소비자의 규범적 기대와 예언적 기대가 소비자의 만족에 미치는 영향

박도형(Park, Do-Hyung),정재권(Chung, Jaekwon) 한국산학기술학회 2015 한국산학기술학회논문지 Vol.16 No.12

소비자 만족은 제품이나 서비스의 판매 등의 기업의 성과에 중요한 영향을 미칠 뿐만 아니라 구전을 일으키고 더 나아가서 고객 충성도를 향상시킨다. 기존의 소비자 만족 연구는 기대불일치 이론을 중심으로 소비자의 기대, 지각된 성능, 이에 따른 기대불일치 정도가 만족에 미치는 영향을 확인하고 있다. 본 연구는 소비자의 기대를 해당 제품이나 서비스의 성능이 “어느 정도는 되어야 한다” 는 규범적 기대와 “어느 정도는 될 것이다” 의 예언적 기대로 구분하여 조절초점 이론에서 제안하는 소비자의 성향 (향상초점 vs. 예방초점) 에 따라 어떤 기대불일치가 만족에 더 큰 영향을 미치는지 확인하고 있다. 구체적으로 향상초점 성향이 강한 소비자는 규범적 기대 불일치보다는 예언적 기대 불일치가 만족에 미치는 영향이 더 크고, 예방초점 성향이 강한 소비자는 예언적 기대 불일치보다는 규범적 기대 불일치가 만족에 미치는 영향이 더 크다는 것이 밝혀 졌다. 본 연구는 일반적인 기대 (예언적 기대) 뿐만 아니라 규범적 기대의 중요성을 실증적으로 밝힌 점과 기대불일치 하에서 조절초점의 조절 역할을 밝힌 점에서 이론적인 공헌을 가지며, 고객들의 기대 관리 전략을 수립할 수 있는 가이드를 제공한 다는 측면에서 실무적인 시사점을 가진다. It is widely known that consumer satisfaction, as well as consumer voice and loyalty, affect firms’ performance. Prior studies on consumer satisfaction have focused on expectancy disconfirmation theory and its effects on satisfaction related to disconfirmation with consumer expectation and with perceived performance. This study classified consumer expectation into should-expectation and will-expectation, and investigated how disconfirmation with these expectations affects consumer satisfaction differently based on regulatory focus. Specifically, for promotion-focused consumers, disconfirmation of will-expectation has a more significant influence on consumer satisfaction than that of should-expectation. For prevention-focused consumers, disconfirmation of should-expectation has a more significant influence on consumer satisfaction. The results of this study provide academic insights that not only generic expectation (will-expectation) but also should-expectation play an important role in determining consumer satisfaction according to regulatory focus. In addition, it is expected that the findings can be used as a guide to manage consumer expectation in practice.

고객 관점의 UX 품질 평가 및 제품개선 방향 도출 프로세스: 휴대폰 카메라 경험을 중심으로

박도형 ( Do Hyung Park ) (주)엘지씨엔에스(구 LGCNS 엔트루정보기술연구소) 2013 Entrue Journal of Information Technology Vol.12 No.1

