance and psychological needs of those customers. Thus, they should do their best to make it widely known that their products are of as good quality and grade as those purchased from offline department stores. In addition, it may be inferred that today's online consumers remain concerned about the security of the online commerce environment due to the repeated occurrences of hacking or private information leakage. Online merchants should take steps to remove potential vulnerabilities and provide online notices to emphasize that their website is secure. Second, consumer's overall trust was found to have a statistically significant influence on purchase intentions. This finding, which is consistent with the results of numerous prior studies, suggests that increased sales will become a reality only with enhanced consumer trust.

• 한국지구과학회지
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• 제32권3호
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• pp.276-293
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• 2011

본 연구에서는 한반도 황사 사례 동안 WRF 기상모델과 SMOKE 배출량모델, CMAQ 및 CMAQ-MADRID 대기질 모델을 이용하여 다양한 황사 발생량 경험식에 대한 $PM_{10}$의 농도를 추정하였다. 특별히 Wang et al.(2000), US EPA 모델, Park and In(2003), GOCART 모델, DEAD 모델의 5가지 황사 발생 경험식이 중국과 몽골 등의 황사 발생량을 추정하기 위해 WRF-SMOKE-CMAQ(MADRID) 모델에 적용되었다. 일기도, 후방궤적 및 위성이미지 분석에 따르면 한반도로의 황사 수송은 절리저기압(위성에서 콤마형 구름)과 관련된 지상 전선의 뒤쪽에서, 그리고 상층 제트류의 발달에 기인한 파의 정체현상과 함께 상층 골에서의 풍속이 하층으로 전이되는 풍하 바람에 의해 생성되었다. 그리고 WRF-SMOKE-CMAQ 모델링 결과, 황사의 시 공간적 분포에 있어서는 Wang et al.(2000)의 경험식이, 평균 편의 및 평균 제곱근 오차에서의 정확도 부분에서는 GOCART 모델의 경험식이 관측값을 보다 잘 모사하는 것으로 나타났다. 또한 Wang et al.의 경험식을 이용한 황사의 연직분포 분석 결과에서 강한 황사 사례(2007년 3월 31에서 4월 1일 $800\;{\mu}g/m^3$ 이상)의 경우는 황사 수송이 한반도 상공 대기 경계층 내를 통과하였기 때문으로, 약한 황사 사례(2009년 3월 16일과 17에 $400\;{\mu}g/m^3$ 이하)의 경우는 황사 수송이 경계층 위를 통과하였기 때문으로 나타났다. 또한 CMAQ 모델과 CAMQ-MADRID 모델에서의 미세먼지($PM_{10}$) 민감도 분석 결과에서는 CMAQ-MADRID 모델이 CMAQ 모델에 비해 한반도를 포함한 동아시아 지역에서 최대 $25\;{\mu}g/m^3$ 정도가 높게 모사되었고, 모델 내 구름 액상과정에 의해서는 최대 $15\;{\mu}g/m^3$ 정도가 제거되는 것으로 나타났다.

• 벤처창업연구
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• 제18권3호
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• pp.157-172
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• 2023

