• Asia Marketing Journal
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• 제15권2호
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• pp.75-97
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• 2013

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

• Asia Marketing Journal
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• 제10권3호
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• pp.59-79
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• 2008

1998년 출시된 참이슬은 시장과 고객의 다양한 변화와 요구에 대해서 능동적으로 대처하고, 경쟁 브랜드의 공격에 대해서 선제적으로 대응하는 과정을 통해 국내에서 독보적인 마켓 리더십을 확보하였고, 장수 브랜드로 등극하였다. 본 연구는 국내의 대표적 장수 브랜드인 참이슬의 브랜드 관리 전략을 분석함으로써, 국내 기업들이 자사의 브랜드를 장수 브랜드로 육성할 때 고려해야 할 점을 도출하는데 그 목적이 있다. 이를 위해 참이슬 브랜드의 브랜드 관리 전략을 브랜드 도입, 성장, 성숙(리뉴얼)과 같은 브랜드 라이프사이클 측면에서 분석하였다. 참이슬 브랜드의 장수 비결은 다음과 같이 요약할 수 있다. 첫째, 일관되게 핵심 브랜드 컨셉트와 아이덴티티를 유지했다는 점이다. 둘째, 기능적 편익을 통해 얻어진 신뢰를 바탕으로 소비자들과의 정서적 유대 강화를 통해 브랜드 자산을 구축했다는 점이다. 셋째, 보이스 마케팅을 비롯한 고객들에게 다가할 수 있는 다양한 브랜드 차별화 프로그램을 지속적으로 수행했다는 점이다. 마지막으로 브랜드의 생명력을 유지하기 위해서 지켜야 할 것과 바꿔야 할 것이 무엇인지에 대한 명확한 관리 기준을 설정하고, 이에 따라 브랜드를 관리했다는 점이다. 이러한 참이슬의 성공 사례는 기업들이 장수 브랜드를 육성하기 위해서는 어떠한 마케팅 활동과 브랜드 관리 전략이 필요한지를 시사해주고 있다. 또한 참이슬 브랜드의 효과적인 브랜드 관리를 통한 마켓 리더십의 확보 사례는 여러 기업들의 브랜드 관리를 위한 지침서가 될 것이다.

• 경영정보학연구
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• 제20권1호
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• pp.1-16
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• 2018

최근 인터넷의 발전과 스마트폰 보편화에 따라 배달 애플리케이션의 이용률이 높아지면서 O2O 기반의 외식 배달 시장이 급격하게 성장하고 있다. 본 연구는 한국(배달의민족)과 중국(어러머) 배달애플리케이션의 사용성을 비교 분석하고, 국내 배달 애플리케이션의 개선 방향을 제시하는 것을 목적으로 한다. 연구 방법으로는 1차로 국내외 배달 애플리케이션의 현황을 파악하고, 2차로 피터모빌의 허니콤 모델을 재구성하여, 이를 기준으로 설문조사와 심층인터뷰 진행하였다. 사용성 평가결과를 분석하여 제안된 개선 결과는 다음과 같다. 첫째, 배달의민족의 모든 가맹업체들은 애플리케이션으로 주문이 가능해야 한다. 둘째, 장바구니에 다른 업소의 음식을 동시에 담을 수 있어야 한다. 셋째, 화면 첫 페이지에서 장바구니와 구매내역을 바로 찾아볼 수 있고 첫 페이지에 오늘의 추천 메뉴를 보여주는 것은 사용자의 편의성을 높이는 것에 도움을 준다. 넷째, 검색창을 상단에 고정하면 검색성을 높일 수 있다. 다섯째, 배달 예상 시간과 배달원의 정확한 위치를 확인할 수 있어야 한다. 마지막으로 업소 주소가 명시되고 예상 배달 가능 시간에 대한 보장이 이루어진다면 신뢰성을 높일 수 있다. 본 연구 결과를 통해 국내 배달 애플리케이션 서비스 향상에 기여하기를 기대한다.

