A Study on the Influence of Blog Characteristics and Message Framing on Purchasing Intentions: Focus on the moderating effect of the moderating focus

이득규 ( Deuk-kyu Lee ),이연정 ( Youn-jung Lee ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.2

Purpose: Blogs are useful tools for public relations and information delivery. Nonetheless However, not many sellers have experienced athe promotional effect by using blogs. In effect, It means that its function little didn't work out fully because of the message organization. The ultimate goal of this research wasis to provide guidelines for sellers when they composeing blog messages. The blog characteristics were distinguished between reliability and visibility;, and the message composition and types were presented. Consumers' attitude toward this messageof accepting it depends on the composition and type, even if the contents of the message are the same. AccordinglyAs a result, this research aimeds to increase the practical usability of blogs used for sales. Research design, data, and methodology: MAlthough many variables constitute blog characteristics, but in this study, weI chose reliability and visibility and examined the mediating effect of message framing between blog characteristics and purchasing intention and verified the moderating effect of control focus. For this, weI used 414 samples for adult men and women in their 20s and tested verified the reliability and validity of measurement tools through exploratory factor analysis. Results: In the case of message framing between the blog's features and intention to purchase, the positive frame showed the mediating effect whereas, but the negative frame littledidn't show any significant effect. The promotional type showed a control effect related to the moderating focus, but littleno effect was identified in the prevention type. In this regardAs a result, utilizing positive message framing and promotional focus during the construction of blog contents revealed significant influences on consumers' intention to purchase. Implications: Blog messages have different transmission strengths depending on their composition and type, even if they are the same content. If the message violates consumer autonomy, consumers express their disapproval. In addition, Also, the message of loss rather than profit is not interesting to consumers. If we expect changes in consumer behavior, we need to emphasize positive message frames and aspects that benefit consumers.

소상공인 서비스품질 및 마케팅 활동이 구매의도에 미치는 영향: 관여도의 조절효과를 중심으로

이득규 ( Deuk-kyu Lee ) 한국유통경영학회(구 한국유통정보학회) 2020 유통경영학회지 Vol.23 No.6

Purpose: This study aims to contribute to the improvement of business performance of small businesses by re-analyzing business performance and related variables from a consumer's perspective and investigating the role of regulatory variables such as the degree of correlation between cause and result variables. Research design, data, and methodology: A total of 300 questionnaires were distributed for this research, and 283 of the collected questionnaires were finally utilized for research analysis. The analysis process used the SPSS 21.0 and AMOS 21.0 program and conducted frequency analysis, exploratory factor analysis, and confirmatory factor analysis to verify the validity and consistency of measuring instruments to examine demographics. The conformity was confirmed using the structural equation model, and after the hypothesis was verified through path coefficient analysis, multiple population analysis was performed to verify the adjustment effect. Results: Of the five variables presented in this study, interaction quality, process quality, and distribution management were identified as having an impact on purchasing intentions, while the remaining physical environmental quality and product management were identified as having no impact. In the case of low-engagement products, it was confirmed that the quality of interaction had a statistically significant impact on purchasing intent. In the case of co-related products, it has been confirmed that process quality has a statistically significant impact on purchasing intent. Conclusions: Products handled by small merchants can be classified according to the level of engagement, but according to the results of this study, low-engagement products can improve buying motivation through interaction with consumers. On the other hand, in the case of co-related products, purchasing intent can be enhanced through process quality, and consumers can expect to change their attitudes through physical environment and distribution management. These results indicate that different approaches to improvement should be taken depending on the item of the small merchant.