기업에 있어 고객 기반의 UX 품질 관리는 고객 중심의 제품 개발 및 고객의 지속적인 사용과 만족을 위해 중요하다. 기업은 고객에게 우수한 품질을 제공하기 위해, 고객의 잠재니즈를 발굴하고 기대수준을 도출하여 품질의 기준 강화와 성능의 향상을 위해 노력하고 있다. 본 연구에서는 국내 전자회사 A의 휴대폰 사례를 통해 고객이 제품을 사용하면서 지각하고 인지하는 제품에 대한 품질 평가인 고객 관점의 UX 품질 평가의 프로세스를 제시하였다. 제품의 사용 주체인 고객의 목소리로 시작하여, 기술 속성 간 매핑을 통해 고객 가치 요인을 도출한 후, 고객이 실제 제품을 사용하는 환경에서 고객 가치 요인에 따른 제품 평가를 수행한다. 고객 평가 값에 대한 요인 분석과 회귀 분석을 통하여 각 고객 가치 요인의 고객 만족도에의 영향력 비중을 산출하고, 이 결과를 전략 매트릭스 상에 포지셔닝 하여 사분면별로 차별화된 전략을 제시하였다. 이와 같이 기업이 고객의 지각된 UX 품질을 정확히 이해하여 품질 영역별로 최적화된 전략을 적용한다면, 고객이 가장 원하는 부문의 품질을 먼저 개선할 수 있고, 고객 만족을 극대화할 수뿐만 아니라, 중요 품질 요소에 대한 집중 투자를 할 수 있어 기술개발 투자의 효율성을 향상시킬 것으로 기대된다. Consumer-based UX quality management is important for companies as it enables them to develop products fit to their consumer needs, to encourage continuous use of their products and to manage consumer satisfaction. In order to provide products with higher quality, companies identify consumer needs and expectations for their products and strive to improve quality control for better products. This study suggests the process of UX quality evaluation based on consumer needs and ap-plies it to a case study focusing on mobile phone camera experience in Company A, one of the Korean electronics companies. It identifies consumer value factors from voice of consumer and then performs consumer product test in an environment si-mulating consumers` real experience of a product and contents. Based on the obtained consumer evaluation, it conducts factor analysis and regression analysis to derive impact of each consumer value factor on consumer satisfaction. By positioning the results on a strategy map, it suggested differentiated strategies. For a practical use, companies can analyze their consumers` perceived UX quality and apply differentiated strategies for each product. Given the successful implementation, they can pri-oritize the quality improvement on a product based on consumer needs, maximize consumer satisfaction and increase the effi-ciency of their investment on technologies by focusing on critical quality attributes.

심리적 거리로서의 가상성 : 가상성에 따른 광고메시지 전략

박도형,Park, Do-Hyung 한국데이터전략학회 2017 Journal of information technology applications & m Vol.24 No.2

At present, various technologies are rapidly advancing, centering on the concept of virtuality. From the technology of virtual reality, which allows us to experience the senses as if they existed, to the technology of augmented reality, which provides new information or services based on reality, they are no longer strange things for ourselves because we experience them every day and night. Even though the concept of virtual is very familiar in terms of technology, it is not known how individuals accept the concept of virtuality, how they change our way of thinking, and how their behavior changes. This study aims to approach virtuality perceived by the individual from the viewpoint of individual's information processing. Virtuality is defined as the degree to which the situation facing an individual is far from actual reality. An individual can judge the degree of virtuality easily, which is considered to be a psychological distance which is an important factor in personal information processing. In this study, we have confirmed whether the argument is applied to the real world in the context of advertisement. According to the construal level theory, when an individual feels virtuality at a high level, the individual thinks that the situation they are facing is psychologically distant and accordingly has a high level construal. Therefore, it is more influenced by 'advertisement emphasizing symbolic appeal' which is matching with higher level. On the other hand, when an individual feels a low level of virtuality, the individual thinks that the situation they are facing is psychologically near and thus has a low level construal. Therefore, respondents are more sensitive to functional appeal, which is related to lower level. This study has the theoretical contribution in terms that the degree of virtuality affects the psychological distance of the individual. In addition, the results of this study have practical contribution in terms of being able to be actively used in the information delivery strategy centered on the advertisement.