• 한국경제지리학회지
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• 제26권4호
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• pp.458-476
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• 2023

본 연구는 공유지 비극의 극복 방안으로 공동체 자치 모델에 대한 기존 사례 연구를 분석하여 성공적인 공유지 관리의 필요 요소와 방해 요소를 도출한다. 이러한 요소를 성공적 공동체 자치 모델로 인정받는 제주해녀 공동체의 사회·경제적 속성과 비교 분석하여, 현재 당면한 내·외부적 변화 속에서 앞으로도 이러한 공동체 내부 기제가 유용하게 작동될 수 있을 것인지, 향후 제주해녀 공동체 자치의 지속에 필요한 사회·경제적 요소는 무엇인지 밝히는 것을 목적으로 하고 있다. 기존 사례에서 도출된 공동체 자치의 성공과 실패 요인에 따라 제주해녀 공동체 내부 작동 기제를 분석한 결과, 신뢰와 호혜성을 향상시키는 생산과 분배체계, 내재된 공동체 의식, 공식·비공식 조직의 역할 분담과 조직 내 제도화된 명시적, 암묵적 규범은 지속가능성의 내·외부 강점으로 작용했다. 그러나 네트워크의 폐쇄성, 생산성의 위기, 동질성의 약화와 새로운 주체의 등장은 내·외부 약점으로 작용했다. 결론적으로 향후 공유지 관리를 위한 제주해녀 공동체의 지속가능성을 위해서는 해녀학교를 활용한 노동의 재생산 기능의 재정비, 공동체 생업 및 문화 전승 주체의 명확성과 해녀 중심의 권한 유지, 그리고 해녀들의 기타소득 보장 방안 마련이 필요하다.

• Asia pacific journal of information systems
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• 제22권3호
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• pp.75-97
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• 2012

Knowledge residing in the heads of employees has always been regarded as one of the most critical resources within a firm. However, many tries to facilitate knowledge transfer among employees has been unsuccessful because of the motivational and cognitive problems between the knowledge source and the recipient. Social capital, which is defined as "the sum of the actual and potential resources embedded within, available through, derived from the network of relationships possessed by an individual or social unit [Nahapiet and Ghoshal, 1998]," is suggested to resolve these motivational and cognitive problems of knowledge transfer. In Social capital theory, there are two research streams. One insists that social capital strengthens group solidarity and brings up cooperative behaviors among group members, such as voluntary help to colleagues. Therefore, social capital can motivate an expert to transfer his/her knowledge to a colleague in need without any direct reward. The other stream insists that social capital provides an access to various resources that the owner of social capital doesn't possess directly. In knowledge transfer context, an employee with social capital can access and learn much knowledge from his/her colleagues. Therefore, social capital provides benefits to both the knowledge source and the recipient in different ways. However, prior research on knowledge transfer and social capital is mostly limited to either of the research stream of social capital and covered only the knowledge source's or the knowledge recipient's perspective. Social network theory which focuses on the structural dimension of social capital provides clear explanation about the in-depth mechanisms of social capital's two different benefits. 'Strong tie' builds up identification, trust, and emotional attachment between the knowledge source and the recipient; therefore, it motivates the knowledge source to transfer his/her knowledge to the recipient. On the other hand, 'weak tie' easily expands to 'diverse' knowledge sources because it does not take much effort to manage. Therefore, the real value of 'weak tie' comes from the 'diverse network structure,' not the 'weak tie' itself. It implies that the two different perspectives on strength of ties can co-exist. For example, an extroverted employee can manage many 'strong' ties with 'various' colleagues. In this regards, the individual-level structure of one's relationships as well as the dyadic-level relationship should be considered together to provide a holistic view of social capital. In addition, interaction effect between individual-level characteristics and dyadic-level characteristics can be examined, too. Based on these arguments, this study has following research questions. (1) How does the social capital of the knowledge source and the recipient influence knowledge transfer respectively? (2) How does the strength of ties between the knowledge source and the recipient influence knowledge transfer? (3) How does the social capital of the knowledge source and the recipient influence the effect of the strength of ties between the knowledge source and the recipient on knowledge transfer? Based on Social capital theory and Social network theory, a multi-level research model is developed to consider both the individual-level social capital of the knowledge source and the recipient and the dyadic-level strength of relationship between the knowledge source and the recipient. 'Cross-classified random effect model,' one of the multi-level analysis methods, is adopted to analyze the survey responses from 337 R&D employees. The results of analysis provide several findings. First, among three dimensions of the knowledge source's social capital, network centrality (i.e., structural dimension) shows the significant direct effect on knowledge transfer. On the other hand, the knowledge recipient's network centrality is not influential. Instead, it strengthens the influence of the strength of ties between the knowledge source and the recipient on knowledge transfer. It means that the knowledge source's network centrality does not directly increase knowledge transfer. Instead, by providing access to various knowledge sources, the network centrality provides only the context where the strong tie between the knowledge source and the recipient leads to effective knowledge transfer. In short, network centrality has indirect effect on knowledge transfer from the knowledge recipient's perspective, while it has direct effect from the knowledge source's perspective. This is the most important contribution of this research. In addition, contrary to the research hypothesis, company tenure of the knowledge recipient negatively influences knowledge transfer. It means that experienced employees do not look for new knowledge and stick to their own knowledge. This is also an interesting result. One of the possible reasons is the hierarchical culture of Korea, such as a fear of losing face in front of subordinates. In a research methodology perspective, multi-level analysis adopted in this study seems to be very promising in management research area which has a multi-level data structure, such as employee-team-department-company. In addition, social network analysis is also a promising research approach with an exploding availability of online social network data.