고객관점에서의 CRM 척도개발

이득규(LEE Deuk Kyu) 한국물류학회 2017 물류학회지 Vol.27 No.6

기업 활동의 최우선 과제는 수익창출이며, 이를 지속하는 것이다. 과거 단순 시장점유율 확대가 이익창출에 상당부분 기여하기도 했으나, 지금은 이를 보장하지 못한다. 더욱이 지속가능경영도 불투명하다. 따라서 기존과는 다른 방식의 고민이 필요한데, 그 대안으로 고객점유율 확대를 들 수 있다. 기존 고객을 제대로 알고 관리하는 것은 기업의 수익확보 및 성장을 위해 중요하게 살펴볼 대목이다. 실제 많은 기업들은 기존 고객을 잘 관리하기 위해 많은 노력과 비용을 들인 것도 사실이다. 아울러 적지 않은 실패도 함께 나타나고 있다. CRM라는 개념은 관계마케팅에서 발전된 개념으로서 지금까지 많은 연구가 이뤄지고 있다. 하지만 현재까지 개념적 정의에 대한 논란이 지속되는 실정이다. 당연히 해당 개념을 측정하기 위한 기준도 모호하다. 어쩌면 실무에서 기대하는 성과를 얻지 못하는 원인이 될 수 있다. 현 시점에서 CRM 개념을 재정립하고 이에 대한 적절한 측정도구를 살펴보아야 할 이유이다. 본 연구에서는 기존 연구들을 포괄적으로 탐색하였고, 이를 통해 기존 개념을 보다 확장하기 위한 노력을 하였다. 아울러 해당 개념을 토대로 하위 구성차원을 8가지로 구분하여 도출하였고, Psychometric 속성에 대한 입증을 통해 측정도구가 신뢰성과 타당성을 갖추도록 하였다. 이를 위해 400개 이상의 표본을 수집하여 실증분석을 실시하였고, 특히 측정도구의 타당성 검증을 위해서는 nomological 네트워크 등 다양한 각도에서 살펴보았다. 무엇보다 측정모델에 대한 신중한 고민이 필요했다. 대부분 기존 연구들은 측정모델과 관련해 Formative 모델을 적용하여 기업의 성과적 측면을 다룬데 반해, 본 연구는 Reflective 모델을 적용하여 고객관점에서 측정도구 개발을 시도하였다. 앞서 지적한대로 지금까지 기업들의 많은 노력과 함께 다양한 선행연구들이 있었음에도 불구하고 CRM성과가 제대로 규명되지 못한다고 판단했기 때문이다. The top priority of business activities is to generate and maintain revenue. In the past, the expansion of simple market share contributed significantly to profit creation. However, it cannot guarantee such feat now. Moreover, sustainable management is also uncertain. Therefore, we need to view this problem from a different perspective. We can use the customer share expansion as an alternative method. Knowing and managing existing customers are important topics for companies to secure and grow their businesses. In fact, many companies have invested a great deal of effort and money to manage existing customers. There are also a number of failures. The concept of customer relationship management has been developed in relationship marketing and has been studied extensively. However, until now, there is continuing controversy over the conceptual definition. Naturally, the criteria for measuring this concept are also ambiguous. Maybe this could explain how it is impossible to obtain expected results from action. This is perhaps the reason why we need to redefine the concept of customer relationship management and look at the appropriate measurement tools. In this study, we investiagated the existing researches in detail and tried to extend the existing concepts. In addition, based on this concept, subdividing dimension was divided into 8 categories and the proven result was that psychometric properties were reliable and validated. For this purpose, more than 400 examples were collected and analyzed. In order to verify the validity of the measurement tools, we examined various aspects such as the nomological network. Above all, careful consideration of the measurement model was needed. Most of the existing studies deal with the performance aspect of the firm by applying formative model in relation to the measurement model, while this very study strived to develop the measurement tool from the customerʼs perspective by applying the ʻReflective modelʼ. As noted above, we have determined that the CRM performance has not been properly identified, despite the many efforts of companies and various prior studies.

