디지털 경험 요소가 구매에 미치는 영향 -경험빈도의 조절효과를 중심으로-

정상희,정병규,Jung, Sang Hee,Chung, Byoung Gyu Korean Academy of Venture Innovation 2020 벤처혁신연구 Vol.3 No.2

The 4th Industrial Revolution and Covid 19 are moving the fashion industry from offline to online. Fashion shows that took place offline are being replaced by online. Online is greatly increasing consumers' digital customer experience based on digital technologies. In this study, we studied the effect of digital experience factors on digital customer satisfaction based on the Schmitt(1999)'s experience marketing. The effect of digital customer satisfaction on purchase, continuous use intention, and recommendation intention were also studied. In addition, the moderating effect of experience frequency was studied. We randomly sampled 180 individuals among fashion mall users.. SPSS 24, AMOS 23 and Process Macro 3.5 were used for statistical analysis. In the study in which digital experience factors influence digital customer satisfaction, all except the digital act showed positive influence. The impact of influence was digital sense (β = .366) > digital think (β = .225)> digital feel (β = .191) > digital relate(β = .163). Digital customer satisfaction have been positive impact on purchasing, continuance use and recommendation intention. In the moderating effect of digital experience frequency, between digital feel, digital act and digital customer experience showed a statistically effective relationship. Based on the this study, We suggested theoretical and practical implications.

온라인 쇼핑몰에서 디지털 경험요인이 구매의도에 미치는 영향에 관한 연구 : 플로우의 매개효과를 중심으로

정상희,Jung, Sang-hee 한국벤처혁신학회 2020 벤처혁신연구 Vol.3 No.2

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

4차 산업혁명시대의 디지털 고객경험과 구매간 영향관계 - 디지털 자기효능감의 조절된 매개효과를 중심으로-

정상희,정병규,Jung, Sang Hee,Chung, Byoung Gyu Korean Academy of Venture Innovation 2020 벤처혁신연구 Vol.3 No.1

4차 산업혁명시대를 살고 있는 고객들은 구매 깔때기 안에 있는 것이 아니라 밖으로 나오기 시작했다. 풍부한 정보로 무장한 현명한 고객의 등장과 맞물려 제품 선택의 폭과 디지털 채널의 폭발적인 증가로 인해 정보를 탐색하고 구매하는 방식이 혁신적으로 변화되고 있는 것이다. 디지털 시대의 고객여정은 전통적인 깔때기 모형이 제시하는것보다 훨씬 복잡하게 되었다. 그래서 직선형이 아닌 다양한 상호작용을 하는 비선형적인 정교한 접근이 요구되어지고 있다. 기존의 많은 연구와 달리 본 연구는 패션, 자동차, 화장품, 온라인 쇼핑몰의 4개 상품군 이용고객 1,200을 대상으로 진행된 것으로 상품군에 상관없이 일반적으로 적용할 수 있는 디지털고객경험 속성을 도출하고 검정하였다. 디지털경험이 고객만족에 영향을 미치며, 최종적으로 구매에 영향을 미치는 일련의 과정 속에서 디지털 자기효능감이 구매에 어떠한 역할을 하는지를 규명하였다. 이론적 시사점으로는 디지털 자기 효능감을 조절된 매개변수로 도입하여 검정한 결과 고객만족도와 고객 충성도 간 디지털 자기효능감은 조절된 매개역할을 하는 것으로 검정 되었다. 실무적으로는 디지털 자기효능감이 높은 고객에게 디지털 마케팅을 적극적으로 활용할 필요가 있고다, 그러나 디지털 자기 효능감이 낮은 고객에게는 디지털 마케팅 피로도를 조심해야 할 필요가 있다는 시사점을 도출하였다. In the era of the 4th Industrial Revolution customers living began to come out, not inside the purchase funnel. Due to the diversity of product selection and the increase in digital channels, the way customers search for information and purchase it is changing innovatively. So, the customer journey in the digital age is much more complicated than the traditional funnel model suggests. Unlike many previous studies, this study was conducted for 1,200 customers in four product groups of fashion, automobile, cosmetics, and online shopping malls. As a result of the study, we investigated how digital self-efficacy plays a role in purchasing in a series of processes in which digital experience affects customer satisfaction and finally affects purchase. As a theoretical implication, as a result of introducing and testing digital self efficacy as moderated mediation effect. the digital self-efficacy between customer satisfaction and customer loyalty were determined to play a moderated mediation effect role. As a practical implication, it was necessary to actively utilize digital marketing for customers with high digital self-efficacy, but it was suggested that customers with low digital self-efficacy need to be careful about digital marketing fatigue.

