기술창업의 산업구조, 기술특성 및 기술마케팅전략이 창업성과에 미치는 영향: 기술마케팅 전략 유형 조절변수

한상설 한국유통과학회 2016 유통과학연구 Vol.14 No.2

Purpose – This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics( technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology – The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results – The results of this study are as follows. First, as industry structure variables influencing on performance(technical,financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions – This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology- marketing.

기술사업화 수단으로서의 기술마케팅: 개념·전략·과정의 정립 및 시사점

성태경 한국지식재산연구원 2012 지식재산연구 Vol.7 No.3

Recently moving from closed innovation strategy to open innovation strategy, technology-based enterprises have focused on the implementation of technology marketing. In this situation, this paper establishes the concept, strategy, and process of technology marketing. Contrast to the concept of hi-tech marketing, we define technology marketing in terms of technology transaction itself. We consider technology marketing as a tool of commercialization, and show the differences between traditional marketing and technology marketing. We define technology marketing as the process to implement the optimized decision-making about the required technologies, technology purchase, and technology sale. In addition, we describe the basic elements of organization, process, and A/S(after service) of technology marketing. Lastly, some policy implications for companies, universities,public research institutions, and government are presented. 최근 개방형 혁신전략이 기업의 생존전략으로 부각되면서 기술마케팅(technology marketing)의 역할이 중요해지고 있다. 이 점에 착안하여 본 논문은 기술마케팅의 개념을 비롯하여, 기술마케팅 전략 및 과정에 대한 이론을 정립하였다. 먼저 신기술이 체화된 신제품을 대상으로 하는 기존의 하이테크마케팅개념과 달리 기술마케팅을 기술 자체를 거래대상으로 보는 관점에서 정의하였다. 아울러 기술마케팅이 기술사업화(technology commercialization)의 효과적인 도구가 될 수 있음을 강조하였으며, 기술마케팅과 전통적 마케팅의 차이점을분명히 하였다. 기술마케팅 전략은 기업의 기술적 잠재력을 실현하는 여러 가지수단들 중의 하나로서, 필요기술, 기술구매, 기술판매 등에 대한 의사결정을 최적화하고, 이러한 의사결정들이 실행되도록 하는 과정으로 정의하였다. 이러한 기술마케팅 전략을 전개하기 위해서 필요한 기술마케팅 조직, 절차, 그리고 사후관리에 대한 기본적인 사항들을 제시하였다. 마지막으로 기업, 대학, 과학기술계 출연(연), 정부 등에 대한 시사점을 언급하였다.

CONSUMER PERCEPTION ON TECHNOLOGY AND CULTURAL CONVERGENCE MARKETING ACTIVITIES OF A FASHION BRAND: FOCUSED ON DETERMINANTS OF ADOPTION

