• Title/Summary/Keyword: moderating effect

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The Effects of BizCool of Vocational High School on the Understanding of Enterprise Commencement and BizCool Outcomes (전문계 고교 창업교육(BizCool)이 창업인식 및 창업교육성과에 미치는 영향)

  • Cheon, Soo-Kyung;Jung, Hwa-Young
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.4 no.4
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    • pp.89-114
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    • 2009
  • BizCool is an entry-level business education program implemented with a purpose of enhancing the entrepreneurial disposition and capability of the youth through enterprise commencement education of vocational high school students and developing them into economic pillars of future to alleviate the labor shortage crisis of small and medium enterprises and revitalize enterprise commencement. In this study, the factors were deduced and a path analysis was conducted with the purpose of proposing a revitalization plan through an effectiveness analysis of enterprise commencement education for the youth. The result of the analysis revealed that BizCool has effects on the knowledge and understanding of enterprise commencement, and enterprise commencement knowledge also has effects on the understanding of enterprise commencement. In addition, it was found that the enterprise commencement knowledge and the understanding on enterprise commencement have effects on the intention of enterprise commence. In the result of verifying the hypothesis that the understanding of enterprise commencement according to the psychological characteristics of individuals will have a positive effect on the enterprise commencement intention, it was revealed that the risk resignation disposition and patience for ambiguity are having effects but accomplishment desire is not playing a moderating variable role. Through the above path analysis, a conclusion was obtained that the enterprise commencement education has effects on the outcome of enterprise commencement education through the understanding on enterprise commencement. Additionally, the nation needs to actively lead systematic enterprise commencement education within the policy of job creation upon realizing the need for enterprise commencement education of vocational high school, and a revitalization plan was proposed on the five kinds of a conversion of social perception on vocational high school, establishment of institutes specializing in BizCool and cultivation of BizCool specialists, development of various materials and expansion of BizCool program, field-centered lessons, revitalization of enterprise commencement club and personnel and resource support by companies.

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The Effect of Paid YouTube Channel Membership Motivation on Usage Satisfaction and Continuance Intention: Based on Consumption Value Theory (유료 유튜브 채널멤버십 이용동기가 이용만족과 지속이용의도에 미치는 영향: 소비가치이론을 기반으로)

  • Chengnan Jiang;Ji Yoon Kwon;Sung-Byung Yang
    • Journal of Service Research and Studies
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    • v.13 no.2
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    • pp.181-203
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    • 2023
  • YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

A Study on Strategic Utilization of Smart Factory: Effects of Building Purposes and Contents on Continuous Utilization (스마트 팩토리의 전략적 활용 연구: 구축 목적 및 내용이 지속적 활용에 미치는 영향)

  • Oh, Ju-Hwan;Kim, Ji-Dae
    • Korean small business review
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    • v.41 no.4
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    • pp.1-36
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    • 2019
  • The purpose of this study is to identify the relationships among purposes and contents of smart factory building and continuous utilization of smart factory. Specifically, this study identifies two types of purposes of smart factory building as follows: (1) improving productivity, (2) increasing flexibility. In this study, three aspects of smart factory building contents were suggested like this: (1) automation area (facility automation vs. work automation), (2) big data system focus (radical transformation vs. incremental improvement), and (3) value chain integration area (internal value chain integration vs. external value chain integration). In addition, we looked at how firm size moderates the purposes - contents - continuous utilization of smart factory relationship. A questionnaire survey was conducted on 151 manufacturing companies. More specifically, out of 151 companies, 100 are small-and-medium-sized enterprises and 51 large-sized enterprises. All questionnaires were targeted at companies with Smart Factory level above level 2. The analysis results of this study using Smart PLS statistical programs are as follows. First, the purposes of smart factory building including increasing productivity and flexibility had positive impacts on all of the contents of smart factory building. Second, all of smart factory building contents had positive impacts on the continuous use of smart factory except big data system for incremental improvement of manufacturing process. Third, the impacts of smart factory building purposes implementation on smart factory building contents varied depending on whether the purpose is productivity improvement or flexibility. Fourth, it was founded that firm size moderated the relationships of purposes - contents - continuous utilization of smart factory in such a way that large-sized firms tend to empathize the link between flexibility and smart factory building contents for continuous use of smart factory, while small-and-medium-sized-firms emphasizing the link between productivity and smart factory building contents. Most of the previous studies have focused on presenting current smart factory deployment cases. However, it is believed that this research has made a theoretical contribution in this field in that it established and verified a research model for the smart factory building strategy. Based on the findings from a working-level perspective, corporate practitioners also need to have a different approach to smart factory building, which should be emphasized depending on whether their purpose of building smart factory is to increase productivity or flexibility. In particular, since the results of this study identify the moderating effect of firm size, it is deemed necessary for firms to implement a smart factory building strategy suitable for their firm size.

