주택가 CVS의 점포운영 활성화에 관한 연구

양회창 한국유통과학회 2005 한국유통과학회 학술대회 논문집 Vol.2005 No.-

국내 CVS사업은 1989년 세븐일레븐이 1호점인 올림픽 선수촌점을 개점한 이래 성장을 거듭하면서 유통업의 한 축으로 자리를 잡았다. 도입된 지 16년이 지난 지금 CVS 사업은 성숙기에 접어들어 향후 성장속도는 점차 둔화될 것이나 질적 성장 중심으로 변화될 것으로 보인다. 본 연구는 성숙기에 접어든 CVS가 역세권에 비해 주택가에 입점한 경우 심각한 경영난에 허덕이고 있는 것을 중심으로 주택가 CVS의 점포 운영시스템이 역세권 등과 차별화되는 경우 수익구조의 실현이 가능하지 않겠는가의 가능성을 염두에 두고 실시해보기로 한다. 본 연구는 연간 최고 매출기간인 5월의 역세권 및 주택가 매출액을 비교함으로써 수익구조의 차이를 확인하고 면접법을 통하여 분석된 주택가 및 역세권 CVS의 문제점을 확인한 후 주택가 CVS의 점포 운영 활성화를 통한 수익구조 실현이 가능한지를 제언해보고자 한다.

Effects of Visible and Invisible Factors and Buying Impulse Intention upon Store Loyalty: Focused on Physical Evidence and Word-of-Mouth of Discount Store

양회창,안호근,이영철 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study aimed to understand the influence of visible factors directly shown to and experienced by consumers such as physical evidence, and invisible factors obtained through acquaintances or other experienced consumers such as word-of-mouth, in the discount stores’ marketing communication on impulse buying intention and store loyalty. Research Design, Data, and Methodology This study examined the effect of factors in discount stores’ marketing communication, for instance, physical evidence, word-of-mouth, and buying impulse intention. The questionnaire survey resulted in 68completed questionnaires. Results Physical evidence and word-of-mouth have a statistically significant positive effect on store loyalty. The results of regression analysis regarding whether visible or invisible factors have more impact showed that word-of-mouth has a statistically significant positive effect on store loyalty. With regard to impulse buying intention, only word-of-mouth was statistically significant. Conclusion These results suggested that visible and invisible factors that appeal to customers are very important. In particular, the results suggested that stores should create invisible factors (e.g., positive word-of-mouth) for their customers.

Effects of Advertising depending upon Type of Advertising and Form of Advertising Model

양회창,안호근,한상호 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.

A Study on the Impact of Perceived Regulations for Sales at Super-Supermarket and Discount Store on Consumers’ Shopping Value and Subjective Well-Being

양회창,전준호,주윤황 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study focused on consumers’ perception about regulations for sales enforced by national and local governments in Korea. The study examined the relationship between perceived regulatory restrictions and subjective well-being (SWB), and perceived regulatory restrictions and shopping value,respectively. Research Design, Data, and Methodology Data were collected from 135 college students and consumers in Gyeonggi Province to verify the relationships, moderating effects, and mediating effects, thus testing the theoretical model and its hypotheses. Results First, consumers’ positive perception of regulatory restrictions enabled enhancement of their SWB. Second, consumers’ positive perception of regulatory restrictions had no significant positive influence on hedonic value but had a significant positive influence on utilitarian value. Third, utilitarian value exhibited a full mediating effect on the relationship between regulatory restrictions and SWB. Conclusion This study showed that consumers’ positive win-win attitude is based on social norms. Further, we expect that consumers experiencing discomfort due to regulatory restrictions resolve this by going to other distributors. Finally, to increase distributors’ competitiveness and consumers’ utilitarian value, it is suggested that distributors require a variety of marketing strategies.

The Effect of Consumers’ Personal Characteristics on Attitude toward Social Commerce: Focused on the Theory of Reasoned Action

양회창,우문식 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study investigated the effect of consumers’ personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results Consumers’ personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers’ attitude toward social commerce was utilitarian value. Consumers’ personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion The findings suggest that consumers’ attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers’ shopping value and build positive value about social commerce itself.