Haesung Whang,Eunju Ko 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

With traditional boundaries among culture, technology, finance, politics, and ecology are disappearing (Friedman, 1999), the need of businesses to deliver unusual experiences to the consumers have increased in order to survive and thrive. With consumer’s need diversifying and getting more complex, capturing receiver’s attention is becoming the key issue for brands (Jung & Shin, 2010). Resultantly, the traditional operators are feeling the necessity to co-operate with those in other fields to obtain differentiation. Hence, even without one consensus meaning existing, the emphasis on the word 'convergence' is consistently growing. Its popularity of use reflects the era we live in, where boundaries are fading and unaccustomed ideas are brought together (Lord & Velez, 2013). However, despite its importance increasing, researches on convergence marketing are very limited. Most of the studies focus only on qualitative research, especially on case studies or defining conceptual definition of term convergence. Thus, not much is known of how consumers perceive this new way of approach. Therefore, the main goal of this study is to first, understand how the consumers perceive marketing of technology and marketing of culture, and second, how the convergence of these two influence on brand perception. The concept of convergence holds meaning in all sorts of fields from telecommunications, computer sciences, mathematics, logic, to economics, sociology, accounting and others (Lord & Velez, 2013). Although it seems that the word convergence is more or only related to the information technology discourse, however in large, although it is true that it was mainly based on the advance of information technology, the concept of convergence is frequently used both in the media industry and the other academic fields. From media industry, it denotes the ongoing restructuring of media companies as well as to describe the various intersections between media technologies, industries, content and audiences. Yet, in academic fields, in the same context of convergence several other terms are frequently used in the literatures, for example as alliance, partnership, sponsorship, and collaboration (Appelgren, 2004) which is all based on the same ‘coming together’ yet differs in specific goal. The convergence marketing that emerged from the intensified competition among brands co-operates with those in other fields in order to create differentiating point. The convergence in fashion industry is found with two main streams of technology convergence and cultural convergence (Wi, 2013). In line with the fact that convergence in everyday life bases from the improvement of technology, the application of technology in fashion industry is also found throughout the production process, from design to production and distribution. Unlike 2000s where fast fashion changed the fashion system, the impact of technology seems to be the largest in the turn of 2010 (Choo et al., 2012; Ko, Kim, & Lee, 2009). As the convergence of marketing and IT can create rich, technologically enabled digital experiences that engage, delight, and serve the consumer, now it plays a part as a source of innovation (Lord & Velez, 2013). Accordingly, with pioneering advantages that technology appliance can deliver, many luxury brands have adopted new technology in its marketing strategies, including QR code in the magazine ad, hologram technique replacing the plastic mannequin, motion reacting interactive show window are to name a few. Similarly, culture for marketing is found with consumers pursuing more and more cultural and intellectual activities with the improvement of the standard of living. As concept of art exemplified from the marketing standpoint evoke general connotations of sophistication, culture, luxury and prestige (Martorella, 1996), many luxury brands are applying cultural contents to improve brand images (Hagtvedt & Patrick, 2008). In sum, to satisfy consumers’ diverse need, brands are trying to incorporate not only using the novel digital devices, but also conveying the cultural contents to provide emotional stimulus. Thus, this study focuses on the marketing communication using convergence of technology and culture that aims to gain consumers’ evaluation. This study applies complex model of Technology acceptance model to Pleasure-arousal-dominance theory to better understand how consumers perceived and adopt the new type of marketing strategy. TAM is a widely employed in various studies to predict users’ behavior intentions (Hsu & Lu, 2004). Technology acceptance model suggested by Davis (1989) is agreed as the theoretical background useful to explain individual adoption behavior with the introduction of such relatively new medium like this make users to experience new ways (Bagozzi & Yi, 1988). Yet, in the model application stage, it was suggested that TAM model focuses only on the judgment of the system of technology and lacks the ability to explain other potentially important factors that can influence on users’ acceptance process. Thus, similar to the other previous researches, this study also linked the emotion response to the existing technology acceptance model (Igbaria, Zinatelli, Cragg, & Cavaye, 1997; Venkatesh, 2000). This was due to the fact that the usage of technology is extending throughout the industry, and emotional factors are found to work as an important factor in such work. Many other approaches have been made in order to explain the emotional side of the adoption, yet in this study, pleasure-arousal-dominance theory which is often used to explain in marketing communication discourse and is supported in application for experiential aspect (Holbrook & Batra, 1987). Pleasure-arousal-dominance theory (PAD; Mehrabian & Russell (1974)) suggested by Mehrabian & Russell (1974) explains the three basic emotion status to mediate approach-avoidance behaviors in any environment based on the Stimulus-Organism-Response(S-O-R) paradigm. It explains that individual’s emotional status is aroused by the mediating environment (Donovan, Rossiter, Marcoolyn, & Nesdale, 1994). Yet, interpreting the recent studies arguing that in consumption related emotions situation, dominance is not necessary (Donovan et al., 1994), this study was adopted as a two-dimensional construct that can impact the user’s behavior intention. In sum, this study applies perceived ease of use, perceived usefulness, pleasure, and arousal as the determinants of adoption. In addition, not simply examining the adoption process of the convergence marketing, but this study relates to the actual effect on consumers’ brand evaluation. The appliance of TAM as the part of individual dimension variable was found in recent studies that investigated the effect of adverting with interactive medium (Han & Park, 2010; Shim, 2009). Previous literatures have suggested the perceived usefulness significantly influences on the attitude toward the retailer that provides such experience (Lee et al, 2006). Especially, such studies were made within the e-commerce conditions, such as investigation of consumer behavior towards a non-profit organization’s virtual store (Chen et al, 2002), influence of perceived usefulness positively influencing on attitude towards the online retailer and intentions to use from such retailer (Vijayasarathy, 2004), and determinants of adoption (usefulness, ease of use, and enjoyment) on the attitude toward the online retailer (Lee et al, 2006). On this account, brand attitude, and purchase intention was examined. In this study, survey method in order to investigate how consumers perceive the convergence marketing in the marketing communication context, and further, how they evaluated the brand performing convergence marketing. Preliminary study was first proceed to understand how marketing of technology and marketing of culture is recognized by consumers, and further, manipulate each stimuli. The adoption process was investigated using technology acceptance model combined with pleasure-arousal-dominance theory, as a part of the individual variables. With mediating effect of consumer characteristics found to be important in convergence marketing (Kim, 2007), personal innovativeness, art involvement, and need for uniqueness was applied to see the mediating effect. Therefore, a survey was conducted to see the differences in the degree of convergence. The preliminary research with 183 samples indicated that convergence marketing method was preferred over the dedicated marketing of technology or culture. Thus, the experimental design that was designed in a form of 2 by 2 between subjects factorial design with factors of innovation of technology and classiness of culture, the 513 samples collected a total of 485 samples being used. The analysis indicated that as the convergence traits of novelty and classic increase, determinant of intentions were strongly generated, followed by the increasing intention to accept, continued to building positive brand attitude and purchase intention. Yet, in specific, novelty trait had direct influences on making emotional feeling, including pleasure and arousal, rather than on generating cognitive reaction. It was the classic trait that had relationship in between cognitive and emotional reaction. Additionally, it was also found that in case of emotional feeling were evoked, pleasure and arousal, it influenced on building positive brand attitude continued to purchase intention even if adoption intention was not made. Moreover, when adoption intention was made, the direct influence on positive brand attitude was found to be significant. Meanwhile, determinants of adoption were found to have the significant influence on adoption intention and on brand attitude. The positive influence of determinants of adoption on adoption intention is in line with a number of researches on ETAM. When perceived to be higher, all resulted in higher adoption intention (Tzou et al., 2009). In terms of brand attitude, it was found that only the emotional variables of pleasure and arousal that had direct influence to have marketing effectance, which coincides with the result of Childers et al. (2001). This study indicates that compared to the perceived usefulness and ease of use, enjoyment was a stronger driver to predict the attitude. In sum, the result implies that convergence marketing can work to satisfy both the cognition dimension as well as the emotional facet. When drivers of determinants of adoption is generated, it strongly influence on the adoption intention. Yet, in order to have the marketing communication effect on brand attitude and purchase intention, it is necessary to consider the emotional aspect, either pleasure or arousal. Such relationship is not only related to the cultural contents, but technology itself can now deliver emotional feelings to the consumers. Thus, the marketing director should focus on the usage of technology to involve emotional facets. In addition, all individual characteristics were found to be significantly moderating. Result of the effect of personal innovativeness implies that those of highly innovated tends to not only have strongly influence on adoption intention, but also had significant effect of advertising effect compared to the less innovated groups. The moderating effects of art involvement turned out that those highly involved in art, novelty did not matter much compared to the less involved group. In case of need for uniqueness, the significant relationship of perceived pleasure on brand attitude was found, yet unlike expected, those low in need for uniqueness had significantly stronger adoption intention. Thus, this can be perceived as due to the marketing activity targeting the mass audience, lacking the attractiveness towards those in higher need for uniqueness. Thus, in order to attract both those in high and low need of uniqueness, delivering both usefulness as well as pleasure is important. The result of this study contributes to understanding on status and recent trend of convergence marketing activities. Further, it is meaningful in that it is in line with the recent studies of applying TAM in combination with PAD theory as well as within the context of marketing communication. Thus, the result of this study is expected to be helpful in understanding the new hybrid consumers and give suggests useful information for establishing future brand communication plans. Yet, to further understand the interpretation process of consumer studies that incorporate variables suggested from the interview should be incorporated in the study.

