사회신뢰와 국가의 부 창출과정

박상준 ( Sang June Park ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

사회신뢰는 거래비용을 줄이고 집단적 문제를 해결하는데 도움을 줌으로써 협력에 긍정적 영향을 미치고, 궁극적으로는 국가의 경제적 성과를 증대시키는 것으로 알려져 있다. 사회자본의 핵심요소의 하나인 사회신뢰는 사회구성 원 간의 상호작용에 있어서 이러한 긍정적 역할로 인하여 다양한 학문분야에서 관심을 받아 왔다. 열심히 일하는 것에 대한 사회적 가치인식이 높으면 사회구성원들이 열심히 일하게 되고 이것이 국가의 부를 증대시키게 된다. 그러나 열심히 일하는 것에 대한 긍정적 가치인식이 사회신뢰에 미치는 영향에 대해서는 선행연구에서 관심이 부족했다. 본 연구에서는 열심히 일하는 것에 대한 긍정적 인식이 사회신뢰에 미치는 영향을 미치는지 분석하고 있다. 이 러한 연구목적을 위해 145개국 대상으로 조사된 세계가치조사 자료를 이용하여 열심히 일하는 것과 관련된 가치인 식과 사회신뢰간의 관계를 분석하였다. 사회신뢰는 대다수의 사람들을 신뢰할 수 있다고 생각하는지에 관한 질문을 이용하였고, 열심히 일하는 것에 대한 가치인식은 2가지 문항으로 측정되었다. 첫 번째 가치인식 변수는 "모든 것이 운명에 의해 결정되는 것이 아니고 자신의 노력에 결정된다."라는 문항으로 측정되었고, 두 번째 가치인식 변수는 "운과 배경보다는 열심히 일함으로써 생활이 나아진다."라는 문항으로 측정되었다. 분석결과, 열심히 일하는 것과 관 련된 가치인식은 사회신뢰에 긍정적으로 영향을 미치는 것으로 나타났다. Other-regarding preferences (ORPs) such as trust, reciprocity and altruism are integral elements in economic transactions between companies, between consumers and retailers, between employers and employees, and in determining economic performance. Especially, social trust has been given a great deal of attention across an array of academic disciplines for its role in promoting cooperation among individuals and groups and for its positive influence on the economic performance of corporations. The crucial role of social trust for decision-making and economic performance has been recognized for a long time. Social trust stands for the social structure of a country and enables the investigation of the relationship between social and economic development. For example, the trust game proposed by Berg et al. (1995) demonstrated that individuals are able to achieve a higher but uncertain payoff by trusting that the anonymous counterpart is willing to cooperate and reciprocate the trust placed. Most studies (including World Values Survey) describe Korea as a low-trust society than Japan or China, even though a few studies find the evidences that social trust in South Korea is no less than those in other east asian countries. The argument created serious concerns for Korean scholars. The literature showed that income inequality and corruption best explains why social trust in Korea is lower than other east asian countries. The term "social trust", which is generalized interpersonal trust, is distinguished from trust embedded in personal relations, or "particularized thick trust". The most widely used question on social trust in surveys is "In general, do you agree that most people can be trusted or that you can`t be too careful in dealing with other people?". The general social survey has asked this same question since in the US, and the World Values Surveys, and European Values Study has used the same question. Social development in the form of higher trust is supposed to be strongly related to economic development. In other words, social trust increases the wealth of nation because social trust has positive influence on economic performance of corporations. The wealth of nation can be considered as aggregation of individuals` wealths in a nation. Thus, one can interpret that social trust increases the wealth of nation