주택가 CVS의 점포운영 활성화에 관한 연구

양회창 한국유통과학회 2005 한국유통과학회 학술대회 논문집 Vol.2005 No.-

국내 CVS사업은 1989년 세븐일레븐이 1호점인 올림픽 선수촌점을 개점한 이래 성장을 거듭하면서 유통업의 한 축으로 자리를 잡았다. 도입된 지 16년이 지난 지금 CVS 사업은 성숙기에 접어들어 향후 성장속도는 점차 둔화될 것이나 질적 성장 중심으로 변화될 것으로 보인다. 본 연구는 성숙기에 접어든 CVS가 역세권에 비해 주택가에 입점한 경우 심각한 경영난에 허덕이고 있는 것을 중심으로 주택가 CVS의 점포 운영시스템이 역세권 등과 차별화되는 경우 수익구조의 실현이 가능하지 않겠는가의 가능성을 염두에 두고 실시해보기로 한다. 본 연구는 연간 최고 매출기간인 5월의 역세권 및 주택가 매출액을 비교함으로써 수익구조의 차이를 확인하고 면접법을 통하여 분석된 주택가 및 역세권 CVS의 문제점을 확인한 후 주택가 CVS의 점포 운영 활성화를 통한 수익구조 실현이 가능한지를 제언해보고자 한다.

Effects of Advertising depending upon Type of Advertising and Form of Advertising Model

양회창,안호근,한상호 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study investigated whether there are differences in advertising effects depending on the type of advertising, divided into public service announcements (PSA) and commercial advertisements, and the form of advertising model. Research Design, Data, and Methodology By investigating the difference in advertising effects due to the type of advertising and form of advertising model, the study was expected to reveal the optimal advertisements for achieving the desired advertising effects. The subjects were Jangan University students in their first and second year, with 102 copies of the survey questionnaire received for analysis. Results The findings were different for the celebrities, professionals, and CEOs, except for the PSA; further, they were different among celebrities, professionals and the other types of model, except CEO, in commercial advertising. Simple regression results showed that both the professionals and CEO models had a positive impact on the effect of advertising in the case of the PSA. Conclusion These results suggested that appropriate selection of the form of advertising model is a very important factor. Conversely, it has been suggested that the celebrity model is the most effective, reflecting the trend for commercial advertisements.

A Study on the Impact of Perceived Regulations for Sales at Super-Supermarket and Discount Store on Consumers’ Shopping Value and Subjective Well-Being

양회창,전준호,주윤황 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study focused on consumers’ perception about regulations for sales enforced by national and local governments in Korea. The study examined the relationship between perceived regulatory restrictions and subjective well-being (SWB), and perceived regulatory restrictions and shopping value,respectively. Research Design, Data, and Methodology Data were collected from 135 college students and consumers in Gyeonggi Province to verify the relationships, moderating effects, and mediating effects, thus testing the theoretical model and its hypotheses. Results First, consumers’ positive perception of regulatory restrictions enabled enhancement of their SWB. Second, consumers’ positive perception of regulatory restrictions had no significant positive influence on hedonic value but had a significant positive influence on utilitarian value. Third, utilitarian value exhibited a full mediating effect on the relationship between regulatory restrictions and SWB. Conclusion This study showed that consumers’ positive win-win attitude is based on social norms. Further, we expect that consumers experiencing discomfort due to regulatory restrictions resolve this by going to other distributors. Finally, to increase distributors’ competitiveness and consumers’ utilitarian value, it is suggested that distributors require a variety of marketing strategies.

The Effect of Consumers’ Personal Characteristics on Attitude toward Social Commerce: Focused on the Theory of Reasoned Action

양회창,우문식 한국유통과학회 2013 유통과학연구 Vol.11 No.11

Purpose This study investigated the effect of consumers’ personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results Consumers’ personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers’ attitude toward social commerce was utilitarian value. Consumers’ personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion The findings suggest that consumers’ attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers’ shopping value and build positive value about social commerce itself.

