한국과 미국 소비자의 문화적 차원에 따른 윤리적 소비동기 차이분석

윤남수 한국외식산업학회 2017 한국외식산업학회지 Vol.13 No.4

A cross-cultural survey was conducted in Korea and the United States to find the effect of cultural dimensions on ethical consumption motives. The four cultural dimensions were administered as independent variables based on Triandis’ research. For dependent variables, two ethical consumption motives were administered: personal consumption motive and social consumption motive. The results provide strategic implications for ethical products marketing, on how cultural characteristics of a market should be taken account of when promoting ethical consumption. In the light of these findings, couple strategic marketing solutions are suggested in context of ethical consumption in Korea and the United States.

잠재적 창업자의 창업동기 요인이 기업가정신 및 창업의지에 미치는 영향 : 기업가정신의 매개효과

윤남수 한국산업경제학회 2012 산업경제연구 Vol.25 No.2

본 연구에서는 우리나라 잠재적 창업자의 창업동기 요인을 밝히고, 창업동기와 기업가정신 및 창업 의지의 관계를 규명하고자 하였다. 이를 위해 창업에 관심이 있는 대학생 및 직장인을 대상으로 설문 조사를 실시하였으며, 총 201명의 응답을 표본으로 SPSS 14.0을 이용하여 검증하였다. 연구결과, 창업 동기 요인은 창업교육, 성취욕구, 인적 네트워크, 사회적 인식 등으로 요약되었다. 창업동기 요인 중 성취욕구와 인적 네트워크가 기업가정신에 유의적인 정(+)의 영향을 미치는 것으로 나타났으며, 창업 교육과 성취욕구가 창업의지에 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 또한, 기업가정신은 창업의지에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 창업동기와 창업의지 관계에서 기업가정신이 매개역할을 하는 것으로 나타났다. 이러한 연구결과는 창업교육의 활성화, 기업에 대한 긍정적 분위기 확산, 그리고 기업가의 사회적 책임의식의 필요성을 시사하고 있다. The purpose of this study is to find out the factors of starts-up motivation by potential entrepreneur and to examine the relationship among entrepreneurial motive, entrepreneurship, and commitment to starts-up. The data is collected from the sampling 201 responses of college students and adults who have interest in starting their own business. As a result, four factors(i.e., starts-up education, desire for self-achievement, human network, and social recognition) are found out as major determinants of starting own business. The results of this study are as follows: (1) desire for self-achievement and human network positively affect entrepreneurship: (2) starts-up education and desire for self-achievement have a positive effect on commitment to starts-up: (3) entrepreneurship also positively effect commitment to starts-up: (4) entrepreneurship mediates the relationship between entrepreneurial motive and commitment to starts-up. The results imply necessity of activating starts-up education and training, expanding positive atmosphere for starting own business, and social responsibility by entrepreneur.

프랜차이즈 커피전문점의 시장세분화와세분시장별 선택속성과 고객만족 차이분석 -서울 지역을 중심으로-

윤남수 한국관광연구학회 2011 관광연구저널 Vol.25 No.4

This study was to suggest effective strategic operation alternatives of a franchise coffee shops by segmenting the market with the visiting motivation analysis, analyzing the segment market based on choice attributes, demographic characteristics, and overall satisfaction. The summary of the study result is as follows; first, after analyzing factors of the visiting motivation, three factors —‘meeting place’, ‘snack and rest’, ‘atmosphere’ was deducted. Using these deducted factors, a cluster analysis was conducted to classify two market segments which were each named ‘passive visitor group’ and ‘active devotee group’. Second, as a result of the difference analysis of the choice attributes of each group, although interior, comfortableness and neatness, additional service, and price indicated significant differences between the groups, the difference for store location was comparatively insignificant. Third, as a result of analyzing the differences in demographic characteristics, the passive visitor group appeared to be mainly consisted of male college students in their 20s who spend about ￦200,000-500,000 a month. Also, the active devotee group was mainly consisted of females in their 20s in similar circumstances as the majority of the former group. Fourth, as a result of analyzing the differences in overall satisfaction, each market segments appeared to have a significant difference. In addition, the active devotee group turned out to perceive the importance of the choice attribute more highly than the passive visitor group did. These findings suggest that offering the customer-specific market segmentation and the differentiated services for each market segments is crucial for a franchise coffee shops to maintain their competitive advantage.