개발협력의 트위닝 기법과 EU-페루 간 사례연구

정상희(Sanghee Jung),임소진(Sojin Lim) 한국유럽학회 2018 유럽연구 Vol.36 No.4

본 연구는 개발협력에서 지방분권화가 본격적으로 논의되는 가운데 한국 지방정부의 새로운 지원형태로서 트위닝 기법의 활용 가능성을 제시하고자 하였다. 이를 위해 본 연구는 트위닝 기법의 개념, 효과성과 한계점, 평가방법론에 대한 기존 선행연구의 이론적 논의들을 살펴보았다. 사례분석으로는 EU가 페루의 불법마약과 조직범죄에 대응하기 위해 추진하고 있는 프로젝트를 중심으로 트위닝 기법의 활용사례를 역량개발의 요소와 관련하여 분석하였다. 이러한 실증적인 사업에 대한 분석을 바탕으로 본 연구는 트위닝 기법의 효과성과 한계점이 실제 사례에서 어떻게 적용되고 있는가를 살펴보고, 특히 지방정부 차원에서 트위닝 기법을 활용하기 위한 정책적 시사점을 제시하고자 하였다. 결론적으로, 본 연구는 최근 지속적으로 증가하는 지방정부의 개발협력 사업 참여와 트위닝 기법 활용의 증가 추세에 따라 개발협력의 영역에서 트위닝 사업의 체계적인 관리 방안과 평가방법론의 마련이 필요하다는 것을 강조하고자 한다. 이를 위해 향후 공여국 지방정부간 그리고 기관 간 활용되는 트위닝 사례를 분석하여 개발협력 사업에 반영하고 교훈점을 도출할 수 있는 후속연구가 요구된다. 나아가 개발협력의 트위닝 사례 뿐 아니라 일반적인 도시 간 트위닝 사례분석을 바탕으로 이를 개발협력 사업에 확대, 반영할 수 있는 발전방안의 제시도 필요하다. 우리는 이러한 다양한 사례분석과 시사점의 도출을 통해 향후 한국 지방정부의 더 나은 개발협력 트위닝 사업이 가능한 환경 조성에 기여할 수 있다. This paper aims to provide implications for Korean local governments when they adopt and implement twinning methods in their development cooperation projects with other local governments in developing countries. The paper explored existing literature regarding to twinning definition and concept, effectiveness and limitations of the twinning process, and monitoring and evaluavion methods of the twinning projects. Based on this, we have conducted a case analysis of EU-Peru twinning against drugs and organised crimes. As the existing literature about twinning in development discipline, we have employed capacity development framework in analysing case study as twinning in development discourse is considered to be a part of capacity development activities. Findings of the study suggests that it is critical to design the whole process of twinning in more systemic manner, including quality management by applying lessons learned. In the end, we have recommended to conduct future research not only in wider range of analysis of development cooperation twinning cases, but also general city-to-city twinning processes in order to come up with lessons learned for the future projects. By doing so, this study intends to contribute to the enabling environment for Korean local governments’ twinning activities with local government partners in developing countries.

교육개발협력사업에서 C4D 활용에 관한 연구

정상희(Jung, Sang-Hee) 한국외국어대학교 중남미연구소 2017 중남미연구 Vol.36 No.2

개발협력에서 미디어와 통신매체 활용의 중요성이 강조되면서 개발을 위한 커뮤니케이션(Communication for Development: C4D) 개념이 논의되어 왔다. 최근 C4D는 개발협력의 담론에서 1990년대 이래 중요성이 강조되고 있는 참여적 개발(Participatory Development)과 연관되고 있다. 교육개발협력 사업의 주요 목표는 ‘정보전달’이라는 측면에서 C4D는 핵심적인 수단이 될 수 있다. 따라서 본 연구에서는 과테말라의 교원 전문화 개발연수 프로그램((Programa Académico de Desarrollo Profesional Docente: PADEP/D)에서 C4D의 개념과 요소들을 적용하고 이를 통해 프로그램을 재구성하여 교육개발협력사업의 C4D 활용을 위한 가이드라인과 새로운 평가지표에 대해 고찰하였다. 이와 같이 커뮤니케이션은 지식, 정보, 메시지를 전달하고 공유할 수 있을 뿐 아니라 이해관계자 간 사회적인 관계와 네트워크를 형성하여 소통을 원활하게 할 수 있으며 이러한 과정에서 이해관계자들의 의견을 적극적으로 반영할 수 있다. 또한 이러한 접근법은 이해관계자의 참여와 지역사회의 정치, 사회, 문화적인 맥락에 따라 수혜자를 우선적으로 고려하는 사람중심(People-centered)과 인권을 기반으로 한다고 볼 수 있다. As the importance of utilizing media and communication grows in the area of development cooperation, the concept of C4D (Communication for Development) has been discussed. C4D has recently been associated with participatory development, which has been highlighted since the 1990s in the discourse on development cooperation. Considering that the main goal of the educational development cooperation program is “information transmission,” C4D will be a critical medium. Therefore, the present study examined guidelines and new assessment criteria for the utilization of C4D by applying the concept and factors of C4D in Guatemala’s Teacher Competency Reinforcement Program and, based on this, recomposing the program. As such, communication helps convey and share knowledge, information, and messages as well as form social relationships and networks among stakeholders, enabling smooth communication and actively reflecting opinions of stakeholders. In addition, it can be said that this approach is based on the people-centered principle and human rights, which prioritize stakeholders’ participation and beneficiaries according to political, social, and cultural contexts.

