The Impact Factors of Purchase Behavior in Airport Duty-free shop

JungKun Park,Ren Tianbao,Jung Ick LEE,Hyowon Hyun,이호택(토론자) 한국유통학회 2019 한국유통학회 학술대회 발표논문집 Vol.2019 No.4

MULTIDIMENDIONS OF CONSUMER VALUE COMMUNICATION TOWARD ONLINE LUXURY PURCHAING: THE ROLE OF SOCIAL MEDIA WORD-OFMOUTH

Jungkun Park,Sang-Lin Han,Hyowon Hyun 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.

서비스 브랜드 확장에 관한 연구

박정근(JungKun Park),임천보(Ren TianBao),김경영(KyoungYoung Kim),현효원(Hyowon Hyun) 한국유통학회 2017 한국유통학회 학술대회 발표논문집 Vol.2017 No.4

Purposes- 본 연구의 주요 목적은 서비스 브랜드에서 확장된 제품 브랜드의 구매의도와 프리미엄 가격 지불의도에 미치는 영향에 관한 연구이다. Methodology- 선행연구를 바탕으로 6 가지 주요 구성 요소가 연구 모델에 포함하였으며, 서비스 브랜드가 확장 된 제품 브랜드에 어떤 영향을 미치는지 확인하였으며, Amos 20.0 을 활용하여 구조 방정식모형 분석을 실시하였다. Findings- 충성도 transfer 이론을 통해 서비스에서 제품으로의 확장이라는 다중 모델분석을 분석하여 소비자 구매의도와 프리미엄 가격으로 지불의도에 대해 살펴보았다. 그 결과 서비스 브랜드의 품질이 충성도에 영향을 미칠 것이라는 가설 2 를 제외한 모든 가설이 채택되었으며, Social influence 와 Service stickiness, Emotional attachment가 제품브랜드와 서비스브랜드 간 loyalty transfer 에 조절효과를 나타내는 것으로 확인되었다. Originality/Value- 본 연구에서는 기존연구에서 이루어지지 않은 서비스 브랜드에서 제품 브랜드로의 확장에 관한 연구이며, 그 차별성은 다음과 같다. 첫째, 서비스 브랜드의 충성도가 확장된 제품브랜드의 충성도 의도로 transfer 되는 과정에 조절효과를 보이는 변수들에 대해 살펴보았다. 둘째, 확장된 제품브랜드의 구매의도와 프리미엄 가격 지불 의사에 미치는 영향을 연구하였다. 셋째, 확장된 제품브랜드의 구매의도가 프리미엄 가격 지불 의사에 미치는 영향을 연구함으로써 실제 지불 의사에 대한 구매의도의 영향력을 살펴보았다는 점에서 기존연구와의 차별성을 둔다. Limitation/Future Research- 첫째, 본 연구는 200 개의 표본만으로 진행되었기 때문에 향후 표본수의 확대가 필요하며 둘째, 서비스에서 제품으로의 확장 관계를 연구하였으나 추후 서비스에서 서비스로 확장된 브랜드에 대한 연구를 진행한다면 새로운 비교연구가 가능할 것이다.

유통산업 상하위직 종사자들 간의 감정흐름에 관한 연구

박정근(JungKun Park),이영희(Younghee Lee),유원상(Weon Sang Yoo) 한국유통학회 2013 流通硏究 Vol.18 No.1

본 연구의 목적은 유통산업에 종사하는 관리자와 접점 직원 감정의 구조적인 관계를 파악하여 감정노동의 해결을 통한 직원의 직무성과를 높일 수 있는 효과적인 전략 수립과 이를 통해 궁극적으로 소비자들의 만족도와 기업의 성과를 높이는 데 필요한 이론적 실무적 기반을 제공하는 데 있다. 본 연구는 유통산업 관리자의 감정노동, 감정소진, 직업만족과 고객 접점 직원의 감정소진, 직업만족, 직무성과 분석을 통하여 유통산업 종사자들의 감정의 흐름을 이해하고자 수행되었다. 실증 분석을 위해 국내 유통산업에 종사하는 관리자 233명과 접점 직원 239명을 대상으로 설문조사를 실시하여 연구의 분석에 사용하였다. 구조 방정식을 이용하여 연구모형을 분석한 결과는 다음과 같이 요약된다. 접점 직원들의 직무성과는 접점 직원들의 직업만족에 영향을 받고, 이들의 직업만족은 이들의 감정소진에 영향을 받는다. 여기서 접점 직원들의 감정소진과 직업만족은 그들의 상위 관리자들의 감정소진과 직업만족에 각각 영향을 받고, 관리자들의 직업만족은 이들의 감정소진에, 관리자들의 감정소진은 이들의 감정노동에 영향을 받는 것으로 나타났다. 본 연구의 학술적, 실무적 시사점과 한계점 및 향후 연구 방향도 함께 논의되었다.

