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Effects of SNS Characteristics on SNS Engagement and Consumer Brand Engagement
조병관,신향숙 한국프랜차이즈경영학회 2020 프랜차이즈경영연구 Vol.11 No.2
Purpose: Social Network Sites(SNS) have been grown up as a public communication channel consumer frequently participate in. Most of food service brands are utilizing social media for advertising recently. As a result of SNS marketing, food service brands anticipate positive outputs from SNS engagement and consumer brand engagement so that we need to verify structural relationship among SNS characteristics, SNS engagement and consumer brand engagement. Research design, data, and methodology: This study identifies that SNS characteristics have effects on SNS engagement and examines relationship between SNS engagement and behavioral engagement. We conceptualize SNS characteristics as information quality, hedonic level and interaction. Furthermore, SNS engagement is composed of SNS participation, positive word of mouth(WOM). In order to verify the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and tested in the previous studies. Sample data were collected from 433 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The findings of this research are as follows. First, information quality is positively related with SNS participation. Hedonic level and interaction have impacts on SNS participation and positive WOM respectively. Second, SNS participation has positive effects on positive WOM. Third, both SNS participation and WOM influence behavioral engagement respectively. Conclusions: The implications demonstrate that SNS characteristics such as information quality and hedonic level and interaction exert effects for consumer to participate in SNS brand page. Meanwhile, hedonic level and interaction influence on positive WOM but information quality doesn’t. SNS participation and positive WOM affect consumer to engage in specific brand behaviorally as well. Therefore, food service brand marketer is required to manage SNS information quality and hedonic level and interaction among members to encourage SNS participation and positive WOM. As SNS participation and positive WOM increases behavioral engagement of consumer, marketer needs to incentivize SNS participation and look after situation of positive WOM and respond swiftly.
Effects of Dessert Café Environmental Characteristics on Overall Quality, Brand Image and Loyalty
조병관,김성훈,이드보라 한국프랜차이즈경영학회 2020 프랜차이즈경영연구 Vol.11 No.3
Purpose: Along with the trend increasing dining-out and enjoying variety of menu, dessert café has been introduced as a new type of food service provider and grown up rapidly. We need to verify structural relationship that dessert café environment influences overall quality and brand image and loyalty. Research design, data, and methodology: This study seeks to understand how in-café environment influence overall quality, brand image and loyalty directly and indirectly based on SOR theory. We examine detail effect of in-café environment on overall quality and brand image and subsequently loyalty. Sample data were collected from 563 online survey panels and analyzed by using SmartPLS 3.2.9. Result: The results indicates that all sub-dimensions of in-café environment influences positively overall quality. While, menu and atmosphere make positive impact on brand image. price, food and beverage quality, employee service do not affect significantly brand image. Further, overall quality influences positively brand image and both overall quality and brand image affect positively loyalty. In addition, overall quality plays full mediator role in relationship among price, food and beverage quality, employee service and brand image. Conclusions: Dessert café should differentiate itself from competitors through physical and non-physical environments which are likely to influence overall quality. As overall quality mediates between environment and brand image and influences loyalty, dessert café is required to communicate strength of functional quality and service quality aggressively. Additionally, favorable brand image affecting loyalty is required to be dominated in advance as the market is likely to be segmented along with its growth.
2LJ-6 Adaptive laboratory evolution of a genome-reduced Escherichia coli
조병관 한국공업화학회 2017 한국공업화학회 연구논문 초록집 Vol.2017 No.1
An iterative design-build-test-learn cycle was applied to genome-reduction in Escherichia coli. A genome-reduced strain harboring 3,457 genes in total was generated that showed impaired growth in minimal media that could not be understood based on the genes removed. We thus deployed adaptive laboratory evolution (ALE) to re-optimize growth performance of the genome-reduced strain. We showed that the genome-reduced strain served as a better host for the production of proteins of interest encoded by highly transcribing genes. Re-optimization using ALE reveals that failure of prediction may not be associated with understanding individual gene products but rather result from insufficient understanding of the genome-reduced strain’s systems biology.