심리적 거리로서의 가상성과 시간적 거리: 제품 정보 유형의 제품 태도에 미치는 효과를 중심으로

박도형 ( Do-hyung Park ) 한국지식경영학회 2017 지식경영연구 Vol.18 No.3

Recent advances in technology are evolving to enable individuals to perform various activities necessary for their lives, without being constrained by physical, temporal, and spatial constraints. The online services and experiences that originated from solving the discomfort in the actual offline space have created the newness that can only be experienced in the digital world and furthermore uniquely new experiences in actual space as well. While many previous studies have suggested several interpretations of unique individual behaviors in virtual environments, a recent research approaches virtuality as an interesting perspective of the change of thinking style. Virtuality is defined as how far apart we are from everyday reality, and if the individual faces a situation far from reality, the psychological distance of the individual becomes distant and ultimately leads to the thinking style of high construal level. Otherwise, it is said to have a relatively low construal level of thinking style. In this study, I try to confirm the virtual distance as the role of psychological distance in new virtual contexts. Simultaneously considering temporal distance, which are most used in psychological distance, and virtual distance based on virtuality, this study tries to find whether the effect of virtual distance on product attitude is the same as that of temporal distance and check the relationship between virtual distance and temporal distance in the context of consumers’ product evaluations depending on product information type.

온라인 커뮤니티 이용자의 잠복 관찰(Lurking) 행위 의도에 관한 연구

박도형(Park, Do-Hyung) 경희사이버대학교 미래고등교육연구소 2012 사이버사회문화 Vol.3 No.2

기존 연구의 대부분은 온라인 커뮤니티의 이용 의도에 관한 연구인데, 대부분의 연구는 이용 의도를 커뮤니티 사용 의도로 접근하였다. 하지만 커뮤니티에 참여하여 글을 쓰고 구성원간의 상호작용 없이, 단순히 커뮤니티를 방문하고, 다른 사람들의 글만 보고 정보를 얻어가는 행위(Lurking)는 온라인 커뮤니티의 발전을 저해할 수 있다. 이에 본 연구는 Preece, Nonnecke와 Andrews(2004)의 탐색적 연구를 바탕으로 온라인 커뮤니티에서 사람들이 잠복 관찰(Lurking) 하려는 행위 의도를 갖는 이유에 대해 알아보고자 한다. 기존의 온라인 커뮤니티 연구와 온라인 환경에서의 이용자 행위를 바라본 연구들을 기초로 온라인 커뮤니티의 구성원들의 행위에 영향을 줄 수 있는 요인들을 확인하고, 각 요인들이 온라인 커뮤니티내 글을 쓰는 의도와 글을 읽는 의도에 어떤 영향을 미치는지 분석하였다. 이를 통해 잠복관찰자(Lurker)들이 잠복 관찰(Lurking) 행위를 전략적으로 하려는 욕구에는 무엇이 있으며, 이런 욕구의 해결을 잠복 관찰(Lurking)이 아닌 다른 방향을 통해 해결할 수 있는 전략적 대안을 제시하였다. Online communities is getting more popular with the development of information technology. It is essential that community members participate actively and share their contents or opinions continuously for the success and growth of online communities. However, it is revealed that most of members just take the role of passive observer. They are lurking community information and contents without any contribution. In this sense, this study focuses on explore lurking behavior of online community members. Based on technology acceptance model, this study investigates the effect of two distinctive motivations(intrinsic and extrinsic motivation) on the intention for posting and reading. Finally, this study proposes several strategies to enhance information and contents sharing in online communities.

딥러닝 기반 영상 정합 기술의 연구 동향

송대영(Dae-Young Song),이희경(Heekyung Lee),엄기문(Gi-Mun Um),서정일(Jeongil Seo),조동현(Donghyeon Cho) 대한전자공학회 2021 대한전자공학회 학술대회 Vol.2021 No.11

조절일치가 소비자 제품 태도에 미치는 영향

박도형(Do-Hyung Park),정재권(Jaekwon Chung) 국제e-비즈니스학회 2014 e-비즈니스 연구 Vol.15 No.4

자기조직화 지도를 활용한 성장모형 기반의 시장 성장패턴 지도 구축

박도형(Do-Hyung Park),정재권(Jaekwon Chung),정여진(Yeo Jin Chung),이동원(Dongwon Lee) 한국지능정보시스템학회 2014 지능정보연구 Vol.20 No.4