• 벤처창업연구
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• 제13권2호
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• pp.125-137
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• 2018

동일 지역, 직장, 단체에 소속된 사람들에 의하여 조직되고, 운영되는 신협은 고객이 곧 소유자가 되는 협동조합기업으로서 고객이 단순한 거래자 관계가 아니라 신협에 소속되는 특징이 있다. 이러한 신협의 조직적인 특성은 고객과의 관계에 유리한 영향을 미치기 때문에 다양한 관계마케팅 전략을 펼쳐나가는 것이 중요하다. 이에 관계마케팅의 주요 변수인 관계혜택, 고객만족, 장기적 관계지향성을 이용하여 신협에서의 구조적 관계를 살펴보았다. 구체적으로 관계혜택을 확신적 혜택, 사회적 혜택, 특별대우 혜택의 3가지 차원으로 구분하고 고객만족과 장기적 관계지향성과의 인과적 모델을 구조화하여 연구를 수행하였다. 연구를 수행하기 위해 신협 고객을 대상으로 2017년 12월 26일부터 2018년 1월 26일까지 설문을 실시하여 총 360부를 회수하였다. 이중 통계에 활용하기 어려운 14부를 제외하고 346부를 최종 표본으로 선정하였다. 자료는 SPSS 24.0을 활용하여 신뢰도 분석, 탐색적 요인분석, 회귀분석을 하였고, AMOS 24.0을 활용하여 확인적 요인분석, 구조방정식 모형분석을 하였으며, 그 연구결과는 다음과 같다. 첫째, 확신적 혜택은 장기적 관계지향성에 직접적인 영향을 미칠 뿐만 아니라 고객만족을 매개로 간접적인 영향을 미치는 것으로 나타났다. 둘째, 사회적 혜택은 장기적 관계지향성에 직접적인 영향을 미치나, 고객만족을 매개로 간접적인 영향은 없는 것으로 나타났다. 셋째, 특별대우 혜택은 장기적 관계지향성에 직접적인 영향은 없으나, 고객만족을 매개로 간접적인 영향을 미치는 것으로 나타났다. 넷째, 고객만족은 장기적 관계지향성에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 시사점으로 신협 고객에게 확신적 혜택을 제공하여 신뢰감과 확신감을 들게 하고, 사회적 혜택을 제공하여 친밀감과 우정의 관계를 구축하며, 특별대우 혜택을 제공하여 욕구를 충족시켜 주면 고객이 단기적이고 일시적인 관점이 아닌 장기적인 측면에서 고객만족을 하게 되고, 결과적으로 신협과 고객과의 장기적인 관계가 구축될 것이라는 점을 제시하였다.