새로운 ODA 행위주체와 지원방식에 대한 재고

정상희(Sang-Hee, Jung) 동아시아국제정치학회 2015 국제정치연구 Vol.18 No.1

This study analyzes new actors and development cooperation modalities in international development cooperation that are appearing in the transition from international politics to global politics. Moreover, it analyzes the pattern of change in ODA modalities from the policies and practical cases of emerging and traditional donors in Latin America; this is classified as a continent of middle income countries that are expanding their role as new actors. Based on the above, strategic key points and implications were derived. The content of the present study included the following: first, the concept and classification criteria of “middle income countries,” as defined by the international community, were examined. In particular, Latin American countries were classified according to criteria from an international development cooperation perspective and the role of middle income countries in the new systems was also examined. Second, the concept of new ODA modalities that reflect systematic changes and trends were defined and their characteristics were analyzed. These were trends such as the South-South Cooperation, Public Private Partnership, and Multilateral Cooperation that are expanding in response to an emphasis on the emergence of new actors and ownership by the recipient countries. Finally, the commonalities in the modalities that appear in the transition process of development cooperation and the international system were analyzed through which implications on future ODA support policies and modalities are to be pursued.

콜롬비아 도시정책의 젠더주류화 전략에 대한 고찰

정상희(Sang-Hee Jung) 동아시아국제정치학회 2021 국제정치연구 Vol.24 No.2

본 연구는 콜롬비아 젠더와 관련된 법과 제도 및 보고타 도시정책에 반영된 젠더주류화 전략의 정책적인 요소를 분석하고, 이러한 요소들이 도시정책에 어떻게 통합되어 실행되고 있는가를 고찰하였다. 따라서 문헌 연구를 통해 도시와 젠더, 젠더주류화와 관련된 이론과 국제적인 동향을 분석하였다. 콜롬비아에서 젠더주류화는 발전 중인 개념이며 장기간 지속한 내전 상황과 이로 인해 발생한 강제이주와 같은 역사적인 배경에서 다루어져 왔다. 물론 국제사회에서 합의된 기준에 따라 콜롬비아에서 젠더주류화 전략이 실행되었으나 남성 중심적인 기존의 인식을 기반으로 구축된 제도의 틀 내에서 조직과 공간을 변화하기 위한 장기적인 전략으로 고려되어 왔다. 따라서 법의 제정, 성인지통계의 구축, 성인지 예산의 제도화 등 젠더주류화 전략과 관련된 법, 제도적인 측면에서 변화가 이루어졌으며 공공정책에 젠더 분석을 포함하고 젠더주류화의 기본적인 정책요소들이 정부 부처의 정책과 프로그램에 본격적으로 도입되어 실행되고 있었다. 본 연구는 규범적인 틀 내에서 정책적인 차원의 도구로서 인식되었던 젠더주류화 전략에 대해 학문적인 차원과 실행의 측면에서 논의의 기회를 확대하고 젠더적인 관점이 반영된 도시정책과 프로그램에 대해 고찰할 수 있는 계기를 마련했으며 이를 통해 정책과 현실에서 나타날 수 있는 간극을 개선하기 위한 정책적인 차원의 방향성을 제시했다는 의미가 있다. This study analyzed laws and regulations seeking a gender mainstreaming strategy in Colombia and the policy factors reflected in urban policies in Bogota, and examined how these factors were integrated and implemented in urban policies. To that end, a literature review was conducted to analyze theories and international trends in cities, gender, and gender mainstreaming. Gender mainstreaming is an evolving concept in Colombia and has been addressed in the context of its unique history characterized by a prolonged civil war and subsequent displacement. While a gender mainstreaming strategy has been implemented in Colombia in accordance with internationally agreed standards, it is considered a long-term strategy to change the patriarchal traditional systems, organizations, and spaces. Accordingly, changes have been made in the laws and systems related to the strategy, such as enacting legislations, establishing gender statistics and gender-responsive budgeting, including gender analysis in public policies, and introducing and implementing the basic policy factors of gender mainstreaming in policies and programs across government agencies. This study is significant as it served as an opportunity to expand discussions on the gender mainstreaming strategy-recognized as a tool in policies within the normative framework; the study also discusses urban policies and programs reflecting a gender perspective, and accordingly suggests directions to tackle a potential discrepancy between policies and reality.