Film Structure-dependent Device Performances in Organic-based Electronics

양회창 한국고분자학회 2008 한국고분자학회 학술대회 연구논문 초록집 Vol.33 No.1

Effect of Crystalline Microstructure near the Particle/ Matrix Interface on Toughening Behavior of Toughened Semicrystalline Polymers

양회창,조길원 한국고분자학회 2000 한국고분자학회 학술대회 연구논문 초록집 Vol.2000 No.4

Revisiting Self-Enhancement Bias and Transformational Leadership Using the Extended Theory of Planned Behavior

양회창 한국유통과학회 2014 유통과학연구 Vol.12 No.9

Purpose- This study attempted to identify any influencing relationships, between the antecedent variables and the members'innovative work behavior, which were expected to influence organizational performance based on the extended theory of planned behavior (ETPB). Research design, data, and methodology-Thesurveywasconducted on SMEs in Seoul and its metropolitan area. A totalof 158 copies of effective questionnaires were used and wereanalyzed through correlation analysis, regression analysis, andmultiple regression. Results- Self-efficacy, value, intrinsic motivation, and self-enhancing bias have been found to have a positive relationshipwith innovative work behavior. In addition, transformational leadership was found to moderate the existence of a statisticallysignificant negative influence between value, intrinsic motivation,and innovative work behavior. Conclusions- The results suggest that leaders will be successful in winning members' trust through conducting their behaviors in accordance with the applicable ethical and moralstandards and through their fair, transparent, and legitimatemanagement practices with an attitude of 'taking the initiativeand setting an example', and this will help solve such problems.

Structural Characterization of Self-Assembled Organic Semiconducting Thin Films

양회창,백경열 한국고분자학회 2011 한국고분자학회 학술대회 연구논문 초록집 Vol.2011 No.2

대학생들이 지각하는 종합슈퍼마켓의 마케팅 커뮤니케이션,가치,소비감정이 점포충성도에 미치는 영향

양회창,주윤황 한국유통과학회 2012 유통과학연구 Vol.10 No.2

Rapidly growing sales amount and the number of discount stores caused many side effects and sensitive issues in Korea. Because these severe competition due to more expensive cost just like excessive increase in advertising and location selection, and these caused completely ruined small merchants as well as passed on to the consumer. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. And, examined for two moderating effect, 1) consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty, and 2) consumers' value separated by hedonic value and utilitarian value between marketing communication and consumption emotion. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order to verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement(β =.221, p<.05), publicity(β =.513, p<.01), sales promotion(β =.234, p<.01), word of mouth(β =.627, p<.01) and physical environment(β =.339, p<.01) for marketing communication in the discount store have statistically significant positive effect on store loyalty. But the result of regression analysis for which factors are more impact in marketing communication between store loyalty showed that word of mouth(β =.53, p<.01) is only statistically significant. Second, publicity(β =-.895, p<.05), the sub-dimension of marketing communication shows only statistically significant negative moderating effect on store loyalty. But, the results of the moderating effect of value between marketing communication and consumption emotion verified that utilitarian value show statistically significant, specifically advertisement(β =.294, p<.01), physical environment(β =.418, p<.01), sales promotion(β =.245, p<.01), word of mouth(β =.414, p<.01) and publicity(β =1.137, p<.05), respectively. And hedonic value show statistically significant, specifically advertisement(β =.286, p<.01), physical environment (β =.418, p<.01), sales promotion(β =.236, p<.01) and word of mouth(β =.420, p<.01), respectively. But publicity(β =.145, p=.119) is not statistically significant. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant fully mediated in advertisement, and partially mediated in publicity, word of mouth and physical environment. This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. These results can provide important implications and invaluable tips for planning marketing strategies and gaining access to new potential customers. Implications and future research directions are also discussed.