• Asia pacific journal of information systems
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• 제24권3호
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• pp.325-344
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• 2014

Technical support of Window XP ended in March, 8, 2014, and it makes OS(Operating System) users fall in a state of confusion. Sudden decision making of OS upgrade and replacement is not a simple problem. Firms need to change the long term capacity plan in enterprise IS management, but they are pressed for time and cost to complete it. Individuals can not help selecting the second best plan, because the following OSs of Window XP are below expectations in performances, new PC sales as the opportunities of OS upgrade decrease, and the potential risk of OS technical support ending had not announced to OS users at the point of purchase. Microsoft as the OS vendors had not presented precaution or remedy for this confusion. Rather, Microsoft announced that the technical support of the other following OSs of Wndow XP such as Window 7 would ended in two years. This conflict between OS vendor and OS users could not happen in one time, but could recur in recent future. Although studies on the ways of OS user protection policy would be needed to escape from this conflict, few prior studies had conducted this issue. This study had challenge to cautiously investigate in such OS user's reactions as the confirmation with OS user's expectation in the point of purchase, three types of justice perception on the treatment of OS vendor, psychological contract violation, satisfaction and the other betrayal behavioral intention in the case of Window XP technical support ending. By adopting the justice perception on this research, and by empirically validating the impact on OS user's reactions, I could suggest the direction of establishing OS user protection policy of OS vendor. Based on the expectation-confirmation theory, the theory of justice, literatures about psychological contract violation, and studies about consumer betrayal behaviors in the perspective of Herzberg(1968)'s dual factor theory, I developed the research model and hypothesis. Expectation-confirmation theory explain that consumers had expectation on the performance of product in the point of sale, and they could satisfied with their purchase behaviors, when the expectation could have confirmed in the point of consumption. The theory of justice in social exchange argues that treatee could be willing to accept the treatment by treater when the three types of justice as distributive, procedural, and interactional justice could be established in treatment. Literatures about psychological contract violation in human behaviors explains that contracter in a side could have the implied contract (also called 'psychological contract') which the contracter in the other side would sincerely execute the contract, and that they are willing to do vengeance behaviors when their contract had unfairly been broken. When the psychological contract of consumers had been broken, consumers feel distrust with the vendors and are willing to decrease such beneficial attitude and behavior as satisfaction, loyalty and repurchase intention. At the same time, consumers feel betrayal and are willing to increase such retributive attitude and behavior as negative word-of-mouth, complain to the vendors, complain to the third parties for consumer protection. We conducted a scenario survey in order to validate our research model at March, 2013, when is the point of news released firstly and when is the point of one year before the acture Window XP technical support ending. We collected the valid data from 238 voluntary participants who are the OS users but had not yet exposed the news of Window OSs technical support ending schedule. The subject had been allocated into two groups and one of two groups had been exposed this news. The data had been analyzed by the MANOVA and PLS. MANOVA results indicate that the OSs technical support ending could significantly decrease all three types of justice perception. PLS results indicated that it could significantly increase psychological contract violation and that this increased psychological contract violation could significantly reduce the trust and increase the perceived betrayal. Then, it could significantly reduce satisfaction, loyalty, and repurchase intention, and it also could significantly increase negative word-of-month intention, complain to the vendor intention, and complain to the third party intention. All hypothesis had been significantly approved. Consequently, OS users feel that the OSs technical support ending is not natural value added service ending, but the violation of the core OS purchase contract, that it could be the posteriori prohibition of OS user's OS usage right, and that it could induce the psychological contract violation of OS users. This study would contributions to introduce the psychological contract violation of the OS users from the OSs technical support ending in IS field, to introduce three types of justice as the antecedents of psychological contract violation, and to empirically validate the impact of psychological contract violation both on the beneficial and retributive behavioral intentions of OS users. For practice, the results of this study could contribute to make more comprehensive OS user protection policy and consumer relationship management practices of OS vendor.