기업의 CRM 활동이 구매의도에 미치는 영향

이득규 ( Lee Deuk Kyu ) 한국유통경영학회(구 한국유통정보학회) 2018 유통경영학회지 Vol.21 No.4

소비자의 선택권과 정보 접근성 향상 그리고 기업 간 경쟁 심화로 인해 고객확보는 갈수록 치열하다. 그럼에도 불구하고 기업은 고객을 확보해야 하는데, 기업 수익의 원천이 바로 고객이기 때문이다. 기업과 고객 간 관계형성 및 향상은 고객확보에 도움이 되며, 관계 관리를 위한 수단으로 고객정보가 활용된다. 그리고 보다 효율적인 정보관리를 위한 수단으로 CRM에 대한 연구가 지속되어 왔다. 한편 CRM 연구는 다양한 분야에서 많은 연구자들에 의해 시도되었지만, 포괄적이고 일관된 개념적 정의는 여전히 미흡한 실정이다. 그럼에도 불구하고 여전히 연구자들은 각자의 관점에서 CRM을 다루었고, 실무에서는 CRM활동에 회의적이다. CRM에 대한 잘못된 접근 내지는 혼돈 속에서 실무를 다루었기 때문이다. 그러므로 현 시점에서 기존 CRM연구를 포괄할 수 있는 개념정립과 함께 기업성과를 제대로 규명하기 위한 노력이 필요하다. 본 연구에서는 선행연구, 전문가 면접, 소비자 조사 등을 통해 도출된 CRM 개념을 토대로, 하위 구성요인을 기업측면과 고객측면으로 구분하였고, 이들과 기업성과와의 관계를 살펴보았다. 본 연구를 진행하기 위해 300명의 성인남녀를 대상으로 설문을 진행하였고, 표본은 성별과 연령대를 구분하여 골고루 안배하였다. 설문결과 얻은 데이터는 구조방정식(AMOS)으로 모형적합도를 검증하였고, SPSS를 활용해 다중회귀분석을 실시하였다. 분석결과 기업측면으로 구분되는 4가지 변수와 고객측면으로 구분되는 4가지 변수 중 고객주기관리, 장기관계지향, 고객정보품질은 기각되고, 나머지 정보매체활용, 고객지향활동, 상호작용, 가치제안능력, 관계회복역량은 채택되었다. 기업측면의 CRM활동에 비해 고객측면의 CRM활동이 소비자 구매의도에는 좀 더 유의미한 영향을 미치는 것으로 확인되었다. 본 연구에서 CRM 활동을 기업측면과 고객측면으로 구분한 이유는, 상대적으로 기존 연구들이 고객측면을 간과했다고 보았기 때문이다. 즉 너무 기업측면을 강조한 나머지 CRM의 목적과 수단이 전도되었고, 이로 인해 CRM 성과는 기대에 미치지 못한 것이다. 본 연구에는 두 가지 시사점을 제시하고 있다. 첫째 학문적으로 CRM 개념을 광범위하게 접근하였다. 각자 방식대로 이뤄진 CRM 연구를 포괄하면서 일관성 있는 개념정립을 위한 토대를 마련하였다. 두 번째 실무적으로 CRM 디자인, 운영, 평가를 위한 가이드라인을 제시하였다. 즉 CRM 활동을 세분화하고, 각 영역이 기업성과에 미치는 영향을 규명함으로써 기업 활동의 효율성 제고에 기여하였다. Customer confidence is becoming increasingly fierce due to better consumer options, improved accessibility to information and increased competition between companies. Nevertheless, the entity must secure the customer because the source of the entity's revenue is the customer. Creating and improving relationships between businesses and customers helps secure customers and uses customer information as a means to manage relationships. And research on CRM has continued as a means of more efficient information management. CRM studies, on the other hand, have been tried by many researchers in various fields, but the comprehensive and consistent conceptual definition is still insufficient. Nevertheless, researchers have still addressed CRM from their respective perspectives and are skeptical of CRM activities in practice. This is because the practice was handled in the midst of incorrect access or confusion to CRM. Therefore, efforts should be made at this point to establish a concept that would encompass existing CRM studies and to properly identify the performance of the business. In this study, based on the CRM concepts derived from prior research, expert interviews, and consumer surveys, subcomponents were distinguished from the corporate and customer perspectives, and their relationship to business performance was examined. For this study, 300 adult males and females were surveyed, and the samples were evenly distributed among gender and age groups. Data obtained as a result of the survey were verified for model convergence using Structural Equation (AMOS) and multiple return analyses were performed using SPSS. The analysis results showed that customer cycle management, long-term relationship orientation, and customer information quality were rejected among four variables classified by the enterprise side, and the remaining information media usage, customer-oriented activities, interactions, and values were developed. It has been confirmed that customer-side CRM activities have a more significant impact on consumer purchasing intentions than on the entity's CRM activities. The reason why CRM activities were divided into both the entity's and the customer's sides in this study is that the existing studies considered relatively overlooked the customer's side. That is, the emphasis on the corporate side has been so much that the purpose and means of CRM have been reversed that the CRM performance is not up to expectations. This study presents two implications. First, the concept of CRM was approached extensively academically. We prepared the basis for consistent conceptualization, including the study of CRM according to each method. The second practice was to present guidelines for designing, operating and evaluating CRMs. In other words, it contributed to enhancing the efficiency of corporate activities by disaggregating CRM activities and identifying their impact on corporate performance.

An Analytical Study on the Design of Housing Components for 10 kWh Flywheel Energy Storage System

이득규(Deuk Kyu Lee),강범수(Beom Soo Kang) Korean Society for Precision Engineering 2020 한국정밀공학회지 Vol.37 No.1

A Study on the Design of Rotor for 10 kWh Flywheel Energy Storage System

강범수(Beom Soo Kang),이득규(Deuk Kyu Lee) Korean Society for Precision Engineering 2019 한국정밀공학회지 Vol.36 No.2