고객자산 형성요인과 점포선택 모형에 관한 연구

한상설(Sang seol Han) 한국경영사학회 2009 經營史學 Vol.52 No.-

본 연구에서는 소비자의 점포선택에 관한 행동을 토대로, 특정 점포를 선택하게 되는 요인을 확률적으로 검증하고, 특정 점포를 선택하는 주요 요인을 분석함에 따라 소매점 입지 및 소매점 관리 의사결정에 도움을 줄 수 있는 시사점을 제공하는데 있다. 본 연구의 확률적 선택 모형은 Logit 분석 모형을 활용하였으며, 한편, 점포 선택 요인은 최근 논의되고 있는 고객자산 가치 구성요인으로 가치자산, 브랜드 자산, 유지자산 등을 고려하여 소비자 선택 영향력을 밝히고자 하였으며, 그리하여 점포관리를 위한 기초 자료로 제공될 수 있을 뿐 아니라, 소비자의 공간이동의 마케팅적 의미를 통해 소비자 행동을 연구하는데 하나의 실증적 정보를 제시하고자 하였다. 연구의 목적을 달성하기 위한 공간적인 선택 모형을 감안하여 서울시 특정구 지역으로 한정하였다. 그리하여 특정지역에 거주하면서 패밀레스토랑과 백화점을 이용하는 250명을 대상으로 소매점포 선택 행위에 대하여 조사 분석 하였다. 설문조사를 통하여 특정점포에 대한 재방문의 높은 집단과 그렇지 않은 집단 간의 Logistic 회귀분석을 이용하여 점포선택확률을 규명하였다. 백화점, 패밀리레스토랑 점포업태에 각각 점포선택확률 모형에 대한 적합도와 예측력을 검토하고, 고객자산 가치를 형성하는 요인 중 해당점포를 재방문하게 하는 영향 요인이 어떻게 작용하는지를 분석하였다. 이러한 결과 고객자산 형성요인은 특정점포를 선택하는데 중요한 요인이며, 업태별로는 재방문에 대한 세부 영향요인이 차이를 보였다. One of the most important decisions that retailers make is where store should be located, and that consumer’s consideration factors. The purpose of this research is to test stochastic model of store choice and factors of influencing store choice. This study can help make store location and plan store strategy. In this research, A model of store choice is used with multinominal logit model. In this stochastic model of the study. and Store choice variables is considerated customer equity theory that have value equity, brand equity and retention equity. To accomplish study objective and for empirical data for this study, Specific store(department store, mass discount, family restaurant) in kangmam-ku seoul, are selected as subjects. The data of 250 consumer are collected by face to face survey. Result of an empirical study provide support for probable test(likelihood) and expectation ratio are high. In case of department, trip distance, extents of spatial competition, potential consumer, trip convenience, interior level product variety are significant factors in this research. In case of mass discount store, trip convenience, price level, store size, product quality are significant factors in this research. In case of family restaurant, extents of spatial competition, store size, customization level, quality, communication of social reference group, self-image are significant factors in this research. This research have implication where to locate and how to manage store. retailer could use them as important information to locate store and to induce customer satisfaction.

학술연구 : CEO평판, 기업홍보, 제품혁신이 브랜드 자산과 고객-브랜드 관계에 미치는 영향에 관한 연구: 벤처기업 대상을 중심으로

한상설 ( Sang Seol Han ) 한국중소기업학회 2010 기업가정신과 벤처연구 Vol.13 No.1

기업가 정신, 해외네트워크, 수출지원 정책이 신속한 글로벌화에 미치는 영향

한상설(Sang-Seol Han),임덕순(Duk-Soon Yim) 한국무역학회 2013 무역학회지 Vol.38 No.5

In this paper, we aim to advance our knowledge about factors influencing rapid globalization of venture firms through analysing empirically. This study focuses on the effect of entrepreneurship, global network and global export assistance policy in the domestic market-on rapid globalization. The subject of this study was small and minor enterprises that are footed on the gyenggi-do region and that are expanding their business overseas. The empirical results from structural equation modeling and regression analysis. Our findings show that innovativeness and progressiveness of entrepreneurship are key drivers of rapid globalization of company. We also find that external network impact on the rapid globalization. also government export assistance showed a positive effect relation on the rapid globalization. and Meanwhile, result on the effects of product’s standardization that moderating factor on the rapid globalization is as follows. First of all, it was revealed in the path analysis using AMOS model that the relevancy of the study model was higher for product’s standardization than product’s low-standardization, and the explanatory power revealed to be 5.4% higher for product’s standardization than product’s low-standardization in the effect relation on the rapid globalization. Our study confirmed that marketing and technological capability of firms, government export assistance and external network has major effects on the rapid globalization.