데이터 마케팅 서비스에 대한 지각된 용이성과 유용성 및 정보 프라이버시 염려가 수용의도에 미치는 영향 관계 연구 - 데이터 인텔리전스 기반 경험 마케팅 중 ‘식별기술형’을 중심으로

김수정 한국상품문화디자인학회 2022 상품문화디자인학연구 Vol.68 No.-

With the advent of data economy, this study examined the concept of data intelligence experience marketing which is data marketing that uses elaborative hyper-personalized technology, and is also for academic and practical contribution of the future through raising awareness and empirical analysis of information privacy concern simultaneously with theoretic consideration of highly-advanced identification technology. For the foregoing, this study investigated usefulness and ease that are the representative variables of TAM to examine acceptance intention or behavior of consumers who accept a new technology in regards to identification technology among DI-based experience marketing, and the influence relationship of information privacy concern which is closely connected with marketing on acceptance intention in addition to the moderating effect of information privacy concern. While preparing research materials based on the advanced studies, this study conducted a survey targeting 235 respondents in their 10s~40s or older from February 1 through 20, 2022, and carried out linear regression analysis and Process Macro through SPSS with 220 effective samples. Analysis results show that First, perceived usefulness and perceived ease of identification technology type among DI-based experience marketing were confirmed to be strong leading variables that directly affect acceptance intention. Second, information privacy concern in regards to identification technology type of DI-based experience marketing turned out to have a significantly negative(-) influence on acceptance intention. Third, this study verified moderating effect of information privacy concern, meaning that the higher the information privacy concern, the lower the acceptance intention when perceived ease has a positive(+) influence on acceptance intention. And this study also confirmed that information privacy concern has no moderating effect when perceived usefulness has a positive(+) influence on acceptance intention. This study conducted an empirical analysis of influence relationship of information privacy concern on acceptance intention as well as perceived usefulness and ease of DI-based experience marketing, and is significant in the sense that it will make a contribution to theoretical expansion of TAM in regards to the identification technology type service of DI-based experience marketing and enhancement of explanation power regarding information technology acceptance intention and information privacy concern. In spite of probable limit on complete control of experimental stimulus for new technology service and incomplete verification of privacy paradox, it is considered that this study can provide academic·practical implications to the environment of future data marketing that enables hyper-personalized targeting through innovative improvement of data technology. 본 연구는 데이터 경제의 도래에 따라 정교화된 초개인화 기술을 활용한 데이터 마케팅인 데이터 인텔리전스 경험 마케팅에 대한 개념을 살펴보고, 고도화된 식별기술에 대한 이론 고찰과 함께 정보 프라이버시 염려에 대한 인식 제고 및 실증분석을 통해 향후 학문적, 실무적 기여를 위한 연구이다. 본 연구에서는 DI 기반 경험 마케팅 중 식별기술에 대해 새로운 기술을 수용하는 수용자의 수용의도나 행동을 알아보는 TAM의 대표 변수인 유용성과 용이성 그리고, 이러한 마케팅과 밀접한 연관이 있는 정보 프라이버시 염려가 수용의도에 미치는 영향 관계와 정보 프라이버시 염려의 조절효과에 대해 알아보았다. 선행연구 사례를 토대로 연구 조작물을 제작하고, 10~40대 이상 235명을 대상으로 2022년 2월 1~10일 설문조사를진행하였으며, 유효표본 220개를 SPSS를 통한 선형회귀분석과 Process Macro 분석을 실시하였다. 분석 결과, 첫째, 데이터 인텔리전스 기반 경험마케팅 중 식별기술형에 대한 지각된 유용성과 지각된 용이성은 수용의도에 직접적인 영향을 미치는 강력한 선행 변수임을 확인할 수 있었다. 둘째, 데이터 인텔리전스 기반 경험 마케팅 식별기술형에 대한 정보 프라이버시 염려는 수용의도에 유의한 음의 영향을 미친다는 것이 검증되었다. 셋째, 지각된 용이성이 수용의도에 정(+)의 영향을미칠 때 정보 프라이버시 염려가 높아질수록 수용의도가 감소한다는 정보 프라이버시 염려의 조절효과를 검증하였다. 마지막으로 지각된 유용성이 수용의도에 정(+)의 영향을 미칠 때 정보 프라이버시 염려는 조절효과가 없다는 것을 확인하였다. 본 연구는 DI 기반 경험 마케팅의 지각된 유용성과 용이성 그리고 정보 프라이버시 염려가 수용의도에 미치는 영향 관계에대해 실증 분석을 하였으며, DI 기반 경험마케팅의 식별기술형 서비스와 관련한 TAM의 이론적 확장 및 정보기술 수용의도와 정보 프라이버시 염려에 대한 설명력 제고에 기여할 것이라는 점에서 의의가 있다. 그럼에도 새로운 기술 서비스에대한 실험자극물의 완벽한 통제에 한계가 있을 수 있다는 점과 프라이버시 역설(Privacy paradox)에 대한 규명이 이루어지지 못했다는 점에서 한계가 있지만, 본 연구는 혁신적인 데이터 기술의 진보를 통해 향후 초개인화 타깃팅이 가능한 데이터 마케팅 환경 연구에 있어, 학문적·실무적 함의를 제공할 수 있을 것이라고 사료된다.

