• Asia pacific journal of information systems
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• 제22권2호
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• pp.21-38
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• 2012

Until recently, successful implementation of ERP systems has been a popular topic among ERP researchers, who have attempted to identify its various contributing factors. None of these efforts, however, explicitly recognize the need to identify disparities that can exist between organizational information requirements and ERP systems. Since ERP systems are in fact "packages" -that is, software programs developed by independent software vendors for sale to organizations that use them-they are designed to meet the general needs of numerous organizations, rather than the unique needs of a particular organization, as is the case with custom-developed software. By adopting standard packages, organizations can substantially reduce many of the potential implementation risks commonly associated with custom-developed software. However, it is also true that the nature of the package itself could be a risk factor as the features and functions of the ERP systems may not completely comply with a particular organization's informational requirements. In this study, based on the organizational memory mismatch perspective that was derived from organizational memory theory and cognitive dissonance theory, we define the nature of disparities, which we call "mismatches," and propose that the mismatch between organizational information requirements and ERP systems is one of the primary determinants in the successful implementation of ERP systems. Furthermore, we suggest that customization efforts as a coping strategy for mismatches can play a significant role in increasing the possibilities of success. In order to examine the contention we propose in this study, we employed a survey-based field study of ERP project team members, resulting in a total of 77 responses. The results of this study show that, as anticipated from the organizational memory mismatch perspective, the mismatch between organizational information requirements and ERP systems makes a significantly negative impact on the implementation success of ERP systems. This finding confirms our hypothesis that the more mismatch there is, the more difficult successful ERP implementation is, and thus requires more attention to be drawn to mismatch as a major failure source in ERP implementation. This study also found that as a coping strategy on mismatch, the effects of customization are significant. In other words, utilizing the appropriate customization method could lead to the implementation success of ERP systems. This is somewhat interesting because it runs counter to the argument of some literature and ERP vendors that minimized customization (or even the lack thereof) is required for successful ERP implementation. In many ERP projects, there is a tendency among ERP developers to adopt default ERP functions without any customization, adhering to the slogan of "the introduction of best practices." However, this study asserts that we cannot expect successful implementation if we don't attempt to customize ERP systems when mismatches exist. For a more detailed analysis, we identified three types of mismatches-Non-ERP, Non-Procedure, and Hybrid. Among these, only Non-ERP mismatches (a situation in which ERP systems cannot support the existing information needs that are currently fulfilled) were found to have a direct influence on the implementation of ERP systems. Neither Non-Procedure nor Hybrid mismatches were found to have significant impact in the ERP context. These findings provide meaningful insights since they could serve as the basis for discussing how the ERP implementation process should be defined and what activities should be included in the implementation process. They show that ERP developers may not want to include organizational (or business processes) changes in the implementation process, suggesting that doing so could lead to failed implementation. And in fact, this suggestion eventually turned out to be true when we found that the application of process customization led to higher possibilities of failure. From these discussions, we are convinced that Non-ERP is the only type of mismatch we need to focus on during the implementation process, implying that organizational changes must be made before, rather than during, the implementation process. Finally, this study found that among the various customization approaches, bolt-on development methods in particular seemed to have significantly positive effects. Interestingly again, this finding is not in the same line of thought as that of the vendors in the ERP industry. The vendors' recommendations are to apply as many best practices as possible, thereby resulting in the minimization of customization and utilization of bolt-on development methods. They particularly advise against changing the source code and rather recommend employing, when necessary, the method of programming additional software code using the computer language of the vendor. As previously stated, however, our study found active customization, especially bolt-on development methods, to have positive effects on ERP, and found source code changes in particular to have the most significant effects. Moreover, our study found programming additional software to be ineffective, suggesting there is much difference between ERP developers and vendors in viewpoints and strategies toward ERP customization. In summary, mismatches are inherent in the ERP implementation context and play an important role in determining its success. Considering the significance of mismatches, this study proposes a new model for successful ERP implementation, developed from the organizational memory mismatch perspective, and provides many insights by empirically confirming the model's usefulness.

