비윤리성과 심각성이 온라인 액티비즘 및 기업성과에 미치는 영향 : 감정적 관여도의 조절효과

박귀정,박세현 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.3

The aim of this study is to identify employees who are members of an organization about the unethical issues that frequently arise in recent organizational management and how they affect their organizational online communication activities to see if this can have a positive effect on organizational performance, such as organizational agility and reputation. The results of this study are as follows. First, the severity of the unethical issues that have arisen in the organization affects employee online activism. However, the unethical of issue itself have not been shown to have anything to do with employee online activism. Second, employee online activism has been shown to have a significant impact on organizational agility and reputation. In addition organizational agility has been shown to have a positive effect on organizational reputation. Third, employee emotional engagement has been shown to play a regulating role between the severity of unethical issues and online activism. These findings show that group activities, such as employee online activism, are not subject to control in organizational management, but can be driver of increased effectiveness in responses such as organizational agility in the event of an unethical issues. Future research suggests that organizational communication should focus more on open and spontaneous communication such as online activism.

A Study on Consumption Value Scale of H&B Store : Application of ETAM

박귀정,오재신 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.5

The environment of retailing has been significantly changed due to the tremendous increase in the use of information technology by all consumers and business organizations. Unlike traditional general stores, Korean H&B(health and beauty) stores such as Oliveyoung, GS Watsons, and W-store have been rapidly grown among women in their 20s and 30s recently. They buy cosmetics and use the stores to obtain the information of cosmetics and health. The stores provide them a curation service and referrals. Thus, the store is easy to access and useful to get the information. In order to predict the consumers’ purchasing behavior in the stores we expanded Davis’s technology acceptance model by using ease of use, perceived usefulness, and purchase intentions. This study demonstrated the consumption value is a multidimensional construct and can be divided into four elements: economic value, social value, convenience value, and hedonic value. We conducted a statistical analysis of structural equation modeling with SPSS 21.0 and AMOS 19.0. The results of this study showed that economic, convenience, and hedonic values have positive impacts on perceived ease of use, perceived usefulness, and purchase intentions. Also, perceived ease of use has a positive impact on perceived usefulness and perceived usefulness has a impact on purchase intentions. Especially, convenience and hedonic values-oriented shoppers realize that the proposed curation service is very easy and useful.