유통 관리자의 개인적 특성(Personal Traits)과 감정 관련 변수가 다중직업만족도에 미치는 영향에 관한 연구

박정근(Jungkun Park),Brian M. Rutherford,유원상(Weon Sang Yoo),이영희(Younghee Lee) 한국유통학회 2011 流通硏究 Vol.16 No.4

본 연구는 미국의 유통 관리자들을 대상으로 그들의 개인적인 특성 요인과 감정 관련 변수들이 일곱 가지 영역으로 분류된 직업 만족도 (관리, 직무, 회사 정책, 승진, 급여, 동료, 고객)에 미치는 영향을 분석하였다. 분석 결과 고객과의 직접 대면이 많은 업무의 특성을 지닌 유통산업에서는 고객 접점에 있는 직원 뿐 아니라 관리자들에게도 감정 소진이 개인적 특성에 따라 차이가 없이 공통적으로 나타났으며 이러한 감정의 소진은 직업 만족도의 7 가지 영역에 모두 부정적인 영향을 끼치고 있음을 확인하였다, 또한 개인적 특성이 감정 필요에, 감정 소진이나 감정 필요가 직업 만족도에 미치는 영향은 각기 다르게 나타났다. 본 연구는 서비스 접점 위치에 있는 직원들을 대상으로 연구한 기존의 연구들과는 달리 유통 서비스 산업의 관리자들을 대상으로 실증 분석을 수행하였고, 개인적인 특성을 세 종류로 분류하여 분석하였을 뿐 아니라, 직업 만족도 역시 7 가지 구성 요소로 분류하여 분석하였다는 점에서 선행 연구들과 차별화된다. 본 연구의 결과는 날로 서비스 경쟁이 치열해져 가고 있는 유통 기업들이 서비스 경영의 핵심 요소인 내부 고객을 만족시킬 수 있는 효과적인 내부 마케팅 방안을 마련 하는데 기여할 수 있을 것이다. 또한 유통 업체들은 본 연구를 바탕으로 개인의 특성에 따른 맞춤형 관리를 통하여 관리자들의 감정 필요나 소진을 효과적으로 감소시킬 수 있을 것이다. 연구의 한계점과 향후 연구 방향도 논의되었다.

기업의 공익활동과 공익연계 마케팅이 제품 구전 및 구매의도에 미치는 영향에 관한 연구

박정근 ( Park Jungkun ),유원상 ( Yoo Weon Sang ),이영희 ( Lee Young Hee ),현효원 ( Hyun Hyowon ) 한국경영공학회 2017 한국경영공학회지 Vol.22 No.1

Despite the recent economic recession, firms`Corporate Social Responsibility (CSR) receives more and more attention. This study examines the effect of a firm`s CSR and Cause-related marketing activities on the Word-of-Mouth (WOM) and purchase intention. In the process, the role of consumer trust on the firm is also investigated. Based on the literature, we hypothesize that consumer trust on a firm is influenced by consumer perception on CSR and cause-related marketing and their perceived need for those activities. 250 Korean consumers were surveyed, and their responses were statistically analyzed for empirical validation of the hypotheses. The results show that consumers who perceive more need for CSR have more positive perception on CSR. The results also indicate that consumer trust on a firm has positive impact on their WOM and purchase intention. Finally, the results confirm that consumers` positive WOM increases the purchase intention. Implications for academicians, managers, and policy makers are discussed. Limitations and future research are also addressed at the end of the paper.

