隐私关注对精准广告接受意愿的影响: 以消费者信任的中介效应为中心

고명걸,박상수 원광대학교 한중관계연구원 2022 韓中關係硏究 Vol.8 No.3

In the era of big data, online shopping generally exists in people’s daily life. While bringing convenience to people, there are also huge security risks. The online shopping platform pushes consumers’ relevant products according to their online traces, that is, accurate advertising. This not only facilitates consumers’ purchase, but also raises consumers’ concerns about personal privacy and security. Taking consumer privacy concerns as the starting point, this paper uses quantitative empirical research methods to study the impact of consumer privacy concerns on the Acceptance Intention of precision advertising. On the basis of filling in the relevant theories, provide reference for the enterprises behind the online shopping platform, so that enterprises can pay attention to consumers’ personal privacy and find a balance between consumers’ privacy concerns and accurate advertising, so as to solve consumers’ privacy and security concerns, obtain consumers’ trust and push accurate advertising. Based on the theoretical research on privacy concern, consumer trust and willingness to accept, this study puts forward the model and hypothesis of this study, and collects 1,013 sample data through questionnaire survey. On the basis of descriptive statistics, reliability and validity analysis of sample variables, structural equation path analysis was carried out on the data to verify the research hypothesis, and the following conclusions were obtained: there is a correlation between privacy concern and intention to accept precision advertising; Privacy concerns have a significant positive impact on consumer trust; Consumer trust has a significant positive impact on the Acceptance Intention of precision advertising; It is concluded that there is a mediating effect between privacy concerns and intention to accept precision advertising. 网络电商平台以大数据为支撑,洞察用户的个性化需求,为用户投放精准广告,给用户带来便捷个性化体验的同时,这种以收集、分析使用个人数据为前提的技术逻辑,也给用户的信息安全埋下了巨大的风险隐患。本文以隐私关注、消费者信任和精准广告接受意愿为研究因子,根据因子之间的相互影响关系推导了研究结构模型。其中,隐私关注为自变量,接受意愿为因变量,消费者信任为中介变量;进行了技术统计、方差分析、路径分析及中介效应检验等统计分析。本研究以先行研究的理论考察为基础,设计了各因子的测量问项。通过问卷星进行线上调查,最终收集了750个有效问卷。实证研究得出结论:第一,隐私关注影响精准广告接受意愿,其中意识和控制对精准广告接受意愿带来正向影响,收集对精准广告接受意愿的影响不显著。第二,意识对精准广告接受意愿的影响关系中消费者信任(能力信任、善意信任)存在完全中介效应。控制对精准广告接受意愿的影响关系中消费者信任(能力信任、善意信任)存在部分中介效应。