• 한국조경학회지
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• 제41권1호
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• pp.51-59
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• 2013

본 연구는 수목원이 제공하는 물리적, 심리적인 서비스를 그 종류에 따라 이용객이 인식하는 효용가치를 화폐액으로 추산하여 그 크기를 비교해 보고자 수행되었다. 목적을 위한 분석의 도구는 각각의 변수에 따른 효용가치의 크기를 추산해 낼 수 있는 CE(Choice Experiments) 기법을 이용하였다. 개별서비스의 가치추정을 위한 프로파일의 작성은 SPSS 통계패키지의 직교설계를 이용하여 25개의 프로파일을 추출하여 각각의 프로파일이 중복되지 않도록 75쌍의 질문 항을 만들어 1인당 5세트씩, 3개의 문항을 질문하여 3,510개의 자료를 분석에 이용하였다. 연구의 결과, 현재의 수준을 기준으로 한 이용객의 지불의사액이 가장 큰 속성은 '현재보다 수목의 종류를 50% 더 다양하게'하는 속성이 7,956원의 추가적 지불의사를 나타내고 있다. 그리고 두 번째가 현재의 원로 디자인보다 매우 독특한 원로디자인의 가치가 6,025원으로 나타났으며, 수목원 관람 시 개인 안내원이 가이드를 해 주는 것이 단체로 안내해 주는 것보다 약 3배 정도 더 많은 추가비용을 지불할 의사가 있는 것으로 나타났다. 이를 통해 경남수목원의 이용객들이 가치를 높게 인식하는 것은 수목원 본래의 기능인 수목의 수집과 전시기능에 가장 높은 효용가치를 느끼고 있음을 알 수 있으며, 그 다음으로 다양하고 울창한 수목을 잘 관찰할 수 있는 독특한 원로의 디자인에 그 가치를 두고 있음을 알 수 있다. 본 연구는 수목원 운영주체에서 알고자 하는 이용객의 특정한 효용의 가치를 비교 또는 측정해 보고자 할 경우, 유용한 방법이 될 수 있을 것이다. 또한 수목원뿐만 아니라 타분야의 개별 환경재의 가치추정에 대한 기초자료의 제공을 위한 선행연구의 개념으로 제시되어질 것이다.

• Asia pacific journal of information systems
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• 제20권3호
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• pp.191-204
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• 2010

Recently, the CO2 emission and energy consumption have become critical global issues to decide the future of nations. Especially, the spread of IT products and the increased use of internet and web applications result in the energy consumption and CO2 emission of IT industry though information technologies drive global economic growth. EU, the United States, Japan and other developed countries are using IT related environmental regulations such as WEEE(Waste Electrical and Electronic Equipment), RoHS(Restriction of the use of Certain Hazardous Substance), REACH(Registration, Evaluation, Authorization and Restriction of CHemicals) and EuP(Energy using Product), and have established systematic green business/IT strategies to enhance the competitiveness of IT industry. For example, the Japan government proposed the "Green IT initiative" for being compatible with economic growth and environmental protection. Not only energy saving technologies but energy saving systems have been developed for accomplishing sustainable development. Korea's CO2 emission and energy consumption continuously have grown at comparatively high rates. They are related to its industrial structure depending on high energy-consuming industries such as iron and steel Industry, automotive industry, shipbuilding industry, semiconductor industry, and so on. In particular, export proportion of IT manufacturing is quite high in Korea. For example, the global market share of the semiconductor such as DRAM was about 80% in 2008. Accordingly, Korea needs to establish a systematic strategy to respond to the global environmental regulations and to maintain competitiveness in the IT industry. However, green competitiveness of Korea ranked 11th among 15 major countries and R&D budget for green technology is not large enough to develop energy-saving technologies for infrastructure and value chain of low-carbon society though that grows at high rates. Moreover, there are no concrete action plans in Korea. This research aims to deduce the priorities of the Korean green business/IT strategies to use multi attribute weighted average method. We selected a panel of 19 experts who work at the green business related firms such as HP, IBM, Fujitsu and so on, and selected six assessment indices such as the urgency of the technology development, the technology gap between Korea and the developed countries, the effect of import substitution, the spillover effect of technology, the market growth, and the export potential of the package or stand-alone products by existing literature review. We submitted questionnaires at approximately weekly intervals to them for priorities of the green business/IT strategies. The strategies broadly classify as follows. The first strategy which consists of the green business/IT policy and standardization, process and performance management and IT industry and legislative alignment relates to government's role in the green economy. The second strategy relates to IT to support environment sustainability such as the travel and ways of working management, printer output and recycling, intelligent building, printer rationalization and collaboration and connectivity. The last strategy relates to green IT systems, services and usage such as the data center consolidation and energy management, hardware recycle decommission, server and storage virtualization, device power management, and service supplier management. All the questionnaires were assessed via a five-point Likert scale ranging from "very little" to "very large." Our findings show that the IT to support environment sustainability is prior to the other strategies. In detail, the green business /IT policy and standardization is the most important in the government's role. The strategies of intelligent building and the travel and ways of working management are prior to the others for supporting environment sustainability. Finally, the strategies for the data center consolidation and energy management and server and storage virtualization have the huge influence for green IT systems, services and usage This research results the following implications. The amount of energy consumption and CO2 emissions of IT equipment including electrical business equipment will need to be clearly indicated in order to manage the effect of green business/IT strategy. And it is necessary to develop tools that measure the performance of green business/IT by each step. Additionally, intelligent building could grow up in energy-saving, growth of low carbon and related industries together. It is necessary to expand the affect of virtualization though adjusting and controlling the relationship between the management teams.

