Digital Native의 4차산업혁명 기술수용 영향 요인:FinTech 및 AR(증강현실) 기술을 중심으로

정병규 사단법인 한국벤처혁신학회 2021 벤처혁신연구 Vol.4 No.2

In the midst of the progress of the 4th industrial revolution, the Corona19 Pandemic was forming giant double wave. Companies riding this wave can win, but companies that do not will fall into the wave and struggle. In connection with the 4th industrial revolution, various technologies are emerging and commercialized. At this point, consumers, especially digital natives, who have been with digital since birth, tried to find out what factors affect the intention to use these technologies and which factors have the most important influence. For this purpose, data were collected through a survey on factors affecting the intention to use FinTech technology and AR technology for 150 digital natives in their 20s. Based on this, statistical analysis was conducted and the following results were obtained. As a result of the overall analysis regardless of the type of technology, it was found that performance expectancy, effort expectancy, social influence, and habits have a positive (+) effect on digital natives' intention to use the 4th industrial technology. On the other hand, a significant influence relationship between the facilitating conditions, hedonic motivation and intention to use the 4th industrial technology was not tested. It was found that the influence was greatly influenced by social influence and habits. In the case of FinTech and AR, which were further subdivided into this study, different aspects were revealed as a result of separate analysis. In the case of FinTech technology that emphasizes utilitarian value, performance expectancy, effort expectancy, social influence, and habits had a positive (+) effect on intention to use. It was found that the influence was greatly influenced by habits and social influence. In the case of AR, which emphasizes the hedonic value, all the variables adopted in this study had a positive (+) effect on the intention to use the technology. It was found that hedonic motivation and social influence had a great influence. Combining the results of the analysis, social influence was found to be an important influence variable regardless of the type of 4th industrial technology. FinTech technologies such as mobile banking, where services are becoming more common, are habits, and in the case of AR, which has not yet been universalized and is provided mainly for entertainment, hedonic motivation was found to be an important factor. This study was able to present academic and practical implications based on the above confirmation of factors affecting digital natives' acceptance and use of the 4th industry technology. 4차산업혁명과 코로나19 팬데믹이라는 2중의 파도속에서 이 파도를 타는 기업은 승승장구 할 수 있지만, 그렇지못한 기업은 파도 속에 빠져 허우적거릴 것이다. 4차산업혁명과 관련하여 다양한 기술들이 나오고 상용화되고 있다. 이러한 시점에서 소비자 특히 태어나면서부터 디지털과 함께 해온 디지털 네이티브 들은 이러한 기술을 사용 함에 있어서 어떠한 요인들이 사용 의도에 영향을 미치며 그 요인 중에서 가장 중요하게 영향을 미치는 것이 무엇인지를 규명하고자 했다. 이를 위해 디지털 네이티브인 20대 150명을 대상으로 FinTech 기술과 AR기술의 사용의도에 영향을 미치는 요인에 대해 데이터를 설문조사를 통해 수집하였다.이를 토대로 통계분석을 실시한 결과 다음과 같은 결과를 얻었다. 기술의 종류에 상관없이 전체적으로 분석을 한 결과는 성과기대, 노력기대, 사회적영향, 습관이 디지털 네이티브의 4차산업기술 사용의도에 정(+)의 영향을 미치는 것으로 나타났다. 반면, 촉진조건과 쾌락적 동기는 유의한 영향관계가 검정되지 않았다. 영향력은 사회적영향과 습관이 매우 큰 영향을 미치는 것으로 나타났다. 이를 보다 세분화하여본 연구에서 대상으로 삼은 FinTech와 AR의 경우 나누어 분석한 결과 다른 양상이 나타났다. 실용적인 가치를 중시하는 FinTech 기술의 경우 성과기대, 노력기대, 사회적영향, 습관이 사용의도에 정(+)의 영향을 미쳤다. 영향력은 습관과사회적 영향이 큰 영향을 미치는 것으로 나타났다. 쾌락적 가치를 중시하는 AR의 경우 본 연구에서 채택한 모든 변인들이 기술 사용의도에 정(+)의 영향을 미쳤다. 쾌락적 동기와 사회적 영향이 큰 영향을 미치는 것으로 나타났다. 분석결과를 종합해보면 사회적 영향은 4차산업기술의 종류와 관계없이 중요한 영향 변수로 나타났다. 서비스가 보편화되고있는 모바일 뱅킹과 같은 FinTech 기술은 습관이, 아직은 보편화 되어 있지 않고 엔터테인먼트 위주로 서비스 되고있는 AR의 경우 쾌락적 동기가 중요한 영향 요인으로 나타났다. 본 연구는 디지털 네이티브들의 4차산업 기술 수용에영향을 미치는 요인을 위와 같이 확인함으로써 이를 토대로 학술적 및 실무적 시사점을 제시할 수 있었다.

컴퓨터 바둑에서 돌의 영향력, 영향력점 그리고 영향력영역에 대한 연구

박현수 한국게임학회 2007 한국게임학회 논문지 Vol.7 No.4

본 논문은 컴퓨터 바둑에서 돌의 영향력(Stone Influence)과 영향력점(Influence Point) 그리고 영향력 영역(Influence Area)을 제안한다. 돌의 영향력은 놓인 돌과 빈 정점사이의 거리에 따라 정의하며, 영향력점은 돌의 영향력에 대해 임계치를 이용하여 정의한다. 형세평가를 위한 요소로 영향력 영역을 영향력점 덩어리와 코어를 이용하여 정의한다. 저자는 정석 자료를 이용한 실험을 통해서 영향력점의 임계치를 구하였으며, 영향력 영역이 바둑 게임에서 세력으로 성공적으로 적용 가능하였습니다. This paper presents the Stone Influence, the Influence Point, and the Influence Area on computer Go. The Stone Influence is defined using the distance between stone and empty point. The Influence Point is defined using threshold value on the Stone Influence. The Influence Area is defined using lump of the Influence Points and its Core. In experiments using the Jeongseok data, the author obtained the threshold of Influence Points. The proposed method was verified by experiments where it was success fully applied to the influence in game of Go.