Market forecasting aims to estimate the sales volume of a product or service that is sold to consumers for a specific selling period. From the perspective of the enterprise, accurate market forecasting assists in determining the timing of new product introduction, product design, and establishing production plans and marketing strategies that enable a more efficient decision-making process. Moreover, accurate market forecasting enables governments to efficiently establish a national budget organization. This study aims to generate a market growth curve for ICT (information and communication technology) goods using past time series data; categorize products showing similar growth patterns; understand markets in the industry; and forecast the future outlook of such products. This study suggests the useful and meaningful process (or methodology) to identify the market growth pattern with quantitative growth model and data mining algorithm. The study employs the following methodology. At the first stage, past time series data are collected based on the target products or services of categorized industry. The data, such as the volume of sales and domestic consumption for a specific product or service, are collected from the relevant government ministry, the National Statistical Office, and other relevant government organizations. For collected data that may not be analyzed due to the lack of past data and the alteration of code names, data pre-processing work should be performed. At the second stage of this process, an optimal model for market forecasting should be selected. This model can be varied on the basis of the characteristics of each categorized industry. As this study is focused on the ICT industry, which has more frequent new technology appearances resulting in changes of the market structure, Logistic model, Gompertz model, and Bass model are selected. A hybrid model that combines different models can also be considered. The hybrid model considered for use in this study analyzes the size of the market potential through the Logistic and Gompertz models, and then the figures are used for the Bass model. The third stage of this process is to evaluate which model most accurately explains the data. In order to do this, the parameter should be estimated on the basis of the collected past time series data to generate the models’ predictive value and calculate the root-mean squared error (RMSE). The model that shows the lowest average RMSE value for every product type is considered as the best model. At the fourth stage of this process, based on the estimated parameter value generated by the best model, a market growth pattern map is constructed with self-organizing map algorithm. A self-organizing map is learning with market pattern parameters for all products or services as input data, and the products or services are organized into an N X N map. The number of clusters increase from 2 to M, depending on the characteristics of the nodes on the map. The clusters are divided into zones, and the clusters with the ability to provide the most meaningful explanation are selected. Based on the final selection of clusters, the boundaries between the nodes are selected and, ultimately, the market growth pattern map is completed. The last step is to determine the final characteristics of the clusters as well as the market growth curve. The average of the market growth pattern parameters in the clusters is taken to be a representative figure. Using this figure, a growth curve is drawn for each cluster, and their characteristics are analyzed. Also, taking into consideration the product types in each cluster, their characteristics can be qualitatively generated. We expect that the process and system that this paper suggests can be used as a tool for forecasting demand in the ICT and other industries.