공간디자인 마케팅 전략으로써 기술 활용에 관한 연구

김지현 한국공간디자인학회 2022 한국공간디자인학회논문집 Vol.17 No.1

(Background and Purpose) In commercial spaces, it has become important to provide technology-based enhanced experiences to consumers who have grown accustomed to using digital technology to fulfill their needs. Fully leveraging digital technology is an important strategy for gaining a competitive edge, and it requires a systematic approach. The purpose of this study was to present the characteristics of technology use as a spatial design marketing strategy. (Method) A review of the literature examined the current trends in spatial design marketing and technology utilization. Once the current flow of marketing in spatial design was analyzed, the representative technologies and characteristics used in space were reviewed. Subsequently, the direction of technology utilization as a spatial design marketing strategy was considered, and a technology utilization strategy was established for each value type. Finally, various domestic cases were analyzed for each value type, and the characteristics of the technology utilization strategies were presented. (Results) The findings of the study are as follows. First, a technology-based spatial differentiation strategy maximizes convenience in terms of access and use. This contributes to a positive spatial experience by delivering timely information, providing customized services, increasing time efficiency, and creating a pleasant environment. Second, a technology-based spatial communication strategy expands spatial experience in terms of communication and play. It enriches spatial experience by providing interactive high-engagement services, flexible space production, and out-of-the-ordinary event effects. Third, a technology-based corporate image branding strategy uses technology to support corporate social responsibility activities. Technology is used in the process of participating in social issues or the results thereof to form consensus with customers and contribute to a positive spatial experience. (Conclusions) Technology is not a factor that puts offline space into crisis, but a strategic means that can lead to consumer satisfaction depending on how it is used. In terms of the goal and method of using technology, it is important to set a human-centered, value-oriented direction, and it is possible to approach a spatial design marketing value system. The use of technology in commercial spaces can be characterized as a “spatial differentiation strategy” centered on practical and functional values, a “spatial communication strategy” centered on hedonic and emotional values, and a “corporate image strategy” centered on social and altruistic values. Such digital-based spatial experiences will provide new levels of retail service, and will be strengthened into an important strategy that can result in customer value creation. that the findings of this study can provide useful basic data for using technology while establishing a spatial design marketing strategy. (연구배경 및 목적) 상업공간에서는 디지털에 익숙한 소비자와 그들의 욕구에 의해 기술 기반의 확장된 경험 제공이 중요해졌다. 기술의 적절한 활용은 경쟁우위를 높일 수 있는 중요한 전략으로 체계적인 접근이 필요한 실정이다. 이에 본 연구는 공간디자인 마케팅 전략으로써 기술 활용의 특성을 제시하는 데에 목적이 있다. (연구방법) 선행연구 단계로 공간디자인 마케팅 흐름과 기술 활용의 현황을 살펴보았다. 공간디자인 영역에서의 마케팅적 흐름의 현시점을 파악하고 문헌연구를 통해 공간에서 이용되고 있는 대표 기술과 그 특성을 고찰하였다. 이후 공간디자인 마케팅 전략으로써 기술 활용에 대한 방향성을 고찰하고 가치 유형별로 기술 활용의 전략을 설정하였다. 마지막으로 가치 유형별로 다양한 국내 사례를 분석하여 기술 활용 전략의 특성을 제시하였다. (결과) 첫째, 기술 기반 공간 차별화 전략은 접근과 이용 측면에서 편리성을 극대화한다. 적시적소의 정보전달, 맞춤형 서비스의 제공, 시간단축의 효율성, 쾌적한 환경의 구현을 통해 긍정적 공간 경험에 기여한다. 둘째, 기술 기반 공간 커뮤니케이션 전략은 소통적, 유희적 측면에서 공간경험을 확장한다. 상호작용적 고관여 서비스의 제공, 유연적 공간 연출, 비일상적인 이벤트 효과로 공간경험을 더욱 풍부하게 만든다. 셋째, 기술 기반 기업 이미지 전략은 사회공헌적 활동의 지원으로 기술을 활용한다. 사회 문제 참여의 과정이나 결과에 기술이 활용되어 고객과의 공감대를 형성시켜 긍정적 공간 경험에 이바지한다. (결론) 기술은 오프라인 공간을 위기로 만드는 요소가 아니라 어떻게 활용하느냐에 따라 소비자의 만족을 이끌 수 있는 전략적 수단이 된다. 기술 이용의 목표와 방법적 측면에서 인간 중심의 가치 지향적인 방향 설정이 중요하며, 이에 공간디자인 마케팅 가치 체계로 접근할 수 있다. 상업공간에서의 기술 활용은 실용적·기능적 가치 중심의‘공간차별화 전략’, 쾌락적·정서적 가치 중심의‘공간 커뮤니케이션 전략’, 사회적·이타적 가치 중심의‘기업 이미지 전략’으로 그 특성을 나타낼 수 있었다. 이와 같은 기술 기반의 공간 경험은 새로운 차원의 서비스를 제공하며 고객가치 창출로 연결될 수 있는 중요한 전략으로 강화될 것이다. 앞으로 본 연구가 공간디자인 마케팅 전략 수립 시 기술을 활용하는 데 있어 유용한 기초자료로 활용되기를 기대한다.

