무역포탈의 품질요인이 이용자만족도에 미치는 영향* - 인지가치의 매개변수 역할을 중심으로 -

노정도,윤광운 한국국제상학회 2010 國際商學 Vol.25 No.3

As the widespread use and dependency on e-Trade Portals increase, so does the need to assess factors associated with e-Trade Portal success. Although there has been prior research on e-Trade Portals, existing empirical research focusing on success factors of e-Trade Portalsis mainly service quality, use and ease of use in nature. The purpose of this study is to examine the factors affecting the usage of e-Trade Portals. Based on the theory of service quality and prior research related to using information technology, this research analyzed the primary factors which affect user satisfaction in using e-Trade Portals. In this study, the primary factors that are critical to e-Trade Portal success were utilized: ⑴ system quality includes technical adequacy, contents backup skill and system design, ⑵ service quality includes empathy and responsiveness, and ⑶ user's perceived value includes job relevance and result demonstrability. Research methodology used in this study was mainly survey and questionnaire. A Structural equation model is used in the hypotheses test. 오늘날 국제무역과 관련하여 상거래분야에서의 전자적 커뮤니케이션 수단으로는 무역포탈이 존재한다. 무역포탈이 상대적으로 해외홍보와 마케팅 능력 등이 취약한 중소기업에게 중요하며 인터넷의 활용에 따라 경쟁력을 향상시킬 수 있다는 사실은 2002년 한국무역협회의 실태조사 결과에서도 잘 나타나고 있다. 그러나 무역포탈관련 선행연구에서는, 특히 무역업을 수행하는 중소기업들이 거래처검색 및 오퍼등록 등의 단순한 용도로 무역포탈을 이용하고 있으며, 무역포탈에서 제공하는 서비스에 대하여 그다지 중요하게 고려하고 있지 않기 때문이라고 공통적으로 지적하고 있다. 그러나 무역포탈이 제공하는 정보가 무역업무의 수행과 밀접한 관계가 존재하고, 무역포탈을 이용함으로써 무역업무의 처리속도가 향상되거나 무역업무의 수행절차가 간편해지는 등의 유형적인 결과가 가시적으로 나타난다면 기업은 무역포탈을 단순한 거래알선 기능만으로 이용하지는 않을 것이다. 본 연구는 이러한 관점에서 무역포탈이 제공하는 기능에 대한 평가를 위하여 무역포탈의 품질요인에 대하여 분석하고자 한다. 이를 위하여 본 연구에서는 무역포탈의 품질요인을 시스템 품질(system quality)과 서비스 품질(service quality)로 구분하였다. 왜냐하면 정보를 제공하는 도구 자체의 흠결 및 결함이 존재하여 제공되는 정보에 대한 만족수준이 낮게 측정되어질 수 있거나, 제공되는 정보 자체의 가치가 낮거나 적절한 수준이 아닐 수도 있다고 판단하였기 때문이다. 또한 무역포탈의 품질요인과 무역업무 수행과의 관련성에 대하여 분석하기 위하여 무역포탈 이용자가 지각하는 가치의 개념을 토대로 하였다. 이를 연구자는 인지가치(perceived value)라고 정의하였으며, 인지가치란 무역포탈 이용자가 무역포탈을 이용하기 전에 지각하는 가치로서, 이용 전에 획득하고자 하는 가치를 실제 이용 후에 적절하게 획득하였는지에 대한 개념으로 정의하였다. 이용자가 지각하는 “인지가치”를 도입한 이유는 이용자가 평가하는 품질요인에는 반드시 경쟁대안 혹은 적절한 수준의 경제적 비용 개념이 존재하기 때문이다. 이러한 사실은 서비스 품질의 측정과 관련된 연구에서도 나타나는데, 제공되는 서비스의 품질이 높더라도 서비스 획득에 지출된 비용이 너무 높을 경우에는 소비자가 만족하지 않을 수도 있기 때문이다(Cronin and Taylor, 1994; Zeithaml, 1988). 본 연구에서는 이러한 인지가치의 개념을 적용하여 무역포탈의 정보제공 기능과 무역업무와의 관련성에 대하여 파악함으로써 무역포탈이 지향하여야 할 발전방향을 제시해보고자 한다.