내부역량 및 수출지원정책 그리고 해외네트워크 역량이 신속한 국제화에 미치는 영향 연구

한상설(Sang-Seol Han),정윤세(Yoon-Say Jeong) 한국무역학회 2013 무역학회지 Vol.38 No.1

In this paper, we aim to advance our knowledge about factors influencing rapid globalization of venture firms through analysing empirically. This present study focuses on the effect of internal capability and global export assistance policy and global network in the domestic market on the rapid globalization. The subjects of this study were selected from small and minor enterprises in the Gyenggi-Do region that are expanding their businesses overseas. The empirical results were reported by using structural equation modeling and regression analysis. Our findings show that the marketing and technological capabilities are key drivers for rapid globalization of new ventures. We also find that the government export assistance for overseas market development proves to be significant but not for export support activity and the direct financial assistance showed a positive effect on the rapid globalization. The external network makes significant impacts on the rapid globalization. Meanwhile, the result on the effects of venture firm type(B2C, B2B) of moderating factor on the rapid globalization is as follows. First of all, it was revealed, in the path analysis using AMOS model, that the relevancy of the study model was higher for B2C firms than B2B firms. And the explanatory power revealed to be 20.4% higher for B2C firms than B2B firms in the effect on the rapid globalization. Our study confirmed that the marketing and technological capability, government export assistance for overseas market development and the external networks have major effects on the rapid globalization of venture firms.

지역통상정보 : 한국진출 글로벌 기업의 신속한 글로벌 성과에 관한 영향연구

한상설 ( Sang Seol Han ) 한국통상정보학회 2014 통상정보연구 Vol.16 No.5

In this paper, we aim to advance our knowledge about factors influencing rapid globalization of firms in Korea. Through analysing empirically, this study focuses on the effect of technology competencies and marketing competencies and network in Korea rapid globalization. The subject of this study was foreign subsidiaries that entered in korea to expand their business overseas. This study are examined by the sample of 186 foreign subsidiaries operating in Korea. The empirical results from structural equation modeling and regression analysis. Our findings show that marketing competencies, technological competencies and network are key drivers of rapid globalization in Korea market. Meanwhile, we also find that marketing competencies related to overseas market development in B2C foreign subsidiaries and technology competencies related to overseas market development in B2B foreign subsidiaries. And it was revealed in the path analysis using AMOS model that the relevancy of the study model was higher for B2C foreign subsidiaries than B2B foreign subsidiaries and the explanatory power(statistic index) revealed to be 31.9% higher for B2C foreign subsidiaries than B2B foreign subsidiaries in the effect relation on the rapid globalization in Korea market. Company type (B2C/B2B) was revealed moderating factor on the rapid globalization. Our study confirmed that marketing, technological competencies and network of firms effects on the rapid globalization in Korea.

온라인 구전정보 중립성과 맥락 유형이 온라인 네트워크 유대감에 미치는 영향: 미국과 중국 비교

한상설(Sang-Seol Han) 한국무역연구원 2020 무역연구 Vol.16 No.1

Purpose- This research investigate the effects of unbiased information and context types (information-oriented vs. emotion-oriented) of eWOM information on online network connectedness. Particularly, it examines how cultural difference (U.S vs, China) moderate the effects. Design/methodology/approach- This study collected 492 from college students living in the U.S and in the China. In case samples have purchased a product on line within the last 3 months. A groups design is designed to identify cultural differences. The collected data verified the hypothesis through the SPSS analysis. Findings- Findings revealed that the effects on online network connectedness are stronger in the case where there is unbiased information and emotion-oriented eWOM rather than instances when biased information and information-oriented eWOM exists. Moreover, online network connectedness is more influenced by eWOM among China consumer than among U.S. consumer. In addition, the effect of unbiased information eWOM on online network connectedness is stronger for the U.S consumers than for China consumers. Finally, the effect of emotion-oriented eWOM on online network connectedness is stronger for China consumers than for U.S. consumers. Research implication- The study results have unbiased information and emotion-oriented eWOM is found to be important in online WOM marketing management. Also the results have managerial implications in a cultural context for online marketing communication and global marketing strategy.