북한 화학무기 폐기방안 연구 - 시리아 화학무기 폐기사례를 중심으로-

윤남수 조선대학교 군사학연구소 2017 군사발전연구 Vol.11 No.1

김정은 통치행위 분석과 남북 협력 방안 - 김정은 통치행위의 개인적 특성을 중심으로 -

윤남수 조선대학교 군사학연구소 2018 군사발전연구 Vol.12 No.1

인터넷 쇼핑몰에서의 고객만족 및 신뢰와 고객충성도 간의 관계에 대한 전환이득의 조절역할

윤남수,유동근,이용기 한국경영과학회 2003 한국경영과학회지 Vol.28 No.4

Customer retention is more emphasized for internet business than off-line shopping-malls. The loyals not only purchase a lot but also recommend the mall to new customers quickly using internet media, and there have been many studies on this subject. In this study, customer satisfaction and trust are suggested as preceding variables that have an influence on customer loyalty, and switching gains are suggested as a moderating variable between customer satisfaction & trust and customer loyalty. Many people think it would be easier to change business connection and customer loyalty for internet shopping-malls would be very low. This study, however, conduded that customer satisfaction and trust had a significant influence on customer loyalty even in internet shopping-mall, and that switching gains had moderating effect between satisfaction-attitudinal loyalty and trust-behavioral loyalty. These results are meaningful in that customer satisfaction or trust should be emphasized even on internet business and that switching gains can be strategic focus in building up customer loyalty and retention.

국내 유통 소매점의 사회적 책임 및 윤리경영 실천에 대한 소비자 집단의 인식차이 분석

윤남수,김영이 한국경영교육학회 2014 경영교육연구 Vol.29 No.5

This study investigated consumers' cognition on social responsibility and ethical management practice of domestic distribution retail businesses, and gave strategical implications for social responsibility and ethical management of domestic distribution retail businesses. The study investigated consumer groups at domestic retail businesses, for instance, department stores, discount stores, convenience stores and SSM, by questionnaire survey. The findings were:First, factors and mean values of social responsibility and ethical management practice were: The social responsibility with three factors such as social contribution, environmental protection and consumer protection had affirmative reaction in order of consumer protection, environmental protection and social contribution. The ethical management with two factors such as ethical practice and fairness practice cognized ethical practice rather than fairness practice in more affirmative way. Second, social responsibility activities, consumer protection activities and environment protection activities had not significant difference of cognition depending upon gender, and practice of fairness had significant difference of cognition depending upon gender. Third, social responsibility activity, consumer protection activity, practice of ethics and practice of fairness than environment protection activity had not significant difference of cognition depending upon age. Fourth, social responsibility activity and consumer protection activity had significant difference of cognition depending upon business types, and environment protection activity, practice of ethics and practice of fairness had not significant difference. The findings would give practical directions of not only social responsibility but also ethical management of domestic distribution retail business. 본 연구는 국내 유통 소매점의 사회적 책임과 윤리경영 실천이 소비자들에 의해 어떻게 인식되고 있는지 분석하고, 이를 바탕으로 국내 유통 소매점에서의 사회적 책임과 윤리경영 정착을 위한 바람직한 전략적 시사점을 제시하고자 하였다. 이를 위해 국내 대표적인 유통 소매점이라고 할 수 있는 백화점, 할인점, 편의점, SSM을 이용하는 소비자 집단을 대상으로 설문조사를 실시하였으며, 연구결과를 요약하면 다음과 같다. 첫째, 사회적 책임과 윤리경영 실천에 대한 요인분석과 평균값을 측정한 결과, 사회적 책임은 사회공헌활동, 환경보호활동, 소비자보호활동 등 3개의 요인이 도출되었으며, 사회적 책임의 경우 소비자보호활동, 환경보호활동, 사회공헌활동의 순으로 긍정적 반응을 보이고 있었다. 윤리경영은 윤리성실천, 공정성실천 등 2개의 요인으로 분류되었으며, 공정성실천보다는 윤리성실천을 더 긍정적으로 인식하고 있었다. 둘째, 남녀 성별에 따른 인식차이를 분석한 결과, 사회공헌활동, 소비자보호활동, 환경보호활동 및 윤리성실천 등은 유의하지 않은 것으로 나타났으나, 공정성실천은 여성과 남성 사이에 유의적인 차이를 보였다. 셋째, 연령대별로 인식차이를 분석한 결과, 환경보호활동을 제외한 사회공헌활동, 소비자보호활동, 윤리성실천, 공정성실천 등은 모두 유의하지 않은 것으로 나타났다. 넷째, 업태별 인식차이는 사회공헌활동과 소비자보호활동은 유의적으로 나타난 반면, 환경보호활동, 윤리성실천, 공정성실천은 유의적이지 않은 것으로 나타났다. 이러한 연구결과를 바탕으로 국내 유통 소매점의 바람직한 사회적 책임과 윤리경영 정착을 위한 실천적 방향성을 제시하고 연구의 한계점과 향후 연구를 위한 제언을 제시하였다.

The Distribution Industry’s Social Responsibility and Ethics Management: Effects on Corporate Trust and Loyalty

윤남수,김영이 한국유통과학회 2014 유통과학연구 Vol.12 No.7

Purpose - This study aims to explore the effects of social responsibility activities and business ethics practices on corporate trust and loyalty in the context of a large retail distribution business. Research design, data, and methodology - The data collected was analyzed using PASW Statistics 18.0. In order to verify the demographic characteristics, frequency analysis was conducted on the data. Results - The results of the study were as follows. First, social responsibility activities had a significant effect on corporate trust. Second, both corporate social responsibility activities and business ethics practices had significant effects on loyalty. Third, corporate trust had a significant effect on loyalty. Fourth, corporate social responsibility activities and consumer protection activities had a partial mediation effect, while environmental protection activities and social contribution activities had complete mediation effects. Conclusions - This study clarified and explained the factors of corporate social responsibility activities and business ethics practices that customers value, and analyzed the influence of these factors on corporate trust and loyalty.

