브랜드 이미지 형성과정에 대한 개념적인 틀

유창조(Yoo, Chang-Jo) 대한경영학회 1993 大韓經營學會誌 Vol.7 No.-

CJ그룹의 CSV 경영

유창조(Chang Jo Yoo),이형일(Hyung Il Lee) 한국경영학회 2016 Korea Business Review Vol.20 No.4

2013년 CJ 그룹은 사업보국이라는 창업이념을 구현하기 위해 CSV 경영을 선포했다. CJ그룹은 그룹차원의 CSV전략을 수립하는 CSV경영실을 지주회사에 설치하고 각사에는 CSV프로젝트를 발굴하고 수행할 CSV경영팀을 구성했다. CSV경영실과 CSV경영팀은 함께 전략을 수립하고 전사의 모든 공유가치창출 활동의 시너지 효과를 내기 위해 노력하고 있다. CJ그룹은 이제 과거의 자선활동에서 기업과 사회가 함께 성장하는 상호 호혜형 CSV를 만들어가고 있다. 이 보고서는 CSV경영실과 CSV경영팀이 함께 조율한 CSV사례를 사회적 측면과 비즈니스적 측면에서 요약하였다. CJ제일제당에서 시작된 ‘즐거운동행’은 그룹 내 좋은 본보기가 되어 CJ올리브영과 CJ오쇼핑에서 협력사들과의 동반성장 추구활동에 긍정적인 영향을 미쳤다. CJ그룹의 문화관련 양대 축인 CJ CGV와 CJ E&M은 문화 산업의 저변을 확대하기 위한 CSV 활동을 시행하고 있다. CJ CGV의 ‘CGV아트하우스’는 독립․예술영화의 기반을 공고히하고 발전을 지원하는 전문적인 영역의 플랫폼으로 자리 잡았으며, CJ E&M의 ‘DIA TV’는 재능있는 1인 창작자를 발굴 · 육성하여 창작자 중심의 문화생태계 조성에 기여하고 있다. CJ대한통운의 실버택배는 CJ그룹의 대표적인 CSV성공사례로 소개된다. 이 프로젝트는 사회문제로 부각되고 있는 노인 일자리 부족 해소에 기여할 뿐만 아니라 서비스 영역 확대를 통해 회사의 운영비를 절감시키고 있다. 한편, CJ헬로비전의 ‘이어드림’이나 CJ나눔재단의 ’CJ도너스캠프’는 소외계층을 돌보는데 그치지 않고 이들이 장벽을 넘어 자활하고 발전할 수 있는 기회를 제공하고 있다. 마지막으로 본 연구는 CJ그룹의 CSV 사례를 네가지 유형으로 나누어 그 성과를 평가하였다: 수혜형, 상생형, 수익형, 해외시장 개척형. 이를 바탕으로 본 연구는 보다 장기적인 관점에서 성공을 거두기 위한 CJ그룹의 미래과제를 제시하였다. CJ Group declared its commitment to CSV management in 2012 to accomplish the company’s mission based on the founding philosophy of Business Patriotism, “Contribute to the nation’s economic growth through business”. CJ Group established a CSV Management Department in the holding company to devise group-level CSV strategy. In each of its affiliate companies, a CSV team was set up to identify and execute CSV projects. In developing strategy, CSV Management Department coordinates closely with the CSV teams in order to maximize synergy between the various CSV activities across the group. CJ Group is advancing past benevolent CSR activities to CSV efforts that create positive values for the society as well as helping its business to grow. This report summarized CSV cases that were coordinated by the CSV Management Department and CSV teams from the perspectives of social and business values. ‘Happy Companion Operations’ for the stood as a good example to other affiliates and had a positive influence on CJ Olive Young and CJ O Shopping as they sought ways to grow mutually with partners. CJ Group’s representative companies in cultural business, CJ CGV and CJ E&M, are implementing CSV activities in order to expand the diversity and target audience of the cultural industry. CJ CGV’s ‘CGV Arthouse has been established as a viable platformthat supports growth of independent movies. CJ E&M’s ‘DIA TV’ contributes to the creation of a cultural ecosystem based on content creators by identifying and developing talented individual content creators. CJ Korea Express’ ‘Silver Parcel Delivery’ is introduced as CJ Group’s representative CSV success project. This project not only helped solve the social issue of high unemployment rate among senior citizens but also helped cut down on the companyze operation cost by expanding service areas. Meanwhile, CJ HelloVision’s EARDREAM and CJ Welfare Foundation’s ‘CJ Donor’s Camp’ seek to support the underprivileged by meeting their needs as well as helping them to overcome their barriers. Lastly, we assessed the results of CJ Group’s CSV efforts by classifying the projects into four types: competence development, fostering win-win ecosystem, profit generation and market development. Based on our assessment, we discussed CJ Group’s future tasks that could ensure long term success.

브랜드 커뮤니티 형성과정에 따른 커뮤니티의 특징, 구성원의 행태와 참여경험 및 관계의 질에 대한 분석

유창조 ( Chang Jo Yoo ),정혜은 ( Hye Eun Jung ) 한국조사연구학회 2005 추계학술대회 발표논문집 Vol.2005 No.-

본 연구의 목적은 프로축구 서포터스 커뮤니티의 형성동기. 형성과정. 소비경험 및 커뮤니티의 특징을 분석하는 것이다. 이를 위하여 본 연구는 ethnographic 연접. 참여관찰. 참고자료의 수집 등으로 자료를 수집하였고 수집된 자료를 종합하여 주요주제를 심층적으로 기술하였다. 본 연구의 분석결과 서포터스의 형성과 확산과정은 개인적 특징(취미 성격 등), 팀의 특징(팀의 성과, 스타선수, 시설, 볼거리 등) 및 외부요인(매체의 동향. 동료와 친구의 권유 등)에 의하여 영향을 믿고 있었고 서포터스는 온라인과 오프라인에서의 다양한 활동들을 통하여 친밀감, 응집력. 자부심 등을 경험하게 되면서 커뮤니티가 확산되고 있었다. 한편. 서포터스 활동을 통하여 형성된 커뮤니티의 특정은 동류의식, 의례와 선통. 자발적 책임감으로 구분되어 분석되었는데, 동류의식은 기쁨. 즐거운. 재미. 흥분과 같은 감정 차원에. 의례와 전통은 열정. 희망. 사랑. 활력과 같은 감정차원에. 자발적 책임감은 만족. 영의. 불안함. 후 회와 같은 감정차원에 영향을 마치고 있는 것으로 나타났다. 또한 서포터스들은 커뮤니티 활동을 통하여 커뮤니티에 대한 애착을 갖게 되고, 이러한 커뮤니티 애착은 팀 및 선수에 대한 애착을 증가시키고 있었고 각 팀이 판매하는 브랜드에 대한 평가에 미치는 영향은 팀 사정에 따라 다르게 나타나고 있었다. The purpose of this study is to analyze supporters`` community formation motives! process/consumption experiences and community characteristics. For this purpose, this study collected the data using ethnographic interview, participant observation, documents and media reports. The results of this study show that supporters communities`` formation and diffusion process were influenced by individual characteristics(e.g .personality, hobby and etc.), Community characteristics(e.g., team performance, star player, facilities and etc.) and external factors(ex: media movement etc,) and supporters have experienced various emotions such as intimacy, cohesion, pride and so on through various activities at on-line and off-line site. Community characteristics were classified into we-nes.<>, rituals/traditions, moral responsibility. We found that we-ness influenced emotional dimensions such as py, pleasure. fun and excitement. rituals and traditions made members feel passion. hope. love and vitality, and moral responsibility provided satisfaction. enthusiasm. anxiety. regret and so on. Also. emotional attachment and brand loyalty were increased by these experiential aspects of Community consumption.

인터넷 쇼핑몰에서의 쇼핑경험의 질이 재방문의사와 구매의사에 미치는 영향에 관한 연구: 효용적 가치(utilitarian value)와 쾌락적 가치(hedonic value)의 구분

유창조 ( Chang Jo Yoo ),정혜은 ( Hye Eun Jung ) 한국소비자학회 2002 소비자학연구 Vol.13 No.4

The purpose of this study to analyse consumers’ emotional experiences in the internet shopping mall site and to examine the relationships between emotional responses, antecedents and consequences. For this purpose, this study 1) conducted ethnographic interviews with internet shopping mall visitors and collected and analyzed in-depth data on emotional experiences, 2) collected quantitative data through experiments which controled the visitors’ utilitarian and hedonic value and examined the relationships between emotional reponses, antecedents and consequences. The results of this study’s qualitative analyses showed that consumers had utilitarian and hedonic motives in visiting internet shopping mall site, and they had various types of emotional experiences according to the motives. The results of this study’s experimental analyses showed that 1) in case consumers pursued utilitarian value, site brand assortment and quality of information influenced shoppers’ pleasure in the site, this pleasure influenced visit intentions of the site, 2) in case consumers pursued hedonic value, not only brand assortment and quality of information in the site but also site structure and facilities for playing influenced shoppers’ pleasure and pleasure and arousal experienced in the site influenced visit intentions of the site and purchase intentions of the products.

월드컵 축구 경기에서 표출되는 팬의 소비가치에 대한 비교연구

유창조(Chang Jo Yoo) 한국마케팅학회 2007 마케팅연구 Vol.22 No.4

여성의 화장에 대한 욕구와 그에 따른 화장품 소비행위에 대한 심층연구

유창조(Chang Jo Yoo),정혜은(Hye Eun Jung),홍성태(Sung Tae Houg) 한국경영학회 2006 經營學硏究 Vol.35 No.1

This study synthetically analyzed several types of data collected through enthographic interviews, focus group discussions and survey questionnaires to understand women’s needs for makeup and consumption behaviors in detail. We collected various types of data according to the research purposes, put the results together, and described the key findings synthetically.More specifically, we conducted ethnographic interviews to understand consumers’ consumption experiences with ethnographic interview, conducted focus group discussions to analyze differences in consumption experiences across women’s life stages, and we developed tentative research hypotheses and models. Finally we conducted survey research to verify those quantitatively.Through these integrative research methods, we found several interesting results. First, convenience, removal of anxiety, pleasure, prestige, utility, fulfillment were found as important values pursued by consumers at purchase situations. Expression, transformation, expectation,mood change, propriety were perceived as values at usage situations. Pride, display, and reassurance were felt as important values when they carry cosmetics. We provided detailed description on each values.Second, we found that consumers’ brand choice process is very complex, because there are so many brands available in the market. Consumers have to select brand under limited knowledges from their usage experiences and as a result they tend to depend more on salespeoples’ suggestions at the store and show interests in new brands. We also found social class, economic status, and skin type as the most influencial factors on consumers’ brand choice decisions. With these results, we explored why consumres show interests in new products and why consumers have reltatively low brand loyalty (or brand confidence).Third, we found that consumers changed their makeup patterns by their life stages.Detection of woman image, embodiment of lady image, discovery of motherhood andrediscovery of woman image were found as four different stages. We provided detaileddescriptions on their body image, emotional responses, social network by stage. We also discussed their motivation, makeup style and meaning of brand evolve by life stage. With these results, we explored unique characteristics of cosmetic markets and discussed its implications.

온라인 구전정보 방향성과 동의수준이 소비자평가에 미치는 영향 : 웹 사이트 상에서의 실험설계를 바탕으로

유창조(Yoo, Chang Jo),안광호(Ahn, Kwang Ho),방선이(Bang, Sun Lie) 한국소비문화학회 2009 소비문화연구 Vol.12 No.4

본연구는실제웹사이트상에서온라인구전정보의방향성과동의수준이소비자반응(상표태도와구매의사)에 미치는영향과제품지식및관여도가이들간의인과관계에미치는조절효과를검증하는데그목적이있다. 구체 적으로본연구는부정적구전정보가긍정적구전정보에비해소비자의상표태도와구매의사에더큰영향을미 칠것이며, 구전정보에대한동의수준(댓글의수)이높을수록상표태도와구매의사가증가할것으로가정했다. 이를위해본연구는실제쇼핑몰과유사한제품정보사이트를제작한후, 실험참가자들에게이사이트를직접 방문하고, 구전정보를검색한후제품에대해평가해줄것을요청했다. 실제와유사하게설계된웹사이트상에서진행된실험을통해수집된자료를토대로가설을검증한결과는다음 과같다. 첫째, 구전정보의방향성과동의수준은소비자반응에유의한영향을미치고있음이확인되었다. 즉, 부 정적구전정보는상품태도와구매의사에부정적영향을, 그리고긍정적구전정보는상표태도와구매의사에긍정 적영향을미쳤다. 또한부정적구전정보가소비자반응에미치는부정적효과가긍정적구전정보가소비자반응 에미치는긍정적효과에비해더강하게나타남으로써부정적구전정보와긍정적구전정보가소비자반응에미 치는효과에서비대칭성이확인되었다. 그리고긍정적동의수준은소비자의상표태도와구매의사에긍정적효과 를, 그리고부정적동의수준은부정적효과를미치는것으로나타났다. 둘째, 구전정보의방향성이소비자평가 에미치는영향은소비자의제품지식수준에의해조절되는것으로확인되었지만, 구전정보의동의수준이소비 자평가에미치는영향은제품지식수준에의해조절되지않았다. 이는상표사용후기와댓글이제공되는순서에 의한영향이통제되지못했기때문인것으로해석된다. 셋째, 제품관여도의조절효과는모두유의하지않은것 으로나타났다. 그이유는본연구에서제품정보에대한관여수준이높게통제되었기때문인것으로보인다. 마지막으로본연구는연구결과의기여도, 연구의한계점과향후연구방향을제시하였다 This study analyzed the effects of valence of on-line reviews (i.e, favorable/unfavorable reviews ) and feedback level for on-line reviews on consumer responses (attitude toword and purchase intention for target product brand) as well as moderating effects of product knowledge and involvement level at actual web-site situations. For this purpose, this study designed actual web-site similar to actual shopping mall, and asked participants to visit the site, search on-line information and evaluate the given products. Results of this study are summarized as followings. First, we found that on-line reviews’ favorability and feedback level significantly influenced customers’ attitude and purchase intention. Specifically favorable on-line reviews have the positive effect on the consumer responses (i.e, consumer’s brand attitude and purchase intension) and unfavorable on-line reviews have the negative effect on the consumer responses. Interestingly the negative effect of unfavorable on-line reviews is much stronger than the positive effect of favorable on-line reviews. And as (positive/negative) feedback level for on-line reviews increases, (positive/negative) consumer responses also increase. Second, we found that consumers’ product knowledge significantly moderated the effects of reviews’ favorability on consumer evaluations, but did not moderate the effects of consumers’ feedback to reviews on consumer evaluations. It is inferred that the order (sequence of consumer reviews and feedback) effects may confound the results. Third, the moderating effects of involvement level were found to be insignificant. It is inferred that we may fail to control the involvement level toward the on-line information. Finally, we discussed the contributions, limitations and future research directions of this study. We suggested incorporation of relevancy between product information and reviews, re-examination of sequence between reviews and feedbacks, further categorization of product knowledge level, and control of involvement level toward product information as future research directions.

소비자의 아름다움 추구행위 ( Beauty Seeking Behavior ) 에 관한 탐색적 연구 / 남성의 치장과 여성의 화장 , 성형 및 피트니스를 중심으로

유창조(Chang Jo Yoo),정혜은(Hye Eun Jung) 한국소비자학회 2002 소비자학연구 Vol.13 No.1

This study has analyzed consumers` motives and psychological experiences related with beauty seeking behavior. Every informant of this study has various opinions of beauty itself, and their opinions can be classified by meta1 & external appearance, artificial and natural beauty, actual and ideal aspects, self-oriented and others-oriented beauty. Also, consumers have done or considered makeup, cosmetic surgery, skin management program, diet, decoration etc. to pursuit their beauty. Therefore this study has conducted in-depth interview on women`s makeup, cosmetic surgery & fitness behavior and men`s decoration behavior and analyzed motives, values and psychological and emotional experiences. In case of makeup `motives and results of makeup` & `women`s change of makeup pattern according to the change of skin condition`, in case of cosmetic surgery `motives and results of cosmetic surgery` & `emotional reponses before and after cosmetic surgery`, in case of fitness `ideal body shape` and in case of men`s decoration behavior `motives, restraints, and facilitating factors`, `change of decoration behavior according to the situation`, `change of feelings according to other`s preconception and responses` have been developed as main themes.