데이터 마이닝 기법을 통한 마케팅 전략 변화에 대한 연구

김대진(Dae Jin Kim),박다인(Da in Park),박종석(Jong Seok Park) 한국경영학회 2018 Korea Business Review Vol.22 No.2

최근 기술 환경의 급속한 변화로 인해 마케팅 환경이 지속적으로 변화하고 있다. 기업은 소비자와 쌍방향 의사소통을 통해 마케팅 활동을 수행하고 있으며, 개인 맞춤형 마케팅 등 다양한 형태의 마케팅 방법이 등장하고 있다. 특히, 4차 산업혁명을 대표하는 파괴적 혁신 기술은 기업의 마케팅 기술 및 소비자들의 구매의사 결정과정에 변화를 줄 것으로 예측된다. 이에 본 연구에서는 마케팅 기술 변화 흐름 및 마케팅 활동 변화 양상을 파악하고자 한다. 본 연구는 시대의 흐름에 따라 마케팅과 관련된 기술 변화 흐름 확인을 위해 2010년부터 보도된 91,811개의 관련 기사를 대상으로 데이터마이닝 분석을 실시하였다. 해당 기사는 신문 전문 제공 업체인 빅카인즈를 통해 추출하였으며, 래피드마이너와 타블로 패키지 프로그램을 이용해 총 846,950개의 텍스트 중 545,661개의 텍스트를 분석하였다. 분석 결과 2010년~2011년, 2012년~2014년, 2015년~2017년의 마케팅 기술 변화 흐름이 유사하게 나타나 2010년 이후 현재까지 2차례의 변화를 겪은 것으로 확인되었다. 또한 워드 클라우드 분석을 통해 유사 시대별 주요 키워드를 확인한 결과, 스마트폰의 도래와 SNS 이용 증가, 4차 산업혁명으로 인한 관련 기술 도입으로 인해 연도별 마케팅 기술 변화가 진행된 것으로 확인되었다. 이와 같은 결과는 마케팅 환경이 산업 내 기술 진화 및 변화에 따라 다양한 형태로 융합되어 활용되고 있는 현상을 설명할 수 있다. 기업의 마케팅 활동은 기술을 중심으로 변화되고 있으며, 시대에 따라 구분이 가능하다는 점을 재확인했다는 점에 의미가 있다. Recently, the marketing environment is continuously changing due to the rapid change of the tech environment. Marketing activities through interactive communication between a firm and a consumer are carried out and various types of marketing methods such as personalized marketing are emerging. In particular, it is predicted that the introduction of the destructive innovation technology of Industry 4.0 will bring a dramatic change in marketing technology and consumers’ decision making processes. In this study, we try to grasp the change of marketing activities by analyzing the flow of technical marketing. Data mining was conducted on 91,811 related articles from 2010 to confirm the flow of technology related to marketing according to the times. The entire article was extracted through Bigkinds, a newspaper specialist, and analyzed 545,661 texts out of a total of 846,950 texts using Rapidminer and Tableau Package programs. As a result of the analysis, the marketing technologies of 2010 - 2011, 2012 - 2014, and 2015 -2017 appeared similar, and it has been confirmed that they have undergone two changes since 2010. In addition, we confirmed keywords of similar period through word cloud analysis, and it was confirmed that the yearly change was proceeded due to the arrival of smartphones and the increase in the use of SNS and the introduction of related technology due to Industry 4.0. This result can explain the phenomenon that the marketing environment is fused into various forms in line with technological evolution and change in the industry. As marketing technology plays an important role in enhancing global competitiveness rather than simple technology problem, the result is meaningful that we reconfirmed that marketing is changing around technology and it can be distinguished according to the age.