중국 웨이보(微博) 사용자의 이용특성과 이용충족에 관한 연구

장우,고명걸,양연,박상수 한양대학교 아태지역연구센터 2017 중소연구 Vol.40 No.4

At present the most representative microblog Twitter has been widely used in the whole since it was since it was founded in the USA, 2006. The number of users was also growing at a high speed when entered into Korea. However, this Twitter fever was trapped in China due to the supervision of the Chinese government in a name of 'protection of the SNS in China. Therefore not only Facebook and but also Twitter are forbidden to use in China. As an alternative the microblog made in China, which is Sina Weibo, are becoming widely used inside China. The reason that social media made in China is always being accepted by the general public is not only the external factors, such as the supervision of the Chinese government or the business strategy, but also the activity of the uses. As the society of China is relatively closed, the microblog becomes an important way for information exchange and environment monitoring especially among the young people in China. Thus it is necessary to know what the characteristics of Sina Weibo has, and why so man people are glad to use it. Meanwhile people use microblog to follow both friend of themselves and the celebrities. Therefore it is possible for the general uses to build a close relationship with the celebrities like friends that calls para-social interaction. So far the researches on para-social interaction only focused on the traditional media such as television or radio. The study on para-social interaction regards to in the microblog as very few attention. Therefore this study was supposed to know what factors are influencing the satisfaction and intention to reuse of Sina Weibo especially focus on the Chinese Sina Weibo uses' behavior, mediating of motication interaction and satisfation. The result indicated that the motivation of Weibo uses mainly including the entertainment, self-expression, relation formation. According to the analysis result, all the 3 motivation of Sina Weibo has influence on the behavior and satisfation. 본 연구에서는 이용과 충족이론을 기반으로 웨이보 이용동기, 이용행위, 이용충족 간의 관계를 실증적으로 분석하였다. 이를 위해 웨이보의 개념과 이용충족이론에 관련된 선행연구를 살펴보고 웨이보 이용 동기와 이용행위 그리고 이용충족 간의 가설을 설정하여 연구모형을 설계하였다. 웨이보 이용 동기는 문헌 연구를 통해 즐거움, 자기표현 관계형성 등 3가지의 요인이 도출되었고, 이러한 요인들이 웨이보 이용행위인 정보획득 활동과 정보확산 활동에 어떠한 영향을 미치며, 이러한 행위들이 웨이보 이용충족에 어떤 영향을 미치는지를 실증적으로 분석하기 위하여 웨이보 사용자를 대상으로 설문조사를 실시하고 데이터 분석을 진행하였다. 분석결과, 이용동기중 즐거움은 정보획득에 유의한 영향관계가 있는 것으로 나타났으나 정보확산과의 인과관계는 없는 것으로 나타났다. 반대로 자기표현은 정보확산에 유의한 영향관계로 나타났으나 정보획득에는 관계가 존재하지 않는 것으로 나타났다. 한편, 이용동기중 관계형성의 경우는 정보획득과 정보확산에 모두 유의한 영향관계가 있는 것으로 나타났다. 웨이보 이용행위가 이용충족에 미치는 영향관계에서는 정복획득과 정보확산 모두 유의한 영향을 미치는 것으로 나타났으나, 특기할만한 사실은 정보획득의 영향이 정보 확산의 영향에 비해 뚜렷이 높게 나타나고 있다는 사실이다.

중국진출 한국기업의 내부역량과 전략 적합성이 성과에 미치는 영향

함정식,조강필,고명걸,조혜진 대한중국학회 2014 중국학 Vol.47 No.-

This study tries to analyze the relationship between the internal competence and the competitive strategy of Korean corporations in China. And it also tries to find out the effects of suitability of the factors on their business performances. For this purpose, it surveyed 270 Korean corporations in China, and the results of the survey are as follows: First, when the effects of the internal competence on competitive strategy are investigated, it is proved that the technical competence and the marketing competence have a meaningful effect on differentiation strategy of Korean corporations in China. And the manufacturing competence has a meaningful effect on their cost leadership strategy. Secondly, in order to accomplish a high management performance, it is important for them to have suitable internal competence and management strategy. When they have high suitability, it has the biggest influence on their business performances. This results show that it is the most important for Korean corporations to establish a suitable competitive strategy for improving their performances, considering their internal competence.