• 농촌계획
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• 제20권4호
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• pp.253-262
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• 2014

This, an association research for design-improvement and model-development of exhibition shops at rural tourism communities, is to secure objective data by analyzing customers' awareness-tendency of and demand for agricultural-specialty exhibition shops. Survey-questions for finding out consumers' awareness-tendency and demand were determined through brainstorming of a professional council, 30 rural communities of which visit-rate by consumers is considerably high were selected for the recruit of 200 consumers. For investigation and analysis, survey and in-depth interview were carried out at the scene with the application of frequency analysis and summarization of their opinions, which revealed that they have a strong will to visit the rural tourism communities for the purchase of agricultural specialties along with the experience of learning-program and on-the-scene direct dealing and that their viewpoint on the direct dealing at the scene was very positive. Also it was confirmed hat their satisfaction with the purchase of agricultural specialties by on-the-scene direct dealing, their pleasure at the purchase, their satisfaction with services and their intention for re-purchase of them were very high while their satisfaction with the exhibition shops was very low. With on-the-scene survey, the consumers' opinions could be listened to in depth. Almost all of them said their satisfaction with the trip to those rural tourism communities was considerably high since they could go to those communities themselves to relieve the stress from their modern life, to experience healing and to see the goods on the scene. Their satisfaction also was attributed to the fact that they have enough trust in purchase along with feeling the warm-heartedness of rural residents. As to their awareness of exhibition shops, they showed a positive response to the on-the-scene direct dealing at rural communities while they, thinking that the space in those exhibition shops was not sufficiently wide, demanded for more systematic counters in more accessible and affordable exhibition shops so that they might be more satisfied with the exhibition shops. Their demand for the necessity of exhibition shops selling agricultural specialties was found to be over 80%, which indicates that the necessity is very high. As to the suitability of function, they have the opinion that the business at those shops had better be focused on sales since they have the understanding of information when they take a trip to the rural communities, while there was another opinion: since agricultural products are seasonal items they should be exhibited and sold at the same time. More than 90% of the respondents had a positive viewpoint on direct dealing of agricultural specialties on the scene, which showed that their response to it was very high. They preferred the permanent shops equipped with roll-around table-booths. In addition, it was revealed that they want systematic exhibition shops in rural communities because they frequent those communities for on-the-scene direct purchase. The preferred type and opinion resulting from estimation of consumers' demands have been reflected for development of practical designs. The structure of variable principles has been designed so that the types of display-case and table-booth might be created. The result of this study is a positive data as a design model which can be utilized at rural communities and will be commercialized for the verification of its validity.

• Asia pacific journal of information systems
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• 제20권3호
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• pp.139-166
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• 2010