전자무역 포탈사이트의 서비스품질과 이용자만족도에 관한 실증적 연구

문희철(Moon, Hee-Cheol),송우용(Song, Woo-Yong),황경연(Hwang, Kyung-Yun) 한국통상정보학회 2004 통상정보연구 Vol.6 No.1

This paper examines the major determinants affecting the user satisfaction on e-Trade portal sites in small and medium-sized exporters. The development of our research model is based on the empirical studies on the service quality of information system, web sites or Internet shopping mall, and on the factors influencing the user satisfaction. With the help of a regression analysis and factor analysis, five hypotheses are derived and tested. The results from regression analysis suggest that the user satisfaction of e-Trade portal sites is affected by information characteristics and ease of use of e-Trade portal sites. In addition, the user satisfaction of e-Trade portal sites is enhanced by support for international trade. The findings in this paper will be useful, especially for those who are planning to build user-oriented e-Trade portal sites.

인터넷포털에 있어서 디지털콘텐츠 이용자 보호 및 불공정거래 개선방안

손승우 ( Seung Woo Son ) 단국대학교 법학연구소 2009 법학논총 Vol.33 No.1

Not only present the Internet portals information from diverse sources by a tool of the search engine, but also they offer other services such as e-mail, news, blogs, stock prices, electronic transaction, entertainment, e-learning etc. The web portals has become a central place for digital contents(DC) transactions. As a few portals such as Never, Daum, Yahoo! and Paran have grown and obtained economic power, unfair trade practices against content users and content providers(CP) have been increased, which lead a result of shrinking Korea`s digital content market. Accordingly, the Korean Fair Trade Commission guided the major portal enterprises to correct their unfair agreements against users and unfair business practices against content providers in July 2008. The Korean government issued the Digital Content User Protection Guideline under the Online Digital Contents Industry Promotion Act in July 2008. Also, it provided standard agreement for DC users and standard contract for CP and portals. However, just one form of standard agreement cannot cover diverse and different features of DC transactions so that the Internet portals and other DC distributors are reluctant to adopt them. This paper examine the problems of the current standard agreement and standard contract with respect to the Internet portals, and provides some suggestion for reforming the current regulatory approaches. Different standard agreements for at least six major digital content areas such as portal, music, games, movies, e-learning, mobile are necessary. It also conducts legal analysis on unfair business practices of the major web portals.

인터넷 포털 산업에서의 시장지배적 지위 남용행위

김형석 서울대학교 기술과법센터 2013 Law & technology Vol.9 No.6

우리나라의 인터넷 포털 산업은 정보통신기술 의 급속한 발전과 함께 빠르게 성장해왔다. 인터넷 포털 시장은 네트워크 효과가 존재하는 전형적인 양면시장의 특성을 가지고 있어 이용자를 선점함 으로써 독과점이 형성되기 쉬운 구조이며, 최근 인 터넷 포털의 막대한 영향력과 그로 인한 피해의 우 려가 커짐에 따라 인터넷 포털 사업자에 대한 규제 의 필요성이 대두되고 있다. 인터넷 포털 사업자에 대한 규제와 관련해서, 공정거래위원회는 2008년 8월 최초로 네이버ㄜ 의 시장지배적 지위 남용행위에 대하여 시정명령 을 내렸으나, 서울고등법원은 시장획정, 시장지배 력 평가, 위법성 판단 등 주요 쟁점에 있어서 공정 거래위원회의 결정이 부당하다고 판시하였으며, 현재 위 사건은 대법원에서 상고심 재판 계속 중 이다. 한편, 2013년 9월에는 인터넷 포털 사업자를 규제할 목적으로, 인터넷 포털 사업자가 제공하는 모든 서비스가 하나의 거래시장에 속하는 것으로 규정하는 내용의「독점규제 및 공정거래에 관한 법 률」개정안이 발의되었다. 그러나 인터넷 포털 시 장이 양면시장의 성격을 가지고 있다는 점을 고려 하더라도 인터넷 포털이 제공하는 다양한 서비스 를 언제나 하나의 묶음으로 파악하여 시장을 획정 해야 할 논리적 필연성이 있다고 볼 수 없으므로 위 개정안은 신중하고 면밀하게 검토되어야 한다고 본다. Internet portal industry has been fast advanced with the rapid development of information and communication technology. The market of Internet portal has a typical characteristics of two-sided markets in which network effect exists. Therefore monopoly and oligopoly is likely to be formed through occupying users by Internet portal companies in advance. Lately, the need for regulation has been brought up due to increasing concerns about damage from the immense influence of Internet portal. With reference to the regulation of Internet portal company, in August 2008, the FTC ordered Naver Corp. to correct the abuse of dominant market power. However the Seoul High Court ruled that the FTC’s decision about several major issues - market definition, assessment of market power, illegality determination, etc. - was unfair. The case is now pending in the Supreme Court. For the purpose of controlling Internet portal, meanwhile, a revised bill of 「The Monopoly Regulation and Fair Trade Act」was proposed in September 2013, and the contents of this bill is that all the services provided by Internet portal companies compose one relevant market. But even though the market of Internet portal has a feature of two-sided markets, there is no logical necessity to regard various services provided by Internet portal as one single cluster in defining market, so the bill should be reviewed carefully and closely.

