월성군 귀래정의 조사 (月城郡 歸來亭의 調査)

유문용,Yu, Mun-Yong 국립문화재연구원 1977 헤리티지:역사와 과학 Vol.11 No.-

창덕궁소장 목제유물의 수리복원

유문용,조형용,Yu, Mun-Yong,Jo, Hyeong-Yong 국립문화재연구소 1986 保存科學硏究 Vol.7 No.-

AHP를 이용한 스마트폰 기능적 속성들의 상대적 중요도 분석

유문용,장형유 대한경영정보학회 2013 경영과 정보연구 Vol.32 No.3

스마트폰은 사용자 수의 급증으로 학계와 업계에서 주목을 받고 있다. 본 연구에서는 실증분석을 통해 사용자들이 가장 중요하다고 생각하는 기능적 속성이 무엇이고, 각 기능적 속성의 상대적 중요도가 어떠한지를 명확하게 찾아내고자 한다. 이를 통해 실무적인 측면에서 스마트폰 제조업체의 제품 개발에 유용한 정보를 제공하고자 한다. 스마트폰의 기능적 속성의 상대적 중요도를 구하기 위해 본 연구에서는 AHP 기법을 활용하였다. 먼저 문헌연구를 통해 추출된 스마트폰의 기능적 속성요인을 기반으로 계층구조를 설정하고, 계층구조에 의해 설문문항을 개발하여 설문조사를 실시하였다. 다음으로 Expert Choice 프로그램을 이용하여 스마트폰 각 기능적 속성의 중요도를 구하였다. 추가적으로 소비자들이 현재 사용하고 있는 스마트폰의 기능적 속성에 대한 만족도를 분석하였다. 마지막으로 연구결과를 바탕으로 실무적 시사점 및 연구의 한계점을 제시하였다.

A study on perceived advertising value and attitude toward mobile advertising : Focus on the effect of moderators

유문용(Wen Long Liu),장형유(Hyeong Yu Jang),조염(Yan Zhao),이한경(Han Kyoung Lee) 한국창업학회 2012 한국창업학회 Conferences Vol.2012 No.-

In order to perform mobile marketing activities more effectively, marketers and researchers pay more and more attention to mobile advertising which is considered to be an important marketing tool and continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising and their experience of using mobile advertisement for shopping.. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research : 1. How different are consumers perceived mobile advertising value according to company-factors or consumer-factors? 2. Does any company-factor or consumer-factor have a moderating effect between consumers perceived mobile advertising value and advertising attitude? According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumer s perceived mobile advertising value positively. The result of hierarchical regression analysis reveals that, all of the moderator have moderating effect between perceived credibility and advertising attitude. Specially, among company-factors, incentive is the most attractive to consumers as expected. Prior permission is playing a role as always. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. On the other hand, the result shows that both of two consumer-factors have a significant moderating effect between consumers perceived credibility and advertising attitude. Consistent with common sense, the level of involvement and the using experience always lead people to evaluate some product or service differently.

그린마케팅활동과 브랜드 글로벌성 및 환경행동의 관계구조 탐색과 제언

유문용(Wenlong Liu),장형유(Hyeongyu Jang) 동국대학교 경영연구원 2020 경영과 사례연구 Vol.42 No.2

본 연구에서는 그린마케팅활동을 체계화 하고 이 같은 활동이 소비자의 지각 된 브랜드 글로벌성과 어떠한 관계를 가지는지를 탐색한다. 그린마케팅활동 정도를 여러 국가로 나누어 사례분석하고, 이 활동이 여러 마케팅활동에 어떠한 영향을 미치는지를 탐색하였다. 특히, 그린마케팅활동이 지각된 브랜드 글로벌성으로 이어지는 과정에서 환경인식이나 환경행동이 주요한 조절역할을 한다는 사실을 문헌연구를 통해서 도출한 후, 실무적 활용가능성을 높임과 동시에 연구의 차별성을 확보하였다. This study is to organize the green marketing activities of companies and to explore how these activities have a relationship with the perceived brand globality of consumers. The degree of green marketing activities was divided into Europe, the United States, Japan, China, and Korea, and a case analysis was conducted and theoretically examined how these activities influenced various marketing activities. In particular, in the process of green marketing activities leading to perceived brand globality, environmental awareness or environmental action plays a major regulatory role. Practical practical applicability has been improved through literature research, while at the same time securing research discrimination. If the existing marketing mix is converted into a green activity and the consumer s perceived brand globality is strengthened based on environmental awareness, it can greatly contribute to strengthening brand trust and brand loyalty.