채널 자산이 유통업체 브랜드 이미지 및 구매의도에 미치는 영향

박귀정,정기한,박소영 한국유통경영학회 2011 유통경영학회지 Vol.14 No.5

Channel environment is increasingly complex and rapidly changing in the consumer's goods market. this study is relates to distribution channels which an important factor in the formation of channel equity. In previous studies, which has been relatively overlooked on channel equity. so in this study distribution channels is separated by online and offline channels and the purpose of this study is to identify that channel equity affects PB brand image and purchase intent. In particular, previous studies has been researched channel equity on research directions to a specific product rather than a specific number of branches of retail distribution channels focused on measuring the equities, but in this study that certain retailers and distributors in the private brands to brand image and also to measure the purchase of the study was performed to focus. Why should visit a particular store to purchase private brand(PB), because the characteristics reflected. in this study retail distribution channels, both online and offline distribution channels, divided into two types were measured. The results of research implications could be drawn. First, the rational channel equity on offline channels PB brand image and purchase intent also appeared to influence positively. In other words, price, product assortment, location, quality factor of the channel equity in the PB brand image and purchase intent positive (+) appeared to influence. Second, the emotional channel equity in the relationship between the PB brand image in an offline channel positive (+) showed that the impact of the relationship. In addition, emotional channel equity to help purchase intent and the effect of PB in a relationship online channel positive (+) showed that the impact of the relationship. Third, PB brand and purchase intent both online and offline channels also positive (+) showed that the impact of the relationship. These findings will be help the people engaged in the retail industry and will be able to provide the practical implications are considered. 소비재 유통시장 환경은 빠르게 변화하고 복잡해지고 있다. 본 연구는 소매유통기업의 자산형성에 중요한 요소인 채널 자산(channel equity)에 관한 것이며 기존 연구들에서 상대적으로 간과되어 왔던 채널자산을 온·오프라인 채널로 그 유형을 구분하여 측정을 시도하였다. 또한 채널자산을 유통업체 브랜드 제품으로 측정하여 어떤 채널 자산 요인이 브랜드 이미지와 유통업체 브랜드 제품 구매의도에 영향을 미치는지를 규명하는데 연구의 목적이 있다. 특히 채널자산에 관해 진행되어온 선행연구들의 연구방향은 특정점포보다는 특정상품으로 다수 소매점들의 유통 채널자산을 측정하는데 초점을 맞추었지만 본 연구에서는 특정소매점에서 유통되는 유통업체 브랜드 제품으로 채널별 유통업체 브랜드 이미지와 구매의도를 측정하는데 연구의 초점을 맞추어 진행하였다. 그 이유는 특정점포를 방문해야만 구매할 수 있는 유통업체 브랜드가 채널 자산의 특성(매력성)을 잘 반영하기 때문이며 멀티채널 쇼핑환경에서 유통기업은 경쟁점포에 대항하기 위해 그 기업만의 매력성을 유통업체 브랜드 제품을 통해 구축할 수 있기 때문이다. 먼저 본 연구는 소비자들이 소매점에 접근하는 유통채널을 온라인과 오프라인 유통채널 두 가지 유형으로 구분하여 측정하였고 연구결과 세 가지 시사점을 도출할 수 있었다. 첫째, 이성적 채널자산은 온·오프라인 채널 모두 PB 브랜드 이미지와 구매의도에 긍정적으로 영향을 주는 것으로 나타났다. 즉, 가격, 제품구색, 점포위치, 품질의 채널 자산요인은 PB 브랜드 이미지에 정(+)의 영향을 주는 것으로 나타났다. 둘째, 감성적 채널 자산은 PB 브랜드 이미지와의 영향관계에서 오프라인 채널에서 정(+)의 영향관계에 있는 것으로 나타났다. 또한 감성적 채널자산과 PB 구매의도와의 영향관계에서는 온라인 채널에서 정(+)의 영향관계에 있는 것으로 나타났다. 이는 감성적 채널자산 요인 즉, 매장분위기, 신뢰성, 반응성, 판매원서비스는 채널 유형에 따라 영향관계에서 차이를 보이는 것을 의미한다. 셋째, PB 브랜드 이미지와 구매의도는 온라인과 오프라인 채널유형 모두 정(+)의 영향관계에 있는 것으로 나타났다. 연구 결과를 종합해보면 오프라인 채널의 경우 소비자들에게 감성적 채널 자산으로 PB 브랜드에 대한 긍정적인 이미지를 형성시키더라도 이는 PB에 대한 구매의도로 연결되지는 않는 것을 의미하며 온라인 채널의 경우 감성적 채널 자산은 PB 브랜드 이미지 인식이 선행되지 않아도 감성적 채널 자산만으로도 소비자들에게 긍정적인 구매의도를 형성할 수 있다는 것이다. 이러한 연구결과는 유통산업에 종사하는 사람들과 마케터들에게 실무적인 시사점을 제공할 수 있을 것으로 판단된다.

