온라인쇼핑몰 성과 향상을 위한 소비자 태도에 관한 연구

백진현(Chin-hyon Paik) 한국인터넷전자상거래학회 2007 인터넷전자상거래연구 Vol.7 No.3

In this study, We proposed a multi-attribute attitude model to empirically investigate the customers' attitudes toward different product categories at the web stores. We viewed the customers' intention regarding purchasing a product from the web stores as a function of beliefs about the attributes possessed by the web stores weighted by the importance of each attribute. A combined web-based survey was conducted for our study. In the survey, the direct purchases from the web stores were contrasted with the purchases from the traditional stores, and the customers' acceptance index of the web stores for each product categories was computed using the respondents' perceived attribute performances and self-explicated importance weights. We find that while all product categories in our survey are less acceptable at the web stores than at the traditional store, different product categories do have different customers' acceptance indices of the web stores. We also find that, interestingly, non-student shoppers appear to be more positive toward online shopping.

국내기존 기업의 e-Business화 추진방안에 관한 실증적 연구

유석천(Seuck Cheun Yoo),백진현(Chin Hyon Paik) 한국경영학회 2003 經營學硏究 Vol.32 No.2

As an internet revolution is taking Place recently, much of the focus by researchers has been on radical new business models simultaneously developed and market teated by start-up firms, However, there is no more doubt that traditional businesses have to do much of the really hard work and make most of the profits in this big transition. E-Business of traditional companies is evolving in three ways : getting higher managerial efficiency: keeping touch tightly with their loyal customers by internet, and digitalizing their Products and services; obtaining high efficiency in their supply chain, We explore a macro aspect of the relationship among supply chain, e-Business technology, customer service, and Performance by examining an empirical experiment on the Korean domestic companies. We observe that supply chain management does give tittle effect un reducing costs yet, but some Positive effect on increasing both qualify levels and Product varieties. Improvement of the service level in ordering processes is closely related with thee-Business level of partners in the supply chain, the fitness of the corporate strategy and SCM, and regulatory social infrastructure on e-Business. The level of the e-Business technology infrastructure in organizations is Playing an intermediate rule between managerial activities in the supply chain and improvement of customer service levels.

정보시스템의 전략적 아웃소싱 의사결정에 관한 연구 : 국내 금융기관을 중심으로

백진현 동국대학교 대학원 2001 大學院硏究論集-東國大學校 大學院 Vol.31 No.-

Over the years, outsourcing of information systems has been steadily gaining stature in the financial institutes because of the potential benefits on managerial efficiency. Due to the trade-off of benefits and risks related to outsourcing, however, its decision making process is a new challenging work to the managers in Korean financial institutes. The purpose of this paper is to study a decision-making process of strategic outsourcing of information systems in domestic financial institute through an empirical study. The result of this study shows that the reason of considering outsourcing are to obtain competitive advantages, responsiveness to environment changes, and cost saving etc. On the other hand, the fear of the control poser loss of information system, the possibility of unlawful information outflow, and the uncertainty of cost saving through outsourcing are why they have not considered. The main findings are as follows: (1) the fitness test of internal strategy and the analysis of the competitors' strategies are important processes in the decision making. (2) Some organizational influences, top management's supports, and the recent technological trend are also important factors in decision making. (3) Although the maturity of current information systems is not a relevant factor to the decision making, establishing of solid relationship with outsourcing providers is one of the essential factor.