THE INFLUENCE OF SOCIO-DEMOGRAPHICS AND TECNOLOGY READINESS ON MOBILE DEVICE USE IN B2B DIGITAL SERVICES

Heli Hallikainen,Ari Alamaki,Tommi Laukkanen 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

This research was conducted in order to examine the effects of user socio-demographics and recently introduced streamlined technology readiness index TRI 2.0 (Parasuraman & Colby, 2015) on mobile device use in B2B digital services. Mobile adoption has been studied from a consumer perspective, but to the best of the authors’ knowledge, very few studies explore mobile use in B2B markets. Mobile marketing is becoming a strategic effort in companies, as digital services not only in B2C but also in B2B sector are getting increasingly mobile (Leeflang, Verhoef, Dahlstr?m & Freundt 2014). This raises an interest to better understand the characteristics of those mobile enthusiasts who primarily use B2B services via a mobile device rather than via a personal computer. The study tests hypotheses with a large data set of 2,306 business customers of which around 10 percent represent these innovative mobile enthusiasts. Technology readiness is an individual’s propensity to embrace and use new technologies for accomplishing goals in home life and at work (Parasuraman & Colby, 2015; Parasuraman, 2000). Parasuraman and Colby (2015) recently introduced an updated version of the original Technology Readiness Index (TRI 1.0) scale called TRI 2.0 to better match with the recent changes in the technology environment. At the same time they streamlined the scale to a compact 16-item version so that it is easier for researchers to adopt it as a part of research questionnaires. Likewise the original scale, TRI 2.0 consists of four dimensions: optimism, innovativeness, discomfort, and insecurity. Optimism and innovativeness are motivators of technology adoption while discomfort and insecurity are inhibitors of technology readiness, and these motivator and inhibitor feelings can exist simultaneously (Parasuraman & Colby, 2015). Optimism is a general positive view of technology containing a belief that technology offers individuals with increased control, flexibility and efficiency in their lives. Innovativeness refers to a tendency to be a pioneer and thought leader in adopting new technologies. Discomfort reflects a perception of being overwhelmed by technology and lacking control over it. Moreover, insecurity reflects distrust and general skepticism towards technology, and includes concerns about the potential harmful consequences of it. As individuals differ in their propensity to adopt new technologies (Rogers, 1995), the authors propose that technology readiness influences mobile device use of B2B customers: H1: Optimism has a positive effect on mobile device use of B2B digital services. H2: Innovativeness has a positive effect on mobile device use of B2B digital services. H3: Insecurity has a negative effect on mobile device use of B2B digital services. H4: Discomfort has a negative effect on mobile device use of B2B digital services. The earlier literature argues that socio-demographic factors such as gender (Venkatesh & Morris, 2000; Chong, Chan & Ooi, 2012), age (Venkatesh, Thong & Xu, 2012; Chong et al., 2012; Kongaut & Bohlin 2016), education (Agarwal & Prasad, 1999; Chong et al., 2012; Puspitasari & Ishii 2016) and occupation (Okazaki, 2006) influence technology adoption behavior in general, and mobile adoption in particular. For example, men are nearly twice as likely as women to adopt mobile banking, and age is a negative determinant (Laukkanen, 2016). Higher educated use mobile devices more for utilitarian purposes, while lower educated use mobile devices more for entertainment (Chong et al., 2012). Moreover, research suggests that occupational factors influence mobile use (Okazaki, 2006). The authors hypothesize: H5: Males are more likely than females to use mobile device for B2B digital services. H6: Age has a negative effect on the use mobile device for B2B digital services. H7: Customers with higher education level have a higher likelihood for using mobile device for B2B digital services than customers with lower education level. H8: Occupation has an effect on the use mobile device for B2B digital services. The study tests hypotheses with a data collected among B2B customers of four large Finnish companies, all representing different industry fields. The large sample (n=2306) consists of procurement decision-makers all experienced with using B2B digital services. The sample shows that over 90 percent of the B2B customers are still using a computer (laptop or desktop computer) as their primary access device for digital services in their work. The sample divides between females and males in proportion to 46 and 54 percent respectively. University degree represents a majority with 42 percent, while only 2,7 percent of the respondents have a comprehensive or elementary school education. Over half of the sample represent top management or middle management with 24,6 and 28,4 percent respectively, while 9 percent are entrepreneurs, 21,2 percent represent experts, and 16,7 percent are officials or employess. Mean age of the respondents is 51,6 years, ranging from 18 to 81 years. The study uses logistic regression analysis with backward stepwise method in which the dependent variable is a dichotomous binary variable indicating the respondent’s primary access device for B2B digital services with 0=computer and 1=mobile device. As for the independent variables, the study measures individual’s technology propensity with recently introduced 16-item TRI 2.0 scale from Parasuraman and Colby (2015) using a five-point Likert scale ranging from Strongly disagree=1 to Strongly agree=5. The authors used confirmatory factor analysis to verify the theory-driven factor structure of the TRI 2.0 scale, i.e. optimism, innovativeness, discomfort, and insecurity. The analysis show that the measurement model for the TRI 2.0 scale provides an adequate fit and standardized regression estimates for all measure items exceed 0.60 (p<0.001) except for one item in discomfort (β=0.516) and one item in insecurity (β=0.480). After removing these two items the model shows an excellent fit with χ2=478.033 (df=71; p<0.001), CFI=0.965, RMSEA=0.050. Moreover, discriminant validity is supported, as the square root of the average variance extracted (AVE) value of each construct is greater than the correlations between the constructs (Fornell & Larcker, 1981). In addition, composite reliability values vary from 0.726 to 0.852 supporting convergent validity of the TRI 2.0 factors (Table 1). Thereafter, the factor scores of the latent factors showing sufficient internal consistency were imputed to create composite measures. These composite measures were used as independent variables in the logistic regression model. With regards to socio-demographic variables, age is measured as a continuous variable, while gender, education, and occupation are categorical independent variables in the model. The results of the logistic regression analysis show that innovativeness, insecurity, age, and occupation are statistically significant predictors of mobile device use in B2B services, supporting hypotheses H2, H3, H6, H8. The stepwise analysis procedure removed optimism (p=0.860), education (p=0.789), gender (p=0.339), and discomfort (p=0.159) from the model as they proved to be non-significant predictors of mobile device use. The results indicate that occupation is the strongest predictor for mobile device use in B2B digital services so that the top management has the greatest likelihood as the odds ratios of middle management, experts, and officials/employees are 0.610, 0.282, and 0.178 respectively. This means that, for example, the odds of the top management using mobile device as their primary channel for B2B digital services are 1.64 (1/0.610) times greater than the odds of the middle management, and 5.62 (1/0.178) times greater than the odds of the officials/employees. Interestingly the β-value for the entrepreneurs is positive indicating that their likelihood for mobile device use is even greater than the likelihood of the top management. However, the p-value (0.913) indicates that the difference is not statistically significant. With regards to age of the B2B customer, the results indicate a negative relationship with mobile device use. The odds ratio [Exp(β)=0.979] claims that the odds of a B2B customer to use mobile device as the primary channel for digital services decrease by 2 percent for each additional year of age. Regarding the TRI 2.0 constructs, the results show that innovativeness is a highly significant positive predictor for mobile device use, while perceived insecurity has a negative effect (Table 2). Literature suggests that B2B customers increasingly use mobile devices but yet little is known about those individuals most enthusiastic in using B2B digital services via a mobile device. Thus, the current study attempts to better understand those mobile enthusiasts who among the first have adopted mobile devices as their primary method to access B2B digital services. The results suggest that occupation is the most significant predictor of mobile use among B2B customers, implying that top managers are among the most likely to adopt and use mobile device for business services. Moreover, younger B2B customers use mobile devices more eagerly as the results suggest the likelihood for mobile device use degreases by 2 percent with every added year of age. The results further imply that out of the four TRI 2.0 dimensions innovativeness and insecurity influence in the mobile device use of B2B customers, innovativeness positively and insecurity negatively as the theory proposes. Innovativeness represents individual’s tendency to be a pioneer and thought leader in terms of technology adoption, while insecurity stems from the general skepticism and distrust of technology. These results imply that B2B customers who mainly access B2B digital services via a mobile device are open minded towards the possibilities new technologies can provide for them. Moreover, it appears that those B2B customers still accessing digital services primarily via a computer are more skeptical than mobile users towards technology in general. Compared to the use of mobile devices for individual purposes, business related use is more functional in nature, and thus, mobile devices and technologies must be convenient to use, offer real benefits for example in forms of mobility and portability, and be reliable in order for B2B customers to use them. Interestingly, our results do not support the effects of generally positive attitudes towards technology reflecting optimism, or discomfort of using technologies to influence mobile use among B2B customers. In addition, there are organizational factors (e.g. voluntariness of use) that the authors omit in the current study. These may limit the findings. Mobility will be a key driver in the ongoing digital revolution of marketing and sales. Understanding online behavior of mobile enthusiasts assists B2B marketing and sales leaders to plan and implement more effective mobile marketing strategies. Rogers (1995) has shown that the majority will follow the early adopters, and the adaptation cycle has even shortened during the last years (Downes & Nunes, 2014). Thus, mobile devices are evidently becoming the primary method in accessing B2B digital services.

