프랜차이즈시스템의 사회연결망 특성이 정보공유에 미치는 영향

윤한성(Yun Hansung),배상욱(Bae Sang Wook),노정구(Noh Jungkoo) 한국유통학회 2011 流通硏究 Vol.16 No.2

본 연구는 다음과 같은 연구목적을 가진다. 첫째, 프랜차이즈 시스템에서 사회연결망 밀도와 중앙성이 가맹점의 가맹본부와의 정보공유와 다른 가맹점들과의 정보공유에 미치는 영향에 대한 관계를 실증적으로 밝히고자 한다. 둘째, 앞서 제시한 관계들에 있어 가맹점과 가맹본부 간의 유대강도의 조절역할을 하는지에 대하여 탐색적으로 확인하고자 한다. 셋째, 실증분석의 결과를 토대로 학문적ㆍ실무적 시사점을 제시하고자 한다. 본 연구는 실증분석을 하기 위하여 부산지역에 소재한 프랜차이즈 가맹점들을 대상으로 설문조사를 실시하였으며, 설문응답의 신뢰성을 높이기 위해서 가맹점의 점주와 점장을 중심으로 설문조사하였다. 회수된 설문지는 총 200부이며, 이 중 무성의하게 응답한 11부를 제외한 189부를 실증분석에 사용하였다. 평균변환법과 위계적 다중회귀분석법을 사용하여 가설들을 검증한 결과는 다음과 같다. 첫째, 정보공유 대상이 가맹본부인 경우 사회연결망 중앙성, 유대강도, 밀도 및 중앙성과 유대강도의 상호작용이 정보공유에 유의하게 영향을 미치는 것으로 나타났다. 둘째, 정보공유 대상이 다른 가맹점인 경우 사회연결망 중앙성이 정보공유에 유의한 영향을 미치는 것으로 나타났다. 마지막으로 본 연구의 실증분석 결과를 토대로 학문적ㆍ실무적 시사점과 본 연구의 한계점 및 향후 과제를 제시하였다.

관계유대, 관계품질, 추천의도의 구조적 관계

윤한성(Yun, Hansung),박소영(Park, So Young),배상욱(Bae, Sang Wook) 한국소비문화학회 2016 소비문화연구 Vol.19 No.1

본 연구는 관계유대, 관계품질인 고객만족과 신뢰 그리고 추천의도의 구조적 관계를 살펴보는 것을 목적으로 한다. 이를 위하여 관계유대는 재무적, 사회적, 구조적 등 세 가지 차원으로 구성하였으며, 고객만족은 종업원에 대한 만족과 영업장에 대한 만족으로 구분하였다. 조사대상은 부산지역 호텔의 회원고객이며, 분석방법은 구조방정식모형을 활용하였다. 그 결과는 다음과 같다. 첫째, 재무적, 사회적, 구조적 등 세 가지 관계유대의 차원은 종업원에 대한 만족에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 재무적 관계유대와 구조적 관계유대는 영업장에 대한 만족에 긍정적인 영향을 미치나 사회적 관계유대는 영향을 주지 않는 것으로 나타났다. 셋째, 종업원에 대한 만족은 영업장에 대한 만족에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 종업원에 대한 만족과 영업장에 대한 만족은 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 신뢰는 추천의도에 긍정적인 영향을 미치는 것으로 나타났다. 이들 결과를 토대로 학문적, 실무적 시사점을 제시하였다. The purpose of this study is to confirm the structural relationship among relationship bond, relationship quality, and recommendation intention. For this purpose, relationship bond consists of three dimentions(finantional bond, social bond and structural bond), and customer satisfaction consists of two dimentions(business place satisfaction and employee satisfaction). This study tests empirically the relationship using a survey of hotel members in Busan. The results may be summarized as follows. First, all three dimentions of relationship bond positively affect employee satisfaction, but only finantial bond and social bond positively affect business place satisfaction. Second, employee satisfaction positively affests business place satisfaction. Third, both employee satisfaction and business place satisfaction positively affect business place trust. Forth, business place trust positively affects recommendation intention. Finally, the study suggests key findings, research and managerial implications, and future research directions.

온라인 구전정보메시지 특성과 발신자 중앙성이 온라인 구전정보 수용에 미치는 영향

윤한성(Hansung Yun),김창완(Chang Wan Kim) 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.1

This study aims to empirically test the relationships among the characteristics of sender, its online word of mouth message, and the receiver’s word of mouth acceptance. Specifically the relationships are tested among the centrality of sender in online environment, and the vividness and consensus of the online messages (independent variables) and the receivers’ word of mouth acceptance (dependent variable). Tentatively the moderating role of the sender’s centrality is also tested on the relationships between the characteristics of online word of mouth message and the receiver’s acceptance of them. Sample was collected from the potential audience who had opportunities of receiving informations from a specific online sender about a film shown lately in theaters. The empirical results are as follows. First, the vividness of the online word of mouth has the positive effects on the receiver’s acceptance of it. Second, the consensus of the online word of mouth also has the positive effects on the receiver’s acceptance of it. Third, the sender’s centrality in online environment affects positively on the receiver’s acceptance of sender’s online word of mouth message. Fourth, the moderating role of the sender’s centrality also empirically supported on the relationship between the vividness of online word of mouth and the receiver’s online word of mouth acceptance. The vividness of online word of mouth relates more strongly to the receiver’s word of mouth acceptance when sender’s social network centrality is low, whereas it doesn’t have any impact on receiver’s word of mouth acceptance when sender’s social network centrality is high. The moderating role of the sender’s centrality is not empirically supported. The implications of these findings and the future research directions are discussed.