서울시내 일부 근로자들의 치과 선택요인에 관한 연구

정상희 ( Sang Hee Jung ),정화영 ( Hwa Young Jung ),김은희 ( Eun Hee Kim ) 한국치위생학회(구 한국치위생교육학회) 2011 한국치위생학회지 Vol.11 No.4

Objectives : The purpose of this study was to examine the awareness of company employees. The importance of the selection factors of dental clinics by demographic characteristics. Methods : The subjects of this study was 218 employees. In this study, structured were used. Results : As for perception of the importance of traffic convenience by general characteristics, the company employees who were male, who were married, who had children, who continued to work for a longer period and who were better paid placed more significance on traffic convenience among the selection factors of dental institutions, and the gaps between them and their counterparts were significant. Regarding perception of the importance of the physical environments of dental institutions by general characteristics, those who were in their 20s and in their 50s and up, who were less educated, who worked for a smaller period and who were less paid gave more weight on the importance of physical environments, and the gaps between them and their counterparts were significant. As to perception of the importance of the image of dental institutions by general characteristics, monthly pay made a signifiant difference to that. Concerning the external qualifications of dental personnels, they took a significantly different view according to their age and monthly pay. In relation to perception of the importance of dental service by general characteristics, the women attached more importance to dental service than the men, and the intergroup gap was significant. In regard to perception of the importance of the basic components of dental institutions by general characteristics, those who were in their 40s and up, who had children, who were better paid and who were assistant directors were significantly different from their counterparts in their opinions on the importance of the basic components of dental institutions. Conclusions : The findings of the study suggest that dental institutions should make efforts to provide patients with the best medical service to gain their confidence. (J Korean Soc Dent Hygiene 2011; 11(4): 427-439)

지역별 치위생과 학생들의 교육환경 및 전공 만족도 조사

정상희 ( Sang Hee Jung ),김은희 ( Eun Hee Kim ),김현숙 ( Hyun Sook Kim ) 한국치위생학회(구 한국치위생교육학회) 2011 한국치위생학회지 Vol.11 No.1

Objectives : The purpose of this study was to examine the curriculum, educational facilities and employment guidance of the departments dental hygiene in junior colleges in different regions and the satisfaction level of students with their major in an effort to provide some information on the improvement of educational environments and satisfaction level with the major. Methods : The subjects in this study were 315 dental hygiene students in several junior colleges located in Seoul, Gangwon Province and South Jeolla Province. A survey was conducted during a 15-day period from April 15 to March 1, 2010. Results : As for educational environments and satisfaction level with the major, they gave 3.18, 2.95 and 3.11 respectively to satisfaction level with curriculum, facilities/employment guidance and the major. In terms of satisfaction with educational environments by academic year, the juniors and seniors expressed much satisfaction with the qualifications of professors, the preparation of labs and practice devices, the utilization of labs and practice devices and a supply of employment information. By region, the students from the metropolitan area were satisfied a lot with curriculum, the qualifications of professors, practice-centered curriculum, the preparation of labs and practice devices, the utilization of labs and practice devices, the system of employment guidance and a supply of employment information. By credit, the students tho got A expressed lots of satisfaction with the quality of instruction. Concerning satisfaction level with their major by academic year, the juniors and seniors were highly satisfied with relationship with dental hygiene professors and social status of dental hygienists. By school location, the students from the metropolitan area expressed a lot of satisfaction with the content of major courses and social status of dental hygienists. Conclusions : In order to boost the satisfaction level of students in non-metropolitan areas, colleges should try to improve educational environments, and full-fledged assistance should be provided to them.

빈곤에 대한 새로운 접근시각을 통해서 본 볼리비아 빈곤양상과 사회정책의 함의

정상희(Jung, Sang-hee) 한국외국어대학교 외국종합연구센터 중남미연구소 2013 중남미연구 Vol.32 No.3