LDA를 이용한 편의점(CVS) 연구동향 토픽모델링

양회창,주윤황,조희영 한국상업교육학회 2022 상업교육연구 Vol.36 No.2

The purpose of this study is to obtain information on convenience store research by confirming research trends in each academic journal published on convenience stores. Through this, not only can managers and practitioners in the convenience store industry find clues for continuous growth, but also provide information that can be used as a reference for various industries directly or indirectly related to the growth of convenience stores. For this purpose, in this study, a total of 113 papers with Korean abstracts were analyzed using the R package as a result of searching CVS or convenience stores on ScienceON. For analysis, it was performed that word frequency analysis and word clouding, LDA topic modeling, and IPA using TF and TF-IDF to calculate word frequency and weight. The analysis results are as follows. First, as a result of keyword frequency analysis and work clouding, it was confirmed that convenience store research mainly focused on factors related to security, management, and safety along with factors related to food, factors related to consumption satisfaction, and factors related to beverages. Second, as a result of TF and TF-IDF analysis, it was found that among various keywords, words such as sweetened beverage, breakfast, household, storage, hangover, and food ingredients were studied more importantly than the frequency. Third, as a result of LDA topic modeling, the appropriate number of topics was found to be 11, and these were named “store management strategy”, “management system”, and “franchise business” according to their characteristics. Finally, as a result of conducting IPA using TF and TF-IDF, it was confirmed that the keywords occupying a large proportion in the study of convenience stores were high caffeine, sweetened beverages, energy, labeling, beverages, cafes, breakfast, and security. The following conclusions could be drawn from this study. First, it can be judged that the research on convenience stores, which accounts for a significant portion of sales in the distribution industry, is being studied relatively narrowly. Therefore, it will be necessary to share information so that many researchers can perform more sophisticated research through collaboration with associations and franchisors. Second, as a result of LDA topic modeling, it can be seen that studies related to convenience stores are mainly conducted on store operation strategies and digital information related to franchise business, and hygiene of food sold such as instant food is also being studied as an area of interest. Second, working-level managers such as franchisor supervisors and convenience store operators will have to make an effort to use major research topics related to convenience stores identified through LDA topic modeling results to understand consumers and provide necessary product groups and services from the consumer’s point of view. Lastly, the IPA results suggest that a review of social responsibility for convenience stores to limit adolescents' caffeine addiction and consumption of high-sugar beverages, and the franchisor's various research efforts on unmanned convenience stores and security are necessary. 본 연구의 목적은 편의점에 대해 발표한 각 학술지의 연구 동향을 확인하여 편의점 연구에 대한 정보를 획득함으로써 편의점 업계에 종사하는 경영자와 실무자들에게 지속적인 성장을 위한 단서들을 찾을 수 있도록 할 뿐 아니라, 편의점의 성장과 직·간접적으로 관련이 있는 다양한 업종들에 참고가 될 정보를 제공하고자 한 것이다. 이를 위해 본 연구에서는 ScienceON(www.scienceon.kisti.re.kr)에서 CVS 또는 편의점으로 검색한 결과 국문초록이 탑재되어 있는 논문 총 113건을 R 패키지를 활용하여 분석을 실시하였다. 분석은 출현단어에 대한 빈도분석 및 워드클라우딩, LDA 토픽모델링 분석과 함께, 단어빈도와 비중을 계산하는 TF, TF-IDF를 이용한 IPA를 실시하였다. 분석 결과는 다음과 같다. 첫째, 키워드 빈도분석 및 워드클라우딩 결과 편의점 연구는 식품과 관련된 요인들과 섭취 만족과 관련된 요인들, 음료와 관련된 요인들과 함께 경비·관리 및 안전과 관련된 요인들이 주로 연구되고 있는 것으로 확인되었다. 둘째, TF, TF-IDF 분석 결과 다양한 키워드를 중에서도 가당음료, 아침식사, 세대 등과 저장, 숙취, 식재료와 같은 단어들이 빈도에 비해 중요하게 연구된 것을 알 수 있었다. 셋째, LDA 토픽모델링 결과 적정 토픽수는 11개로 나타나 이를 각각 특성에 맞게 “매장운영전략”, “관리시스템”, “가맹사업” 등으로 명명하였다. 마지막으로 TF, TF-IDF를 활용하여 IPA를 실시한 결과 편의점 연구에서 큰 비중을 차지하고 있는 키워드는 고카페인, 가당음료, 에너지, 표시, 음료, 카페, 아침식사, 경비 등인 것으로 확인되었다. 본 연구를 통해 다음과 같은 결론을 내릴 수 있었다. 첫째, 유통업계에서 상당한 매출 비중을 차지하고 있는 편의점에 대한 연구가 상대적으로 편협하게 연구되고 있는 것으로 판단할 수 있었다. 따라서 협회 및 가맹본부와의 협업을 통해 많은 연구자들이 좀 더 정교한 연구를 수행할 수 있는 정보 공유 등의 노력이 필요할 것이다. 둘째, 가맹본부 슈퍼바이저와 같은 실무담당자와 편의점 운영자들은 LDA 토픽모델링 결과를 통해 확인한 편의점과 관련된 주요 연구 토픽을 활용하여 소비자를 이해하고 소비자의 관점에서 필요한 상품군과 서비스를 제공하는 등 현업에 적용하기 위한 노력을 아끼지 않아야 할 것이다. 마지막으로 IPA 결과는 편의점이 청소년들의 카페인 중독, 고가당음료 섭취 등을 제한할 수 있도록 하는 사회적 책임차원의 검토와 무인 편의점과 경비분야에 대한 가맹본부의 다양한 연구노력이 필요할 것임을 시사 하였다.