전자무역 인력수급 불균형 해소를 위한 포탈구축에 관한 연구

김학민(Hag-Min Kim),이호영(Ho-Young Lee) 한국무역학회 2003 國際學術大會 論文集 Vol.2003 No.10

The objective of this paper is to derive an alternative model for reducing significant gaps between the demand and supply of human resources of international e-trade personnels in Korea (i.e., in short we call them H/R). The importance of this problem has been recognized in many research communities and they keep asking for practical guidelines for resolving them. Most previous works have been explaining the necessity of human resources development by reflecting the fact that the absolute volume for those human resources is estimated to be very small to fulfill the demand. It is therefore important to study in more detail by investigating the fact why and what kinds of H/Rs should be educated and trained under what disciplines. If this inconsistent phenomenon will continue to be present, then all parties working in the international trade industry would have serous difficulties in achieving their business goals. Furthermore, if all these parties will nor prepare for nurturing necessary human resources in the near future, we would face unexpected bad outcomes in the global markets. The research method adopted in this paper is shown in the Figure 1. The first step is to examine a comprehensive set of prior research works related to e-trade personnel problems. It is found that there is a strong need to define human resources in new format because most definitions in prior works had been explaining too much about technology staffs but less about business professionals combined with e-business technology expertises. Another observation is that many e-trade beginners trained in mostly technology courses have been offered by non e-trade professional institutions and thus they are quite lack of business domain knowledge in global business. 〈표참조〉 The H/R's are defined into three groups shown in the Table. A limited number of staffs are being provided by most universities and other training institutions and as a result, most companies both in the e-trade industry and in need of global e-business expertise are not satisfied with the performance of professionals. It implies that offering organizations need to reconsider their curriculum by listening to customers voices from industries and governments. On the other hand, the people looking for new jobs have to be more active to gather the job information and to continuously update their knowledges to be in the state of art. Therefore, we concluded that the H/R policy should consider three factors such as e-trade expertises, educational system and markets conditions. For this regard, we suggest an exploratory portal model by utilizing enterprise information portal functionalities in resolving incongruity problems. Many results from case studies are consistent with the arguments for the portal implementation initiative discussed in the manuscript. More explanations in terms of the H/R portal function and their positive effects are made and their potential risks are also discussed. The portal should consist of 4 layers such as: (1) CRM Layer, (2) SCM Layer, (3) Supportive Layer, and (4) Management Layer. With this portal, many people who is currently working, and would be interested in future in the e-trade area could easily exchange their informations and knowledges; they could study through e-Learning facilities; they could gather job market informations for both employers and job applicants. Therefore, the H/R development center with its portal discussed in the paper would contribute to reducing the gaps in terms of international e-trade human resources. The main idea of constructing the H/R portal comes from the fact that incongruity mostly comes from the information asymmetry, and the government should support to develop the H/R infrastructure because only one party can solve this problems. Therefore, the government needs to consider an independent construction of the e-trade H/R Center to be operated in an effective and efficient manner. It is estimated that the e-trade H