Web2.0환경에서 소비자 특성이 지식 공유, 브랜드 기대와 소비자-브랜드 관계에 미치는 영향에 관한 연구

한상설(Han, Sang-Seol),김효정(Kim, Hyo-Jung) 한국전자상거래학회 2011 전자상거래학회지 Vol.12 No.1

web 2.0 시대에는 소비자들의 자발적인 참여를 기반으로 하고 있다. 이러한 특성으로 인해 구성원들 간의 지속적인 정보 공유가 빈번해지며, 더 많은 지식이 축적되고 있다. 본 연구에서는 이렇게 변화하는 환경 속에서 소비자들의 특성이 지식공유, 브랜드 기대와 소비자-브랜드 관계에 미치는 영향을 규명하고자 하였다. 소비자들의 특성으로 채널사용 경험(인터넷 서비스 사용경험), 프로슈머 성향, 채널로부터 얻는 인지된 즐거움수준을 제시하였다. 본 연구의 주요 결과로써 소비자들 간의 지속적인 정보 공유는 특정 제품이나 브랜드에 대한 지식과 정보 형성에 영향을 미쳤다. 소비자들의 web2.0 채널 상에서의 참여 경험, 프로슈머 성향, 지식공유에 대한 즐거움 등은 특정 브랜드에 대한 지식형성에 영향을 주고 있다. 본 논문은 특정 브랜드에 대한 지식수준, 채널참여경험, 프로슈머 성향, 지식공유 즐거움 등 소비자 특성이 기대 형성에 영향을 주고, 나아가 브랜드-소비자 관계에 주는 영향을 실증적 연구를 통하여 확인하고 있다. Web 2.0 is based on customer's voluntary participation. In the current situation, sharing information among people have been increasing and a lot of knowledge have been accumulated in network. Continuous sharing information among customers affect specific product's and brand's information and concept largely. Expectation and satisfaction level will be determined by customer's knowledge degree. In addition, customer's participation experience in web 2.0 channel, prosumer propensity and pleasure of knowledge sharing affect knowledge formation of specific brand. Through, empirical study, the paper explains that knowledge degree of specific brand, channel participation experience, prosumer propensity, pleasure of knowledge sharing affect knowledge formation and the relationship between brand and customer by extension. The implications of this paper is as follows. First, in the web 2.0 environment that various brands compete with and consumers participate in, it is important that consumers should recognize their pleasure to make long term consumer-brand relationship. Second, lots of information and knowledge are creating through internet in today's information society. However, it can be confirmed that simple knowledge has little impact on specific product's consumer-brand relationship.

중소기업의 기술창업성과에 영향을 주는 요인: 시장지향성을 중심으로

한상설(Han Sang-Seol),임덕순(Yim Duk-Soon) 한국무역연구원 2017 무역연구 Vol.13 No.1

This study focuses on factors which can affect SME technology based start-up performance. Technology based start-up companies are has a risk which named as death valley. Death valley is a situation that vanished in market, cause of low cash flow, complexity of market and low management capability for commercialization of there products. In this study, researcher try to figure out and gives advice for technology based start-up companies to survive in market. The factors explored in this study include network, property based technology capability, knowledge based technology capability, technology industrialization and capability for market orientation. Moreover, market orientation served as the independent variable for technology based start-up performance. Based on previous studies, a research model was developed using 144 data observations collected via a survey targeting employee or employer of technology-based SMEs that can answer questionnaire designed for measuring factors. Hypothesis testing was done using path analysis. Result showed that network has positive significant effect on market orientation. Moreover, every technology capabilities has significant positive effect on market orientation. Finally, market orientation has a positive significant effect on technology based start-up performance. Based on this results, managerial implications and limitations of the study were offered for technology based start-up companies.

3D 프린터를 이용한 Hand lateral 검사의 보조기구 제작에 관한 연구

윤명성(Myung-Sung Yoon),한동균(Dong-Koon Han),신래운(Rae-Woon Sin),한상설( Sang-Seol Han),양용준( Yong-Joon Yang),인유준(Yoo-Joon In),이석주(Seok-Joo Lee) 대한영상의학기술학회 2018 대한영상의학기술학회 논문지 Vol.2018 No.1