국내외 마케팅 학술지의 영향력: Kor-Factor와 Impact Factor의 문제점을 중심으로

조은성,송재도 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.2

This study has four research goals. First, this study investigates the influence of eight Korean marketing journals. Previous ranking studies on Korean marketing journals collected citation data of only one or two journals, and their results were fundamentally influenced by self-citation. Our analysis controls self-citation by utilizing citation data of more than 1,000 journals included in Korea Citation Index (hereafter, KCI). Second, this study offers an updated report on the rankings of international marketing journals. While many studies have examined the rankings of international marketing journals, extensive reviews are rarely found. This study provides useful information by comparing the results of existing studies with various types of analysis based on recent data. Third, this study raises extensive criticism against Impact Factor and Kor-Factor (a new journal influence measure that is sponsored and published by KCI). Finally, this study introduces recent advances in journal influence indicators. We used Thompson Reuters' 2008 Journal Citation Report, Scopus' 2008 SJR indicator and SNIP for analyzing international marketing journals' influence. This study examined eight Korean marketing journals, that is, Journal of Korean Marketing Association (JKMA), Journal of Consumer Studies (JCS), Journal of Marketing Management Research (JMMR), The Korean Journal of Advertising, Korean Marketing Journal, Journal of Distribution Research, Advertising Research, and Journal of Global Academy of Marketing Science. Citing and cited data of the journals were from KCI. Impact Factor failed to produce good descriptions of international marketing journals' rankings. For example, JCR scored only tenth in 2008 Impact Factor, lagged behind JCP, JPIM, JCA, JIM, and IJRM. Five-year Article Influence and h-j index report the most reasonable rankings. Their Top Four list coincides and consists of JM, JMR, JCR and JCR. Their Top Ten list also coincides and includes JCP, JIcM, JAMS, JPIM, IJRM and JR. In Korean marketing journals, JKMA ranked top in all of the influence measures. JCS and JMMR occupied second and third, respectively. Keywords: Citation analysis, Marketing journal rankings, Journal ranking, Journal influence, Impact Factor, Kor-Factor, h-index, Eigenfactor, Article Influence, SJR indicator, SNIP 본 연구는 네 가지 연구목적을 갖고 있다. 첫째, 본 연구는 국내 마케팅 분야 8개 주요 학술지의 영향력을 분석한다. 국내 소비자와 광고 분야 학술지의 영향력을 조사한 기존 연구들은 자기인용을 통제하지 못했다는 문제점이 있었으며, 아직 마케팅 전 분야를 포괄하는 학술지의 영향력 조사는 발표된 바 없다. 둘째, 본 연구는 기존 연구 결과 및 최신 자료를 이용한 다양한 지표들을 제시함으로써 해외 마케팅 학술지의 영향력을 제시한다. 셋째, 본 연구는 한국연구재단이 발표한 Kor-Factor의 논리적, 실증적 문제점을 지적한다. Kor-Factor는 국내 학술계 전반에 큰 파급효과를 미칠 수 있으나, 아직 그 문제점을 지적한 연구는 찾을 수 없다. 마지막으로, 본 연구는 Kor-Factor 및 Impact Factor의 문제점을 극복할 수 있는 최신의 연구 결과들을 소개한다. 구체적으로는 학술지용 h-지수, Eigenfactor의 Article Influence , SJR indicator, SNIP 등의 방법들이 논의된다. 본 연구의 해외 마케팅 학술지 관련 분석은 Thompson Reuters and Scopus 홈페이지의 2008년 기준의 자료를 활용하였다. 국내 마케팅 학술지 분석은 마케팅 분야 8개 학술지에 대한 한국학술지인용색인(KCI)의 2004년부터 2008년까지의 인용 및 피인용 자료를 이용하였다. 분석 결과, 해외 마케팅 학술지의 영향력을 분석함에 있어 Impact Factor보다는 학술지용 h 지수, Article Influence, SNIP 등의 최신 지표들이 더욱 타당성 있는 결과를 보여주었다. 국내 마케팅 학술지에 적용한 결과 모든 영향력 지표에서 마케팅연구가 1위를 기록하였으며, 소비자학연구와 마케팅관리연구가 각각 2위와 3위를 차지하였다.

Analysis of China’s Influence on North Korea: Perspectives, Misconceptions, and Analysis Based on the Concept of Influence

Li Li,Debin Zhan 한국국방연구원 2024 The Korean Journal of Defense Analysis Vol.36 No.4

The question of whether China has influence on North Korea and to what extent, is subject to varying perspectives domestically and internationally. Broadly, these viewpoints can be categorized into three main types: the first asserts that China has a profound influence on North Korea and can even control it to a certain extent; the second suggests that China’s influence on North Korea is quite limited; and the third contends that China has no meaningful influence on North Korea. In both political and academic circles, there are four misconceptions regarding the assessment of China’s influence on North Korea: confusing influence potential with actual influence, conflating historical influence with current influence, mixing coercive power with influence, and blending partial influence with overall influence. These misconceptions and the underlying reasons for disagreements are, subjectively, rooted in differing policy needs toward North Korea among relevant countries and, objectively, in the lack of a consistent definition of influence. This paper adopts a relational perspective to define influence, measuring it based on the capabilities, intentions, and means of both the influencing and influenced parties in specific issue areas. The conclusion is that despite China having significant potential influence over North Korea and being willing to employ persuasive and inducement tactics to address issues like denuclearization, North Korea staunchly upholds its autonomy and national security in foreign policies. It employs various means to resist China’s persuasion and inducement while also seeking alternative options. Consequently, China’s influence on North Korea is highly limited.