기업의 사회적 책임(CSR)에 대한 중국 소비자의 인식과 태도에 대한 연구

박상수(Sang Soo Park),고명걸(Ming Jie Gao) 한국아시아학회 2014 아시아연구 Vol.17 No.3

중국은 30여 년간 급속적인 경제성장을 이룩하는 반면, 기업 경영윤리의 부재, 생태의 파괴 등 문제들이 연달아 속출되었다. 기업의 사회적 책임에 대한 활성화방안을 위하여 2007년부터 중국정부는 장기적인 목표를 수립하고 정책적인 지지와 지원을 해왔었다. 이에 따라 중국내 기업들 사이에는 기업이미지와 성과의 제고를 위한 CSR전략 경쟁이 가속화되기 시작하였다. 그럼에도 불구하고 여전히 식품안전, 대규모 파업, 환경오염 등 문제들이 끊임없이 발생하여 소비자의 불만이 높아지고 있어 중국은 여전히 CSR의 초기단계에서 머물러 있는 실정이다. 이러한 시점에서, 중국기업의 CSR 현황에 대한 소비자의 객관적인 평가는 기업의 전략적 측면에서나 정부의 정책적 측면에서 의미 있는 연구라 보여 진다. 따라서 본 연구에서는 중국기업의 전반적인 CSR 실행 현황에 대한 소비자의 객관적인 인식과 태도를 분석하고자 중국소비자를 대상으로 설문분석을 실시하였다. 이는 특정 기업의 CSR 활동에 대한 지각정도를 분석하는 기존의 연구들과는 달리, 소비자의 입장에서 중국의 CSR 현황에 대한 객관분석이라는 의미를 갖고 있다. 이는 소자의 인식을 기업의 CSR의 중요한 요소로 부각시킴으로써 CSR전략의 재구성과 실행방안 및 정부지원정책의 새로운 기준으로 삼을 수 있다는 점에서 그 의의를 포함하고 있다. 연구결과, CSR 현황에 대한 인식과 태도는 표본특성의 집단별로 차이가 존재하는 것으로 나타났고, 인식과 태도의 부분적 인과관계가 나타났다. 또한 태도의 내부 요소들의 관계에 대한 분석을 추가분석함으로써 태도형성에 대한 보다 구체적인 설명을 제시하였다. 본 연구 결과는 중국기업의 CSR 현황을 보다 객관적으로 분석함으로써, 기업의 전략 및 정부의 정책적 측면에 유용한 시사점을 제공할 것으로 기대되며, 향후 중국의 CSR에 대한 보다 진전된 연구에 일조할 수 있을 것으로 보인다. The highly rapid economic growth that China achieved over the last 30 years is now generating a lot of social contradictions such as lacks of management and work ethics, growing income disparity, environmental contamination, ecocide, and so forth. In an effort to handle those problems, the China government has formulated a set of long-term state goals and policies for vitalizing measures about the social responsibility of corporations since 2007. Thanks to that, the strategic competitions among companies are getting fierce in the making of their image related with corporate social responsibility. Nevertheless, the number of consumer complaints is growing with a steady stream. This implies that China is just in its early stages of developing corporate social responsibility. For the purpose of knowing the current state that Chinese businesses accept corporate social responsibility, this article therefore conducted a survey of 221 Chinese consumers. From its research results, it is revealed that there are group differences by gender, age, and marriage status in the sample consumers` perception of and attitude to the real implementation of corporate social responsibility, and that there are some partial correlations between perception and attitude, thus proposing a detailed explanation to set an eye on attitude formation by means of analyzing correlations among internal factors of attitude.

중국 도시농민공의 호구전환의지에 관한 실증분석 -베이징시, 상하이시, 광저우시 중심으로-

박상수 ( Sang Soo Park ),고명걸 ( Ming Jie Gao ),잔차이나 ( Caina Zhan ) 한중사회과학학회 2016 한중사회과학연구 Vol.14 No.1

In view of the advantages of urban hukou(household registration system), many migrant workers working in the city want to transfer rural hukou to urban hukou to get preferential policy for self-development or their children. Even though the hukou system reform are proceeded, they still have barriers on the road to become citizens, especially in large cities like Guangzhou, Shanghai and Beijing city. Based on the precious studies, this study attempts to examine the relationship among institutional cognition, social cognition, personal cognition as independent variables, policy concern degree as a mediating variable, and switching intention of urban hukou as dependent variable, and the different cognition about independent variables among three cities. The empirical analysis shows that policy concern degree is positively associated with security, stability of institutional cognition and employment, medical treatment, environment of social cognition and alienation of city life, satisfied degree of city life, future orientation of personal cognition. On the contrary, it is negatively associated with distinctiveness and education. Besides, the correlation between policy concern degree and switching intention of urban hukou is obviously significant. Furthermore, degree of policy concern has a partial mediating effect to independent variables, security and alienation of city life, and dependent variable consisting of switching intention of urban hukou. This paper details some factors is very important for migrant workers to transfer their hukou status and some are not. The findings of the research have implications for policy makers interested in promoting a more balanced development of population and city and for rural areas, in order to keep talented people, it is important to improve benefits and privileges in aspects of educational resources, employment and pension. Besides, it should deepen reforms concerning hukou system, for instance, standardize the turnover of rural collective-owned construction land’s exploitation right, and guide the rural-urban population to mobile reasonably to achieve the balance between supply and demand.

