카 쉐어링 서비스 특성이 사용자 평가와 순 편익에 미치는 영향

손봉진(Bongjin Sohn),최재원(Jaewon Choi),권혁준(Hyuk-Jun Kwon) 한국전자거래학회 2018 한국전자거래학회지 Vol.23 No.2

공유 경제의 대표적인 사례 중 하나의 카 쉐어링 서비스는 차량을 공유하여 사용자가 원하는 시간, 장소에서 원하는 만큼 공유하여 사용할 수 있는 서비스를 제공하고 있다. 본 연구에서는 카 쉐어링 서비스의 시스템이 제공하는 기반적 특성인 희소성과, 시스템 품질, 서비스 품질이 사용자의 평가 요소에 영향을 줄 것이라 가정하고 사용자의 평가를 통하여 사용자의 순 편익을 확인하고자 하였다. 분석결과 희소성의 쿠폰과 시간제한은 사용자 평가 요소인 인지된 사회적 지지와 앱 신뢰에 영향을 주었으나 제한 수량은 영향을 주지 않아 카 쉐어링 서비스에서 수량에 대한 제한은 관련 없는 것으로 나타났다. 시스템 품질의 대부분의 변수들이 인지된 사회적 지지와 앱 신뢰에 영향을 주었다. 사용자 평가는 사용자 만족과 추천의도에 영향을 주었다. 사용자가 얻을 수 있는 순 편익으로써 만족감과 조직적 측면에서의 간접적 성과인 추천 의도가 채택되어 순 편익 변수의 역할을 하였다. 공유경제와 관련된 연구는 주로 탐색적 연구에서 국한하는 점으로 비추어 볼 때 본고에서 언급하고 있는 비즈니스 성공 모델의 적용과 사회적 변수 적용 등 실증적으로 분석했다는 점에서 본 연구의 의의가 있다. Car Sharing Service is provided with sharing the vehicleas you can use it anywhere and anytime. The paper verified the factors impact between providing infrastructure characteristics such as scarcity, system quality and service quality and user evaluation factors based on DeLone & McLean IS Success Model. User evaluation factors have an influence on net benefit. D&M IS model mainly proved inner organization impact. The research collected experienced car sharing service, we analyzed the 224 respondents. The result of the hypothesis follows. The scarcity of time is negatively related to perceived social support and app trust. Provisional coupon is positively related to perceived social support and app trust. But, scarcity of quantity is not related to user evaluation factors. Most of the system qualities are related to app trust, however, privacy concern isn’t related to app trust. the paper’s demographic characteristic is lack of experience frequency. User evaluation factors that are perceived social support and app trust are positively related to user satisfaction and WoM intention. User satisfaction is individual impact and WoM intention is organization impact. Two factors are the net benefit in car sharing service. The area of sharing economy should more study about correlation among experimental various factors. Thus, the paper has different significant from antecedent research. because of trying to experimental analysis.

위치기반 앱 서비스를 통한 인지된 가치와 평판 형성을 위한 소비자 지식 구조

손봉진 ( Bong-jin Sohn ),최재원 ( Jaewon Choi ) 한국지식경영학회 2017 지식경영연구 Vol.18 No.1

Recently, the popularity of smartphones has led to a dramatic increase in the frequency of use of App(Application) services. LBS (Location-Based Service) App service adopts various methods such as push marketing and useful information by region through providing location-based service based on the location of the consumer. In particular, an enterprise or an App management company can provide necessary information to the consumer through the necessary information among the customer related knowledge information obtained by utilizing the location information of the consumer in real time. Nevertheless, since LBS is a service that can be performed only when the company obtains consent to provide location information voluntarily by the consumer, there is a case of privacy infringement due to consumers` use of personal information. The purpose of this study is to identify the characteristics of privacy related variables and the knowledge structure for consumer value formation based on the theory of privacy calculation. We also compared the characteristics of Korea with those of China in privacy issue. As a result of the analysis, it was confirmed that factors such as information utilization ability and information control ability were influential as a key factor of privacy calculation. In addition, perceived value influences the reputation of the LBS App service.

가상현실 웨어러블 기기의 구매 촉진을 위한 태도 자신감과 사용자 저항 태도

손봉진(Bong-Jin Sohn),박다슬(Da-Sul Park),최재원(Jaewon Choi) 한국지능정보시스템학회 2016 지능정보연구 Vol.22 No.3