최고경영자 교체와 이사회 영향력 : 사회정치학적 관점

박종훈,정무관,성연달 한국인사조직학회 2010 인사조직연구 Vol.18 No.2

지배구조에 관한 선행연구에서는 주로 대리인 이론에 기반하여 이사회를 최고경영자의 사적이익 추구행동을 막고, 주주의 이익을 보호하는 존재로 보았다. 따라서, 이들 선행 연구들은 이사회가 본연의 임무를 잘 수행하게 하기 위해서 이사회 영향력을 증대시킬 필요가 있다고 주장하였다. 하지만, 사회정치적 관점에 기반한 선행연구들은 이사회 영향력에 대해서 상이한 견해를 제시하였다. 이들 선행 연구들은 이사회도 다양한 이해관계가 존재하는 집단이기 때문에 이사회가 주주의 이익 대신 이사회 자신이나 다른 이해관계자들의 이익을 위해서 활동할 수도 있다고 주장하였다. 본 연구의 목적은 이사회 영향력이 최고경영자 교체에 미치는 영향에 대하여 기존의 연구에서 주장하는 대리인 이론과 함께 사회정치학적 관점도 고려할 필요가 있는지를 검증하는 것이다. 이를 위해서, 본 논문에서는 기업성과 및 이사회 영향력이 최고경영자 교체와 어떠한 관계가 있는지를 살펴보고, 기업성과와 이사회 영향력의 상호작용이 미치는 효과에 대해서 연구하였다. 'KOSPI 200'에 속한 기업들을 대상으로 2001년부터 2007년까지의 자료를 바탕으로 실증분석을 실시한 결과, 기업성과가 나쁠수록, 이사회 영향력이 클수록 최고경영자 교체가 증가하는 것으로 나타났다. 또한, 기업성과와 이사회 영향력의 상호작용은 최고경영자 교체와 유의한 정(+)의 관계를 보였다. 두 변수의 상호작용의 효과를 보다 명확하게 파악하기 위하여 기업성과를 기준으로 고성과 집단과 저성과 집단으로 구분하여 분석을 실시하였다. 그 결과, 고성과 집단보다 저성과 집단에서 최고경영자가 교체될 확률이 높았지만, 이사회 영향력이 크고 기업성과가 좋을 경우에는 최고경영자 교체 가능성의 증가가 더욱 크게 나타났다. 이러한 연구결과는 최고경영자가 주주의 이익을 대변하지 못할 경우에는 교체될 수 있다는 대리인 이론의 주장을 뒷받침함은 물론, 이사회와 최고경영자간의 파워게임의 결과로 최고경영자가 교체될 수 있다는 사회정치학적 이론의 주장 또한 지지하고 있다. 따라서 이사회 영향력이 최고경영자 교체에 미치는 영향을 보다 명확하게 파악하기 위해서는 대리인 이론과 함께 사회정치학적 관점도 고려해야 함을 확인할 수 있었다. The board of directors has long been the subject of research on corporate governance. The most prominent reason for this attention is the belief that the board of directors can significantly affect the interests of shareholders. The board of directors has various functions: control and monitoring, resource acquisition, and service. The board' control and monitoring activity includes selecting and dismissing CEO and other top managers, evaluating their performance, designing their compensation packages, and supervising internal and external auditing; All of these activities are designed to improve firm performance and protect shareholders' interests. However, the board still appears to vary in their effectiveness in making appropriate managerial changes such as CEO turnover by assessing firm performance; we sometimes observe CEO turnovers under high firm performance while CEOs holding the position under poor firm performance. Why is this happening? Does the board of directors always behave for the benefits of shareholders?This study aims to answer those questions based on both the agency and sociopolitical theories, which provide different perspectives on the board's activities. Based on the agency theory, prior studies on corporate governance argued that the board of directors plays an important role in mitigating the agency problem of top managers and protecting the interests of shareholders. Accordingly, they suggested that publically listed corporations should strengthen the influence of the board to appropriately monitor the misbehavior of top management for the benefits of shareholders. However, another stream of prior research that relied on the sociopolitical theory has provided a different perspective from the agency theory regarding the influence of the board. Viewing the board as one of political coalitions in the firm, they argued that board members can make decisions for their benefits rather than for the benefits of shareholders. The purpose of this study is, therefore, to investigate whether the agency theory and the sociopolitical theory are substituted or complemented to each other in the context of CEO turnover by assessing the relationship among firm performance, board's influence and CEO turnover. The firm performance is a key contextual factor in CEO turnover, because poor firm performance signals incompetence of the incumbent CEO. Therefore, when firm performance is poor, board can make a decision that the incompetent CEO is dismissed and new one is named. We therefore expect the following hypothesis: Hypothesis 1: Firm performance is negatively associated with CEO turnover. The board influence can also affect CEO turnover. CEO turnover is often characterized by political manipulations and power struggles. Boards in board-dominated firms often challenge CEOs, and sometimes replace them if necessary. therefore, we expect the following hypothesis: Hypothesis 2: The board influence is positively associated with CEO turnover. This study considers, therefore, two antecedents of CEO turnover such as firm performance and board influence. There exists a controversy about the direction of an interaction effect of firm performance and board influence on CEO turnover. Based on the agency theory, prior researchers argued that the lower the firm performance and the bigger board influence, the higher the likelihood of CEO turnover for shareholder's benefits. Based on the sociopolitical theory, however, the higher firm performance and the bigger board influence, the higher the likelihood of CEO turnover for board members' benefits. Hence, this study examines not only the main effects of both firm performance and board influence on CEO turnover, but also the interaction effect of firm performance and board influence on CEO turnover. Following such an argument, we argue the following hypothesis: Hypothesis 3: Firm performace positively moderates the positive relationship between the board influence and CEO turno...