if it increases each individual`s wealth. It is possible to accumulate wealth when each individual works hard and when individuals cooperate with each other (or when transaction costs is low) because social trust increases cooperation and it reduces transaction cost (and it helps solve collective action problems). Previous studies have focused on the role of social trust in increasing cooperation and in reducing transaction cost. However, few study focuses on the relationship between social trust and individuals` perception on hard work. The salient value similarity (SVS) model explains that social value influence social trust. Thus, this paper investigates if individuals` perception on hard work influences on social trust because individuals` perception related to hard work represents a social value. Used is the World Values Survey (WVS) data for 55,090 respondents (The number of male is 26,692 and that of female was 28,398.) from 155 nations (including Korea, USA, Spain, Chile, Norway, and so on.). The average age of the respondents was 41.9. The World Values Survey (WVS) is a global research project that explores people`s values and beliefs, how they change over time and what social and political impact they have. It is carried out by a worldwide network of social scientists who, since 1981, have conducted representative national surveys. The WVS is the only source of empirical data on attitudes covering a majority of the world`s population (nearly 90%). The social trust was measured by degree to which a respondent thinks that most people can be trusted. The perceptions on hard work were measured with 2 questions: The first one is that "Hard work does not generally bring success: it´s more a matter of luck and connections. - In the long run, hard work usually brings a better life.", and the second one is that "Everything is determined by fate. - People shape their fate themselves." To test the effects of the two perceptions on the social trust, this study used the GLM (Generalized Linear Model) in which the factors were gender, nation, income, marital status, and the covariates were the two perceptions and age. The results showed that the social trust is positively influenced by the perceptions (related to hard work). The respondents, who perceive that hard work usually brings a better life (or who perceive that hard work generally bring success: it is not a matter of luck and connections) and who perceive that people shape their fate themselves (or who perceive that everything is not determined by fate), showed higher social trust. This implies that the wealth of nation is affected directly and indirectly through social trust by individuals` perception on hard work. Additionally, this study found that the social trust is different by regional area, income class, and marital status. First, the countries in North Europe have higher social trust than those in the other regional areas (e.g., Asia, America, and Africa). Second, the high income classes have higher social trust than the lower income classes. Third, persons who are married have higher social trust than those who are divorced or separated.