전자무역 인력수급 불균형 해소를 위한 포탈구축에 관한 연구

김학민(Hag-Min Kim),이호영(Ho-Young Lee) 한국무역학회 2003 한국무역학회 국제학술대회 Vol.2003 No.10

The objective of this paper is to derive an alternative model for reducing significant gaps between the demand and supply of human resources of international e-trade personnels in Korea (i.e., in short we call them H/R). The importance of this problem has been recognized in many research communities and they keep asking for practical guidelines for resolving them. Most previous works have been explaining the necessity of human resources development by reflecting the fact that the absolute volume for those human resources is estimated to be very small to fulfill the demand. It is therefore important to study in more detail by investigating the fact why and what kinds of H/Rs should be educated and trained under what disciplines. If this inconsistent phenomenon will continue to be present, then all parties working in the international trade industry would have serous difficulties in achieving their business goals. Furthermore, if all these parties will nor prepare for nurturing necessary human resources in the near future, we would face unexpected bad outcomes in the global markets. The research method adopted in this paper is shown in the Figure 1. The first step is to examine a comprehensive set of prior research works related to e-trade personnel problems. It is found that there is a strong need to define human resources in new format because most definitions in prior works had been explaining too much about technology staffs but less about business professionals combined with e-business technology expertises. Another observation is that many e-trade beginners trained in mostly technology courses have been offered by non e-trade professional institutions and thus they are quite lack of business domain knowledge in global business. 〈표참조〉 The H/R's are defined into three groups shown in the Table. A limited number of staffs are being provided by most universities and other training institutions and as a result, most companies both in the e-trade industry and in need of global e-business expertise are not satisfied with the performance of professionals. It implies that offering organizations need to reconsider their curriculum by listening to customers voices from industries and governments. On the other hand, the people looking for new jobs have to be more active to gather the job information and to continuously update their knowledges to be in the state of art. Therefore, we concluded that the H/R policy should consider three factors such as e-trade expertises, educational system and markets conditions. For this regard, we suggest an exploratory portal model by utilizing enterprise information portal functionalities in resolving incongruity problems. Many results from case studies are consistent with the arguments for the portal implementation initiative discussed in the manuscript. More explanations in terms of the H/R portal function and their positive effects are made and their potential risks are also discussed. The portal should consist of 4 layers such as: (1) CRM Layer, (2) SCM Layer, (3) Supportive Layer, and (4) Management Layer. With this portal, many people who is currently working, and would be interested in future in the e-trade area could easily exchange their informations and knowledges; they could study through e-Learning facilities; they could gather job market informations for both employers and job applicants. Therefore, the H/R development center with its portal discussed in the paper would contribute to reducing the gaps in terms of international e-trade human resources. The main idea of constructing the H/R portal comes from the fact that incongruity mostly comes from the information asymmetry, and the government should support to develop the H/R infrastructure because only one party can solve this problems. Therefore, the government needs to consider an independent construction of the e-trade H/R Center to be operated in an effective and efficient manner. It is estimated that the e-tr