정치적 기술의 상향 영향력에 대한 설명력 검증 및 가치일치의 매개효과

김군홍,강경구,김정훈 한국기업경영학회 2015 기업경영연구 Vol.22 No.3

A considerable number of scholars and business persons have been constantly interested in upward influence such as organizational change and organizational innovation over a long period of time. Most of them expecially highlight the role of CEOs in the performance of organization. However, the truth is that the roles of middle managers should be highly regarded in the process of organizational performance since they take up even more information on matters in the field of business. Middle manager constantly make every effort to create issue and influence on his/her boss in the field of business. The upward influence is based on informal power. It is often considered as the political behavior with negative side emphasized. However, as the upward influence naturally exists in organizations, a member’s ability of an organization to perform the upward influence is regarded as the critical factor determining the organization and effectiveness of a leader. Based on the theory review, we proposed the relationship between political skills and upward influence. This study examines the mediating effect of value congruence between political skills and upward influence and the comparative explanatory power among 4 factors of political skills such as networking ability, social astuteness, interpersonal influence and apparent sincerity on upward influence. In this study, we attempted to mitigate common method bias by collecting data from two sources. team member-member dyads have been conveniently sampled and survey within private and public corporations. 275 pairs of returned questionnaires were utilized to verify the hypotheses. According to the hierarchical regression, firstly, value congruence have mediating effects on the relationship between political skills and upward influence. Particularly value congruence have full mediating effects on the relationship between networking ability and upward influence. Secondly, apparent sincerity has stronger relationship with value congruence and upward influence than the other sub factor of political skills. Based on these results, implications and limitations of this study are discussed and future research direction are suggested. 본 연구는 부서원이 지각하는 부서장의 정치적 기술과 상향 영향력 간 관계에서 부서원이 지각하는 부서장과 부서장의 상사 간 가치일치의 매개효과를 알아보고자 하였다. 또한, 가치일치와 상향영향력에 대해 정치적 기술의 4가지 하위차원간 상대적 설명력을 파악하고자 하였다. 이를 위해 공무원과 기업 275개 부서에서 각 부서별로 2명의 부서원을 쌍으로 하여 550명의 부서원의 설문을 분석에 이용하였다. 연구결과, 첫째, 부서원이 지각하는 부서장의 정치적 기술의 4가지 하위차원과 상향 영향력 간에는 부서장과 부서장의 상사 간 가치일치가 매개하는 것으로 나타났다. 특히, 가치일치는 네트워킹 능력과 상향 영향력간 관계를 완전매개 하였으며, 외형적 진실성, 사회적 통찰력, 대인관계 영향력과 상향 영향력 간에는 각각 부분매개 하는 것으로 나타났다. 둘째, 부서장과 부서장의 상사 간 가치일치에 대한 부서장의 외형적 진실성의 설명력은 네트워킹 능력, 사회적 통찰력, 대인관계 영향력의 설명력을 각각 증가시켰으나, 외형적 진실성의 설명력은 다른 정치적 기술의 3가지 차원에 의해 증가되지 않았다. 따라서, 정치적 기술의 4가지 하위차원 중에서 외형적 진실성이 가치일치를 가장 잘 예측할 수 있는 인자임을 알 수 있었다. 셋째, 부서장의 상향 영향력에 대한 부서장의 외형적 진실성의 설명력은 네트워킹 능력, 사회적 통찰력, 및 대인관계 영향력의 설명력을 각각 증가시켰다. 한편, 상향 영향력에 대한 네트워킹 능력 및 대인관계 영향력의 설명력은 외형적 진실성의 설명력을 모두 증분시키지 못하였으나, 사회적 통찰력의 설명력은 외형적 진실성의 설명력을 증분시켰다. 따라서, 정치적 기술의 4가지 하위차원 중에서 외형적 진실성과 사회적 통찰력은 네트워킹 능력과 대인관계 영향력에 비해 부서장의 상향영향력을 상대적으로 보다 잘 예측될 수 있는 것으로 나타났다. 마지막으로, 연구결과를 통하여 본 연구의 시사점, 한계 및 향후과제를 제시하였다.