대중문화상품의 관계효용에 관한 연구

박상준 ( Sang June Park ),김현철 ( Hyun Chul Kim ),정재리 ( Jae Lee Chong ) 한국소비자학회 2003 소비자학연구 Vol.14 No.2

The Millennium is commonly called ‘The Century of Culture’. That is why there is a culture in the heart of the fields including politics, economics, sociology, education, etc., as well as it is an emerging value binding them. Therefore, each country concentrates on and raises cultural industry. The culture has been considered as a kind of commodity. Furthermore, the range of cultural commodity includes all kinds of culture. However, a little study has been done about characteristics of the cultural commodity and, why and how consumers consume a cultural commodity, even if we know importance of the cultural commodity. In this article, we tried to identify critical characteristics on the cultural product. The results are summarized as follows. First, the utility of a cultural product consists of product utility itself as well as relationship utility. Second, the extent to which consumers feel utility from the relationship depends on the type of partners. Third, the higher relationship commitment is, the more important the preference of partner is.

분할가격할인에 대한 가격민감도

박상준 ( Park Sang-june ),남상선 ( Nam Sang-seon ),이영란 ( Lee Yeong-ran ) 한국고객만족경영학회 2020 고객만족경영연구 Vol.22 No.1

기업들은 기본할인에 할인을 추가함으로써 소비자들에게 할인의 혜택을 높여주고자 하는 추가할인 전략을 통해 소비자의 구매를 유도하기 위해 분할가격할인 전략을 활용한다. 이에 본 연구에서는 분할가격할인수준을 기본할인과 추가할인으로 구분하고, 기본할인과 추가할인에 대한 가격민감도의 차이를 확인하고자 하였다. 또한, 구매의사결정에 주요한 영향을 미치는 성별에 따른 가격민감도의 차이를 실증분석을 통해 확인하였다. 즉, 본 연구는 분할가격할인수준(기본할인 vs. 추가할인)과 성별에 따른 가격민감도의 차이를 확인하는데 목적을 두고 있다. 이를 확인하기 위해서 가상의 시나리오를 통해 특정 제품을 구매하는 상황 하에서 제시된 분할가격할인수준별 구매의도를 설문조사를 통해 확인하였다. 구체적으로, 본 연구에서는 건강보조식품을 구매하려는 상황으로 시나리오를 제시하였으며, 20대~50대 이상의 직장인들을 대상으로 설문을 진행하였다. 이 때, 분할가격할인수준은 정상가격, 기본할인가격, 추가할인가격 순으로 제시하였다. 구체적으로 설명하면, 140,000원짜리 건강보조식품을 구매하는 상황 하에서 정상가격 140,000원, 10% 기본할인가격 126,000원, 그리고 추가 10%할인을 더한 추가할인가격 113,400원의 3단계로 제시하였다. 그리고 제시된 3가지 가격수준 각각에 대한 구매의도를 비율(%)로 직접 기입하도록 하였다(100% 기준). 본 연구의 실증분석에 따르면, 추가할인에 비해 기본할인에 대한 가격민감도가 더 높으며, 남성보다 여성이 가격에 더 민감한 것으로 나타났다. 이는 가격할인효과의 극대화를 위해서는 초기의 기본할인전략이 중요하다는 시사점을 제공하여 준다. 또한, 기업의 표적고객층의 성별에 따른 가격차별화전략이 필요함을 보여준다. Companies try to induce consumers to purchase through an additional discount strategy in addition to a basic discount strategy. Therefore, this study decomposes a total price discount level into basic discount level and additional discount level, and analyzes consumer’s response to the basic and additional discount levels. Also, it investigates whether consumer’s response is different between male and female. In the empirical study, the Regular price was 140,000, the basic discount level was 10% of the price, and the additional discount level was 10% of the basic discount level. The empirical study showed that the price sensitivity was higher for the basic discount level than for the additional discount level. In addition, it showed that female was more sensitive to price than male. This suggests that an initial basic discount strategy is important rather than an additional discount strategy, and that it is necessary to consider gender of target audience when marketing managers design a price discount strategy.

기업의 지속가능경영 활동이 신뢰지각에 미치는 영향

박상준(Sang-June Park),변지연(Ji-yeon Byun) 한국경영학회 2016 한국경영학회 통합학술발표논문집 Vol.2016 No.8

기업의 이윤추구 활동은 다양한 이해관계자들에게 영향을 미친다. 기업의 활동은 지역사회의 발전과 같은 긍정적인 영향 이외에도 사회 및 환경적인 문제가 발생할 수 있는데 이를 해결할 수 있는 방안으로 기업과 이해관계자의 동반성장을 할 수 있는 지속가능경영이 요구된다. 본 연구는 기업의 지속가능활동이 신뢰에 영향을 미칠 때 소비자의 관여도에 따라 어떠한 차이가 있는지 초점을 두고 있다. 실증연구에서는 지속가능경영의 세부차원(경제적책임, 사회적책임, 환경적책임)이 소비자의 관여도에 따라 신뢰(전문적신뢰, 자선적신뢰)와 기업평가에 어떠한 차이가 나타는지 도출하였다. 그리고 분석결과에 따라 기업의 지속가능경영의 전략 수립에 필요한 효과적인 대안 및 시사점을 제안하고자 한다.

고객만족지수의 동태적 분석

박상준(Sang June Park),이청림(Cheong Lim Lee),이유재(You Jae Yi) 한국마케팅학회 2010 마케팅연구 Vol.25 No.3