건축문화재 수리기술자의 입장

유문용(Yoo Mun Yong) 대한건축학회 2009 建築 Vol.53 No.11

라이프스타일에 따른 스마트폰 이용 동인에 관한 연구

유문용(Wen-Long Liu),장형유(Hyeong-Yu Jang) 한국인터넷전자상거래학회 2012 인터넷전자상거래연구 Vol.12 No.2

The purpose of this study is to analyze lifestyles of smartphone users and discuss the motivations of users using smartphones according to their life styles. Specifically, this study categorizes types of smartphone users in line with features of their lifestyles related to food, clothing, shelter, and cultural life while looking into those differences. In addition, this paper examines what leads people to use smartphones by individual type of each lifestyle; based on this research, we suggest future marketing strategies to segment the smartphone users and potential consumers and develop new smartphone devices, services, applications and many others by referring to their usage motivations.

A study on perceived advertising value and attitude toward mobile advertising

Wen-Long, Liu(유문용),Hyeong-Yu, Jang(장형유),Seo-Yoon, Jung(정서윤) 대한경영학회 2012 대한경영학회 학술발표대회 발표논문집 Vol.2012 No.2

In order to perform mobile marketing activities more effectively, mobile advertising is considered to be a continuous area for research. As one of the issues, attitudes toward advertising have been a focus of attention for a long time. Previous studies verified and emphasized that consumer attitude toward mobile advertising is significantly affected by the perceived entertainment, informativeness and credibility of an advertisement causing the way consumers evaluate the value of it. However, the general attitude toward advertising manifests itself not only through perceived advertisement value but also through some factors from implementation process and consumers themselves such as the form of advertisement, the agreement between company and consumer, the involvement consumers pay to mobile advertising, their experience and the type of mobile phone they have. To cast light on the role of company-factors and consumer-factors, the following sub questions will be explored empirical research: 1. How consumers perceived mobile advertising value is affected by company-factors or consumer-factors? 2. Does any company-factor or consumer-factor have a moderating effect between consumers perceived mobile advertising value and advertising attitude? According to a t-test comparative analysis, we found that all company-factors and consumer-factors affect the consumers perceived mobile advertising value positively. On the other hand, the result of hierarchical regression analysis reveal that, among company-factors, incentive is the most attractive to consumers as expected. Among consumer-factors, the level of involvement leads different attitudes. And, smart phone users are more accustomed to various forms of mobile advertisement and hold optimistic attitudes than 2G phone users. As well, different forms of advertisement give different information of product and different visual experience which makes moderating effect on attitude to a certain degree. Finally, as people become more and more familiar with the mobile advertising, prior permission and experience seem less important.

SCM에서 시장지향성과 신뢰의 역할

장형유,유문용,정서윤 한국전략마케팅학회 2011 한국전략마케팅학회 학술대회 Vol.2011 No.1

교육서비스 품질이 교육만족과 충성도 및 교육성과에 미치는 영향

노정숙(Noh Jeoung Suk),유문용(Lin wen Long),장형유(Jang Hyeoung Yu) 한국경영교육학회 2013 한국경영교육학회 학술발표대회논문집 Vol.2013 No.12

학원교육 시장이 지속적으로 확대되고 있음에도 불구하고 학원교육서비스는 소비자들의 기대를 충족시키지 못하고 있다.본 연구는 컴퓨터학원의 교육서비스품질이 고객만족 및 고객충성도와 어떠한 관계가 있으며, 서비스품질이 교육만족과 충성도가 교육성과에 어떠한 영향을 미치는가를 알아보는데 목적이 있다. 연구문제는 서비스품질의 하위변인인 유형성, 신뢰성, 확신성, 공감성, 응답성, 다섯 가지와 교육만족과 충성도가 교육성과와 영향관계를 규명하는 것이다. 이를 위해 연구자는 서비스품질과 교육만족 및 충성도가 교육성과에 관한 기존 연구를 이론적 배경으로 하여 연구모형을 설정하였다.분석결과, 컴퓨터관련 학원생들이 지각하는 학원교육서비스 구성요인과, 교육만족과 충성도, 및 교육성과 간에는 모두 정(+)의 관계가 있음이 나타났으며, 컴퓨터학원의 교육만족과 교육충성도에 영향을 미치는 교육성과를 분석한 결과는 교육만족도와 교육충성도는 교육성과에 유의한 정(+)의 영향을 미친다는 결과로 밝혀졌다. the problem is that the service does not satisfy the customer in spite of continuous expansion of the private institute,The purpose of this study focuses on how much the educational service quality of computer institute is effective to the royalty of customer and the educational achievement.More specifically, the relation extent of the quality to the customer royalty and the educational achievement can be defined with the five subordinated factors of quality that consists of corporeality, reliability, confidence, consensual and optical response. The researcher sets up a study matrix based on a existential theory that is about the relation of service quality and satisfaction and customer royalty to the educational achievement.The result of survey shows that there is a positive relations between all the factors mentioned above, Service, Satisfaction, Royalty and Achievement.the analysis result about the effectiveness of educational satisfaction to the educational royalty in computer institute shows that the satisfaction and royalty are positively effective to the educational achievement.