The supply chain management (SCM) systems have emerged as strong managerial tools for manufacturing firms in enhancing competitive strength. Despite of large investments in the SCM systems, many companies are not fully realizing the promised benefits from the systems. A review of literature on adoption, implementation and success factor of IOS (inter-organization systems), EDI (electronic data interchange) systems, shows that this issue has been examined from multiple theoretic perspectives. And many researchers have attempted to identify the factors which influence the success of system implementation. However, the existing studies have two drawbacks in revealing the determinants of systems implementation success. First, previous researches raise questions as to the appropriateness of research subjects selected. Most SCM systems are operating in the form of private industrial networks, where the participants of the systems consist of two distinct groups: focus companies and vendors. The focus companies are the primary actors in developing and operating the systems, while vendors are passive participants which are connected to the system in order to supply raw materials and parts to the focus companies. Under the circumstance, there are three ways in selecting the research subjects; focus companies only, vendors only, or two parties grouped together. It is hard to find researches that use the focus companies exclusively as the subjects probably due to the insufficient sample size for statistic analysis. Most researches have been conducted using the data collected from both groups. We argue that the SCM success factors cannot be correctly indentified in this case. The focus companies and the vendors are in different positions in many areas regarding the system implementation: firm size, managerial resources, bargaining power, organizational maturity, and etc. There are no obvious reasons to believe that the success factors of the two groups are identical. Grouping the two groups also raises questions on measuring the system success. The benefits from utilizing the systems may not be commonly distributed to the two groups. One group's benefits might be realized at the expenses of the other group considering the situation where vendors participating in SCM systems are under continuous pressures from the focus companies with respect to prices, quality, and delivery time. Therefore, by combining the system outcomes of both groups we cannot measure the system benefits obtained by each group correctly. Second, the measures of system success adopted in the previous researches have shortcoming in measuring the SCM success. User satisfaction, system utilization, and user attitudes toward the systems are most commonly used success measures in the existing studies. These measures have been developed as proxy variables in the studies of decision support systems (DSS) where the contribution of the systems to the organization performance is very difficult to measure. Unlike the DSS, the SCM systems have more specific goals, such as cost saving, inventory reduction, quality improvement, rapid time, and higher customer service. We maintain that more specific measures can be developed instead of proxy variables in order to measure the system benefits correctly. The purpose of this study is to find the determinants of SCM systems success in the perspective of vendor companies. In developing the research model, we have focused on selecting the success factors appropriate for the vendors through reviewing past researches and on developing more accurate success measures. The variables can be classified into following: technological, organizational, and environmental factors on the basis of TOE (Technology-Organization-Environment) framework. The model consists of three independent variables (competition intensity, top management support, and information system maturity), one mediating variable (collaboration), one moderating variable (government support), and a dependent variable (system success). The systems success measures have been developed to reflect the operational benefits of the SCM systems; improvement in planning and analysis capabilities, faster throughput, cost reduction, task integration, and improved product and customer service. The model has been validated using the survey data collected from 122 vendors participating in the SCM systems in Korea. To test for mediation, one should estimate the hierarchical regression analysis on the collaboration. And moderating effect analysis should estimate the moderated multiple regression, examines the effect of the government support. The result shows that information system maturity and top management support are the most important determinants of SCM system success. Supply chain technologies that standardize data formats and enhance information sharing may be adopted by supply chain leader organization because of the influence of focal company in the private industrial networks in order to streamline transactions and improve inter-organization communication. Specially, the need to develop and sustain an information system maturity will provide the focus and purpose to successfully overcome information system obstacles and resistance to innovation diffusion within the supply chain network organization. The support of top management will help focus efforts toward the realization of inter-organizational benefits and lend credibility to functional managers responsible for its implementation. The active involvement, vision, and direction of high level executives provide the impetus needed to sustain the implementation of SCM. The quality of collaboration relationships also is positively related to outcome variable. Collaboration variable is found to have a mediation effect between on influencing factors and implementation success. Higher levels of inter-organizational collaboration behaviors such as shared planning and flexibility in coordinating activities were found to be strongly linked to the vendors trust in the supply chain network. Government support moderates the effect of the IS maturity, competitive intensity, top management support on collaboration and implementation success of SCM. In general, the vendor companies face substantially greater risks in SCM implementation than the larger companies do because of severe constraints on financial and human resources and limited education on SCM systems. Besides resources, Vendors generally lack computer experience and do not have sufficient internal SCM expertise. For these reasons, government supports may establish requirements for firms doing business with the government or provide incentives to adopt, implementation SCM or practices. Government support provides significant improvements in implementation success of SCM when IS maturity, competitive intensity, top management support and collaboration are low. The environmental characteristic of competition intensity has no direct effect on vendor perspective of SCM system success. But, vendors facing above average competition intensity will have a greater need for changing technology. This suggests that companies trying to implement SCM systems should set up compatible supply chain networks and a high-quality collaboration relationship for implementation and performance.

• 마케팅과학연구
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• 제18권2호
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• pp.19-45
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• 2008

본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.