The Effects of Market Orientation, Marketing and R&D Interface and Technology Orientation on Product Creativity and Performance

Yang, Youngik 한국전략마케팅학회 2010 마케팅논집 Vol.18 No.3

본 연구는 시장지향성, 마케팅과 개발부서 협업, 기술지향성이 제품창조성과 성과에 미치는 영향을 규명하고 또한 이들 시장지향성과 기술지향성이 제품창조성과 성과에 미치는 영향을 비교 분석하는데 있다. 본 연구의 결과는 다음과 같은 실무적 시사점을 가진다. 첫째, 시장지향성이 마케팅과 개발부서의 협업을 통해서 제품창조성에 긍정적인 영향을 미침에 따라 기업들은 시장지향성 강화가 마케팅과 개발부서의 협업 증대로 이어질 수 있도록 노력해야 한다는 것을 의미하고 있다. 둘째, 시장지향성과 기술지향성 두 가지 모두를 추구하는 기업이 제품창조성과 성과가 월등히 우수하므로 기업은 시장지향성과 기술지향성을 동시에 추구하는 것이 효과적이라는 것을 제시하고 있다. 셋째, 고객지향성, 경쟁사지향성, 기술지향성 중 두 가지 선택의 복합전략 비교에서 고객지향성과 기술지향성이 높은 기업의 제품창조성이 가장 높게 나타났고, 성과 또한 가장 높게 나타나 기술지향성에 투자를 집중해온 국내제조업체들이 제품창조성과 성과를 극대화하기 위한 노력으로 시장지향성을 강화하는 과정에서 경쟁사지향성보다는 고객지향성의 복합전략을 먼저 추구하는 것이 제품창조성과 성과 향상에 더욱 효과적이라는 것을 제시하고 있다. The present study examines how market orientation, marketing and R&D interface and technology orientation influence product creativity and performance. The present study also identifies the relative importance between market and technology orientations to product creativity and performance. The results of the present study have managerially important implications. Since market orientation enhanced product creativity through marketing and R&D interface, a firm has to make sure that an effort of enhancing market orientation should translate into increased marketing and R&D interface. Furthermore, since a firm that pursued both market and technology orientations showed the highest level of product creativity and performance, the adoption of either market or technology orientation to the exclusion of the other may be a less effective strategy in enhancing product creativity and performance. Moreover, since customer and technology orientations showed similar or higher mean values than other combinations, it may be wiser for a technology-oriented firm to strengthen customer prior to competitor orientation when it adopts market orientation.