『십이야』에 나타난 ‘차이’와 ‘정동’의 희극성

박정근(Jungkun Park) 한국셰익스피어학회 2012 셰익스피어 비평 Vol.48 No.4

Shakespeare’s Twelfth Night deals with the typical subject of romantic comedy such as fertility, reconciliation and harmony as well as the functional relation between desire for power and sexual desire in human life. Shakespeare tries to show that western society, with the arrival of Renaissance, entered the era in which the structure of economy and social status were changing and faced the fear of social fluidity, and that the relation of men and women changed through the mediation of idealistic marriage. That is to say, many people of middle class standing started to dream the promotion of social status by using the social fluidity of the Renaissance. Two characters can be contrasted in the viewpoint of Deleuze’s ‘difference’ and ‘repetition’ in this work. Malvolio tries to fulfill the desire for power and sex through the coupling with Olivia even in daydream and by using distorted literal translation of the letter. In this process he imitates the images of high class prominence such as Olivia so that he just remains in monotonous repetition of them. Eventually he is forced to be isolated and punished by showing his hidden desire for her, explicated by Sir Toby. Sir Toby, as a deputy of power, strives to punish him into imprisonment, the punishment as Foucault’s concept, for which Malvolio announces his revenge to the community. In spite of Olivia’s asking for his understanding and forgiveness, he cannot transfer to good emotion on the border line between reconciliation and revenge. He enters into an ugly situation over the limit of revenge spirit, so that he cannot transfer to good emotions of reconciliation and forgiveness for the community by which he was punished. In contrast, Viola creates the difference by differentiating herself into various images through disguise into male person and unmasking as her strategy of survival. In addition, she leads Olivia and Orsino to overcome the sameness and to create the differences through ‘good meeting’ of Deleuze. Accordingly Olivia can escape from excessive sadness from her brother’s death through the meeting with Cesario(Viola) and comes to love Sebastian. Also, Orsino comes to marry Viola by overcoming his narcissism in loving Olivia. Sir Toby overcomes social status to marry Maria and shows mild attitude later about the punishment of Malvolio. In the end, Viola’s ensuing results in marriage with Orsino after her unmasking, by which the form of romantic comedy, endangered by the announcement of revenge, can be maintained even incompletely by restoring the comic vision.

주유동 기체의 물리적 특성이 환형 분사 초음속 이젝터의 성능에 미치는 영향

진정근(Jungkun Jin),김세훈(Sehoon Kim),박근홍(Geunhong Park),권세진(Sejin Kwon) 한국항공우주학회 2005 韓國航空宇宙學會誌 Vol.33 No.12

주유동 기체의 물리적 특성이 초음속 이젝터 성능에 미치는 영향에 관한 연구를 수행하였다. 기체의 분자량과 정압 비열 변화에 따른 성능 변화에 관한 연구는 축대칭 환형분사 초음속 이젝터를 사용하였다. 주유동 기체로는 공기, CO₂, Ar, C₃H?, and CCl₂F₂를 사용하였다. 주유동 기체의 분자량과 정압 비열이 증가함에 따라 일정 주유동 압력에 대한 부유동 압력은 증가하였고 이러한 경향은 몰비열이나 비열비의 형태로 통합되어 확인되었다. The effects of the physical properties of primary flow on the performance of a supersonic ejector were investigated. Axisymmetric annular injection type supersonic ejector was used for the study of the effects of molecular weight and the specific heat at constant pressure on the ejection performance. Test gases include; air, CO₂, Ar, C₃H?, and CCl₂F₂ for different values of gas properties. As the molecular weight and Cp of the primary gas increase, the secondary flow pressure increases at the same primary stagnation pressure and this behavior results from the combined effects of molar specific heat or specific heat ratio.