• 한국포장학회지
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• 제23권3호
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• pp.191-200
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• 2017

적정포장설계는 포장 원자재 사용량 및 폐기물 발생량뿐만 아니라 재료비 및 물류비 절감이 가능하여 포장재의 환경성과 경제성을 모두 충족시킨다. 유한요소해석은 구조해석, 열전달, 유체운동, 전자기 등 다양한 분야에 유용한 도구로 적용되고 있지만, 포장분야에서는 그 적용이 미비하다. 이에 따라 포장분야에 유한요소해석 적용은 컴퓨터 시뮬레이션으로 포장 설계가 가능하기 때문에 향후 연구에 있어 비용과 시간 절약이 가능하며 적정포장설계를 통해 포장 폐기물과 물류비 절감이 가능할 것으로 판단된다. 따라서 본 연구에서는 향후 포장분야에서 유한요소해석(FEM) 프로그램을 활용한 연구 설계에 도움이 되고자 하는 목적으로 국내에서 발표된 유한요소해석 관련 논문을 조사하였다. 1991년부터 2017년까지의 국내 학술지 및 학위논문에 게재된 유한요소해석 관련 논문 중 포장과 직접적인 연관성이 있다고 판단된 32편의 논문을 분석하여 연구의 동향을 살펴보았다. 그 결과 각 논문을 사용한 연구주제 및 내용, 유한요소해석 프로그램, 해석방법 등으로 분석하고 향후 포장분야에 활용할 수 있는 방향에 대하여 제시하였다. 포장 영역에 유한요소해석의 적용은 포장재에 가해지는 응력 및 진동해석을 통해 구조변경 및 두께 감량을 가능하게 하고 이에 따라 기계적 강도 향상 및 포장소재 사용량 감소를 통해 적정포장설계로 원가 절감이 가능할 것으로 판단된다. 따라서 향후 포장 분야의 연구에 있어, 유한요소해석을 함께 병행한다면 경제적이고 합리적인 포장 설계를 할 수 있을 것으로 판단된다.

• 지능정보연구
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• 제16권4호
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• pp.99-112
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• 2010

앙상블 학습은 분류 및 예측 알고리즘의 성과개선을 위하여 제안된 기계학습 기법이다. 그러나 앙상블 학습은 기저 분류자의 다양성이 부족한 경우 다중공선성 문제로 인하여 성과개선 효과가 미약하고 심지어는 성과가 악화될 수 있다는 문제점이 제기되었다. 본 연구에서는 기저 분류자의 다양성을 확보하고 앙상블 학습의 성과개선 효과를 제고하기 위하여 유전자 알고리즘 기반의 범위 최적화 기법을 제안하고자 한다. 본 연구에서 제안된 최적화 기법을 기업 부실예측 인공신경망 앙상블에 적용한 결과 기저 분류자의 다양성이 확보되고 인공신경망 앙상블의 성과가 유의적으로 개선되었음을 보여주었다.