ONLINE COLLABORATIVE CONSUMPTION FOR FASHION GOODS AMONG GEN Y - A QUANTITATIVE APPROACH

Doris Berger-Grabner,Marion Fett 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Initial situation and Problem Statement The world faces extraordinary challenges relating to the environment and society. Rapidly increasing demand is colliding with declining resources, the awareness of the need for environmental and social sustainability has grown (Martin & Schouten, 2014, p. 20). Due to these facts collaborative consumption has emerged and has disrupted various established industries all over the world. People’s attitude towards ownership and the way societies consume are changing (Chen, 2009, p. 926). Today, consumers are willing to pay for using or accessing a product rather than buying or owning it (Chen, 2009, p. 926). Gradually, consumers are turning their backs on the traditional consumer-oriented paradigm and over-consumption and are progressively looking for ways which downshift or simplify their lives (Albinsson, Wolf, & Kopf, 2010, p. 414). Collaborative consumption is driven by a variety of factors including the global recession, anti-hyper-consumerism, cost-consciousness as well as awareness of the need for a waste-reducing and sustainable living (Gansky, 2010, p. 16). The main drivers are technological advances, such as the internet and social media, which allow new ways of accessing and sharing. By using information technology, products and services can be reused, distributed and shared at the right time and location to the right customer (Gansky, 2010, p. 16). The most successful field of collaborative consumption is the one of tangible assets, such as clothing, which are not used to their full potential by their owners and can be therefore temporarily shared (Botsman & Rogers, 2010, p. XVI). Within the fashion industry many collaborative consumption concepts are developing and thriving (Pedersen & Netter, 2015, p. 259). Generation Y is interested in collaborative consumption and can identify with this phenomenon as it fits their increasingly ideological lifestyles (H?flehner, 2015). According to a study published by Mindshare in November 2015, 44 % of persons of Generation Y in Austria are aware of the prominent online collaborative consumption platforms and one out of ten has already participated in a fashion-sharing activity (Mindshare, 2015). In 2014, 8.5 billion euros were spent on clothing (Statista, 2016), whereas almost 60 % consisted of fast fashion items (?kosoziales Forum, 2013). On average, a person has 90 clothing items in their wardrobe, and more than half, is not used at all any more. Moreover, the average item is worn for about a month before its usage drops significantly (Threadflip, 2014) or the item gets disposed of in spite of still being in good condition (Shephard & Pookulangara, 2014, p. 11). Online collaborative consumption for fashion can help expand products’ life-cycles, as unneeded or unwanted fashion items can be easily rented, lent, given or sold to other consumers by using various online platforms available (Fletcher & Grose, 2012, p. 88). However, hardly any research was found that specifically focus on online collaborative consumption for Gen Y and examine the influencing factors Research Aim and Research Methods The aim of this study was to find out about the determinants influencing the intention to participate in online collaborative consumption for fashion items among Gen Y taking as an example young adults in Austria. Additionally, the factors, which can increase participation should be identified. In order to find out the influencing determinants, the Unified Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012) will serve as the basis for the applied research construct. The following research questions are to be answered in this study: RQ: Which factors have an influence on consumer's intention to participate in online collaborative consumption for fashion among Generation Y in Austria? SubQ: Which measures help Generation Y in Austria to be more motivated to participate in online collaborative consumption for fashion?. In order to be able to provide answers to the research questions a quantitative study in the form of an online questionnaire (n= 219) among respondents of Gen Y in Austria was carried out. A number of research hypotheses have been developed in order to identify a possible influence of several variables on the intention to participate in online collaborative consumption for fashion items, mainly focusing on the Theory of Planned Behaviour (Ajzen, 1991) and on the Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012). Theoretical Background Theory of Planned Behaviour by Ajzen (1991) The Theory of Planned Behaviour (TPB) was presented by Ajzen in 1991 as an extension of the Theory of Reasoned Action (TRA) by Ajzen and Fishbein, introduced in 1975 (Teo & Lee, 2010, p. 60). Both models are part of the multiattribute models. The theory of reasoned action tries to offer an explanation for a performed behaviour. The idea behind the theory is that behaviour is performed due to an intention to perform that behaviour. The intention is influenced by the subjective norm and the attitude towards the behaviour. The TRA thereby attempts to predict the possibility of the occurrence of a specific behaviour (Schwenkert, 2006, p. 27). Although it can be said that no behaviour can be predicted with a 100% certainty there are several studies that unveil that the intention to perform a behaviour makes a significant contribution to the actual performance. The intention is the motivational factor behind the behaviour. It indicates “how hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behaviour” (Ajzen, 1991, p. 180). The main variables of the model are the Subjective Norm and the Attitude towards the Behaviour. Subjective Norm (SN) can be described as the assumption of the individual that people important to the individual are expecting the behaviour to be performed. In other words, that people close to the individual think that the behaviour should be performed by him or her (Schwenkert, 2006, pp. 27-28; Teo & Lee, 2010, p. 61). This belief somehow conveys a sense of unconscious social pressure for the individual – the pressure to perform as the norm demands. Some researchers have found that the social norm does not have as much influence on the intention to perform a specific behaviour as originally assumed (Li, Mizerski, Lee & Liu, 2009, p. 233). It has been found that the culture also tends to have an impact on the influence of the Subjective Norm. People living in an individualistic culture have a tendency to be not as influenced by social pressure as people living in a collectivistic culture (Li et al., 2009, p. 234). This may result in the fact that in collectivistic cultures the opinion of the group is highly important and therefore often followed. In individualistic cultures people are not that influenced by others which may explain those differences in the impact of the Subjective Norm. The TRA involves another variable – the Attitude towards the Behaviour (AtB). As the phrase already suggests, it does not describe the attitude towards an object, but the attitude towards the behaviour itself (Schwenkert, 2006, p. 27). The individual has a positive or negative feeling about the behaviour which influences the intention to perform it, is influenced. The attitude towards a specific behaviour is connected with one’s inner beliefs about the consequences of executing it. Therefore, also the possible consequences and outcomes of the behaviour are evaluated. If they are seen or predicted as positive the possibility of the intention to exert the behaviour is high, and so is the possibility of an actual performance (Li et al., 2009, p. 233; Teo & Lee, 2010, p. 61). As the Theory of Planned Behaviour (TPB) is an extension of the TRA, there has been added another variable – the Perceived Behavioural Control (PBC). The PBC points out the “perceived ease or difficulty of performing the behaviour” (Li et al., 2009, p. 234). By adding this variable Ajzen tried to include the element of uncertainty and to increase the ability to predict the behaviour. Studies show that the accuracy of prediction is higher than with the TRA but still the cognitive processes are in the foreground (Kroeber-Riel & Gr?ppel-Klein, 2013, p. 236). Unified Theory of Acceptance and Use of Technology by Venkatesh et al. (2012) The original Unified Theory of Acceptance and Use of Technology (UTAUT) was constructed by Venkatesh et al. in 2003 after reviewing eight existing popular models for IT adoption. The eight models revised were The Model of PC Utilisation, Innovation Diffusion Theory, Social Cognitive Theory (SCT), Motivational Model (MM), Theory of Reasoned Action (TRA), Technology of Acceptance Model (TAM and TAM2), Theory of Planned Behaviour (TPB) and the Combined TAM/TPB (Venkatesh, Morris, Davis, & Davis, 2003, pp. 428-433). The UTAUT was mainly created for IT corporate use. The extension, the UTAUT2, was developed in 2012 by Venkatesh et al. to make it applicable in consumer contexts and it is used to study new technology applications (Venkatesh, Thong, & Xu, 2012, p. 158). The UTAUT2 consists of seven variables that have an influence on Behavioural Intention. Behavioural Intention is a determinant for adoption of the Use Behaviour. Variables that refer to an individual’s difference, namely age, gender and experience, are used to moderate various relationships within the model. Performance Expectancy is the extent to which consumers gain benefits in their performance when using a technology. From reviewing the eight prior models, Venkatesh et al. (2003) have developed the construct Performance Expectancy, which pertains to Perceived Usefulness (TAM/TAM2), Outcome Expectations (SCT) and Extrinsic Motivation (MM), which refers to the behaviour that is driven by external rewards. According to Venkatesh et al. (2003) it is the strongest predictor of Behavioural Intention (Venkatesh, Morris, Davis, & Davis, 2003, p. 447). Effort Expectancy is the “degree of ease associated with consumers’ use of technology” (Venkatesh, Thong, & Xu, 2012, p. 159). In general, the easier a technology it is to use in the adoption phase, the more positive the attitude towards said technology (ibid.). Social Influence is defined as the degree to which consumers think it is important that others, such as family and friends, believe they should use a certain technology. This construct refers to the Subjective Norm in TRA and TBP. Prior research suggests that individuals, who are not well informed about the technology in question, are more likely to intend to use the technology, if other, well-informed, peers use said technology (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Facilitating Conditions refer to the extent to which consumers “believe that an organisational and technical infrastructure exists to support use of the system” (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Hedonic Motivation, or intrinsic motivation, refers as the enjoyment or pleasure derived from using a technology. It is shown to be an important factor in determining technology acceptance and use in consumer contexts (ibid.). Price Value is an important value in a consumer use setting as the consumer usually pays for the technology application or the use of it. The Price Value is positive and adds to explaining the Behavioural Intention to use when the benefits of using the technology perceive to outweigh the costs (ibid.). Finally, Habit is the degree to which people tend to behave automatically because of learning (Limayem, Hirt, & Cheung, 2007, p. 718). Conclusions Summary The empirical study has shown that the factors Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Sustainability have an influence on the Behavioural Intention to participate in online collaborative consumption for fashion. Firstly, it has been hypothesized that Performance Expectancy has an influence on the intention to use online collaborative consumption for fashion. As it turns out, the results showed no significant difference. Therefore, consumers might find other ways of acquiring clothing more appropriate and better suited. The second examined factor is Effort Expectancy, defined as how easy it is for consumers to use the technology. The results display that this factor shows a significant, positive influence on the intention to participate. This is in accordance with results of Venkatesh et al. (2012, p. 159), stating that the easier a technology is to use, the more likely is its adoption. The third factor, Social Influence, explains whether consumers feel it is important that other people, such as family and friends, think they should use a technology. As it turns out, this variable is positively and highly significantly related to the adoption of online collaborative consumption for fashion. Prior research proposes that persons, who are less informed about the technology, are more likely to use it if other influential persons use said technology (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Next, Facilitating Conditions were investigated as a potential factor influencing the intention to participate in online collaborative consumption for fashion. It was hypothesized that Facilitating Conditions, such as the access to a technological device with access to the Internet, have an influence on the adoption of online collaborative consumption. According to the results of the study, this variable has a highly significantly correlation to the outcome variable Behavioural Intention. The results also show that Hedonic Motivation is significantly and positively related to the Behavioural Intention. Thus, utilitarian and hedonic components of online consumption need to be taken in consideration, as has been shown by previous research in the context of traditional online shopping (Childers, Carr, Peck, & Carson, 2001, p. 533). The sixth investigated factor was Price Value, which is considered positive when the benefits of using the technology perceive to outweigh the costs. In this research, Price Value is a positive and highly significant predictor for the intention to use online collaborative consumption for fashion. Therefore, the outcomes of the study show that Price Value influences the intention to participate in online collaborative consumption for fashion. The next two factors of the research model, Trust and Sustainability, played a tremendous role when discussing collaborative consumption and even are considered main principles of collaborative consumption in the literature. As expected, Sustainability showed a highly significant and positive impact on Behavioural Intention. As mentioned before, this predictor accounted for 28 % of the total contribution of the research model. Trust did not significantly influence the adoption of online collaborative consumption for fashion. This result might be based on the fact that respondents feel insecure when interacting with strangers on the Internet in order to sell, buy or rent fashion items. Managerial Implications Several implications for retailers could be deduced from the results: According to this study, especially the factors Hedonic Motivation and Sustainability account each for 28 % of explaining the contribution to Behavioural Intention to use online collaborative consumption for fashion. Considering these insights, platforms dedicated to online collaborative consumption for fashion might put emphasis on these factors and increase their level of enjoyment and social interaction. For instance, platforms could boost these factors by including the usage of gamification. This way, the level of fun and pleasure for persons can be enhanced which in turn may lead to the adoption of online collaborative consumption behaviour. Additionally, in order to increase the social factor, online forums and discussion groups might not only help to express users’ experiences, reviews or interests, but also generate general social interaction, which is considered as very important for the participation in collaborative consumption. Furthermore, the study has shown that two thirds of the sample would welcome the possibility of fast fashion retailers offering online collaborative consumption activities. Since there are still a limited number of persons aware of the phenomenon of collaborative consumption, the alternative of peer-to-peer exchange in collaboration with a prominent fast fashion retail chain would be a perfect alternative. Instead of being tied to relatively unknown platforms dedicated to collaborative consumption for fashion, persons would most certainly be more aware and more willing to participate in such practices, if a well-known, established retailer would allow collaborative activities. Moreover, the aspect of sustainability seemed to be a crucial factor for the intention to use online collaborative consumption platforms for fashion. For this reason, platforms should communicate this aspect and publicise the fact that using collaborative consumption activities is an environmentally friendly, To conclude with, more than half of respondents would need more information about the topic in order to participate. Existing online platforms should invest in effective communication strategies or inexpensive guerrilla campaigns in order to attract more users. As the results of this study show, if persons are better informed and more aware of this phenomenon and its advantages, the better are the chances for adoption of collaborative consumption for fashion.