최근의 4차 산업혁명은 디지털 전환에 따른 변화를 가속화하고 있다. 이러한 추세에 따라 기존의 창업 패러다임이 변화하고, 새로운 기술과 창조적인 아이디어에 의한 신규 비즈니스 모델이 등장하고 있다. 또한, 온라인 멘토링(e-mentoring), 역 멘토링(reverse mentoring), 그룹 멘토링, 다중 멘토링(Multiple mentoring) 등 멘토링 관계 및 환경의 다양성도 증가하고 있다. 하지만, 창업 현장에서 주로 활동하고 있는 5060세대 대부분의 멘토는 그동안 자기 경험과 전문성에 기반하여, 멘티에게 많은 도움을 줄 수 있었지만, 새로운 기술과 환경에 대한 이해도 및 경험 부족으로, 변화하는 환경에 대응하는 데 많은 어려움을 겪고 있다. 이러한 변화에 잘 대처하기 위해서는 새로운 기술과 환경에 대한 이해도를 높이기 위해 끊임없이 공부해야 하며, 최신 기술을 습득하고 적용해 나가야 한다. 또한 멘토링 관계와 환경의 다양성에 대한 이해와 존중을 갖추어야 하고, 이를 적극적으로 활용하여 멘토링의 효과를 극대화할 수 있어야 한다. 그리고 멘토는 멘티의 성장과 발전에 직접적으로 영향을 미치는 존재임을 인식하고, 끊임없이 새로운 지식과 기술을 습득하여 전문성을 유지하고 발전시켜야 하며, 자신의 지식과 경험을 잘 정리하여 멘티에게 적극적으로 전달해야 한다. 이에 본 연구에서는 멘토링이 멘토의 개인학습 및 자기효능감을 통해 멘토의 직무만족도에 미치는 영향 관계에 대해서 실증적으로 분석하고자 했다. 실증 분석 결과는 다음과 같다. 멘토링의 기능 중 경력 기능과 역할 모델링은 매개변수인 개인학습 및 자기효능감과 종속변수인 직무만족도에 대하여 모두 긍정적인 영향을 미치는 것으로 나타났다. 반면 심리·사회적 기능은 개인학습에 대해서는 긍정적인 영향을 미치지만, 자기효능감과 직무만족도에 대해서는 영향을 미치지 못하는 것으로 나타났다. 그리고 매개효과를 분석한 결과, 경력 기능에 대해서는 매개효과가 모두 확인되었으며 역할모델링에 대해서는 자기효능감의 매개효과만이 확인되었다. 본 연구를 통해 멘토링이 직무만족도, 개인학습 및 자기효능감을 촉진하는 중요한 요소이며, 멘토의 만족도를 높이는 요인으로 개인학습과 자기효능감을 확인하였다는 점과 멘토링에 관한 연구의 초점을 멘티에서 멘토로 옮겨 멘토링이 멘토에게 미치는 영향을 연구하였다는 점에서 학술적 및 실무적으로 의미 있는 연구라 할 수 있을 것이다.

• Asia Marketing Journal
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• 제14권2호
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• pp.65-96
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• 2012

루머는 신뢰할 만한 타당한 근거나 이유가 없음에도 불구하고 광범위하게 이야기되는 일상적인 대화나 의견으로서 오랜기간 소비자 개개인의 사적 영역의 문제였다. 그러나 대중의 사랑과 주목을 받는 기업이나 브랜드는 선천적으로 소비자의 관심으로부터 멀어질 수 없으며, 항상 루머의 주요한 소재가 되어 왔다. 그 결과 현대의 소비자 커뮤니케이션 환경에서 루머는 기업 경영활동에 중요한 위기 요인이 되고 있다. 기업과 브랜드들이 당면하는 소비자 루머들은 크게 기업과 관련된 음모성 루머와 상품과 직접적 관련이 있는 오염성 루머로 나누어지며 국내외에서 많은 위기 사례들이 발견되고 있다. 심지어 P&G, SK, 현대, 삼성처럼 잘 정비된 홍보 조직을 갖춘 굴지의 대기업들조차 이런 루머로부터 자유롭지 못하며, 기존의 대응방식 역시 적절하지 못했던 것이 사실이다. 부정적 루머가 주목받아야 하는 이유는 해당 기업의 매출 및 점유율 하락은 물론 주식 가격에도 부정적인 영향을 미치며 오랜기간 구축해온 소비자와의 관계마저 황폐화시킬 가능성이 있기 때문이다. 최근 인터넷, 소셜 네트워크 서비스의 확산과 더불어 브랜드와 관련된 루머의 중요성은 더욱 증대하고 있으나 루머 연구는 지금까지 기업이나 마케팅 연구자의 정당한 주목을 받지 못하였다. 이에 본 연구는 루머의 다각적인 측면을 고려하는 상황주의자적 연구 패러다임을 기반으로 지각된 유용성, 원천 신뢰성, 메시지 신뢰성, 걱정, 생동감과 같은 루머와 관련된 속성들이 루머 수용강도와 루머 구전의도에 미치는 영향을 분석하였다. 이를 위하여 가상 브랜드와 루머가 제시되었으며, 실증조사를 통한 데이터 수집과 분석이 이루어졌다. 연구 결과에 따르면 원천 신뢰성, 메시지 신뢰성, 걱정, 생동감 같은 루머 특성 변수들은 루머 수용 강도에 유의한 영향을 미치고, 루머 수용강도는 루머 구전의도에 유의한 영향을 미치는 것으로 나타났다. 반면에 지각된 중요성은 루머 수용강도에 유의한 영향을 미치지 못하며, 상품 관여도의 조절효과 역시 유의하지 않은 것으로 나타났다. 본 연구는 주요한 실무적, 학문적 시사점을 제공하고 있다. 첫째, 루머를 자연발생적인 사회 현상이 아니라 소비자의 주요 활동의 일부이며, 마케터의 관심과 대응 커뮤니케이션 전략이 필요한 브랜드 관련 현상임을 주장하였다. 둘째, 브랜드 루머의 심리적, 사회적인 다차원적 구성 요인과 확산되는 경로를 제시함으로서 루머에 대한 능동적인 관리 가능성을 제시하였다. 셋째, 온라인상의 루머 활동이 기업 성과에 미치는 영향을 제시함으로서 기업들의 적극적인 온라인 커뮤니케이션 활동과 평판 관리의 필요성을 주장하였다. 넷째, 소비자의 걱정과 같은 부정적 정서가 루머의 온상이 되고 있음을 규명함으로서 소비자의 의혹을 불식시키기 위하여 정확하고 진실된 정보를 제공해야 함을 주장하였다. 다섯째, 루머의 유용성이 확산에 미치는 영향 가설이 기각되었으며, 상품 관여도의 조절 효과 역시 기각되었다. 이는 루머를 접하는 소비자의 입장에서 볼 때, 루머 자체가 무의미하더라도 단순한 재미나 호기심만으로도 얼마든지 확산될 가능성을 암시하고 있다. 일부 기업들은 사실이 아니라는 이유만으로 루머를 무시하거나 간과하는 경우들이 있으나, 기업의 예상과 다르게 루머가 얼마든지 확산될 수 있는 가능성을 보여주며, 기업의 보다 세심한 대응 전략의 필요성을 요구하고 있다.