본 연구에서는 고객만족지수의 동태적 변화를 KCSI와 NCSI를 이용하여 실증적으로 분석하였다. 실증분석은 점수 전반에 대한 변화, 증가율, 동일 업종 내 개별 기업들의 고객만족지수의 차이에 대한 세 가지 분석을 수행하였다. 분석결과 KCSI와 NCSI 점수는 도입 초기부터 지금까지 지속적으로 증가해온 것으로 나타났다. 이는 제조업과 서비스업 모두에서 발견되는 현상이다. 그러나 고객만족지수의 증가율이 감소하는 현상은 NCSI에서만 유의한 것으로 나타났으며, 특히 서비스업에서 두드러지게 나타났다. 또한 제품군내의 개별 기업들의 고객만족지수의 편차는 경쟁이 치열한 업종에서 지속적으로 감소되고 있음을 발견하였다. After the launching of the KCSI (Korean Customer Satisfaction Index) in 1992, the NCSI (National Customer Satisfaction Index) was introduced in 1998. As many organizations have measured and managed the customer satisfaction index, customer satisfaction has gone up over the last decade. For example, the KCSI was 41.9 in the 1992 and it rose to 63.9 in 2009, showing a rapid increase of 53% from the initial introduction. The NCSI was announced as 58.8 in the fourth quarter of 1998, but the recent survey reported 70.6 in the fourth quarter of 2009, showing 21% increase over the past ten years. Considering that the maximum customer satisfaction index is 100, one cannot expect it to increase continuously. Companies invest a lot of resources to improve customer satisfaction, but if the customer satisfaction index is saturated, the investment required for 1% increase is certainly expected to rise rapidly compared to the past. As most companies and public institutions have adopted customer satisfaction management, customer satisfaction is no longer special, but essential to any organization. Therefore, companies need to examine the trend in the customer satisfaction index and seek for differentiating factors over time. This study aims to look at changes in the customer satisfaction index through dynamic analysis of KCSI and NCSI, two representative indices in Korea, and suggests implications for theory and practice. To achieve this goal, the present study analyzed the overall customer satisfaction index and empirically examined dynamic changes in the customer satisfaction index by dividing the industries into manufacturing and service. The analysis of dynamic changes in the customer satisfaction index focused on three aspects: changes, rate of increase in scores, and customer satisfaction index gap among companies in the same industry. For empirical analysis, the study used 18-year KCSI data from KMAC (Korean Management Association Consulting) and 12-year NCSI data from KPC (Korea Productivity Center). For analysis, the period of 18 years was divided into three periods. First, ANOVA was conducted to examine changes in KCSI and NCSI scores over time. For the KCSI, changes in KCSI were statistically significant according to the time periods. The result of Tukey`s multiple comparison analysis shows that the score became increasingly larger over time. Moreover, the gap in scores in the manufacturing industry and the service industry was statistically significant. The gap of the manufacturing industry was not big between the first period and the second period, but it rose rapidly in the third period. Regarding the service industry, the gap constantly increased with time. According to analysis of NCSI, the scores in NCSI had a gap over time. Tukey`s multiple comparison analysis shows that the scores increased over time. Second, the rate of increase in the customer satisfaction index was calculated and the gap in periods was analyzed. According to the analysis of the rate of increase in KCSI scores, there was no statistically significant difference. With regard to NCSI, the rate of increase in scores shows statistically significant difference at the.10 level. According to Tukey`s multiple comparison analysis, the rate of increase in scores dropped with time. The analysis of the service industry in NCSI shows statistically significant differences by period, and the rate of increase in scores was found to be lower. Third, dynamic changes in the customer satisfaction scores of individual companies in the same industry were assessed. For this analysis, the study selected four industries such as the beer business (manufacturing industry) and the airline business (service industry) that are expected to have high industrial concentration as well as the cosmetics business (manufacturing industry) and the department store (service industry) that are likely to have low industrial concentration. According to analysis of KCSI, the coefficient of time was