지능형 시뮬레이션 모형을 기반으로 한 정보기술 투자 성과 요인 및 전략 도출에 관한 연구

박도형(Do-Hyung Park) 한국지능정보시스템학회 2013 지능정보연구 Vol.19 No.1

Information technology is a critical resource necessary for any company hoping to support and realize its strategic goals, which contribute to growth promotion and sustainable development. The selection of information technology and its strategic use are imperative for the enhanced performance of every aspect of company management, leading a wide range of companies to have invested continuously in information technology. Despite researchers managers, and policy makers’ keen interest in how information technology contributes to organizational performance, there is uncertainty and debate about the result of information technology investment. In other words, researchers and managers cannot easily identify the independent factors that can impact the investment performance of information technology. This is mainly owing to the fact that many factors, ranging from the internal components of a company, strategies, and external customers, are interconnected with the investment performance of information technology. Using an agent-based simulation technique, this research extracts factors expected to affect investment performance on information technology, simplifies the analyses of their relationship with economic modeling, and examines the performance dependent on changes in the factors. In terms of economic modeling, I expand the model that highlights the way in which product quality moderates the relationship between information technology investments and economic performance (Thatcher and Pingry, 2004) by considering the cost of information technology investment and the demand creation resulting from product quality enhancement. For quality-enhancement and its consequences for demand creation, I apply the concept of information quality and decision-maker quality (Raghunathan, 1999). This concept implies that the investment on information technology improves the quality of information, which, in turn, improves decision quality and performance, thus enhancing the level of product or service quality. Additionally, I consider the effect of word of mouth among consumers, which creates new demand for a product or service through the information diffusion effect. This demand creation is analyzed with an agent-based simulation model that is widely used for network analyses. Results show that the investment on information technology enhances the quality of a company’s product or service, which indirectly affects the economic performance of that company, particularly with regard to factors such as consumer surplus, company profit, and company productivity. Specifically, when a company makes its initial investment in information technology, the resultant increase in the quality of a company’s product or service immediately has a positive effect on consumer surplus, but the investment cost has a negative effect on company productivity and profit. As time goes by, the enhancement of the quality of that company’s product or service creates new consumer demand through the information diffusion effect. Finally, the new demand positively affect the company’s profit and productivity. In terms of the investment strategy for information technology, this study’s results also reveal that the selection of information technology needs to be based on analysis of service and the network effect of customers, and demonstrate that information technology implementation should fit into the company’s business strategy. Specifically, if a company seeks the short-term enhancement of company performance, it needs to have a one-shot strategy(making a large investment at one time). On the other hand, if a company seeks a long-term sustainable profit structure, it needs to have a split strategy(making several small investment at different times). The findings from this study make several contributions to the literature. In terms of methodology, the study integrates both economic modeling and simulation technique in order to overcome the limitations of each methodology

규범적 기대와 예언적 기대가 소비자 만족에 미치는 영향

박도형(Do-Hyung Park),이동원(Dongwon Lee),정재권(Jaekwon Chung) 한국산학기술학회 2016 한국산학기술학회논문지 Vol.17 No.7

제품이나 서비스에 대한 소비자 만족은 이성적인 관점에서 어느 정도 성과를 창출하였는지와 감정적인 관점에서 어떤 느낌을 제공하는지에 따라 달라진다. 본 연구는 소비자의 이러한 두 가지 차원의 기대를 이성적 기대와 감성적 기대의 독립적인 기대들로 간주하고, 특정 제품이나 서비스에 대한 소비자 만족간의 관계를 확인하였다. 동시에 기존의 기대불일치 이론을 확장한 예언적 기대와 규범적 기대도 함께 고려하여, 소비자의 이성적인 판단과 감정적인 느낌의 기대불일치가 만족 에 어떤 영향을 미치는지 연구하였다. 연구 결과, 이성적인 관점에서는 소비자의 기대를 뛰어넘는 성능이나 경험을 했을 경 우, 만족은 증가함을 알 수 있었고, 이 효과는 예언적 기대를 충족했을 때 더 커짐을 알 수 있었다. 반면, 감성적인 관점에서는 소비자가 규범적으로 사전에 기대한 느낌보다 더 좋은 느낌을 얻을수록, 만족이 증가하지만, 자신이 실제로 일어날 것이라고 예언한 기대에 불일치하는 것은 오히려 만족을 감소시킨다는 결과를 확인하였다. 하지만 영향정도의 절대 크기 측면에서 감정적인 느낌 하에서는 규범적 기대불일치가 소비자의 만족에 미치는 영향이 예언적 기대불일치의 영향보다 더 크다는 것 을 확인하였다. Consumer expectation is divided into rational and emotional components with regard to the experience of products or services. The purpose of this study is to investigate the relationship between these two types of expectations and consumer satisfaction. For the theoretical framework, we use the dual expectation theory with respect to the should-expectation and will-expectation, and verify their effects on consumer satisfaction. The findings of this study imply that under rational expectation, consumer satisfaction increases when the result of their experience exceeds their expectation and the impact is stronger when the will-expectation is satisfied. Under emotional expectation, consumer satisfaction increases when the should-expectation exceeds the result of the actual performance, but decreases when there is disaccord between the will-expectation and performance. For emotional-based expectation, the impact on consumer satisfaction is stronger for should-expectancy disconfirmation than for will-expectancy disconfirmation.