• Journal of Information Technology Applications and Management
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• 제28권6호
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• pp.45-67
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• 2021

Snack culture, which can be easily enjoyed and consumed in a short period of time just like eating sweets, is spreading rapidly. Among them, TikTok is gaining popularity mainly among the MZ generation, and TikTok is rapidly emerging as a means of advertising or marketing. In this study, we studied the effect of TikTok Advertising's informativeness, interactivity, and impediment on brand attitudes. Previous studies have suggested that brand attitudes are formed through usefulness. However, this study divided usefulness into utilitarian value and hedonic value, and proved that brand attitudes are formed through these mediation variables. This is because of the TikTok advertising includes entertainment as well as usefulness. Therefore, this study established and verified the model in which informativeness, interactivity, and impediment of TikTok advertising form brand attitude through utilitarian value and hedonic value. In order to verify this research model, survey questionnaires were distributed to TikTok users and a total of 220 data samples were collected and analyzed. As a result of data analysis, informativeness and interactivity have a positive effect on utilitarian value and hedonic value, but impediment has a negative effect. In addition, informativeness, interactivity, impediment influenced brand attitudes through practical value and hedonic value, not directly influencing brand attitudes. This study is meaningful in that it suggests a marketing strategy that can further enhance brand attitude by considering utilitarian value and hedonic value simultaneously, rather than focusing on either utilitarian value or hedonic value.

• 마케팅과학연구
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• 제15권3호
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• pp.31-48
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• 2005

본 연구의 목적은 호텔서비스에 대한 보증전략을 활용한 마케팅 효과의 유효성과 실질적인 서비스 보증의 방법론적 효과를 검증해 보는데 있으며, 연구의 세부적인 목적은 다음과 같다. 첫째 선행연구를 통해 검증된 서비스 보증 전략이 서비스 보증의 신뢰성과 서비스 가치에 실제적으로 어떠한 영향을 미치는지를 검증한다. 둘째, 서비스 신뢰성과 서비스 가치가 고객충성도에는 어떠한 영향을 미치는지를 검증한다. 셋째, 서비스 보증이 고객충성도에는 어떠한 영향을 미치는지를 검증한다. 검증결과에 의하면 본 연구에서 제시한 5개의 연구가설중 5개의 가설이 채택되었으며 구체적인 내용은 다음과 같다. 첫째, 서비스 보증이 서비스 신뢰성과 서비스 가치에 어떠한 영향을 미치는가를 검증한 결과 서비스 보증은 서비스 신뢰성과 서비스 가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 서비스 신뢰성과 서비스 가치가 고객충성도에 미치는 영향관계를 검증한 결과 서비스 신뢰성과서비스 가치 둘 다 고객충성도에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 서비스 보증이 고객충성도에 미치는 영향관계를 검증한 결과 긍정적인 영향을 미치는 결과를 도출하였다.

• 통상정보연구
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• 제9권2호
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• pp.65-86
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• 2007

This paper reviews the properties and application methods of widely used types of risk measures, identifies the rationale and business-side effects of hedging, derives the theoretical formula of optimal hedging ratio, and analyzes the various functional aspects of VaR(Value-at-risk) as a risk measure and a hedging tool. Especially this paper focuses on the characteristics of VaR compared with other risk measures in terms of their own principal determinants and identifies its stronger aspects in the dimension of hedging strategy tools. As well, this paper provides the detailed processes deriving the optimal hedge ratios based on the distributional parameters and risk factors. In addition, this paper presents the detailed and substantial processes of estimating the minimum variance hedge ratio and minimum-VaR hedge ratio using the actual data and shows that the minimum variance hedge ratio proves helpful for many cases although it is not appropriate for the non-linear portfolio including the option contracts. We demonstrate the trade-off relationship between the minimum variance hedge strategy and the minimum-VaR hedge strategy in their hedging costs and performances through calculation of the respective VaRs and variances of unhedged and hedged portfolios and the optimal hedge ratio and hedging effectiveness values for the given long position in US Dollar with the short position in Euro.

• 한국식품저장유통학회지
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• 제10권2호
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• pp.169-174
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• 2003

본 연구는 서울지역 주부를 대상으로 쌀 생산과 소비측면에서 새로이 주목받고 있는 기능성 쌀 중 다이어트 쌀에 대한 소비자 지불가치와 구매유형별 소비자 선호분석 및 이에 따른 마케팅 전략을 수립하는데 연구의 목적이 있었다. 분석 결과 다이어트 쌀에 대한 소비자의 평균지불가격은 최소 1.17배에서 최대 1.52배까지 일반 쌀 보다 높게 지불하는 것으로 분석되었다. 또한 다이어트 쌀의 선호분석 결과소득이 높을수록 다이어트 쌀에 대한 구입의향이 높은 것으로 나타났다. 소비자 지불가격 및 선호분석을 토대로 기능성 다이어트 쌀에 대한 마케팅 전략은 고 판매 가격 전략, 명품전략 및 직거래 체제의 확립이 중요하다. 또한 디지털시대를 맞아 전자상거래 쇼핑몰에 의한 판매도 필수적인 마케팅 전략으로 수립되어야 함을 지적할 수 있다.