대학생의 전공별 성격유형과 시간조망에 대한 연구 고찰

박귀정,송현주 서울여자대학교 특수치료전문대학원 2010 심리치료: 다학제적 접근 Vol.10 No.1

의료서비스 경험에 의한 고객세분화와 성과에 관한 연구 : 병원-고객 간의 관계혜택을 중심으로

박귀정 한국융합학회 2018 한국융합학회논문지 Vol.9 No.9

본 연구는 입원경험이 있는 고객을 대상으로 관계혜택 특성에 따라 고객을 세분화하고 세분고객집단별 의료서비스 성과를 비교하기 위함이다. 연구결과, 관계혜택에 따른 세분집단은 3개의 군집으로 유형화되었으며 각각의 집단은 집단특성 을 고려하여 감성적 관계 집단, 연속적 관계 집단, 단속적 관계 집단으로 명명하였다. 먼저 감성적 관계집단은 의료서비스의 관계혜택 중 서비스제공자와 고객 간의 공감, 확신을 중요시하는 집단이며, 연속적 관계 집단은 사회적, 확신적, 경제적 혜택 인식이 가장 높은 집단이며, 단속적 관계 집단은 단순히 거래중심적인 집단으로 나타났다. 다음으로, 세분집단별로 고객만 족, 신뢰, 재방문의도 간의 차이를 분석한 결과, 집단별 성과요인들에는 모두 유의한 차이가 있음을 확인하였다. 이는 고객경 험에 근거한 관계혜택 집단별로 차별적인 고객 관리전략이 필요함을 시사한다. The purpose of this study is to classify the customers according to the characteristics of the relational benefits and to compare the performances of the sub-groups. As a result of the research, the group type according to the relational benefits was subdivided into 3 groups, and each group was named emotional relational group, continuous relational group and intermittent relational group considering customer characteristics. First, the emotional relational group is the group that emphasizes the empathy and assurance between the service provider and the customer, and the continuous relational group is the group with the highest social, confidence and economic benefits. The intermittent relational group was simply a transaction-oriented group. This implies that a differentiated customer management strategy is needed for each relational benefit group based on customer experience in medical services.

An Exploratory Approach to SNS Hashtag as a Communication Channel: Comparison of Domestic and International Cases

박귀정,이새롬,오재신 한국인터넷전자상거래학회 2019 인터넷전자상거래연구 Vol.19 No.5

THashtag marketing utilize hashtag that focuses on specific SNS channel regardless of communication characteristics, and uses hashtag to increase connectivity with other SNS and induce user’s voluntary participation through specific SNS. On the other hand, domestic hashtag marketing suggests that there are many cases where users perceive the hashtag as advertising messages led by the company rather than perceive it as two-way communication by using the hashtag as a marketing campaign form on multiple SNSs. This study is about hash tag marketing that is used as an aggressive communication strategy on SNS. The purpose of this study is to suggest the methods and implications of effective communication between companies and consumers by comparing and analyzing cases by SNS hashtag marketing type and country. To this end, this study conducted a literature study and a case study in parallel. In the literature study, previous studies related to the characteristics of SNS evolution, communication theories, and hashtag marketing were reviewed. In addition, this study compares hashtag marketing by SNS type through domestic and international case analysis and draws implications for companies to execute hashtag marketing. The results of this study suggest that the hashtag strategy for SNS type and the culture of the country is required for the spread of hashtag marketing at the present as the function of hashtag evolves from barcamp to chasm on SNS.