중국인 소비자의 자아권익보호의식에 관한 연구

李东,박상수,조강필,고명걸 중국지역학회 2020 중국지역연구 Vol.7 No.2

This paper studies the awareness of consumer rights protection in China. Since China entered the era of full consumption in 1993, the level of Chinese consumers has improved roundly, and the total consumption has risen sharply while the issue of consumer rights protection has been highlighted. The purpose of this paper is to understand the current level of awareness of Chinese consumers rights and consciousness through the investigation of Chinese consumers, and the impact of consumer awareness on the protection of consumers rights and consciousness through the cognitive pathways and also how the awareness of consumer rights protection influences on the level of consumer protection Through the collation and analysis of the reference documents, it is found that Chinese consumers usually obtain information related to consumer rights protection through public opinion reports, education and learning, etc., and the acquisition of information is the most effective way to enhance the awareness of consumer rights protection, while the awareness of the protection of rights and consciousness will affect the protection level. Therefore, this paper studies the problem by raising a hypothesis and designing a model. Through analysis, we confirm that the public opinion report and education in the cognitive path have a significant impact on the protection of consumer rights. Secondly, the analysis results show that the right to know, fair trading rights and supervision rights in the awareness of consumer rights protection have a significant impact on the protection level. Therefore, this means that the effective dissemination of consumer rights protection information is extremely important. More abundant methods of communication and more effective tools of communication can have a better effect on raising awareness of consumer rights protection. The improvement of the awareness of consumer rights protection will increase the demand for the protection of consumers rights and consciousness, which will improve the overall consumption environment in China and the protection of consumers’ rights and consciousness. Therefore, China should pay more attention in these areas to enhance the overall consumption level of China. 본 연구에서는 중국 소비자의 자아권익보호의식의 인지경로와 소비자의 자아권익보호의식 그리고 소비자의 권익보호수준에 대한 평가에 대해서 살펴보았다. 아울러 각 변수간의 인과관계에 대해 살펴보았다. 첫째, 인구통계학적 특징에 따른 분산분석(ANOVA) 결과에서는 연령별, 소득별, 교육수준별 집단 간 차이가 존재하는 것으로 확인되었다. 둘째, 경로분석결과에서는 인지경로(언론보도, 교육학습)와 소비자의 자아권익보호의식 사이에는 영향 관계가 존재하는 것으로 나타났다. 한편, ‘자아권익보호의식’이 ‘소비자권익보호 수준평가’에 미치는 영향에서는알권리, 공정교역권 및 감독권 등 요인이 소비자권익보호 평가에 유의한 영향을 미치는 것으로 나타났다. 그러나 구상권과 결사권이 소비자권익보호 평가에유의한 영향을 미치지 못하는 것으로 나타났다. 끝으로 ‘인지경로(언론보도와 교육학습)’와 ‘소비자보호수준 평가’ 사이에서자아권익보호의식의 매개효과 결과를 보면 언론보도와 교육학습 모두 공정교역권에서 부분매개효과가 있는 것으로 나타났으나, 이를 제외한 나머지 변수의 매개효과는 나타나지 않았다. 이 같은 결과는 언론보도 및 교육학습 내용의 불충분성 또는 소비자보호수준을 평가함에 있어서 언론과 교육을 제외한 또 다른근거가 존재할 가능성 등을 의미한다고 본다. 중국 소비자의 소비자 권익보호의식은 ‘구상권과 결사권의 개선’을 위한 소비자 권익 요구라는 명제에 달려있는 만큼, 향후 선진국 소비자의 자아권익보호 관련 행위에 대한 연구와 권익보호의 효율성 문제 등을 중심으로 보다 체계적인 연구가 필요하다.