Review of the KOICA Multilateral Cooperation Officer Program (KMCO) and Recommendations for its Improvements

Sohwa Park,Taejoo Lee,Jungkun Kim,Youngjoo Kwon,Hongkeun Kim,Seonghee Kang 한국국제협력단 2021 개발과 이슈 Vol.- No.66

The Korea International Cooperation Agency (KOICA) has been operating the KOICA Multilateral Cooperation Officer Program (KMCO) since 2013. It was designed and expected to enhance cooperation between KOICA and international organizations, maximize the efficacy of multilateral projects and establish stable and permanent communication channels between them. As of December 2020, the number of officers who have been seconded to international organizations under the KMCO program reached around 100. It is undeniable that the KMCO program has helped KOICA to enhance its competence in multilateral cooperation as well as the expert knowledge of secondees. However, a comprehensive review of the KMCO program is necessary at the current stage to maximize its benefits. This needs to include the way in which the KMCO program is implemented, how it cooperates with multilateral institutions, pay and welfare provided to secondees and their career development, as well as the review mechanism of the program. The aim of this study is threefold. First, while recognizing the achievements of the KMCO program, it identifies the goals and remit of the KMCO program and makes proposals for the potential future direction of its institutional and operational improvements. Second, it identifies and explores domestic and overseas programs comparable to the KMCO program and proposes lessons for future improvements and potential connectivity to other projects. Third, it seeks additional ways of contributing to job creation by exploring and enlarging the opportunities for global talent to work at international organizations. A wide range of research methods has been employed for this study, including literature review, surveys, interviews with various stakeholders of the KMCO and an analysis of comparable programs. First of all, it has diagnosed loopholes in the KMCO program and drafted remedies aimed at institutional and operational improvements. It has analyzed the UN human resources management system, which is a major point of reference for other international organizations and came up with a proposal for how the KMCO program can improve and finetune its own system. At the same time, it has identified the best practices and activities of the KMCO program with a view to differentiating it from other institutions and further strengthening its competitiveness. Based on this, it has traced the KMCO program participants’ involvement in these best practices to identify their contributions to the program. From these multilayered researches and analyses, it has derived a proposal for the general direction that KOICA should undertake as well as a set of detailed recommendations for improvement in terms of the implementation and post-implementation management of the KMCO program. In conclusion, this study has offered a total of 6 recommendations for operational improvements and 17 detailed recommendations. The study has proposed that KOICA switch from its current ‘Direct Dispatching Program’ to a ‘Delegated Program to Host International Organizations (IOs))’ whereby international organizations are delegated to manage the Program. As part of its detailed recommendations, it has also suggested that the KMCO program be merged with the IOs’ Consultant Dispatch Program by establishing a KMCO Trust Fund. It has further proposed that if the implementation of a ‘Delegated Program to Host IOs’ is not feasible, lessons for further improvements should be derived from a thorough analysis of the concrete experiences of the participants of the KMCO program.

Baffle이 있는 핀틀-노즐 추력기의 압력 거동

진정근(Jungkun Jin),오석진(Seokjin Oh),이지형(Ji Hyung Lee),하동성(Dong Sung Ha),박성한(Sunghan Park),양준서(Juneseo Yang) 한국추진공학회 2013 한국추진공학회 학술대회논문집 Vol.2013 No.12

핀틀 노즐 기술을 적용한 고체 추진기관의 지상 연소시험을 수행하여 내탄도 성능 해석과 비교하였다. Baffle이 없는 핀틀-노즐 추진기관 시험 결과 초기 압력은 내탄도 성능 해석 결과와 유사하였으나 점진적으로 압력이 증가하는 현상이 나타났다. 또한, 핀틀로 공급되는 유동을 균일하기 위하여 baffle을 추가하여 시험을 수행하였다. 시험 결과 예측되는 압력보다 40% 높은 압력이 측정되었으며 CFD 유동 해석을 통하여 baffle에 의한 전압력 손실이 발생하며 전압력 손실을 고려하여 예측된 연소실 압력이 측정 압력과 유사함을 확인하였다. Firing test of solid rocket motor with pintle-technology was carried out to compare the pressure-time curve obtained by internal ballistic and performance analysis. Without baffle, the measured combustion chamber pressure was similar with the predicted pressure and progressive burning was observed with end-burning grain. A baffle was inserted to make uniform flow over the pintle and tested. Unlike the thruster without baffle, the measured combustion chamber pressure was 1.4 times higher than the predicted value. In CFD simulation, 10% of total pressure loss was observed from combustion chamber to nozzle throat with the baffle. The measured pressure with baffle was predicted well by considering the total pressure loss in the internal ballistic modelling and performance analysis.