The effects of skill-utilization based underemployment on self-esteem and mental health: Employment commitment and social support as moderators (기술활용도 측면의 불완전고용이 재취업자의 자아존중감과 정신건강에 미치는 영향: 일에 대한 몰입과 사회적 지지의 조절효과를 중심으로)

  • Youn-Hee Roh ;Myung Un Kim
    • Korean Journal of Culture and Social Issue
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    • v.16 no.3
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    • pp.355-383
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    • 2010
  • In this study, the effects of skill-utilization based underemployment on self-esteem and mental health were examined. Also the moderating effects of employment commitment and social support were verified. Data obtained by a longitudinally designed survey with the reemployed (N=153) after job loss were used. The skill-utilization based underemployment was measured in two ways. One is measured in the way that use objective data, the ratio of education - 'educational requirement for the current job' divided by 'individual educational attainment.' The other is measured in the way that use psychological and self-reported measure, two factors of overqualification - the absence of opportunity for growth (no-growth) and the occupational mismatch in educational attainment, skills and experiences (mismatch). The main effect revealed that the no-growth made self-esteem lower and mental health (GHQ-social maladjustment) worse. The significant interaction of the ratio of education and employment commitment indicates that the negative effects of underemployment measured by the ratio of education on mental health (GHQ-social maladjustment, GHQ-depression/anxiety) were greater for those perceiving low employment commitment than for those perceiving high employment commitment. The significant interaction of the ratio of education and social support indicates that the negative effects of underemployment measured by the ratio of education on mental health (GHQ-depression/anxiety) were greater for those perceiving low social support than for those perceiving high social support. The two moderators also interacted with the two factors of perceived overqualification. Employment commitment had significant interaction effects with the no-growth and the mismatch on self-esteem and mental health (GHQ-depression/anxiety), whereas social support had a significant interaction only with the no-growth on mental health (GHQ-depression/anxiety). The significant interactions show that employment commitment and social support function as buffers in reducing the negative effects of skill-utilization based underemployment on self-esteem and mental health.

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The Effects of Managers on Organizational Performance in NBA and KBL Teams: The Moderating Role of Player Capabilities (프로스포츠 산업 조직 구성원의 역량에 따른 관리자의 역할: 미국프로농구(NBA)와 한국프로농구(KBL)의 감독과 선수단 전력 수준에 관한 실증연구 분석)

  • TAE SUNG, LEE;PHILSOO, KIM;SANG HYUN, LEE;SANG BUM, LEE
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.6
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    • pp.195-208
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    • 2022
  • The role of venture CEO and their intrinsic capabilities on organizational performance can be determined by the level of resource synchronization initiated by the focal managers. Despite the important role of venture CEOs, a systematic lack of in-depth theoretical and empirical studies on ruminating the relationship between the effects of a CEO's capabilities and organizational performance depending on the level of resource synchronization exist for the rationale of investigation. To supplement the limitations of previous studies, this research empirically analyzes the role of managers specifically synchronizing organizational resources that affect organizational performance in the professional sports industry. Based on the entrepreneurship theory and resource-based view (RBV), this research conceptualizes the roles of venture CEO and basketball head coach in the professional sports industry as very similar in terms of organizational structure and performance mechanism embedding entrepreneurial characteristics necessary for managing organizational resources. In this research, we hypothesized (1) organizational resource synchronization will mediate the positive relationship between the ability of professional basketball head coach and organizational performance and (2) the indirect effect of the professional basketball head coach's capabilities on organizational performance mediated by resource synchronization will be moderated by the capabilities of players. To test these hypotheses, we utilized the PROCESS macro model 58 with the empirical data of 9 seasons (2013~2014-2021~2022) of 30 National Basketball Association (NBA) and 10 Korean Basketball League (KBL) teams. The statistical results showed that (1) resource synchronization mediates the positive relationship between professional basketball head coach capabilities and organizational performance and (2) the capabilities of players moderated the indirect effects of the abilities of head coaches on team performance via resource synchronization. This paper contributes to both academic and practical domains of entrepreneurship by empirically testing the research model through objective professional sports data.