중소기업의 무역포탈사이트 이용만족도에 영향을 미치는 요인에 관한 연구

문희철,임성범 한국콘텐츠학회 2004 한국콘텐츠학회논문지 Vol.4 No.3

Trade portal site is one of the tools which make it possible for small and medium-sized enterprises(SMEs) to manage international trade activities more efficiently by using the newest information and telecommunication technology. So Korean SMEs should utilize trade portal sites more actively to promote global competitive power. Based on the theory of service quality and existing researches related to using information technology, this paper analyzed the primary factors which affect user's utilization satisfaction in using trade portal sites. According to the results of the empirical study on actual users of the representative trade portal sites by multiple regression analysis, the primary factors, such as service quality, government policy and cost factor have affected user's utilization satisfaction in using trade portal sites. And user's utilization satisfaction have positive effect on continuous using intention. These research results will provide many useful insights to trade portal site managers, e-trade system developers and government policy makers. 무역포탈사이트는 중소기업들이 최신의 정보와 통신기술을 통해 효율적으로 국제무역활동을 할 수 있게 하는 도구중 하나라고 할 수 있다. 따라서 중소기업들의 수출경쟁력 제고를 위해서는 무역포탈사이트를 적극적으로 활용할 필요가 있다. 이와 관련하여 본 논문은 기존의 서비스품질에 관한 문헌과 정보기술 이용만족도에 관한 연구 검토를 통해 무역포탈사이트를 사용하는데 있어 이용자들의 만족 요인을 분석하였다. 실증 연구를 위해 서비스품질, 정부정책, 기술, 기업, 비용이 이용만족도에 영향을 미치고 이용만족도는 향후 지속적 이용의도에 영향을 미치는 것으로 연구모형을 설정하였다. 대표적인 무역포탈사이트 이용자들에 대한 실증분석 결과 서비스품질, 정부정책, 비용이 이용자만족에 유의한 영향을 미치고, 이용자 이용만족은 지속적 사용의도에 유의적인 영향을 미치는 것으로 나타났다. 이러한 분석 결과는 기업의 무역포탈사이트 관리자, 전자무역시스템개발자, 정부정책자 등에게 여러 가지 시사점을 제공하고 있다.

e-신뢰(e-Trust)의 결정요인에 관한 연구

송선옥(Song, Sun Yok) 한국무역상무학회 2009 貿易商務硏究 Vol.41 No.-

The trade portal site is one of the innovative skills which makes it possible for trade companies to manage international trade activities more efficiently by using the newest information technology. Especially, trade portal site can be considerable help to small and medium-sized enterprises which have much difficulties in finding overseas buyers due to the lack of international marketing capabilities. This study attempts to present a comprehensive model about the determinants of e-Trust in domestic trade portal site and to suggest practical strategies for e-Trade. Therefore, a theoretical framework was presented by the literature review, and a empirical study was carried out through a questionnaire survey to those who have had experiences of visiting trade portal site. The empirical analysis had the following results. First, it reveals that reputation, web-site quality, transaction efficiency of the trade portal site have influence upon e-Trust dimension. On the other hand, perceived risk did not have significant relationship with e-Trust. Second, e-Trust had significant impact on willingness to depend on the trade portal site. And also, e-Trust had positive influence on performance of using which is measured by sales increase, information sharing, and synergy effect.

국내 무역포탈 현황분석과 발전방향에 관한 연구

이상진(Sang-jin Lee),이도형(Do-hyung Lee),김무한(Moo-han Kim) 한국인터넷전자상거래학회 2009 인터넷전자상거래연구 Vol.9 No.1

Rapid development of Information Technology such as internet has induced many changes in traditional trade process. One of these changes is the trade portal sites, which now identifies itself as a very important marketing tool for overseas business. Unfortunately, it is true that trade portal sites could not make substantial trade deals even though currently they are major source of information for export and investment in overseas market. Moreover, some critics say that the cost-down effect from online marketing is negligible. So now is time to reappraise online marketing and seek for a desirable development model. In this regard, this study would like to see the current status of establishing and using trade portals in Korea by reviewing of literature studies. Also, this paper would suggest development direction of a trade portal through the case analysis of Buykorea.org, one of the representative trade portals of Korea.

The Role of Electronic Trade Specialized Service Provider under Global Trade Environment

이봉수(Lee, Bong Soo) 한국무역상무학회 2013 貿易商務硏究 Vol.60 No.-

This thesis examines the problems faced in the electronic trade specialized service provider for which improvements are necessary, and suggests various ways of overcoming those problems. First, from the legal aspect, it is necessary to clarify the scope of duties as well as to expand the threshold for entrance and business areas through the amendment of related laws. Second, from the operating aspect, the e-trade specialized service provider should be able to provide convenient work spaces through user-centered interface by connecting, integrating, automating and simplifying various services scattered around through the establishment of an operating system. Third, from the institutional aspect, trade firms should be able to perform e-trade duties without difficulties by specializing and increasing the size of the e-trade specialized service provider system and strengthening job competence. For this, it is required to improve legal registration requirements to enhance the reliability of the e-trade specialized service provider system and secure its financial capacity.