구매자의 관여도 수준에 따라 가격할인이 지각가치, 구매의향, 탐색의도에 미치는 영향

윤남수,김재영,박영균 한국유통과학회 2011 유통과학연구 Vol.9 No.1

One of the major reasons for fierce competition among firms is that they strive to increase their own market shares in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Due to such changes in the marketing environment, differentiated after-sales service and diversified promotion strategies have become more important in the race to gain a competitive advantage.5)6)7)Price discount is one of the popular promotion strategies that most retailers use, especially to increase sales, but offering a price discount does not always lead to the expected result. If marketers apply an identical price-promotion strategy without considering the characteristic differences in products and consumer preferences, the discounted price itself may make people skeptical about the quality of the product. Moreover, the changes in perceived value may appear differently depending on factors such as consumer involvement. This implies that variables such as the level of consumer involvement, brand loyalty, and external reference prices, in reality, would have different effects on how consumers perceive the value of price discounts. The variables that affect consumers' perceived values and buying decisions are diverse and complicated. Several studies have examined the effects of such variables as external reference price, selling price, and brand on consumers' perceived value of products. Results have not shown consistent patterns. Therefore, we must note that the factors affecting consumers' value perceptions and buying behaviors are diverse and that the results of studies on the same dependent variable come out differently depending on what that variable is. This study focused on the level of consumer involvement as a salient variable that supposedly affects the perceived value of a product, willingness to buy, and search intentions. We tried to examine whether a price discount affects the perceived value—such as perceived acquisition value and perceived transaction value—in different ways depending on the level of consumer involvement. In addition, we proposed managerial implications that marketers need to consider as a whole, for instance, product attributes, brand loyalty, and involvement and then established a differentiated pricing strategy, case by case, in order to effectively enhance consumers’' perceived values. As a result, we found that perceived transaction value positively affects perceived acquisition value and when discounting the price of a high-involvement product enhances the consumer’'s willingness to buy, but perceived acquisition value does not affect the search intentions significantly. In the case of discounting prices of low-involvement products, on the other hand, the perceived transaction value has a positive effect on the willingness to buy, but the negative effect of perceived acquisition value on the search intentions was not significant. We suppose that people doubt a product's quality because of a declined perceived quality derived from a price discount. Even though the price discount enhanced the transaction value, people ventually increased their level of searching for additional product information. From the results of this study, we suggest that marketers ought to establish an appropriate value-enhancing strategy based on the understanding of which perceived value consumers rely on more when they conduct purchasing behavior because consumers perceive the degree of importance of acquisition value or transaction value differently, depending on their level of involvement.

스포츠 스타영입이 스포츠 구단과 스타에 대한 소비자 태도변화에 미치는 영향 : 균형이론의 적용

윤남수,이용기,김용래,박영균 한국스포츠산업경영학회 2008 한국스포츠산업경영학회지 Vol.13 No.1

본 연구의 목적은 Heider(l946)의 균형이론(balance theory)에 근거하여 프로축구구단을 연구맥락으로 하여스포츠 구단의 스포츠 스타 영업이 스포츠 구단에 대한 소비자의 태도 변화에 영향을 미치는 영업 효과를 분석하기 위한 것이다. 실증분석 결과는 다음과 같다. 첫째, 김남일 선수 영업이라는 실험변수에 의하여 스포츠 스타 보유가 프로축구구단의 긍정적 이미지에 부합하는 것으로 나타났다. 둘째, 소비자의 사전ㆍ사후 태도를 비교하기 위하여 실시한 교차분석 결과 소비자의 태도가 균형이론상의 균형 상태로 변화함을 알 수 있었다. 셋째, 인력효과에 해당하는 모형들의 호감도 평균값이 그렇지 않은 모형들의 호감도 평균값 보다 높게 나타났으며, 합치효과에 해당하는 모형들의 평균값이 그렇지 않은 모형들의 평균값보다 높게 나타났다. 마지막으로, 스포츠 스타의 이적이 소비자의 태도변화에 긍정적인 영향을 주는 것으로 나타났다. This study is to investigate the effect of scouting a sports star on consumer attitudes of sports club and the sports star based on Heider(l946)'s balance theory in the context of soccer. For these purposes, the authors developed two hypotheses. The data were collected from 286 respondents and were analyzed using experimental design. The results are as follows: First, scouting a sports star, i.e., a famous soccer player, Kim, Nam-Il, influences consumer attitudes. This implies that recruiting a star player enhances the image of the soccer team. Second, a sports star's transfer has a positive effect on consumer's changing attitudes. This implies that acquiring a famous sports star makes the consumer's pre-attitudes for the player and the team more positive and namely balanced state.