• 한국유통학회지:유통연구
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• 제17권1호
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• pp.65-86
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• 2012

우리나라에 유통업체상표(Private Label)가 도입된 지 10년이 넘었음에도 불구하고 유통업체 상표에 대한 대부분의 연구는 소비자 관점에서 진행되어져 왔다. 본 연구는 유통업체상표를 소비자 관점이 아닌 제조업체의 관점에서 바라본 연구로, 제조업체의 유통업체상표 생산에 영향을 미치는 내외부적 요인들에 대해서 자원기반이론과 S-C-P Paradigm의 통합적인 연구모형인 전략적 시장관리 관점을 제시하였다. 연구결과를 보면, 제조업체의 마케팅 역량이 높을수록 전체 매출에서 유통업체상표가 차지하는 매출이 적은 것으로 나타났으며, 마케팅 역량에는 제조업체 브랜드명성, 마케팅 투자, 제품포트폴리오 등이 영향을 미치는 것으로 나타났다. 또한 제조업체의 마케팅 역량과 유통업체 상표 생산 간의 관계에는 제조업체의 경쟁강도가 조절효과를 미치는 것으로 나타났는데, 이는 일반적으로 마케팅 역량이 높은(낮은) 기업일수록 전체 매출에서 유통업체상표가 차지하는 비율이 낮지만(높지만), 이러한 기업들 중 경쟁강도를 낮게 지각하는 제조업체의 전체매출 중 유통업체상표가 차지하는 매출은 경쟁강도를 높게 지각하는 제조업체들에 비해 상대적으로 높게 나타났다. 이러한 연구결과를 바탕으로, 본 연구는 유통업체상표 생산에 대한 이론 및 실무적인 시사점을 제시하고 있다.

• 마케팅과학연구
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• 제18권2호
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• pp.65-88
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• 2008

본 연구는 중국 프랜차이즈 시스템에 참여하는 본부와 가맹점 사이의 신뢰에 영향을 미치는 요인에 대해서 규명하고자 하였다. 중국의 외식 프랜차이즈 산업 가맹점을 조사대상으로 한 실증분석 결과, 프랜차이즈 시스템에서는 신뢰의 형성이 매우 중요하며, 이를 위하여 본부의 가맹점에 대한 지원의 강화, 양자 간의 원활한 커뮤니케이션, 가맹점의 과거결과에 대한 만족의 증진, 양자 간의 갈등 예방 및 해소가 필요하며, 이러한 본부의 가맹점에 대한 지원과 원활한 커뮤니케이션이 가맹점의 과거결과에 대한 만족을 증가시킬 수 있고, 원활한 커뮤니케이션이 양자 간의 갈등을 감소시킬 수 있는 것으로 나타났다.