Moderating Effect of Lifestyle on Consumer Behavior of Loungewear with Korean Traditional Fashion Design Elements (소비자대함유한국전통시상설계원소적편복적소비행위지우생활방식적조절작용(消费者对含有韩国传统时尚设计元素的便服的消费行为之于生活方式的调节作用))

  • Ko, Eun-Ju;Lee, Jee-Hyun;Kim, Angella Ji-Young;Burns, Leslie Davis
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.1
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    • pp.15-26
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    • 2010
  • Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.

Relationships Among Employees' IT Personnel Competency, Personal Work Satisfaction, and Personal Work Performance: A Goal Orientation Perspective (조직구성원의 정보기술 인적역량과 개인 업무만족 및 업무성과 간의 관계: 목표지향성 관점)

  • Heo, Myung-Sook;Cheon, Myun-Joong
    • Asia pacific journal of information systems
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    • v.21 no.4
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    • pp.63-104
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    • 2011
  • The study examines the relationships among employee's goal orientation, IT personnel competency, personal effectiveness. The goal orientation includes learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Personal effectiveness consists of personal work satisfaction and personal work performance. In general, IT personnel competency refers to IT expert's skills, expertise, and knowledge required to perform IT activities in organizations. However, due to the advent of the internet and the generalization of IT, IT personnel competency turns out to be an important competency of technological experts as well as employees in organizations. While the competency of IT itself is important, the appropriate harmony between IT personnel's business capability and technological capability enhances the value of human resources and thus provides organizations with sustainable competitive advantages. The rapid pace of organization change places increased pressure on employees to continually update their skills and adapt their behavior to new organizational realities. This challenge raises a number of important questions concerning organizational behavior? Why do some employees display remarkable flexibility in their behavioral responses to changes in the organization, whereas others firmly resist change or experience great stress when faced with the need to alter behavior? Why do some employees continually strive to improve themselves over their life span, whereas others are content to forge through life using the same basic knowledge and skills? Why do some employees throw themselves enthusiastically into challenging tasks, whereas others avoid challenging tasks? The goal orientation proposed by organizational psychology provides at least a partial answer to these questions. Goal orientations refer to stable personally characteristics fostered by "self-theories" about the nature and development of attributes (such as intelligence, personality, abilities, and skills) people have. Self-theories are one's beliefs and goal orientations are achievement motivation revealed in seeking goals in accordance with one's beliefs. The goal orientations include learning goal orientation, performance approach goal orientation, and performance avoid goal orientation. Specifically, a learning goal orientation refers to a preference to develop the self by acquiring new skills, mastering new situations, and improving one's competence. A performance approach goal orientation refers to a preference to demonstrate and validate the adequacy of one's competence by seeking favorable judgments and avoiding negative judgments. A performance avoid goal orientation refers to a preference to avoid the disproving of one's competence and to avoid negative judgements about it, while focusing on performance. And the study also examines the moderating role of work career of employees to investigate the difference in the relationship between IT personnel competency and personal effectiveness. The study analyzes the collected data using PASW 18.0 and and PLS(Partial Least Square). The study also uses PLS bootstrapping algorithm (sample size: 500) to test research hypotheses. The result shows that the influences of both a learning goal orientation (${\beta}$ = 0.301, t = 3.822, P < 0.000) and a performance approach goal orientation (${\beta}$ = 0.224, t = 2.710, P < 0.01) on IT personnel competency are positively significant, while the influence of a performance avoid goal orientation(${\beta}$ = -0.142, t = 2.398, p < 0.05) on IT personnel competency is negatively significant. The result indicates that employees differ in their psychological and behavioral responses according to the goal orientation of employees. The result also shows that the impact of a IT personnel competency on both personal work satisfaction(${\beta}$ = 0.395, t = 4.897, P < 0.000) and personal work performance(${\beta}$ = 0.575, t = 12.800, P < 0.000) is positively significant. And the impact of personal work satisfaction(${\beta}$ = 0.148, t = 2.432, p < 0.05) on personal work performance is positively significant. Finally, the impacts of control variables (gender, age, type of industry, position, work career) on the relationships between IT personnel competency and personal effectiveness(personal work satisfaction work performance) are partly significant. In addition, the study uses PLS algorithm to find out a GoF(global criterion of goodness of fit) of the exploratory research model which includes a mediating variable, IT personnel competency. The result of analysis shows that the value of GoF is 0.45 above GoFlarge(0.36). Therefore, the research model turns out be good. In addition, the study performs a Sobel Test to find out the statistical significance of the mediating variable, IT personnel competency, which is already turned out to have the mediating effect in the research model using PLS. The result of a Sobel Test shows that the values of Z are all significant statistically (above 1.96 and below -1.96) and indicates that IT personnel competency plays a mediating role in the research model. At the present day, most employees are universally afraid of organizational changes and resistant to them in organizations in which the acceptance and learning of a new information technology or information system is particularly required. The problem is due' to increasing a feeling of uneasiness and uncertainty in improving past practices in accordance with new organizational changes. It is not always possible for employees with positive attitudes to perform their works suitable to organizational goals. Therefore, organizations need to identify what kinds of goal-oriented minds employees have, motivate them to do self-directed learning, and provide them with organizational environment to enhance positive aspects in their works. Thus, the study provides researchers and practitioners with a matter of primary interest in goal orientation and IT personnel competency, of which they have been unaware until very recently. Some academic and practical implications and limitations arisen in the course of the research, and suggestions for future research directions are also discussed.