• 지능정보연구
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• 제16권2호
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• pp.129-141
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• 2010

의류 인터넷 쇼핑몰들은 판매 상품의 포장과 배송을 위한 상품 창고를 운영하고 있다. 상품들은 동일 브랜드끼리 상자에 담긴 후 선반에 일렬로 보관된다. 상품의 반출 및 상품 관리의 편의상, 상자들은 동일 브랜드끼리 묶여져 선반에 진열되어 있어야 한다. 따라서, 새로운 상품들이 입고될 경우 상품들은 동일 브랜드끼리 상자에 담긴 후 선반 위에 있는 기존 상자들 중에서 동일 브랜드의 상자 옆에 배치되어야 한다. 그런데, 선반 위의 빈 곳이 새로 입고되는 상자를 넣을 수 있을 만큼 충분하지 않다면, 옆의 다른 브랜드의 상자들을 옆으로 밀어서 공간을 확보한 후 새로운 상자를 배치함으로써 동일 브랜드 상자끼리 붙어있도록 해야 한다. 우리의 문제는 이와 같이 새로운 상품을 입고할 때 동일 브랜드의 상자들끼리 붙어 있도록 하면서 다른 브랜드의 상자를 옆으로 옮길 경우, 그 횟수를 최소화하는 것이다. 이 문제의 최적해를 구하기 위해서 우리는 이 문제를 우선 정수계획법으로 모형화하였다. 그런데, 정수계획법 문제는 분기한정법(Branch and Bound) 기법으로 해결하여야 하나, 그 경우 문제해결 시간이 너무 오래 걸리는 문제가 발생한다. 따라서, 본 연구에서는 위 재배치 문제를 할당 문제(Assignment Problem)로 완화하여 모형화함으로써 만족할만한 준최적해를 구하는 방법론을 제시하고, 실험에 의하여 그 타당성을 검토하였다. 또한, 이 방법론 하에서 실제 의류 인터넷 쇼핑몰의 컴퓨팅 환경을 고려할 때 해결 가능한 문제의 최대 크기를 도출하고, 그 크기 이내에서 입고 계획을 생성하는 시스템을 구현하였다.

• 한국식품영양학회지
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• 제24권4호
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• pp.551-558
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• 2011

본 연구는 식품의 신선도를 유지하기 위한 효과적인 식품 포장 물질로서 항균성질을 갖는 편백나무 추출물을 함유한 다공성 필름의 성능과 효능을 알아보고자 하였다. 나무가 갖는 특유의 향인 피톤치드 정유는 휘발성 화학물질로서, 항균성 기능을 가지고 있는 천연물질이다. Limonene은 편백나무 정유중의 한 성분으로 분해없이 증류되며, 효과적인 항균성분을 나타내는 한편 비교적 안정한 테르펜류이다. 피톤치드 정유를 함유한 효과적인 항균성 필름을 제조하기 위한 용매의 최적조건을 찾은 결과, T-500:에탄올:경화제의 비율이 5:20:0.3이었고, 최소 항균성을 나타내는 피톤치드 정유의 농도는 2%였다. 피톤치드는 기체상 접촉을 통한 적용법이 항곰팡이성 효과가 크게 나타난다. 피톤치드를 포함한 필름들이 A-50LF1, A-25SF2, B-50SF1, C-50LF1, C-25SF2, D-50SF1와 같이 여러가지 다른 조건으로 만들어졌고, $1{\ell}$ 반응기 안에서 저장기간에 따르는 limonene 성분을 얻기 위하여 GC-MSD 분석을 하였다. 그 결과, 항균층 폭이 25 mm, 길이 20 cm인 필름 2개를 사용했을 때가 항균층 50 mm, 길이 20 cm 필름 1개를 사용했을 때보다 밀폐된 반응기에 limonene이 더 많이 보유되어 있음을 알 수 있었다. 이 결과는 필름 제조 시 안쪽 필름의 20 ${\mu}m$의 기공 쪽보다 옆 단면 층과 층 사이의 기체 확산이 더 크게 일어난다는 것을 보여주었다. 필름 두께가 피톤치드 방출량에 미치는 영향은 필름이 두꺼울수록 초기에는 오히려 덜 방출되었으나, 하루가 지나면서 저장기간이 길어질수록 방출량이 증가하는 경향을 보였다. $35^{\circ}C$와 70% 습도 조건에서 14일 동안 식빵 저장 실험에서 곰팡이 유무를 확인한 결과, 작은 사이즈 2개를 넣었을 때가 큰 사이즈 1개를 넣었을 때보다 저장기간이 길게 나타났다. 신선도 유지성분인 편백 정유가 갖는 항균성분 중, limonene의 방출 특성과 조건을 분석함으로써 필름조건의 자료를 공유하여 향후 식품에 대한 적용 확대가 기대된다.