• 유통과학연구
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• 제15권6호
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• pp.47-56
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• 2017

Purpose - The purpose of this study is to examine the viability of imitation strategy. Imitation strategy is one of the strategic options that a late mover can choose, and by selecting the strategy, the company imitates key elements of the business model of first movers, and modifies them to suit its conditions. The author attempted to explain how the elements of first mover's business models were creatively adapted to suit the conditions of late movers so that they can secure market position face-to-face market leaders. Research design, data, and methodology - For the purpose of the study, Korean coffee franchise industry was selected to compare the strategies of first and late movers and to discuss imitation strategy in detail. The author conducted in-depth case study of first mover and business model innovator Starbucks and Ediya Coffee, one of their imitators. The paper examines how Ediya has imitated and modified the business model of Starbucks to secure its unique competitive position in domestic market by using value chain and generic strategy analysis. Results - Starbucks and Ediya were compared in terms of their interior design, the price level of beverages, the variety of side dishes, and shop locations. Starbucks have invested interior design heavily to shops, offered diverse beverages and side dishes with relatively high price, the shops are located in central areas, whereas Ediya has concentrated on achieving cost leadership in all value activities as maintaining the quality of key products. Ediya succeeded in achieving best-provider strategy, in which it enjoys both cost leadership and differentiation advantages, largely by the strategic alliance with the biggest coffee manufacturer, Dongsuh Foods in Korea. Conclusions - Though Ediya is the imitator of Starbucks, it has modified Starbucks business models and succeeded in providing the 'third place' experience for budget-minded customers. Ediya has also succeeded in benefiting its franchisees by lowering costs and simplifying the various tasks of coffee shop management. Due to these factors, Ediya could become one of the largest number shops as the coffee franchise in Korea.

• 디지털융복합연구
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• 제12권3호
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• pp.177-187
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• 2014

본 연구에서는 경영자의 투자의사결정을 중심으로 하여 조세전략과 투자효율성 간의 관계를 분석하고자 한다. 구체적으로, 경영자의 조세회피 행태가 기업의 투자수준에 미치는 효과를 살펴보고자 한다. 분석 결과, 경영자의 조세회피 수준이 높아질수록 기업의 과잉투자가 증가하는 결과를 보였다. 이는 조세회피로 인하여 증가한 기업의 가용자금이 과잉투자로 이어진다는 것을 의미하며, 조세회피를 통한 가용자금의 증가분이 경영자의 기회주의적인 목적을 위해 이용되어지는 것으로 해석된다. 지금까지의 선행연구를 살펴보면, 기업의 조세전략이 기업가치에 미치는 영향에 대한 분석에 앞서 그 메커니즘에 대한 연구가 선행되어야 함에도 불구하고 기업가치에 영향을 주는 경영자의 의사결정들과 조세전략과의 관련성을 본 연구는 드물다. 따라서 본 연구는 경영자의 핵심적인 행태 중 하나인 조세전략이 기업의 실제 투자의사결정에 미치는 영향에 대한 구체적인 결과를 제시하였다는 점에서 공헌점이 존재한다. 즉, 투자자와 세수를 확보하고자 하는 정부는 경영자의 조세회피 행태가 투자행태에 미치는 영향을 감안하고, 경영자의 조세회피 행위에 보다 경각심을 기울이게 할 것이라고 기대된다.

• 산업공학
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• 제20권3호
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• pp.407-417
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• 2007

Owing to a real-time innovative infrastructure driven by destructive technology revolution, the business environment has been changed dramatically. In order to respond fast to a continuously and unpredictably changing business environment, the business entities, such as business process participants, customers, distributers, and partners, should have an agile paradigm which is able to acquire and share the real time information adaptively. As a 21st century business paradigm having such adaptability and responsiveness has been introduced and called the "Real-Time Enterprise (RTE)" strategy. In this paper, we investigate the various innovation cases adopting the RTE strategy. After briefly addressing the concept and the value of RTE strategy, we discuss the models and the frameworks used in outstanding international and domestic enterprises. We believe that this case study can provide a good guide to many enterprises planning to adopt a RTE strategy for building competitive advantage in today's world of global competition.

• 아동학회지
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• 제31권3호
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• pp.161-181
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• 2010

This study reviews policies related to children's play which are being implemented by the UK at a national level from 2008 to 2020. The Department for Children, Schools, and Families, in cooperations with other central government departments and professional organizations, are developing and implementing the strategy. The purpose of the strategy is to improve play opportunities for all children and young people in England by raising the value and status of play in every community. This study examines the strategy by focusing on firstly, the purpose, vision, and steps to be undertaken; secondly, the methods used and the participating organizations; and thirdly, the legal, social, and academic basis upon which the strategy is founded. By way of conclusion, the researcher argues that we need to consider and learn from the case of the UK to come up with desirable polices for children's education and well-being.

• 한국국방경영분석학회지
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• 제24권1호
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• pp.98-109
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• 1998

This study develops a maintenance strategy for a reparable 2-unit standby system. The maintenance strategy implies the waiting time to call the repair facility when the unit-1 fails. Almeida and Souza set up the multi-attribute utility function consisting of system availability and repair cost for several maintenance strategies and decide the optimal maintenance strategy that maximize the expected value of the utility function. We decide the optimal maintenance strategy satisfying the following two criteria about the utility function : maximum variance using Almeida and Souza's utility function. It both criteria are not satisfied at the same time for every strategies, the strategy maximizing the lower confidence limit for expected utility function is regarded as an optimal one.

• 전기학회논문지
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• 제59권7호
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• pp.1226-1231
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• 2010

This paper looks at the influence of Financial Transmission Rights (FTRs) on the market value(Social Welfare; SW) in the competitive electricity market. The transmission line constraints make it difficult to compute the Nash Equilibrium (NE) due to causing a mixed strategy NE instead of a pure strategy NE. Computing a mixed strategy is more complicated in a multi-player game. The aim of this paper are to compute a mixed strategy NE and analyze SW in power transaction with FTRs. This paper introduces a formula and a technique for solving NE of multi-player game with FTRs. In addition, it analyzes the influence of holding of FTRs by generation company on SW and it proposes the SW at NE is influenced by Power Transfer Distribution Factor (PTDF) where holder of FTRs are located. The assertion is verified by calculating the mixed strategy utilizing the Cournot model widely used for studies on FTRs.