A Study on Startups' Dependence on Business Incubation Centers (창업보육서비스에 따른 입주기업의 창업보육센터 의존도에 관한 연구)

  • Park, JaeSung;Lee, Chul;Kim, JaeJon
    • Korean small business review
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    • v.31 no.2
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    • pp.103-120
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    • 2009
  • As business incubation centers (BICs) have been operating for more than 10 years in Korea, many early stage startups tend to use the services provided by the incubating centers. BICs in Korea have accumulated the knowledge and experience in the past ten years and their services have been considerably improved. The business incubating service has three facets : (1) business infrastructure service, (2) direct service, and (3) indirect service. The mission of BICs is to provide the early stage entrepreneurs with the incubating service in a limited period time to help them grow strong enough to survive the fierce competition after graduating from the incubation. However, the incubating services sometimes fail to foster the independence of new startup companies, and raise the dependence of many companies on BICs. Thus, the dependence on BICs is a very important factor to understand the survival of the incubated startup companies after graduation from BICs. The purpose of this study is to identify the main factors that influence the firm's dependence on BICs and to characterize the relationships among the identified factors. The business incubating service is a core construct of this study. It includes various activities and resources, such as offering the physical facilities, legal service, and connecting them with outside organizations. These services are extensive and take various forms. They are provided by BICs directly or indirectly. Past studies have identified various incubating services and classify them in different ways. Based on the past studies, we classify the business incubating service into three categories as mentioned above : (1) business infrastructure support, (2) direct support, and (3) networking support. The business infrastructure support is to provide the essential resources to start the business, such as physical facilities. The direct support is to offer the business resources available in the BICs, such as human, technical, and administrational resources. Finally, the indirect service was to support the resource in the outside of business incubation center. Dependence is generally defined as the degree to which a client firm needs the resources provided by the service provider in order to achieve its goals. Dependence is generated when a firm recognizes the benefits of interacting with its counterpart. Hence, the more positive outcomes a firm derives from its relationship with the partner, the more dependent on the partner the firm must inevitably become. In business incubating, as a resident firm is incubated in longer period, we can predict that her dependence on BICs would be stronger. In order to foster the independence of the incubated firms, BICs have to be able to manipulate the provision of their services to control the firms' dependence on BICs. Based on the above discussion, the research model for relationships between dependence and its affecting factors was developed. We surveyed the companies residing in BICs to test our research model. The instrument of our study was modified, in part, on the basis of previous relevant studies. For the purposes of testing reliability and validity, preliminary testing was conducted with firms that were residing in BICs and incubated by the BICs in the region of Gwangju and Jeonnam. The questionnaire was modified in accordance with the pre-test feedback. We mailed to all of the firms that had been incubated by the BICs with the help of business incubating managers of each BIC. The survey was conducted over a three week period. Gifts (of approximately ₩10,000 value) were offered to all actively participating respondents. The incubating period was reported by the business incubating managers, and it was transformed using natural logarithms. A total of 180 firms participated in the survey. However, we excluded 4 cases due to a lack of consistency using reversed items in the answers of the companies, and 176 cases were used for the