마케팅믹스에 기초한 마케팅 분류

박상준 ( Sang June Park ),변지연 ( Ji Yeon Byun ) 한국항공경영학회 2008 한국항공경영학회지 Vol.6 No.2

요인분석의 응답순서효과

박상준 ( Sang June Park ),김은정 ( Eun Jeong Kim ) 한국소비자학회 2010 소비자학연구 Vol.21 No.4

지난 수 십 년 동안 많은 연구자들은 설문 응답의 타당도가 응답자가 응답하는 하는 과정 속에서 발생하는 인지 처리과정에 의해 영향 받게 된다는 사실을 실증분석을 통해 보여 왔다. 신념과 태도를 측정하는 설문문항에 대한 응답자의 반응이 사소한 질문형식 또는 질문에 사용된 단어 등에 영향 받게 된다는 것 또한 잘 알려져 있다. 특히 질문문항의 순서에 의해 응답자의 응답순서가 달라져 응답결과가 달라지는 것을 응답순서효과(response-order effect)라고 한다. 다차원-다항목으로 측정되는 설문문항을 바탕으로 수행되는 요인분석에서도 응답순서의 영향은 존재할 것으로 기대되지만, 선행연구에서는 요인분석의 질문형식에 대한 영향에 대해서는 별도의 분석은 이루어지지 않았다. 그럼에도 불구하고 많은 연구자들이 응답순서효과를 충분히 검토하지 않은 상태에서 개발된 다항목의 요인분석 설문문항을 이용하고 있다. 본 논문은 응답순서효과에 관련된 이론들을 살펴보고, 잠재변수(요인)를 도출함에 있어 그 효과를 분석하고 있다. During the past several decades, researchers have shown empirically that validity of survey reports is highly dependent on the cognitive processes that respondents use while answering survey questions. Context effects suggest that answers to survey questions can be affected by prior items, which may provide respondents with cognitive cues that are used to answer subsequent questions. Among the context effects of survey questions, response-order effects suggest that the order in which a response category appears will also affect its selection. Due to the previous studies, it is now well known that responses to questions measuring beliefs and attitudes may be significantly altered by apparently trivial changes in form and wording of questions or in the context in which they are asked. However, although much empirical researches have reported the effects of such changes in surveys, no study has focused on the response-order effects in factor analysis. This paper reviews previous studies and evaluates the effects in deriving latent variables (or factors) in factor analysis. Researches of the social sciences have commonly used a factor analysis in empirical studies to derive latent variables related to fundamental concept of consumer behavior, even though main purposes of researches may differ from each other. Factor analysis is not free from the response-order effects. Nevertheless, many researchers have performed a factor analysis, without considering the response-order effects, and have been using the questionnaire in which the response-order effects are not controlled. For example, some of previous studies apply factor analyses to the data obtained from the survey in which questions are presented in order of expected factor. This study compares the three forms of survey questionnaires that the response-order effects are expected to be different to each other. Subjects for this study were 188 university students in Korea. The selected service categories are family restaurant and fast food restaurant, and the selected measurement instrument is SERVQUAL that measures service quality with the 22 questions. Subjects were asked to evaluate the 22 questions of SERVQUAL that are presented as a form among the three forms of surveys (Category, Sequence, Random) for two service types (family restaurant and fast food restaurant). In the category form of surveys, the 22 questions were categorized into the 5 factors (reliability, assurance, tangibles, empathy, responsiveness) and they were presented sequentially in the order of the factors with the names of factors. In the sequence form of survey, the 22 questions were presented sequentially in the order of the factors without the names of factors. In the random form of survey, in contrast, the 22 questions were randomly presented. The correlations between the responses to questions (the items which are related to each factor) in the category condition were higher than those in the sequence condition, and those in the sequence condition were higher than those in the random condition. The results imply that researchers should be cautious of the response-order effects, and the random form of survey is the better than the sequence form of survey or the category form of survey to eliminate the response-order effects.

마케팅 믹스에 기초한 마케팅의 유형화

박상준(Sang-June Park),변지연(Ji-Yeon Byun) 대한산업공학회 2007 대한산업공학회 춘계학술대회논문집 Vol.2007 No.5

서비스 인카운터에서 화법유형이 서비스제공자와의 대화만족에 미치는 영향

박상준(Sang-June Park),문가경(Ga-Gyeong Moon),이영란(Yeong-Ran Lee) 한국경영과학회 2014 經營 科學 Vol.31 No.3

The marketing literature suggests that personal relationships between customers and service providers influence consumers’ evaluation of goods and services. In this paper, we investigate the effects of service providers’ conversation types (non-physical communication) on customers’ evaluation and satisfaction in conversation with service providers. The empirical results show that the non-physical communication affect consumers’ satisfaction in communication with service providers. This implies that the non-physical communication could be considered as a strategic tool when corporations need to differentiate their services from competitors to gain an advantage in competition.

드라마,영화의 등장인물 표현에 기초한 선(善)과 미(美)의 관계 분석

박상준 ( Sang June Park ),이영란 ( Yeong Ran Lee ),김은정 ( Eun Jeong Kim ) 한국항공경영학회 2008 한국항공경영학회지 Vol.6 No.3