기술집약형 중소기업의 국제기업가정신, 기술 및 마케팅 역량, 국제화 성과 간 관련성에 관한 연구

윤정현,서민교 한국경영학회 2014 한국경영학회 통합학술발표논문집 Vol.2014 No.8

Increased attention has worldwide been given to technology-focused SMEs. In spite of the limited resources, technology-focused SMEs have entered in the global markets successfully and then improve their international performance. Nevertheless, there is little empirical research regarding internationalization in technology-focused SMEs. Only a limited number of empirical research has been conducted. Using a survey of 247 INVs, this study designated international entrepreneurship, and technology and marketing capabilities as determinants of the international performance as well as empirically the relationships between international entrepreneurship, technology and marketing capacities in technology-focused SMEs and the international performance. According to the results of the study, firstly, innovativeness and risk-taking have significant effects on technology and marketing capacities as well as international performance. Secondly, the technology and marketing capacities also have significant effects on the international performance. Finally, it was found that technology and marketing capacities partially mediated the relationships between innovativeness and international performance, and between risk-taking and international performance. Above results indicate that if technology-focused SMEs would not have unique and differentiated technology and marketing characteristics and international entrepreneurship, they could not improve international performances. As well, several implications for researchers and practitioners, limitation of this study and future direction were suggested.

데이터 인텔리전스(DI) 기반 경험 마케팅의 유형에 따른 사례 연구

김수정 커뮤니케이션디자인학회(구 시각디자인학회) 2020 커뮤니케이션 디자인학연구 Vol.73 No.-

본 연구는 데이터 경제가 도래함에 따라, 세분화되고 정교한 타깃팅이 가능한 데이터 인텔리전스(DI) 기술과 이를 활용한 DI 기반 경험 마케팅의 사례를 유형별로 고찰하는 동시에 전문가 및 실무자 설문을 통하여 유형을 분류함으로써 차별화된 마케팅 커뮤니케이션에 대한 필요성 인식 제고 및 향후 연구의 전략적 세분화를 위한 연구이다. 데이터와 알고리즘 및 AI 기술을 활용한 데이터 인텔리전스가 새로운 마케팅 트렌드로 자리 잡았지만, 이에 관한 개념의 이론적 정의가 미흡하고, 마케팅과 관련된 연구는 거의 없는 실정이다. 따라서 본 연구에서는 DI에 관한 폭 넓은 문헌 고찰과 함께 유형적 접근방법(Typological approach)을 통하여 수용자의 다양한 개인 정보 수집을 위해 탑재된 핵심 ‘기술’을 중심으로 다양한 사례분석과 이에 따른 실무자 및 전문가 설문을 통해 유형을 분류하였다. 분석결과, DI 기반 경험 마케팅을 SNS 연계형, 위치기반형, 식별기술형, 프로그래매틱형의 4가지 유형으로 최종 분류하였다. DI 기반 경험 마케팅은 AI 기술과 다양한 형식의 알고리즘 수식으로 구성되어 있으며, 정교화된 데이터 수집을 위해 탑재된 핵심 기술인 SNS 연계, 위치기반, 식별, 프로그래매틱 기술 등을 통하여 기존의 방식보다 더욱 적극적이고, 다양하게 수용자의 정보를 활용하고 있음을 확인할 수 있었다. 이를 통해 본 연구에서는 DI 기반 경험 마케팅에 대해 심도 있는 고찰을 하였으며, 유형의 분류를 통해 후속 연구의 세분화를 가능하게 하였다는 점에서 의의가 있다. 그럼에도 유형 분류 기준에 있어, 다양한 접근방식을 활용하지 못했다는 한계가 있다. 본 연구는 혁신적인 데이터 기술의 진보를 통해 향후 초개인화 타깃팅이 가능한 DI 기반 경험 마케팅 환경 연구에 있어 학문적·실무적 함의를 제공할 것이라고 사료된다. While considering various cases of data intelligence (DI) technology that enables segmented and elaborate targeting and DI-based experience marketing using the foregoing with the advent of data economy, this study aims to raise awareness of the necessity of differentiated marketing communication and segmentation of follow-up studies by classifying types through a survey targeting experts and hands-on workers. Although data intelligence using data, algorism and AI technology has settled down as a new marketing trend, definition of theoretical concept and studies related to the marketing still remain insufficient. Thus, this study classified the types through analysis of various cases and survey targeting hands-on workers and experts in addition to extensive literature review of DI and typological approach focusing on the ‘core technology’ which is embedded for collection of consumer information. Based on the result of analysis, this study classified types of DI-based experience marketing finally as 4 kinds of SNS-connected, location-based, identification technology and programmatic type. This study confirmed that DI-based experience marketing includes AI technology and different forms of algorithm formula, which is collecting and using personal information with more aggressive and various methods through connection with SNS, location-based, identification, programmatic technology that are the core technology loaded for collecting data of segmented consumers. Through the aforementioned, this study made an in-depth consideration of DI-based experience marketing, and this study is considered meaningful in a sense that it enabled segmentation of follow-up studies through classification of types. With the standard for type classification, however, this study still has a limit that it failed to use various methods of approach. This study aims to provide academic and working-level implications for follow-up studies on DI-based experience marketing environment that enables hyper-personalized targeting through advancement of an innovative data technology.