Effect of Crystalline Microstructure near the Particle/ Matrix Interface on Toughening Behavior of Toughened Semicrystalline Polymers

양회창,조길원 한국고분자학회 2000 한국고분자학회 학술대회 연구논문 초록집 Vol.2000 No.4

Revisiting Self-Enhancement Bias and Transformational Leadership Using the Extended Theory of Planned Behavior

양회창 한국유통과학회 2014 유통과학연구 Vol.12 No.9

Purpose- This study attempted to identify any influencing relationships, between the antecedent variables and the members'innovative work behavior, which were expected to influence organizational performance based on the extended theory of planned behavior (ETPB). Research design, data, and methodology-Thesurveywasconducted on SMEs in Seoul and its metropolitan area. A totalof 158 copies of effective questionnaires were used and wereanalyzed through correlation analysis, regression analysis, andmultiple regression. Results- Self-efficacy, value, intrinsic motivation, and self-enhancing bias have been found to have a positive relationshipwith innovative work behavior. In addition, transformational leadership was found to moderate the existence of a statisticallysignificant negative influence between value, intrinsic motivation,and innovative work behavior. Conclusions- The results suggest that leaders will be successful in winning members' trust through conducting their behaviors in accordance with the applicable ethical and moralstandards and through their fair, transparent, and legitimatemanagement practices with an attitude of 'taking the initiativeand setting an example', and this will help solve such problems.

Film Structure-dependent Device Performances in Organic-based Electronics

양회창 한국고분자학회 2008 한국고분자학회 학술대회 연구논문 초록집 Vol.33 No.1

Structural Characterization of Self-Assembled Organic Semiconducting Thin Films

양회창,백경열 한국고분자학회 2011 한국고분자학회 학술대회 연구논문 초록집 Vol.2011 No.2

대학생들이 지각하는 종합슈퍼마켓의 마케팅 커뮤니케이션,가치,소비감정이 점포충성도에 미치는 영향

양회창,주윤황 한국유통과학회 2012 유통과학연구 Vol.10 No.2

Rapidly growing sales amount and the number of discount stores caused many side effects and sensitive issues in Korea. Because these severe competition due to more expensive cost just like excessive increase in advertising and location selection, and these caused completely ruined small merchants as well as passed on to the consumer. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. And, examined for two moderating effect, 1) consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty, and 2) consumers' value separated by hedonic value and utilitarian value between marketing communication and consumption emotion. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order to verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement(β =.221, p<.05), publicity(β =.513, p<.01), sales promotion(β =.234, p<.01), word of mouth(β =.627, p<.01) and physical environment(β =.339, p<.01) for marketing communication in the discount store have statistically significant positive effect on store loyalty. But the result of regression analysis for which factors are more impact in marketing communication between store loyalty showed that word of mouth(β =.53, p<.01) is only statistically significant. Second, publicity(β =-.895, p<.05), the sub-dimension of marketing communication shows only statistically significant negative moderating effect on store loyalty. But, the results of the moderating effect of value between marketing communication and consumption emotion verified that utilitarian value show statistically significant, specifically advertisement(β =.294, p<.01), physical environment(β =.418, p<.01), sales promotion(β =.245, p<.01), word of mouth(β =.414, p<.01) and publicity(β =1.137, p<.05), respectively. And hedonic value show statistically significant, specifically advertisement(β =.286, p<.01), physical environment (β =.418, p<.01), sales promotion(β =.236, p<.01) and word of mouth(β =.420, p<.01), respectively. But publicity(β =.145, p=.119) is not statistically significant. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant fully mediated in advertisement, and partially mediated in publicity, word of mouth and physical environment. This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. These results can provide important implications and invaluable tips for planning marketing strategies and gaining access to new potential customers. Implications and future research directions are also discussed.