analysis. We acknowledge that 176 samples may not be sufficient to conduct regression analyses with 5 research variables in our study. Each variable was measured through multiple items. We conducted an exploratory factor analysis to assess their unidimensionality. In an effort to test the construct validity of the instruments, a principal component factor analysis was conducted with Varimax rotation. The items correspond well to each singular factor, demonstrating a high degree of convergent validity. As the factor loadings for a variable (or factor) are higher than the factor loadings for the other variables, the instrument's discriminant validity is shown to be clear. Each factor was extracted as expected, which explained 70.97, 66.321, and 52.97 percent, respectively, of the total variance each with eigen values greater than 1.000. The internal consistency reliability of the variables was evaluated by computing Cronbach's alphas. The Cronbach's alpha values of the variables, which ranged from 0.717 to 0.950, were all securely over 0.700, which is satisfactory. The reliability and validity of the research variables are all, therefore, considered acceptable. The effects of dependence were assessed using a regression analysis. The Pearson correlations were calculated for the variables, measured by interval or ratio scales. Potential multicollinearity among the antecedents was evaluated prior to the multiple regression analysis, as some of the variables were significantly correlated with others (e.g., direct service and indirect service). Although several variables show the evidence of significant correlations, their tolerance values range between 0.334 and 0.613, thereby demonstrating that multicollinearity is not a likely threat to the parameter estimates. Checking some basic assumptions for the regression analyses, we decided to conduct multiple regression analyses and moderated regression analyses to test the given hypotheses. The results of the regression analyses indicate that the regression model is significant at p < 0.001 (F = 44.260), and that the predictors of the research model explain 42.6 percent of the total variance. Hypotheses 1, 2, and 3 address the relationships between the dependence of the incubated firms and the business incubating services. Business infrastructure service, direct service, and indirect service are all significantly related with dependence (β = 0.300, p < 0.001; β = 0.230, p < 0.001; β = 0.226, p < 0.001), thus supporting Hypotheses 1, 2, and 3. When the incubating period is the moderator and dependence is the dependent variable, the addition of the interaction terms with the antecedents to the regression equation yielded a significant increase in R2 (F change = 2.789, p < 0.05). In particular, direct service and indirect service exert different effects on dependence. Hence, the results support Hypotheses 5 and 6. This study provides several strategies and specific calls to action for BICs, based on our empirical findings. Business infrastructure service has more effect on the firm's dependence than the other two services. The introduction of an additional high charge rate for a graduated but allowed to stay in the BIC is a basic and legitimate condition for the BIC to control the firm's dependence. We detected the differential effects of direct and indirect services on the firm's dependence. The firms with long incubating period are more sensitive to indirect service positively, and more sensitive to direct service negatively, when assessing their levels of dependence. This implies that BICs must develop a strategy on the basis of a firm's incubating period. Last but not least, it would be valuable to discover other important variables that influence the firm's dependence in the future studies. Moreover, future studies to explain the independence of startup companies in BICs would also be valuable.

Consumer's Negative Brand Rumor Acceptance and Rumor Diffusion (소비자의 부정적 브랜드 루머의 수용과 확산)

  • Lee, Won-jun;Lee, Han-Suk
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.65-96
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    • 2012
  • Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R2 of adoption of rumor is .476 and R2 of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

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