자유주의 이론의 틀로 본 현대 한미관계사: 종속에서 자유주의적 영향으로의 변화

안문석 한국동북아학회 2007 한국동북아논총 Vol.12 No.2

In terms of South Korea-U.S. relations, there are more various opinions than ever before under the Roh Moo-hyun government. Today's South Korea-U.S. relations reflect the past of the relations. The South Korea-U.S. alliance was a good example of the autonomy-security trade-off model; the U.S. provided the security commitment, while South Korea limited its autonomy vis-a-vis the U.S. South Korea still depends upon the U.S. as long as national security is concerned. However, U.S. troops on the Korean peninsula have decreased and the peace-time control command was returned to the South Korean government in 1994, the war-time control command is supposed to be returned in April 2012. South Korean national autonomy has been enlarged and thus the nature of the South Korea-U.S alliance has changed. The agreement on the transition of the war-time control command indicated the change without reserve. The modern history of South Korea-U.S. relations can be categorized into three periods: the periods of dependency, realist influence and liberal influence. They are based on dependency, realist influence and liberal influence model respectively. Dependency model applies to the Syngman Rhee regime and the early part of the Park Chung-hee government which relied on the U.S. politically as well as economically. Realist influence model refers to the later part of the Park government and the Chun Doo-hwan, Roh Tae-woo and Kim Young-sam government which tried to affect the U.S. foreign policy by taking advantage of their assets. Liberal influence model explains the diplomacy of the Kim Dae-jung and the present Roh Moo-hyun government which tends to influence the U.S. by establishing consultation norms and transnational coalitions. The Kim Dae-jung government, in particular, was effective in making its opinions reflected in U.S. foreign policy by conducting close consultations on various levels. In sum, it can be argued that the modern history of South Korea-U.S. relations has developed from dependency to liberal influence if it is analyzed from the perspective of South Korean influence on the U.S. 노무현 정부 들어 그 어느 때보다 한미관계에 대한 다양한 목소리가 나타나고 있다. 한미관계의 오늘은 지난 한미관계사의 철저한 반영이라고 할 수 있다. 한미관계는 국가자율성을 양보하고 안보를 확보하는 교환동맹의 좋은 보기가 될 만큼 비대칭적인 관계였다. 군사적인 측면에서 한국은 지금도 미국에 의지하는 측면이 크다. 그러나 주한미군의 비중은 점진적으로 감소해 왔고, 지난 94년에는 평시작전권을 한국군이 환수했으며, 전시작전권도 2012년 4월 17일 한국측에 이양하기로 한미가 이미 합의했다. 한국의 국가자율성은 그동안 꾸준히 신장했고, 이는 한미동맹의 변화를 동반하고 있다. 노무현 정부 들어 적극 추진된 전시작전권 환수는 이러한 변화된 한미관계를 단적으로 보여주는 것이라고 볼 수 있다. 본 논문은 이렇게 변화의 길을 걸어온 한미관계사를 국제관계 이론에 기반해 구성한 이론적인 틀로 분석했다. 이 글은 먼저 약소국-강대국을 관찰하는 이론을 종속모델(dependency model), 현실주의적 영향 모델(realist influence model), 자유주의적 영향 모델(liberal influence model)로 나눈다. 이를 바탕으로 대한민국 건국 이후의 한미관계를 구분한다. 이승만과 박정희 정권 초기까지는 종속모델이 적용되는 시기이다. 또, 박정희 정권 중·후반과 전두환, 노태우, 김영삼 정권까지는 현실주의적인 영향(realistic influence)을 어느 정도 실현한 시기라고 볼 수 있다. 한국이 갖고 있는 자원을 이용해 미국에 영향을 줬다. 그리고 김대중 정권 이후는 자유주의적인 영향(liberal influence)의 관계로 발전된 시기라고 할 수 있다. 미국과의 잦고 긴밀한 협의가 어느 정도 규범화되는 모습을 보였고, 이를 바탕으로 미국에 대해 영향을 미친 시기이다. 다시 말해 현대의 한미관계사는 종속의 단계에서 자유주의적인 영향의 관계를 향해 진행해 왔다고 할 수 있다.

미국 계약법 리스테이트먼트상 부당위압(Undue Influence)