Over the past decade, there has been a rapid diffusion of technological devices and a rising number of various devices, resulting in an escalation of virtual reality technology. Technological market has rapidly been changed from smartphone to wearable devices based on virtual reality. Virtual reality can make users feel real situation through sensing interaction, voice, motion capture and so on. Facebook.com, Google, Samsung, LG, Sony and so on have investigated developing platform of virtual reality. the pricing of virtual reality devices also had decreased into 30% from their launched period. Thus market infrastructure in virtual reality have rapidly been developed to crease marketplace. However, most consumers recognize that virtual reality is not ease to purchase or use. That could not lead consumers to positive attitude for devices and purchase the related devices in the early market. Through previous studies related to virtual reality, there are few studies focusing on why the devices for virtual reality stayed in early stage in adoption & diffusion context in the market. Almost previous studies considered the reasons of hard adoption for innovative products in the viewpoints of Typology of Innovation Resistance, MIR(Management of Innovation Resistant), UTAUT & UTAUT2. However, product-based antecedents also important to increase user intention to purchase and use products in the technological market. In this study, we focus on user acceptance and resistance for increasing purchase and usage promotions of wearable devices related to virtual reality based on headgear products like Galaxy Gear. Especially, we added a variables like attitude confidence as a dimension for user resistance. The research questions of this study are follows. First, how attitude confidence and innovativeness resistance affect user intention to use? Second, What factors related to content and brand contexts can affect user intention to use? This research collected data from the participants who have experiences using virtual rality headgears aged between 20s to 50s located in South Korea. In order to collect data, this study used a pilot test and through making face-to-face interviews on three specialists, face validity and content validity were evaluated for the questionnaire validity. Cleansing the data, we dropped some outliers and data of irrelevant papers. Totally, 156 responses were used for testing the suggested hypotheses. Through collecting data, demographics and the relationships among variables were analyzed through conducting structural equation modeling by PLS. The data showed that the sex of respondents who have experience using social commerce sites (male=86(55.1%), female=70(44.9%). The ages of respondents are mostly from 20s (74.4%) to 30s (16.7%). 126 respondents (80.8%) have used virtual reality devices. The results of our model estimation are as follows. With the exception of Hypothesis 1 and 7, which deals with the two relationships between brand awareness to attitude confidence, and quality of content to perceived enjoyment, all of our hypotheses were supported. In compliance with our hypotheses, perceived ease of use (H2) and use innovativeness (H3) were supported with its positively influence for the attitude confidence. This finding indicates that the more ease of use and innovativeness for devices increased, the more users’ attitude confidence increased. Perceived price (H4), enjoyment (H5), Quantity of contents (H6) significantly increase user resistance. However, perceived price positively affect user innovativeness resistance meanwhile perceived enjoyment and quantity of contents negatively affect user innovativeness resistance. In addition, aesthetic exterior (H6) was also positively associated with perceived price (p<0.01). Also projection quality (H8) can increase perceived enjoyment (p<0.05). Finally, attitude confidence (H10) increased user intention to use virtual reality devices. howe

비디오, 이미지, 텍스트 E-WoM이 사람들에게 구매의도와 WoM의도의 미치는 영향에 대한 비교연구

왕명(WANG MING),손봉진(Sohn, Bongjin) 한국지능정보시스템학회 2018 한국지능정보시스템학회 학술대회논문집 Vol.2018 No.6

e-commerce 상에서 사용자 구매 태도 변화 및 가격 할인 강도의 조절효과

장옥도(Zhang,Yutao),손봉진(Sohn, Bnogjin),최재원(Choi, Jaewon) 한국IT서비스학회 2018 한국IT서비스학회 학술대회 논문집 Vol.2018 No.-

정보 기술의 발달로 인터넷 관광 패키지 상품이 소비자들에게 주목받고 있다. 소비자들의 구매의도를 향상시키기 위하여 희소성을 통해 기업들은 큰 경제 효과를 추구하게 된다. 본 연구에서는 희소성에 대해서 제품관련 특성과 사이트 만족의 영향관계에 대해 설명하고자 한다. 본 연구결과는 첫째, 제품 관련 특성에 따른 혁신성, 인지된 가격이 사이트 만족에 긍정적인 끼친다. 둘째, 사이트 만족이 구매의도에 유의한 영향을 미치고 사이트 만족이 추천의도에 유의적인 영향을 미친다. 셋째, 희소성이 지각된 가치에 대한 획득가치와 거래가치 정의 영향을 미친다. 넷째, 지각된 가치에 대한 획득가치와 거래가치가 구매의도에 긍정적인 영향을 미치고 추천의도도 마찬가지로 긍정적인 미치며 구매의도가 추천의도에 긍정적인 영 향을 미친다. 마지막으로 가격할인강도의 조절역할에 따른 희소성의 효과를 높일수록 소비자들의 구매의도가 더 강하게 높다는 것으로 확인하였다.

KB국민카드의 빅데이터를 활용한 실시간 CRM 전략: 스마트 오퍼링 시스템

최재원(Jaewon Choi),손봉진(Bongjin Sohn),임현아(Hyuna Lim) 한국지능정보시스템학회 2019 지능정보연구 Vol.25 No.2

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer’s desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the ‘Hye-dam Card’ and ‘One Card’ markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer’s life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers’ card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card’s big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card’s future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce