기업의 CSR과 소비자의 착한소비를 통한 사회적자본의 형성 : 시나리오기법을 중심으로

오종철 한국상업교육학회 2019 상업교육연구 Vol.33 No.3

최근 기업과 소비자의 관계는 이익이 상충되는 대립관계에서 벗어나 공동의 가치를 창출하는 협 력적 공생관계로 새롭게 정립되고 있다. 이처럼 국민경제의 두 축인 기업과 소비자간의 호혜적인 의사소통을 통한 공동의 가치창출 활동은 공동체의 사회적자본의 형성을 촉진하여 삶의 질을 개선 하게 될 것이다. 본 연구는 사회적자본의 형성 요인을 기업과 소비자의 상호작용의 결과로 접근하 였다는 차별성과 시사점을 갖는다. 가설 검정을 위해 300개의 설문 데이터를 수집하였고 Amos 22.0 을 이용하여 분석하였다. 분석결과를 살펴보면 첫째, 기업의 자선적 책임과 윤리적 책임은 소비자의 참여행동의도에 정(+)의 영향을 미치는 것으로 나나타났다. 둘째, 기업의 자선적 책임, 법적 책임, 윤리적 책임은 소비자의 고객시민행동에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 소비자의 참여행동의도는 고객시민행동에 정(+)의 영향을 미치지 않는 것으로 나타났다. 넷째, 소비자의 참여 행동의도와 고객시민행동은 사회적 자본에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 소비자 의 착한소비는 기업의 사회적책임과 소비자의 참여행동의도 및 고객시민행동 간의 관계를 부분적으 로 조절하는 것으로 나타났다. 끝으로 기업의 사회적 책임과 소비자의 착한소비에 대한 지각은 제 품유형에 따라 다른 것으로 나타났다. Recently, the relationship between the company and the consumer has been newly established as a cooperative symbiotic relationship that creates common value away from conflicting interests. As such, common value creation activities through mutual communication between businesses and consumers, two axes of the national economy, will improve the quality of life by promoting the formation of social capital of the community. This study has differentiation and implication that the formation factors of social capital are the result of interaction between company and consumer. Data was collected at 300 and analyzed with Amos 22.0. The results of the study are as follows: First, ethical responsibility and philanthropic responsibility is positively related to participation behavior. Second, legal responsibility, ethical responsibility and philanthropic responsibility has been a positive effect on customer citizenship behavior. Third, participation behavior has been a positive effect on customer citizenship behavior. Fourth, participation behavior and customer citizenship behavior has been a positive effect on social capital. Fifth, good consumption has a significant moderating effect on the transition from corporate social responsibility to participation behavior and customer citizenship behavior. Finally, perception of corporate social responsibility and good consumption differed according to product type.

중국 의료기관의 서비스품질의 결정요인에 관한 연구: 내부마케팅과 리더십의 역할을 중심으로

오종철,장진,윤성준 부산대학교 중국연구소 2018 Journal of China Studies Vol.21 No.4

Ever since China joined WTO in 1990 which prompted market opening, China’s hospital industry is currently undergoing big change. Departfrom from the past dependence on public hospital services, China has introduced many difference forms of private investment hospitals giving way to fierce competition within hospital industry, consequently bringing about big changes in hospital employee managemnt and servce quality management. The purpose of this study is to present a management strategy for hospital organization in China. This study presented the management method of hospital organization as internal marketing and leadership. In addition, these factors influenced the job satisfaction and customer orientation of the members and thought that it would affect the medical service quality. This study also investigates the difference of the hospital management aspect between the national hospital and the private hospital in China. In order to test the research hypothesis, this study used 560 questionnaire response data from 3 national hospitals and 2 private hospitals. The results of this study are as follows: First, internal marketing activities of hospitals have a positive effect on the job satisfaction and customer orientation of the members. Second, leadership has a positive effect on job satisfaction and customer orientation. Third, job satisfaction and customer orientation of hospital organizational members have a positive effect on perceived service quality. Finally, the structural effects of internal marketing, leadership, job satisfaction, customer orientation, and service quality between national hospitals and private hospitals showed significant differences. The results of this study will provide important implications for organizational management through internal marketing and leadership of medical institutions in China. In addition, it is expected that it will help improve service quality and competitiveness of medical institutions through comparative analysis results between national hospitals and private hospitals.

비대면시대 소비자의 무인점포 지속적이용의도에 관한 연구: COVID-19 사회적 위험의 조절효과를 중심으로

오종철,Oh, Jong-chul 한국벤처혁신학회 2020 벤처혁신연구 Vol.3 No.2

Recently, the emergence of new technologies caused by the Fourth Industrial Revolution caused a great change not only in the overall society but also in the retail industry. In the retail industry, unmanned stores based on new technologies have emerged, changing the consumption behavior of consumers. In particular, the global pandemic caused by COVID-19, which appeared in December 2019, raised social risks, and as a result of this, the beginning of the non-face-to-face era, interest in unmanned stores is increasing. In this study, the effects of benefits factors (perceived usefulness, perceived economics, perceived enjoyment, relative advantages) and sacrifice factors (perceived risk, technicality) perceived by unmanned store users on continuous use intention through perceived value. In addition, it is a study to test through empirical analysis what role the social risk from COVID-19 plays in the process of consumption through unmanned stores. The purpose of this study is to provide strategic implications for the activation of unmanned stores in the non-face-to-face era. In this study, a total of 293 copies of data were collected for users of unmanned stores for hypothesis testing. In addition, the collected data was analyzed using SPSS 21.0 and AMOS 21.0 statistical programs. The results of the study are summarized as follows. First, it was found that the perceived benefits (perceived usefulness, perceived economics, perceived playfulness, and relative advantages) of unmanned stores all had a significant positive effect on perceived value. Second, it was found that all perceived sacrifices (perceived risk, technicality) of unmanned stores had a significant negative effect on perceived value. Third, it was found that the perceived value of unmanned stores had a significant positive effect on the intention to continue use. Finally, the social risk from COVID-19 has been shown to play a moderating role when the perceived sacrifice of unmanned stores affects the perceived value.

COVID-19 팬데믹 위험으로 인한 소비행동의 변화 연구

오종철,이유선,김재홍 사단법인 한국벤처혁신학회 2022 벤처혁신연구 Vol.5 No.2

This study intends to examine how the perception of covid-19 risk affects consumers' consumption behavior based on previous studies in a situation where the spread of covid-19 is prolonged. This study demonstrates how consumers' perception of covid-19 risk affects online and offline consumption behavior through the perceived severity, perceived vulnerability, coping effectiveness, and self-efficacy of the revised protective motivation theory (Rogers, 1983). We want to test it through analysis. In order to achieve the purpose of this study, consumers living in Seoul and Gyeonggi Province who have purchased within the past 3 months were selected as a sample. In addition, variable data such as risk perception of covid-19, perceived severity, perceived vulnerability, coping effectiveness, self-efficacy, online purchase attitude and purchase intention, offline purchase attitude and purchase intention were collected through the questionnaire.A total of 363 copies of valid responses were tested to test the hypothesis of the relationship between variables through the covariance structure model. The analysis results of this study were first, that covid-19 risk perception had a significant positive (+) effect on perceived severity, perceived vulnerability, and coping effectiveness. Second, perceived severity and perceived vulnerability were found to have a significant positive (+) effect on offline purchasing attitude. Third, perceived severity, perceived vulnerability, coping plan effectiveness, and self-efficacy were all found to have significant positive (+) effects on online purchase attitude. Finally, it was found that offline purchase attitude and online purchase attitude had a significant positive (+) effect on offline purchase intention and online purchase intention, respectively. Also, it was found that online purchase attitude had a negative (-) effect on offline purchase intention. The results of this analysis will provide meaningful implications for the establishment of strategies for distribution channels according to the social risk of infectious diseases. 본 연구는 covid-19 확산이 장기화하는 현시점에서 선행연구를 토대로 covid-19에 관한 사회적 위험지각이 소비심리와 소비행동의도에 어떠한 영향을 주는지 소비 행동의 변화과정을 검정하고자 한다. 이를 위해 본연구에서는 소비자들의 covid-19 위험 인식이 Rogers(1983)의 개정된 보호동기이론의 지각된 심각성, 지각된 취약성, 대처방안 효율성, 자기효능감을 매개로 온라인과 오프라인 소비 행동에 어떠한 영향을 미치는지 실증분석을 통해 검정하고자 한다.. 이러한 연구 목적의 달성을 위해 서울, 경기에 거주하고 있는 소비자들을 표본으로 선정하여 설문지를 통해 covid-19의 위험지각, 지각된 심각성, 지각된 취약성, 대처방안 효율성, 자기효능감, 온라인 구매 태도 및 구매 의도, 오프라인 구매 태도 및 구매 의도 등의 변수 자료를 수집하였다. 총 363부의 유효응답을 대상으로 공분산구조모형을 통해 변수 간 관계에 대한 가설을 검정하였다. 본 연구의 분석결과는 첫째, covid-19 위험지각은 지각된 심각성, 지각된 취약성, 대처방안 효율성에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 지각된 심각성과 지각된 취약성은 오프라인 구매 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 지각된 심각성, 지각된 취약성, 대처방안 효율성, 자기효능감은 모두 온라인 구매 태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 끝으로 오프라인 구매 태도와 온라인 구매 태도는 각각 오프라인 구매 의도와 온라인 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 또한, 온라인 구매 태도는 오프라인 구매 의도에 부(-)의 영향을 미치는 것으로 나타났다. 이러한 분석결과는 감염병이라는 사회적 위험에 따른 유통채널의 전략 수립을 위한 의미 있는 시사점을 제공할 것이다.

SAS를 이용한 Kernel 회귀 곡선 추정

오종철 群山大學校基礎科學硏究所 1999 基礎科學硏究 Vol.14 No.-

As one of statistical analysis in the field of nonparametrics, nonparametric kernel regression has become a statistical research topic. Oh (1996) investigated the biased cross-validation selector, BCV, which is proposed by Oh et al. (1995), for a less smoothing nonlinear regression function. In this article we predict the kernel regression model via a simulation study with using the SAS package. In the simulation, kernel regression estimation is shown to perform well in practice.

모바일 인터넷 서비스 이용의도에 관한 연구

오종철,윤성준 한국서비스경영학회 2010 한국서비스경영학회 학술대회 Vol.2010 No.5

다문화가정의 사회통합모델에 관한 연구 : 지역사회자본과 사회적기업의 역할을 중심으로

오종철,Oh, Jong-chul 한국벤처혁신학회 2021 벤처혁신연구 Vol.4 No.1

Recently, as the number of foreigners residing in Korea has increased, Korea is preparing to enter a multicultural country. This study was conducted to present a social integration model for the purpose of solving the social problem of social integration of multicultural families. The purpose of this study is as follows. First, this study examines the role of local social capital for social integration by improving the quality of life of multicultural families and increasing their intention to participate in society. Second, the purpose of this study is to examine the effects of multicultural family members on the formation of local social capital, subjective quality of life and social participation intention, focusing on the role of social enterprises. To achieve the purpose of this study, members of multicultural families living in Seoul and Gyeonggi Province were selected as samples, and responses to local social capital, subjective quality of life, social participation intention and social identity were collected through structured questionnaires. A total of 363 valid questionnaires were tested for the relationship between variables through the structural equation model. The analysis result of this study is that first, human social capital and corporate social capital of members of multicultural families have a significant positive effect on subjective quality of life. Second, it was found that the corporate social capital and community social capital of members of multicultural families had a significant positive effect on the intention to participate in society. Third, it was found that the subjective quality of life of members of multicultural families did not significantly affect their intention to participate in society. Finally, it was found that social identity plays a partly controlling role when community capital of multicultural family members affects their intention to participate in society. Through this analysis result, it is expected that it will play a meaningful role as basic data for policy proposals for social integration of multicultural families.

합리적 행위이론을 이용한 어플리케이션 구매의도 연구

오종철 한국기업경영학회 2011 기업경영연구 Vol.18 No.4

This study is to explain the smart phone application purchase behavior by using the Theory of Reasoned Action (TRA) of Ajzen and Fishbein (1975), and examined the influences by dividing the purchase promotion factors into personal factors such as purchase experiences of the past, personal innovativeness and so on and promotion factors such as positive word-of-mouth ratings, suitability of price and so on. For these purposes the author has developed several hypotheses as follows:H-1: The purchase experiences of the past is associated with the attitude of application which is purchasing. H-2: The purchase experiences of the past is associated with the subjective norm of application which is purchasing. H-3: The personal innovativeness is associated with the attitude of application which is purchasing. H-4: The personal innovativeness is associated with the subjective norm of application which is purchasing. H-5: The positive word-of-mouth ratings is associated with the attitude of application which is purchasing. H-6: The positive word-of-mouth ratings is associated with the subjective norm of application which is purchasing. H-7: The suitability of price is associated with the attitude of application which is purchasing. H-8: The suitability of price is associated with the subjective norm of application which is purchasing. H-9: The attitude of application is associated with the purchasing intention. H-10: The subjective norm of application is associated with the switching intention. H-11: The types of application has been a moderating effects to purchasing intention. Data has been collected from 232 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of purchasing an application by using a smart phone and the samples were selected among the middle and high school students who live in Seoul area, the university students who live in Seoul and Gyeonggi Provinces, and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 24 days from March, 2011 through April, 2011. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on. The following academic suggestions can be presented on the basis of the above results. First, this study has a meaning as a leading study of the consumer behavior aspect about smart phones being increasingly used recently and the purchase of applications through smart phones. This study made it possible for the subsequent studies to offer various proposals through a study about personal purchase beliefs and purchase intentions by dividing the application purchase which is different from the purchase decision-making of tangible products and also different from the purchase of the existing mobile contents into personal characteristics (purchase experiences of the past, innovativeness of individuals)and contents characteristics (positive word-of-mouth ratings, suitability of price). Second, recently most details related to the Internet and mobile are dealt with from the viewpoint of technology adoption such as technology adoption model. However this study has a suggestion that it explained personal purchase not on the basis of technology adoption model but on the basis of theory of reasoned action from the viewpoint of purchase of digital contents rather than the viewpoint of adoption of technology. In addition, this study examined that the impacts on promotion factors, attitude and purchase intention are different respectively following the use motivations of applications,that is, hedonic applications and practical applications and thereby presented the possibility of utilization in the subsequent studies. 본 연구는 Ajzen and Fishbein(1975)이 제안한 합리적 행동이론(Theory of Reasoned Action;TRA)을 이용하여 스마트폰 어플리케이션 구매행동을 설명하기 위한 연구로 구매촉진 요인으로 과거의 구매경험, 개인의 혁신성 등의 개인적 요인과 긍정 구전평가 및 가격의 적절성 등의 촉진요인으로 구분하여영향 관계를 검정하였다. 이러한 연구 문제를 검정하기 위해 스마트폰을 이용하여 어플리케이션을 구매한경험이 있는 대학생 및 직장인 232명의 표본을 대상으로 PLS를 통하여 신뢰성분석, 요인분석, 상관분석,bootstrap 경로분석 등을 통해 본 연구에서 설정한 연구가설을 검정하였다. 본 연구의 학문적 시사점을 다음과 같이 제시할 수 있다. 첫째, 본 연구는 최근 사용이 증가하고 있는 스마트폰과 이를 통한 어플리케이션의 구매에 대해 소비자행동 측면의 연구로 선행연구로써의 의미를 갖는다. 유형의 제품구매 의사결정과 다르며 기존의 모바일 콘텐츠와도 다른 어플리케이션 구매에 대해 개인적 속성(과거의 구매경험, 개인의 혁신성)과 콘텐츠 속성(긍정구전평가, 가격의 적절성)으로 구분하여 개인의 구매 신념 및 구매의도에 대한 연구를 통해 추후 연구의 다양한 제안이 가능하게 하였다. 둘째, 최근 인터넷 및 모바일 관련된 대부분의 내용이기술수용모형 등의 기술수용의 관점에서 이뤄지고 있다. 그러나 기술의 수용이라는 관점보다는 디지털 콘텐츠의 구매라는 관점에서 기술수용모형이 아닌 합리적 행동이론(Theory of Reasoned Action)을 근거로 개인의 구매를 설명하였다는 시사점을 갖는다. 또한 어플리케이션의 사용동기 즉, 쾌락적/실용적 어플리케이션에 따라 각각 촉진요인과 태도 및 구매의도에 미치는 영향이 다름을 검정하여 추후 연구에서의 활용가능성을 제시하였다.

수정된 합리적 행위이론을 적용한 윤리적 소비에 관한 연구

오종철,장형섭 한국서비스경영학회 2012 한국서비스경영학회 학술대회 Vol.2012 No.11

Recently many consumers have been concerned about ethical products and the real purchasing power on the ethical products have been increased in Korea. The purposes of this study are to investigate major factors to influence the consumer"s attitude and purchase intention on the ethical products and to analyze the casual relationship among ethical obligation, self-identification, altruism, attitude, subjective norm, positive affection and ethical consumption intention. For the theoretical model of ethical consumer decision-making, this study is based on the modified theory of reasoned action including some variables such as ethical obligation, self-identification, positive affection. For this study, the ethical products include eco-friendly products which are no harm both to nature and human body and various fair-trade products which are designed to contribute to economical self-sufficiency of poor workers in the Third World. Data has been collected from 343 respondents for this study using a questionnaire method. The survey for the actual analysis of the research was done and analyzed with the customers who have an experience of purchasing an ethical product and the samples were selected among the university students who live in Seoul and Gyeonggi Provinces and the ordinary workers who are working in Seoul and Gyeonggi Province. The survey was done for 37 days from June, 2012 through July, 2012. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on. The following study results were revealed: First, ethical obligation, self-identification and altruism were related positively to attitude. Second, ethical obligation and altruism were related positively to ethical consumption intention. Finally, attitude and positive affection were related positively to ethical consumption intention. In conclusion, marketing implications for practice can be derived from based on result of this study.

윤리적 제품 소비에 미치는 소비자 가치요인에 관한 연구 : 제품신뢰의 조절효과를 중심으로

오종철 한국기업경영학회 2014 기업경영연구 Vol.21 No.2

The purposes of this study are to investigate major factors to influence the consumer's attitude and purchase intention on the ethical products and to analyze the casual relationship among ethical obligation, self-identification, altruism, attitude, subjective norm, positive affection and ethical consumption intention. For the theoretical model of ethical consumer decision-making, this study is based on the modified theory of reasoned action including some variables such as ethical obligation, self-identification, positive affection. Data has been collected from 343 respondents for this study using a questionnaire method. The survey was done for 37 days from June, 2012 through July, 2012. The positive analysis was done with visual PLS program using the reliability analysis, factor analysis, correlation analysis, bootstrap path analysis and so on. The following study results were revealed: First, ethical obligation, self-identification and altruism were related positively to attitude. Second, ethical obligation and altruism were related positively to ethical consumption intention. Finally, attitude and positive affection were related positively to ethical consumption intention. In conclusion, marketing implications for practice can be derived from based on result of this study. There are implications, both theoretical and practical, that arise from this study. First, from a theoretical point of view, this study, based on TRA as the theoretical backbone, aimed to verify the factors affecting the attitude and behavioral intention regarding ethical consumption, so as to develop an extended model of ethical consumption. It was anticipated that this attempt will be able to entail fertile discussions on the theoretical merits of incorporating TRA in modeling ethical consumption. Specifically, the study’s conceptual model may add to the variety of conceptual models that capitalize on personal beliefs and emotionality to explain ethical consumption. The most noteworthy of this new model is the inclusion of an emotional element as the result confirmed it to be influential on ethical consumption intention. Also, the significant roles of three personal values (ethical obligation, self identity, and altruism) on attitude as well as intention toward ethical consumption point to the usefulness of incorporating these underlying dimensions of ethical consumption. Second, there are several practical implications that arise from the study result. Since the purchase of ethical products involves considerations of critical elements for sustainable consumption, such as health, environment and others’ welfare, firms need to publicize and educate the public about the societal benefits to be gained from participating in ethical consumption. Empowered with such public awareness, firms can enhance their social reputation and public image as a responsible corporate citizen, which may lead to increased sales. Also, firms need to develop new marketing tactics or products featuring ethical appeals, which will reinforce ethical beliefs or personal values associated with ethical consumption. For instance, firms may implement storytelling ad tactics in order to personalize ad copies that are designed to inspire buyer’s ethical obligation or altruism. Another way to increase sales of ethical products would be to segment the market based on demographic or lifestyle variables in orderto identify target consumer groups, which would be receptive to ethical appeals. Third, the finding that positive anticipated affection was able to predict ethical consumption intention sheds some insights into the importance of instituting emotional elements in modeling ethical consumption behavior. Previously, the emotional element was found influential in predicting weight control (Perugini and Bagozzi, 2001) and traffic violation (Parker et al., 1996) and internet purchase behavior (Park, 2010) in the context of TPB-based models; however, it was not previously teste... 본 연구는 윤리적 소비와 관련된 선행연구를 통해 가장 영향력 있는 변수를 도출해내고 이를 바탕으로 윤리적 소비 의도를 가장 잘 설명할 수 있는 모형을 제시하고자 한다. 첫째, 윤리적 소비를 설명하는데 있어 Shaw와 Shiu(2002)의 수정된 계획 행위이론에서 지각된 행동통제를 제외하고 정서적인 측면을 고려한 긍정적 예기정서를 반영한 수정된 합리적 행위이론을 적용하여 윤리적 소비에 대한 태도, 주관적 규범, 윤리적 의무 및 자아 동일시 변수 외에 보다 윤리적 소비를 잘 설명할 수 있는 이타주의 및 긍정적 예기정서 변수를 추가하여 통합된 관점의 윤리적 소비모형을 제안하고자 한다. 둘째, 윤리적 소비에서 윤리적 제품에 대한 신뢰정도에 따라 윤리적 소비모형에서 변수간의 관계가 어떻게 나타나는지를 검정하였다. 연구의 결과를 살펴보면 첫째, 윤리적 의무는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 둘째, 자아정체성은 윤리적 소비에 대한 태도에만 유의한 영향을 미치는 것으로 나타났다. 셋째, 이타주의는 윤리적 소비에 대한 태도와 윤리적 소비의도에 모두 유의한 영향을 미치는 것으로 나타났다. 넷째, 윤리적 소비에 대한 태도와 윤리적 소비에 대한 긍정적 예기정서는 윤리적 소비의도에 유의한 영향을 미치는 것으로 나타났다. 끝으로 윤리적 제품에 대한 신뢰 정도에 따라 윤리적 소비모형의 각 변수간의 관계가 다르게 나타나 신뢰는 조절효과를 나타낸다고 할 수 있다