전자상거래(EC)에 대한 소비자만족에 관한 실증적 연구 : 소비자 기대속성과 만족간의 관계를 중심으로

백진현 동국대학교 경제경영연구원 2000 經濟經營硏究 Vol.24 No.1

An internet based electronic commerce has led to great changes in both the traditional application of organization's internal information and relationship between organizations. And because it is necessary to design a system by uniting new technology based on the current data communication infra, recommending e-commerce organization accept it on innovative level. Therefore, when considering of introducing B to B Electronic commerce, without thorough preparation and reexamination, it will be difficult to achieve efficiency and effectiveness. As this study has examined the following background, the objective of this research is to understand key factors, especially the environmental, organizational, and technical factors that influence the adaptation of Business-to-Business electronic commerce. In order to examine how these factors function in terms of reliance and cooperation with the opposite dealer, the study has applied parameter. First, it appeared that environmental factor has significant relationship with induction of B to B e-commerce. This implies that by both pros and cons for B to B e-commerce reflecting upon organizations' environmental factors, induct technology innovation such as B to B electronic commerce. It also shows that domestic organizations recognize the fact that induction and application of technology innovation, such as B to B electronic commerce, ensures superiority over competition, consistent development, and growth. Statistically, organizational factors likewise have important relationship with B to B e-commerce. Among organizational factors, centralization of power in decision making and formality of organization's operation have negative relationship with top management level IT support and positive relationship with strategic IT plans. If organization is highly flexible, the induction of new innovative technology could be more active. On the other hand, the positive relationships with IT support and strategic IT plans show that the top management class' standard of recognition has significant relationship with the induction of B2B e-commerce and when the induction of technology innovation accords with the organization's strategic plans, organization would more actively demand the induction. Among technical factors, while relative advantages and compatibility bring positive influence over B2B e-commerce, the complexity of technology brings negative influence. No matter how the organization induct innovation technology in order to obtain superiority over competition, if the organization does not have the compatibility of existing technology maintenance or other advantages that else organizations have, then organizations and managers will be passive in terms of innovation technology. On the other side, complexity's negative influence implies that organizations take great considerations of compatibility in induction of technology innovation. Lastly, in respect to the induction of internet e-commerce, opposite dealer's reliance and competition has become very important factor. As a general influence factor, chosen variables (environmental, organizational, and technical factors) affects B2B e-commerce according to the variable of opposite dealer's reliance and cooperation. Therefore, it can be concluded that in induction of B2B e-commerce, organizations should take great considerations in the need for establishment of reliance and cooperation with its competitors.

기업간 전자상거래(B2B) 성과에 대한 인식과 효율적 구축 방안에 관한 실증적 연구 : 자동차 부품업체를 중심으로

백진현 동국대학교 대학원 2002 大學院硏究論集-東國大學校 大學院 Vol.32 No.-

Being able to offering competition advantage and cost advantage to the businesses of the information and communications age, B2B is the hottest issue of the business management in the 21C. This study analyzed the relation between the expected level with regard to the performance of the B2B and organization size, information system maturity, competition environment & friendly relationship with business connections. Also, this study analyzed the information system maturity of businesses. The data for this study was collected from 45 automotive parts suppliers that had more efficient information system. T-test, correlation analysis and frequency analysis was used for this data analysis. Our findings show that all factors such as organization size, information system maturity, competition environment, and relationships with business connections have a significant relation with the expected level regarding the performance of B2B. In addition, they show that information system maturity based on B2B is generally high. Through our findings, we can expect that businesses that have bigger organization size, higher information system maturity and keener competition environment can be more active in introducing and implementing B2B.

인터넷 쇼핑몰의 가격경쟁과 전략에 쇼핑에이전트가 미치는 영향에 관한 실증적 연구

백진현 동국대학교 대학원 2003 大學院硏究論集-東國大學校 大學院 Vol.33 No.-

This study investigates the effect of Shopbots on th price competition and the strategies of online merchants. In this regard, Three questions are considered. First, do Shopbots reduce the price level? Second, do Shopbots change the structure of internet shopping malls? Third, have price dispersion decreased? Results are as follows. First, we find that shopping malls using SDU(Shoppiong Mall Direct Update), which was possible by Shopbots, frequently focus on the consumers who prefer low-priced goods, and offer lower price than their competitors. Second, from ranking analysis and merchants' price behavior, bi-mode structure is deepening in the sense that unbranded shopping malls use lower pricing strategy and branded malls use non-price strategy. Third, the price dispersion among unbranded shopping malls which use lower pricing strategy and the price dispersion among branded shopping malls have decreased respectively, leading overall price dispersion lower.