CRM 활동의 선행변수 및 결과변수에 관한 구조적 모형의 검증

유창조(Chang Jo Yoo),이상준(Sang Jun Lee),정채봉(Chai Bong Cheong) 한국마케팅학회 2010 마케팅연구 Vol.25 No.2

본 연구는 CRM 활동이 기대한 성과를 내기 위해 CRM 시스템 사용자의 만족도를 높일 필요가 있다고 인식하고, 사용자 만족도를 중심으로 한 CRM 성과모형을 제시했다. 이를 위해 본 연구는 CRM 성과와 관련된 선행연구 결과들과 최근 정채봉, 유창조, 전승우(2008)가 제시한 심층 인터뷰 결과를 종합하여 CRM 시스템의 사용자 만족도에 영향을 미치는 CRM 특징요인(데이터 통합, 시스템 성능, 업무 프로세스 개선)을 개발한 후, 이를 중심으로 CRM 활동의 선행변수와 결과변수에 관한 구조적인 모형을 제시했다. 연구모형에서 선행변수로 CRM 시스템 특징에 영향을 미치는 조직적 요인(CEO의 지원, 사용자 참여, 고객관계 지향성)이 설정되었고, 사용자 만족도의 결과변수로 고객관리활동의 성과가 설정되었다. 본 연구는 이러한 모형을 검증하기 위해 실제 CRM 시스템을 사용하고 있는 은행 관리자들로부터 자료를 수집하였고, 이를 구조모형분석을 통해 검증했다. 그 결과 사용자 만족도는 고객관리와 관련된 CRM 성과에 유의한 영향을 미치고, 데이터 통합, 시스템 성능, 업무 프로세스 개선과 같은 시스템 특징들이 사용자 만족도에 유의한 영향을 미치고 있음을 확인했다. 또한, 바람직한 CRM 시스템 특징이 갖춰지기 위해서는 CEO의 지원, 사용자 참여 및 고객관계 지향적인 기업문화가 필요함이 확인되었다. 마지막으로 본 연구는 이러한 연구결과들이 CRM 관리자들에게 제공하는 시사점들을 사용자 만족도 제고 측면에서 논의하였고, 본 연구가 갖은 연구의 기여도와 한계점을 연구모형 설정과 자료수집 측면에서 점검했으며, 이러한 한계점들을 극복하기 위한 향후 연구과제들을 제시했다. CRM has been defined as a management approach that enables organizations to identify, attract and increase the retention of profitable customers by managing relationships with customers. It involves using existing customer information in order to improve company profitability and customer service. Over the past years, many companies had developed the CRM system that contains information about customers, and had focused on applying information technology(IT) in implementing relationship marketing strategies and CRM technology had been incorrectly equated with CRM. However, the evaluations of the CRM system in an ROI perspective have been in question. It has been noted that a key reason for the CRM failure over the past years is viewing CRM as a technology initiative and ignoring the CRM system users` perspectives. The technology oriented CRM system provided more customer information to system users; however, sales personnel did not need more information, but need better information about the customers at the time of contact. Users also want a convenient and simple system to reformulate the needed data. Recognizing these too much puts an emphases on technology. This study emphasizes cross-functional processes and interactions between technicians and users in providing services to customers. This emphasis led us to view CRM as a holistic approach to managing customer relationships. We believe that the past CRM system incorporated only an engineers` perspective. A CRM system needs to be designed to increase user satisfaction to produce an expected performance from CRM activities. Thus, we suggest a structural model about CRM performances based on user satisfaction. After synthesizing the results of prior research about CRM performances and the results of in-depth interviews by Cheng, Yoo, and Chun (2008), this study developed system characteristics (data integration, system features, and the incorporation of the job process) that may affect CRM outcomes directly or indirectly through user satisfaction, and developed a structural model about antecedents and consequences of system characteristics and user satisfaction. This study specified a CEO commitment, user participation, and customer relationship orientation as antecedents and performances on customer relationship management as consequences. This study collected survey data from CRM system users in bank industries to test the hypothesized structural model about CRM performance. On the basis of interviews and pretests prior to the main surveys, we identified sales people at customer service departments as main users about customer information provided by the CRM system. Also we included only banks that had implemented CRM systems. Gifts of approximately $10 in value were used in ad incentives for participation. Six hundred and sixty sales people at seven different banks agreed to participate, where they completed self-administered questionnaires. We developed measurement scales for key constructs such as antecedents, CRM system characteristics, user satisfaction, and CRM outcomes by following procedures observed in the marketing literature. On the basis of a review of the literature on CRM performance and preliminary interviews with CRM users, we developed a list of indicators to measure constructs. We employed the adaptation of a two-step approach to structural equation modeling. First, we estimated a confirmatory factor analyses and confirmed the validity and reliability of each construct. Second, we estimated pre-specified structural model. Overall fits of the model were acceptable. Following the hypothesized model, we first addressed the links between the antecedents and the CRM system characteristics. Consistent with H1 and H3 supports from the CEO and customer relationship orientation significantly affected data integration, system performance and an incorporation of the job process. Consistent with H2-1, user participation significantly affected data integration. However