도시브랜드이미지 인식과 소비자 행동 연구

박귀정,박소영 한국디지털정책학회 2018 디지털융복합연구 Vol.16 No.7

본 연구는 최근 도시의 매력을 높이는 요소로 관심이 높아지고 있는 도시브랜드 개발에 관한 연구이다. 기존의 도시브랜드 아이덴티티 설계의 접근방식은 행정기관이나 도시정부관련 내부이해관계자의 입장에서의 접근이었지만 본 연구에서는 도시의 대표적 외부이해관계자인 소비자입장에서 도시브랜드를 파악·설계하는 접근방식을 취하였다. 즉, 본 연구의 목적은 도시브랜드의 대표적 이미지를 도출하고, 이를 근거하여 소비자행동을 규명하여 도시브랜드 커뮤니케이션에 대한 마케팅전략제시를 목적으로 한다. 연구목적달성을 위해 선행연구를 바탕으로 선도적, 안정적, 유희적 이미지의 3가지 도시브랜드 이미지차원을 도출하였고, 이를 바탕으로 가상의 도시에 대한 3개의 시나리오를 실험자극물로 제작하였다. 실험결과, 가상의 도시에 대한 전반적 도시브랜드태도, 거주의도, 관광의도는 선도적, 안정적, 유희적 이미지에 따라 유의한 차이를 나타냄을 확인할 수 있었다. 이러한 연구결과는 기존의 특정 도시에 대한 제한적 제언의 한계를 벗어나 도시브랜드 이미지에 대한 보편적 시사점을 제공할 수 있을 것으로 기대한다. This paper is a study on city brand development which is increasingly interested as a means to enhance the attractiveness of the city. the previous research, the design of city brand identity was an application from the internal stakeholder's point of view related to the metropolitan government. However, in the present study, we tried to take a external approach that perceptions and designs city brands from the related to the consumer. For the purpose of research, based on previous studies, we extracted three images of leading, stable and amusing city brand images and prepared three scenarios for the imaginary city as experimental stimuli. The results showed that the overall city brand attitude, residence intention, and tourism intention to the imaginary city were significantly different according to the leading, stability and amusement brand image. According to the results of this study, it is necessary to continuously effort the development of city brand image which is perceived by consumers in order to differentiate city.

유통업체 모바일 서비스 특성이 유통업체 및 PL 상품 구매의도에 미치는 영향 연구

박귀정,박은옥,정기한 한국경영과학회 2013 한국경영과학회 학술대회논문집 Vol.2013 No.5

An Exploratory Study on Tourist Choice Attributes and Characteristics of Medical Tourism in the Philippines

박귀정,정기한,김원종,오재신 한국인터넷전자상거래학회 2017 인터넷전자상거래연구 Vol.17 No.6

The purpose of this study is to present a tourism strategy suitable to market characteristics. Therefore, this study is to identify medical tourism situation in the Philippines, which is a potential competitor of the Korean medical tourism market, and to derive the characteristics of medical tourism selection that can reveal the specificity of the medical tourism market. In order to achieve the purpose of research, we conducted a survey on the actual condition of medical tourism for tourists who had experienced tourism in the Philippines. As a result of this study, we could divide eight dimensions of medical tourism selection attributes in the Philippines, including ‘Political and social image’, ‘Medical service quality’, ‘National image on local people’, ‘facilities and convenience’, ‘social environment’, ‘Medical service reputation’, ‘economic image,’ and ‘tourism attractions’. In addition, cluster analysis was conducted on the basis of the revealed eight dimensions, and it was classified into four subdivided markets: ‘tourist destination priority group’, ‘medical service oriented group’, ‘long term stay oriented group’, and ‘medical tourism group’. Also, as a result of the Chi-square test, it was confirmed that income, occupation, and purpose of visit are significant variables that reveal characteristics of subdivision market. These findings can provide useful implications for future medical tourism strategies.

PL 브랜드 확장전략에 따른 브랜드 성과차이 분석: 확장된 브랜드 이미지의 조절효과

박귀정,오재신 한국인터넷전자상거래학회 2019 인터넷전자상거래연구 Vol.19 No.4

The purpose of this study is to identify consumer responses to the expansion of private label brands owned by retailers. In order to achieve the research purpose, the types of retailer's private label brand expansion strategy were divided according to the brand hierarchy, and the empirical analysis was made on the differences in brand image, brand attitude, and purchase intention according to the brand extension type. The summary of the analysis is as follows. The difference in premium PL image, core PL image, brand attitude, and purchase intention by brand extension type was statistically significant. Specifically, the extended PL brand type that recognizes the premium PL image is the lowest in corporate-store similarity, and low in store-product similarity. The lowest perceived premium PL image was found to be low in corporate-store similarity and high in store-product similarity. The type with the highest core PL image was found to have high corporate-store similarity and high store-product similarity. Among the PL brand expansion types, the highest purchase intention was the high corporate-store similarity, the high store-product similarity, and the core PL image showed a moderating role between attitude and purchase intention. The results of this study are expected to provide implications for marketing managers in developing PL brand strategies.