고객서비스와 기업성과 향상을 위한 실증적 연구 : 공급망관리(SCM)와 e-Business관련 기술의 활용을 중심으로

백진현 동국대학교 대학원 2001 東院論集 Vol.14 No.-

국내 기업들은 새로운 경영 패러다임으로서 e-Business를 추구하며 세계적인 변화에 능동적으로 대처하려는 노력을 하고 있다. 최근 e-Business를 포함한 전자상거래의 급속한 성장에 힘입어 관련 분야에서 많은 연구들이 수행되고 있지만 전자상거래를 통한 고객서비스 향상과 이를 통한 기업성과 향상에 초점을 맞춘 연구는 거의 없는 실정이다. 또한 고객서비스 향상과 기업성과를 측정함에 있어서도 e-Business화라는 시장환경을 고려하여 기업에게 있어 매우 중요한 요인으로 여겨지고 있는 공급망관리(SCM)와의 연계성을 고려한 연구도 이루어지고 있지 않다. 따라서 본 연구는 위와 같은 인식을 바탕으로 e-Business로의 전환과정에 있어 기업들이 중점을 두어야 할 부문 특히 효과적인 공급망관리와 이를 통한 고객서비스 향상과 기업성과의 향상방안을 제시하는 것을 목적으로 한다. 또한 기업 내부적인 기술 수준이 위와 같은 활동에 미치는 영향을 조사하는 것을 목적으로 한다. 위와 같은 연구의 목적을 달성하기 위하여 본 연구는 다음과 같은 방법을 활용하여 연구를 수행하였다. 첫째, 기업들의 공급망관리(SCM) 효율성 증대를 위한 노력을 파악하고 이러한 노력의 일환으로 e-Business 관련 기술의 활용현황을 파악하였다. 둘째, 기업들의 공급망관리(SCM) 효율성 증대를 위한 노력과 고객서비스 향상과의 관계를 조사하였다. 셋째, 기업들의 공급망관리(SCM) 효율성 증대를 위한 노력과 고객서비스 향상이 기업성과에 미치는 영향을 조사하였다. 넷째, 기업들이 보유하고 있는 e-Business 관련 기술의 중요성을 파악하였다. 전략과 연계된 e-Business 관련 기술의 활용이 공급망관리와 고객서비스 향상에 미치는 영향을 알아보았다. 위와 같은 연구활동을 통하여 도출된 연구의 결론 및 시사점은 다음과 같다. 첫째, 본 연구의 주요변수인 기업의 SCM 관련 활동 가운데 e-Biz 관련 문제 인식정도, 전략과의 적합성, 환경적 인식이 전반적으로 고객서비스 향상에 기여한다는 것이다. 다시 말해 기업전략과의 적합성을 검토하고 기업내외부의 환경을 고려하여 SCM 활동을 추진하는 것이 중요하며 이러한 과정이 e-Biz와 관련된 여러 가지 문제에 대한 인식을 바탕으로 이루어져야 함을 보여주는 것이다. 특히 주목할 만한 것은 거래상대방의 e-Biz 수준이 본 연구의 결과 고객서비스 향상과는 직접적인 영향관계에 있지 않은 것으로 나타난 것이다. 이는 고객서비스 향상을 위하여는 기업조직의 기본적인 인식과 이에 대한 전략적인 접근이 고객이 보유한 기술적인 요인보다는 중요하다는 것을 의미한다고 볼 수 있을 것이다. 둘째, 고객서비스의 향상이 기업성과와 직접적인 영향관계에 있다는 것이다. 다시 말해 기존의 연구들이 수행한 정성적인 기업성과 이외에 정량적인 성과 즉 본 연구에서 주요한 지표로 사용한 ROI 증감, 판매이익 증감, 시장점유율 증감 그리고 기업의 세전이익 등에 유의한 영향을 미치고 있다는 것이다. 주목할 것은 일반적으로 알려진 바와 달리 제품의 가격이 기업성과에 미치는 영향은 없는 것으로 나타났다. 이는 e-Biz 관련 기술과 같은 고객서비스 향상 수단을 이용하는 경우 고객은 제품가격 보다는 제품의 다양성, 주문 정보의 정확성 및 제품품질을 더욱 중요시한다는 것을 알 수 있다. 이것은 또한 e-Biz와 같은 환경하에서의 소비자가 중시하는 것은 가격적 요인보다는 제품에 대한 접근과 이에 대한 다양한 정보를 충족시키는 것이라는 점이다. 셋째, SCM과 같은 새로운 방식을 활용하여 고객서비스를 향상시키기 위해서는 e-Biz 관련 내부 기술수준이 일정정도 갖추어져야 한다는 것을 알 수 있다. 이것은 e-Biz 관련 내부 기술수준이 가지는 조절변수 효과를 측정한 결과 SCM 관련 활동이 e-Biz 관련 내부 기술수준과 결합하였을 때, 고객서비스 향상 효과가 더욱 커진다는 결과를 통하여 알 수 있다. 이는 앞서 밝힌 바와 같이 고객이 보유한 기술 수준 보다는 기업조직이 보유한 기술적인 기반이 충분하여야 보다 다양한 고객서비스가 가능하고 이에 따라 기업성과의 향상도 이루어질 수 있다는 것을 의미한다고 볼 수 있을 것이다. Domestic businesses are continually working hard to raise management efficiency and improve customer services. Present enterprises are applying various management reform techniques. Among these efforts, SCM is known as the most important source. The purpose of following research is to help domestic enterprise managers work more effectively on SCM activities so that they can both satisfy their customers and improve their business outcomes. According to the result, it is important to notice that improvement level of e-business customers service has no direct relationship. Therefore, in order to improve customer services, organization needs basic understandings and strategic approaches are more important than the technical elements customers have. Secondly, improvement of customer service and business outcomes have direct relationship. Quantative outcomes affect the increase and decrease of ROI, sales profits, market share, and the enterprises pretax income. Especially, the price of products has no direct relationship with the business outcomes because in e-Biz access to various information on products are more important than prices.