한국의 콘텐츠 산업 진흥을 위한 한국콘텐츠진흥원의 역할과 과제

유창조(Chang Jo Yoo),강하영(Ha Young Kang),박흥수(Heung Soo Park) 한국경영학회 2014 Korea Business Review Vol.18 No.4

창조경제 시대를 맞이하여 콘텐츠 산업이 더욱 부각되고 있다. 콘텐츠는 상상력과 스토리를 기반으로 문화와 첨단기술이 융합되어 나타나며 방송, 음악, 영화 등의 대중문화뿐만 아니라 캐릭터, 게임, 출판에 이르기까지 다양한 분야에서 활용되고 있다. 우리나라 콘텐츠 산업은 한류 열풍에 힘입어 세계 시장에서 나날이 성장해가고 있다. 싸이의 ‘강남스타일’은 유튜브 19억 뷰를 넘어 세계인들에게 사랑받는 노래가 되었으며 ‘대장금’의 경우 대만, 중국, 일본, 홍콩에 수출되어 높은 시청률을 기록하였다. 2014년 한류로 인한 경제적 효과는 73.89억 달러로 예상되고 있으며 국내 콘텐츠 산업 매출액은 2009년 67조 원에서 2013년 91조 원으로 급격한 성장을 이루었다. 한국콘텐츠진흥원은 이러한 콘텐츠 산업의 높은 성장을 견인하는 중심적인 역할을 수행해 왔다. 본 사례는 한국 콘텐츠 산업의 현황을 소개하고 콘텐츠 산업의 진흥을 위한 한국콘텐츠진흥원의 역할과 과제를 정리였다. The contents industry has risen to greater prominence with the appearance of creative economy. With imagination and story as the foundation, contents integrates culture and advanced technology and is applied to diverse areas from popular culture including broadcasting, music and movie to character, game and publication. The contents industry in our country has grown rapidly in the world market with Korean wave. ‘Gangnam Style’ sung by Psy, which recorded over 1.9 billion views, has become one of the best - loved songs in the world and drama ‘Daejanggeum’ was exported to Taiwan, Japan and Hongkong and received high viewing rates. The economic profit from the Korean wave is expected to reach 7389 million dollars in 2014 and the income has increased from 67 trillion in 2009 to 91 trillion won in 2013. Korea Creative Content Agency has played a central role in this rapid growth of Korean contents industry. This case study introduced the current situations of contents industry in Korea and outlined the role and future direction of KOCCA in promoting the contents industry.