이지은 ( Lee Jieun ) 한양대학교 법학연구소 2024 법학논총 Vol.41 No.4

미국 계약법 리스테이트먼트 제177조는 계약당사자가 상대방 또는 제3자의 부당한 영향력에 의하여 동의의 의사표시를 한 경우에 그 계약을 취소할 수 있다고 규정하고 있는데, 여기서 ‘부당한 영향력(undue influence)’이라 함은 표의자와 설득하는 자 사이에 일정한 지배·종속 관계 또는 신뢰관계를 이용하여 심리적 지배를 통해 그의 자유의지를 왜곡하여 불공정한 거래를 유도한 것을 말한다. 미국 계약법 리스테이트먼트상 부당위압의 법리가 적용되기 위해서는 그 요건으로 첫째, 계약체결 과정에서 부당한 영향력이 피해자의 의사에 영향을 미쳐 피해자가 그 계약을 체결하기로 결정함에 있어 실질적으로 기여하였는지를 의미하는 ‘유인(inducement)’, 둘째, 과도한 압박이나 조작이 존재했는지를 의미하는 ‘불공정한 설득(unfair persuasion)’, 셋째, 피설득자의 마음의 취약성 또는 설득자와 피설득자 간의 신뢰관계를 악용했는지를 의미하는 ‘과도한 수용성(undue susceptibility)’, 넷째, 체결된 계약의 결과가 피해자에게 불공정한 결과를 초래했는지를 의미하는 ‘형평에 맞지 않는 결과(inequitable result)’를 요한다. 특히 가족 간, 요부조자와 돌봄 보호자 간, 변호사와 의뢰인 간에는 부당위압의 특별추정을 인정하여 당사자 간의 신뢰관계가 존재하는 경우에는 그 입증책임을 전환시키고 있다. 미국 계약법 리스테이트먼트상 부당위압의 법리는 우리 민법상 사기, 강박의 의사표시 또는 폭리행위에 대한 규율로 해결하기 어려운 공백을 메우는 역할을 할 수 있으므로 관련 규정의 신설을 긍정적으로 검토할 필요가 있다. 이를 통해 부당위압의 법리가 적용되는 전통적인 영역뿐만 아니라 현대에 이르러 계약체결을 유인하는 방편으로 자주 활용되는 수단들, 예를 들어 지속적이고 집요한 방식으로 이루어진 텔레마케팅 등에도 폭넓게 적용될 수 있을 것이다. Article 177 of the Restatement (Second) of Contracts in the United States provides that a party to a contract may cancel the contract if the other party or a third party has unduly influenced the other party to express consent. Here, “undue influence” refers to a situation where the persuader exploits a certain dominance-subordination or trust relationship with the other party, distorting their free will through psychological dominance to lead to an unfair transaction. In order for the doctrine of undue influence to be applied under the Restatement (Second) of Contracts, the following requirements must be met: First, “inducement,” which means that undue influence affected the victim's will and substantially contributed to the victim's decision to enter into the contract. Second, “unfair persuasion,” which means that there was excessive pressure or manipulation. Third, undue susceptibility, which means that the vulnerability of the person being persuaded or the trust relationship between the persuader and the person being persuaded has been exploited. Fourth, “inequitable result,” which means that the result of the contract being concluded has resulted in an unfair outcome for the victim. Particularly in relationships such as those between family members, care custodians and dependents, or attorneys and clients, a presumption of undue influence may be recognized. When a trust-based relationship exists between the parties, the burden of proof is shifted to the party accused of exerting undue influence. The doctrine of undue influence under the Restatement (Second) of Contracts can fill the gap that is difficult to resolve with the regulation of fraud or duress acts and unconscionable transactions under the Korean Civil Law. Thus it is necessary to positively consider the establishment of relevant provisions in the Korean Civil Law. This will allow the doctrine of undue influence to be applied not only to the traditional areas where it is applied, but also to the means that are often used as a way to induce people to sign contracts in the modern age, such as persistent and persistent telemarketing, thereby broadening its applicability.

청년층 직업선택과 창업의 영향요인 분석 - 7개국 국가 간 비교연구 -

오세호,남정민 한국콘텐츠학회 2020 한국콘텐츠학회논문지 Vol.20 No.11

This research conducted an empirical analysis of factors that influence the process of job choices and start-ups among the youth. By conducting a comparative analysis on 6 countries with adequate career systems and booming startup industries (China, Indonesia, the UK, Germany, Israel, the US.). The statistical sample is based on the Global Entrepreneurship Trend Ratio and covers a total of 7,082 youth across 7 countries. Multivariate variance analysis and correlational analysis were conductedto compare the average figures among different countries and analyze the regulation effect of parental influence. Job satisfaction, parental influence, and willingness to change future job were selected as the factors that influence job choices. Korea’s job satisfaction was the lowest among 7 countries and a willingness to change future job was the highest. Meanwhile, Korea’s parental influence was at a medium level among 7 countries. It was proven that job satisfaction had a quasi-control effect on the process of influencing willingness to change future job. Entrepreneurial education, willingness to start-up, job satisfaction, and parental influence were chosen as the factors that influence start-up. Two-way ANOVA were conducted to comparatively analyze each country’s average, mutual influence among different factors, and analyze the regulation effect of parental influence. In all countries, start-up education has the effect of raising the willingness to start-up. Also, it was verified that parental influence had a quasi-control effect in the process of career satisfaction influencing the willingness to start-up. The research results will provide meaningful implications for the government and educational institutes including universities when designing policy directions to guide overall career for the youth in the future. 본 연구는 청년층의 직업선택과 창업과정에서 영향을 주는 요인에 관하여 실증분석하였다. 분석방법은 진로 체계가 잘 구축되어 있거나 창업이 활성화된 비교대상 6개 국가(중국, 인도네시아, 영국, 독일, 이스라엘, 미국)를 선정하여 비교 분석하였다. 통계의 표본은 글로벌 기업가 정신 트랜드 지수(GETR) 데이터를 활용하였으며, 7개국 청년층의 7,082명을 표본으로 활용하였다. 다변량 분산분석과 상관관계 분석을 통하여 요인별 국가 간의 평균비교를 하였으며, 부모 영향도의 조절효과를 분석하였다. 직업선택의 영향요인으로 직업만족도, 부모 영향도, 직업변경 의향도로 나타났다. 한국의 직업만족도는 7개국 중 가장 낮았으며 직업변경 의향도는 가장 높게 나타났다. 한편, 부모 영향도는 7개국 중 중간수준으로 나타났으며, 직업만족도가 직업변경 의향도에 영향을 주는 과정에서 유사 조절효과가 있는 것으로 검증되었다. 창업의 영향요인으로 창업교육, 창업의지, 직업만족도, 부모 영향도로 나타났다. 이원배치 분산분석을 통하여 국가 간의 평균 비교분석과 요인 상호간의 영향도를 검증하였으며, 부모 영향도의 조절효과를 분석하였다. 모든 국가에서 창업교육이 창업의지를 높이는 효과가 있는 것으로 나타났다. 또한, 직업만족도가 창업의지에 영향을 주는 과정에서 부모 영향도가 유사 조절효과가 있는 것으로 검증되었다. 이러한 연구결과는 향후 정부와 대학 등 교육기관에서 청년층의 진로 전반에 대한 정책방향을 수립 시 도움이 될 유용한 시사점이 될 것이다.