• 농촌의학ㆍ지역보건
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• 제13권1호
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• pp.3-18
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• 1988

The general objective of this research is to study behavioral pattern of health care utilization and to measure the level of utilization of the traditional medicine. The specific objective is to study utilization pattern and content of folk medicine which is the indegenous medical technology recognized part of traditional medicine. This research was under taken to generate valid information that will provide basis data for formulating general direction for health education activities and for designing service package for general population. A social survey method was employed to obtain required information for the research activities, The survey field team consisted of 20 surveyors who all participated is an intensive 2 day training course. A total of 3091 households were visited and interviewed by the field team during the period 7 September to 6 October 1987. The major findings obtained from the information collected by the field survey are as follows ; 1) General characteristics of the study households 2562 households out of 3091 households visited were selected for final data process, 80.2 of the selected households were nuclear families ; 17.4%, extended families ; others 2.4%. Only 4.3 percent of the study population in the urban households indicated "no schooling" whereas 14.2% of the rural household members falls within this category. Study population in the urban areas are more protected against diseases by the national medical insurance system than those in rural areas. In their self appraisal of living standard, those who responded with low group are 39.6% and 50.3% respectively by urban and rural households. 2) Morbidity status Period prevalence rate for all diseases during the preceding 15 days before the date of the household interview v as 243,0 per 1,000 study population. For cases with the illness duration of within 15 days, the initial points of medical entry were diversied ; 56.9%, drug stores ; 30.9%, clinics and hospitals ; 4.6% folk medicine ; 1.7% clinics of Korean oriental medicine. Among the chronic case; with illness duration of over 90 days, 34.6% of these people utilized clinics and hospitals of modern medicine ; 31.6%, drug stores ; 18.6% clinics of Korean oriental medicine ; 6.8% folk medical techniques. Noticeable is the almost ten fold increase from the mere 0.9% in the utilization of Korean oriental medicine, whereas in the utilization of folk medicine, it is short of two-fold increase. 3) Folk medicine and its utilization Households that use folk medicine for relief and care of signs and symptoms commonly encountered in daily life, number 1969 households, which accounts for 76.9% of all the study households. This rather high level use of folk medicine is not different from rural to urban areas. The order of frequency of utilizing folk medicine among the study people are : the highest 14.3% for the relief of indigestion ; 8.6% for burns ; 5.1% for common cold ; 4.7% for hiccough ; and 4.2% for hordeolum. A present various procedures of folk medicine is being used to relieve all kinds of symptoms. 192 symptoms are identified at present. The most frequently used procedures of folk medicine appear to be based either on principles of the Korean oriental medicine or of scientific knowledge. Based on these survey findings, proposals for utilizing folk medicine are as follows First, this survey's findings will be feed back to both on the job training and on the spot guidance of community health practitioners, public health nurses and other peripheral work force in the health field, who are in daily contacts with community. This feed back will assure that the health personnel carry out their health education and information activities that are based on the utilization pattern of folk medicine as found in the survey result. Second, studies will be soon implemented that are designed to measure the efficiency and potency of these procedures and to improve these procedures of folk medicine were most frequently used by the community. Third, studies will continue to systematize medicinal plants and skills of Korean oriental medicine that are easily available at minimal cost in daily life for the prevention of diseases and management of emergency cases.

• 시큐리티연구
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• 제33호
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• pp.103-135
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• 2012