국내 금융기관의 정보시스템에 대한 전략적 아웃소싱 의사결정에 관한 연구

유석천,백진현 정보통신정책학회 2003 정보통신정책연구 Vol.10 No.1

지난 몇 년간 금융기관의 정보시스템에 대한 Outsourcing은 잠재적인 경영적 효율성 제고를 위하여 추진을 고려하는 기관이 많아지고 있다. 그러나 국내 금융기관의 경영층은 정보시스템 Outsourcing으로 인한 여러 가지 장단점 때문에 쉽게 의사결정하기 어려운 상황이다. 본 논문은 실증적 분석을 통하여 관련 의사결정과정을 연구함으로써 국내 금융기관 경영층의 정보시스템 Outsourcing에 대한 전략적 의사결정과정에 기여하는데 목적이 있다. 연구 결과 Outsourcing을 추진하는 목적은 경쟁우위 획득, 환경변화에 대응, 비용 절감 등인 반면, 정보시스템에 대한 통제력 상실, 정보 유출 우려, 비용 절감 등에 대한 회의 등이 Outsourcing 추진을 주저하게 하는 것으로 나타났다 주요 실증분석 결과를 요약하면, 금융기관 전략과 정보시스템 전략 등 내부 전략의 적합성 Test와 경쟁자 분석이 의사결정 과정에 주요한 단계이고, 조직 내부의 역학 관계, 최고 경영층의 적극적인 참여 및 지원 정도, 그리고 최근 기술 발전 추세 등이 의사결정상의 주요 요소임을 알 수 있다. 본 논문은 이런 결과를 바탕으로 좀 더 개선된 의사결정과정 모형을 제시한다. Over the years, an outsourcing of information systems has been steadily gaining stature in the financial institution because of the potential benefits on managerial efficiency. Due to the trade-off of benefits and risks related to outsourcing, however, its decision making process is a new challenging work to the managers in Korean financial institutions. The purpose of this paper is to study a decision-making process of strategic outsourcing of information systems in domestic financial institutes through an empirical study. The result of this study shows that the reasons of considering outsourcing are to obtain competitive advantages, responsiveness to environment changes, and cost saving etc. On the other hand, the fear of the control power loss of information system, the possibility of unlawful information outflow, and the uncertainty of cost saving through outsourcing are why they have not considered. The main findings are as follows: (1) the fitness test of internal strategy and the analysis of competitors' strategies is an important process in the decision making. (2) Some organizational influences, top management's supports, and the recent technological trend are also important factors in decision making. Based on these results from our empirical study, we propose an improved decision making process model.