재무적 유대와 사회적 유대, 관계품질, 관계지속의도의 구조적 관계

박소영(Park, So Young),윤한성(Yun, Hansung),배상욱(Bae, Sang Wook) 한국관광레저학회 2015 관광레저연구 Vol.27 No.9

기업의 국제화과정은 점진적인가 변혁적인가? : 사례연구

김정무(Jungmoo Kim),윤한성(Hansung Yun),김창완(Chang Wan Kim) 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.4

Two main extant theories of the internationalization of a firm are the evolutionary theory and the revolutionary/innovation theory. While the former, the Uppsala theory, explains the internationalization of a firm as a sequential involvement in foreign markets, the latter stresses the drastic changes(or leapfrogging) in a firm’s level of foreign involvement. Though both theories contribute much to explain the pattern of firms’ internationalization processes, still some questions remain to be explained: does a firm adopt one of the patterns exclusively when it expands its business into foreign markets? Are both of the internationalization theories competing against or complementing to each other? Researches based on the evolutionary theory have shown firms’ knowledges and experiences of foreign markets are the critical determinants of internationalization, though those based on the innovative view emphasizes the firm’s competitive advantages and the managers’ strategic capabilities. This research aims to show that the extant theories are so complementary to each other that when adopted both of them simultaneously they can fully explain the patterns of internationalization of a firm. In this research single case analysis is used for this purpose, the DI Co., which is one of the major rubber company in Korea and has operated its businesses in over 50 foreign countries across the world since its overseas operation began in early 1980’s. In DI Co. case analysis all the determinants identified from the researches based on both theories are confirmed.

사회자본이 경제적 성과와 비경제적 성과에 미치는 영향

배상욱(Bae Sang Wook),윤한성(Yun Hansung) 한국유통학회 2010 流通硏究 Vol.15 No.1

본 연구는 유대강도, 공유된 목표, 신뢰와 같은 사회자본이 경제적 성과와 비경제적 성과인 관계지속의도에 미치는 영향에 대하여 부산지역 프랜차이즈 가맹점을 대상으로 공변량 구조방정식모형을 통하여 실증분석하였다. 그 결과 첫째, 유대강도는 관계지속의도에 직접적인 영향을 미치지는 못하지만 신뢰와 경제적 성과를 매개로 간접적으로 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 공유된 가치는 관계지속의도에 직접적인 영향은 물론 신뢰를 매개로 간접적으로 긍정적인 영향을 미치는 것으로 나타났다. 하지만 공유된 목표가 경제적 성과를 매개로 하여 관계지속의도에 영향을 미치지 않는 것으로 나타났다. 마지막으로 이러한 결과들을 토대로 본 연구의 이론적?실무적 시사점을 제시하였다. Using data collected from franchisees from Busan, we empirically examined the relationship both structural (tie strength), relational (trust), and cognitive (shared value) of social capital and between those dimensions and the patterns of economic performance and noneconomic performance (relationship continuity intention). So we established 9 hypotheses to test the structural relationship among dimensions of social capital and performances like below. H1: A franchisee's perceived tie strength with its franchisor will positively influence its trust in the franchisor. H2: A franchisee's perceived shared value with its franchisor will positively influence its trust in the franchisor. H3: A franchisee's perceived tie strength with its franchisor will positively influence its economic performance. H4: A franchisee's perceived shared value with its franchisor will positively influence its economic performance. H5: A franchisee's perceived trust in its franchisor will positively influence its economic performance. H6: A franchisee's perceived tie strength with its franchisor will positively influence its relationship continuity intention with the franchisor. H7: A franchisee's perceived shared value with its franchisor will positively influence its relationship continuity intention with the franchisor. H8: A franchisee's perceived trust in its franchisor will positively influence its relationship continuity intention with the franchisor. H9: A franchisee's perceived economic performance will positively influence its relationship continuity intention with the franchisor. The conceptual model specifying the relationship among dimensions of social capital and performances is presented in Fig. 1. 〈표 삽입〉 Tests of the hypotheses were performed using a structural equation model. This model also reflected a good fit to the data (χ 2=101.12 df=62 p=0.004, RMSEA=0.050 GFI=0.936 AGFI=0.895 NFI=0.959 CFI=0.986). The standardized solution estimated by the AMOS 7 program was for interpreting the structural results (Table 1). As was expected, tie strength and shared value were founded to be significant predictors of trust (H1 supported; H2 supported). Tie strength and trust have a significant positive effect on economic performance (H3 supported; H5 supported). But shared value have not a significant effect on economic performance (H4 Rejected). Tie strength were not associated with relationship continuity intention (H6 Rejected). 〈표 삽입〉 While on the other higher shared value, trust, and economic performance have a significant effect on the relationship continuity intention (H7 supported; H8 supported; H9 supported). The results show integratedly that, first, tie strength does not affect directly but affects indirectly on relationship continuity intention via trust and economic performance. Second, shared goals affect directly and do indirectly via trust on relationship continuity intention. But shared goals does not affect via economic performance on relationship continuity intention. Finally, the study suggests important implications for both research and practice for franchise system especially.

내부마케팅이 종업원의 직무만족과 전환비용에 미치는 영향

배상욱(Bae Sang Wook),양영주(Yang Young Ju),윤한성(Yun Hansung) 한국관광레저학회 2010 관광레저연구 Vol.22 No.2