본 연구는 국가중요시설 경비원의 직무여건 실태와 직무만족도의 관계를 알아보는데 목적이 있다. 국가중요시설 경비원들의 실상을 직접적으로 파악 분석하고자 통상적인 측정도구인 설문지를 활용하여 부산과 울산지역의 국가중요시설인 공항 및 항만지역과 일반사업장에 근무 중인 경비원을 대상으로 하였다. 시설주 및 경비업체 담당자에게 충분한 설문취지를 설명하고 문항을 사전 검토하였고 총400부를 배포하였으며 이중 논제의도와 부적합한 설문지를 제외한 331부(82.8%)를 분석에 활용하였다. 수집된 자료의 통계처리는 데이터코딩과 클리닝과정을 거쳐 SPSS version 15.0 통계패키지 프로그램을 활용하여 빈도분석, 신뢰도분석, t-test, 일원변량분석, 상관관계분석, 회귀분석을 실시하였다. 국가중요시설에 대한 경비원의 직무여건 실태와 직무만족도의 관계를 대인관계, 직무특성, 직무환경, 보수 요인으로 구분하고 일반적인 특성에 따른 직무만족도의 차이를 검증하였다. 이상의 연구방법을 통하여 얻은 결론을 보면 일반적인 경향은 저임금과 열악한 현장 환경은 지속되고 있었다. 일반적인 특성에서 남자가 여자보다 직무만족 수준이 높았고, 연령은 많고 학력은 낮을수록 높았으며, 경력과 소득이 많을수록, 시설보안요원보다 청원경찰이나 검색 및 안내요원이 높았고 입사 전 학생인 경우가 가장 낮게 회사원과 기타 직업군이 비교적 높은 직무만족도를 보였다. 상관관계 분석결과 직무만족이 높을수록 이직의사는 낮아지고 조직몰입도는 증가했다. 회귀분석결과 직무만족도가 이직의사와 조직몰입에 유의미한 영향을 미치는 것으로 나타났고, 직무특성과 직무환경 수준이 낮을수록 이직의사에 영향을 미쳤고, 직무특성에 대한 만족도와 대인관계, 보수, 직무환경 수준이 높을수록 조직몰입에 영향을 미쳤다. 금번의 연구결과를 종합하면 국가중요시설 경비인력 현장에서의 직무여건 개선노력, 청원경찰과 특수경비원간, 조직 내 상하 간의 대인관계 정립, 실질적인 보수 현실화를 포함한 정책적인 제도의 뒷받침이 절실하다.

• 마케팅과학연구
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• 제19권1호
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• pp.9-21
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• 2009

Recently, the researches to explain Switching Behavior through Theory of Planned Behavior have been discovered. Many researches say that System factors of mobile telecommunication service(MTS) is positively associated with Switching Intention. But There is no difference of system factors between mobile telecommunication services because of IT technique Development. Thus, this study investigated whether switching cost and alternative's attractiveness influence switching intention concerning mobile telecommunication service by adopting Theory of Planned Behavior (TPB) as an underlying theoretical premise. The study also attempted to determine the moderating effects of personal innovativeness on switching intention. For these purposes the author has developed several hypotheses as follows: H-1. The switching cost of different MTS is associated with the attitude of MTS which is using. H-2. The switching cost of different MTS is associated with the subjective norm of MTS which is using. H-3. The switching cost of different MTS is associated with the perceived behavior control of MTS which is using. H-4. The alternative's attractiveness of different MTS is associated with the attitude of MTS which is using. H-5. The alternative's attractiveness of different MTS is associated with the subjective norm of MTS which is using. H-6. The alternative's attractiveness of different MTS is associated with the perceived behavior control of MTS which is using. H-7. The switching cost of different MTS is associated with the switching intention. H-8. The alternative's attractiveness of different MTS is associated with the switching intention. H-9. The attitude of MTS is associated with the switching intention. H-10. The subjective norm of MTS is associated with the switching intention. H-11. The perceived behavior control of MTS is associated with the switching intention. H-12. The personal innovativeness has been a moderating effects to switching intention. Data has been collected from 403 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of using Mobile telecommunication service and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul, Gyeonggi and Chungcheng Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 23 days from March 28, 2008 through April 12, 2008. The positive analysis was done with SPSS 12.0K statistics package and visual PLS program using the analysis techniques of frequency analysis, reliability analysis, correlation analysis and factor analysis. In addition, structural equation modeling was conducted using AMOS 5.0. The data was analyzed by frequency analysis using SPSS 12.0 and structural equation modeling using AMOS 5.0. The result of the overall model analysis is as follows: Chi-Square=378.306, d.f.=107, p-value=0.0, GFI=.904, AGFI= 0.863, IFI= 0.939, NFI= 0.917, RMSEA= 0.079, TLI= 0.922. The results of the overall model analysis were coherent. The following study results were revealed: First, switching cost was related positively to attitude, subjective norm and perceived behavior control, three components of TPB. Second, alternative's attractiveness was related negatively to subjective norm but positively to perceived behavior control. Third, switching cost and attitude was related negatively to switching intention, while perceived behavior control was related positively to switching intention. Finally, the study found the moderating effects of personal innovativeness on switching intention. Based on the results, the study offers marketing strategic implications for mobile telecommunication service industry.