목 적:손의 외상이나 골절 환자의 경우 통증으로 인하 여 Hand Lateral 검사의 정확한 자세를 잡는데 한계가 있다. 따라서 3D 프린터로 자체 제작한 보조기구를 이용하여 Hand Lateral 검사 시 유용성을 알아보고자 한다. 대상 및 방법:2017년 12월부터 2018년 1월까지 ‘A’병원 에 내원하여 손의 외상 및 골절을 진단받은 환자 중 Hand lateral 검사의 자세를 잡지 못한 30명을 대상으로 3D프린터로 자체 제작한 보조기구를 이용하여 검사를 시행하였다. 보조기구의 제작은 Solidworks (Premium2017, SOLIDWORKS, USA)를 이용하여 자체 설계하였으며 Ultimaker3 Extended (Ultimaker, Netherlands)와 TPU 95A 필라멘트를 이용하여 제작하였다. 영상의 평가는 영상의학과 전문의 3명과 정형외과 전문의 2명, 경력 5년 이상의 방사선사 5명이 SPSS(Version 18.0, SPSS, Chicago, IL, USA)의 wilcoxon signed-ranks test를 이용하여 정성적 평가를 시행하였다. 결 과:보조기구를 적용하기 전 영상과 보조기구를 적용 한 후 영상을 비교한 결과 보조기구를 적용한 영상에서 뼈의 겹침이 크게 완화되었다. 또한, 영상의학과 전문의 3명, 정형외과 전문의 1명 및 경력 5년 이상의 방사선사 5명이 시행한 정성적 평가 결과 보조기구를 적용한 후의 영상에서, 보조기구를 적용하기 전의 영상보다 환자를 진담함에 있어 더욱 용이하다는 결과를 도출하였다. 결 론:Hand lateral검사에서 자체 설계 후 제작한 보조기구를 사용함으로써, 뼈의 겹침을 방지 할 수 있었으며, 특히 손가락뼈의 외상이나 골절이 뚜렷하게 보여 보조기구를 사용하기 전보다 진단적 가치가 높게 평가 되었다. 또한, 사이즈 별로 제작하여 소아 환자에게 쉽게 적용이 가능하고, 편의성을 제공하여 환자 및 보호자의 만족도를 향상시킬 것이라 사료된다. Purpose:In case of trauma or fracture at hand level patients, because of pain, we have trouble positioning correctly when doing Hand Lateral examination. Therefore, We will find the usefulness of an assistance device made by using 3D printer when doing Hand Lateral examination. Materials and Methods:From December 2017 to January 2018, we examined 30 patients who had trouble positioning correctly in doing Hand Lateral examination, of patients who had come in A hospital and was diagnosed trauma or fracture at hand level, using an assistance device made by using 3D printer. The SolidWorks was used when we designed it and the Ultimaker3 Extended and the TPU 95A filament were used when we made it. The evaluation method about images is that 3 radiologists, 2 surgeon and 5 radiographers implement the qualitative assesment. Result:Result image comparison of images after applying supplementary instruments to the images prior to the application of the auxiliaries has significantly relieved the overlap of bones in images with accessories. also In the video after applying the results of a qualitative assessment by three imaging specialists, two orthopedics and five or more dispo-salists, a complementary device was applied to the patient rather than to the images before application. Conclusion:By using an assistance device that we made after we designed it in Hand Lateral examination, we could combat overriding, especially courtesy of this, because we can find apparently the trauma or fracture at hand level, the images were assessed higher than before it used. Also, we made it according to sizes, to easily apply for Pediatric patients and we expected that an assistance device would improve the satisfaction of patients or carer for providing convenience

글로벌 브랜드 소비행동에 대한 소비자 옴니채널 성향에 관한 연구

박승환(Seung-Hwan Park),한상설(Sang-Seol Han) 한국무역연구원 2018 무역연구 Vol.14 No.2

Omni-channel is a new marketing trend that enables convenience and reasonable consumption with the development of ICT technology. Omni-channel is emerging as a issue not only for purchase behavior of consumers but also for companies that need to manage channels in an integrated manner. Today, with the globalization, many more products are being offered and exchanged. In this study, we investigate the influencing factors of consumer propensity to omni-channels. and the effect of omni-channel propensity on global brand loyalty. Selected independent variables included alternative attractiveness, price consciousness, expectancy of word-of-mouth information and antecedent knowledge of category. Empirical analysis was conducted through questionnaires. The study subjects were selected to have experience of purchasing global brands within 3 months. Results revealed that alternative attractiveness, price consciousness and expectancy of word of mouth have a positive influence on consumer omni-channel propensity. The pre-knowledge of the category showed a negative influence on consumer omni-channel propensity. On the other hand, global brand purchasing behavior, high omni-channels lowered brand loyalty. Through future research, there is a need to find out the cause of customers’ omni-channel tendency and situation as well as determine how to improve brand loyalty and induce long-term customer relationships though omni-channels.