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- 저자 : 전홍식(Hongsik J.) (검색결과 10 건)
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오현석(Hyun-Seok Oh),전홍식(Hongsik J. Cheon) 한국유통과학회 2019 한국유통과학회 학술대회 논문집 Vol.2019 No.1
Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female =39%) were divided into groups and exposed to one of the eight scenarios. Participant’s purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and
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고등교육 경험이 학습역량에 미치는 영향: S대학의 사례를 중심으로
오민아(Minah Oh),전홍식(Hongsik J. Cheon) 한국경영교육학회 2020 경영교육연구 Vol.35 No.5
[연구목적] 본 연구는 S대학의 학습역량 분석을 바탕으로 데이터 기반의 고등교육 성과관리 방향성을 탐색하고자 하였다. [연구방법] 학습역량 척도를 S대학의 교육성과 진단도구로 장기적으로 활용할 수 있는지 살펴보고자 신뢰도와 타당도를 검증하였고 다집단 확인적 요인분석을 수행하여 측정의 동일성을 검증하였다. 이후 학습역량의 변화를 살펴보고자 총 9개의 가설을 도출하였고 이를 검증하기 위하여 일원변량분석, 내재된 이원변량분석 및 기술통계 분석을 수행하였다. [연구결과] S대학 학습역량 진단도구의 측정의 동일성이 확보되었다. S대학 재학생은 학년이 올라갈수록 학습역량이 전반적으로 상승하였고 모든 학년의 학습역량이 시간이 지날수록 높아지는 경향성을 나타냈다. 전공계열에 따라 학습역량 성장 수준이 차별적으로 나타났다. [연구의 시사점] 본 연구의 가장 큰 의의는 적절한 데이터를 통하여 대학교육의 질 관리를 실증적으로 검증할 수 있으며 이를 위한 시스템 구축이 필요함을 밝혔다는 데 있다. [Purpose] The purpose of this study was to explore the direction of data - based higher education’s quality management by analyzing the level of learning competency focusing on the case of S university. [Methodology] In order to examine the learning competency scale could be used as a diagnostic tool for educational outcomes of S university over the long term, we examined reliability and validity of the scale and performed multi-group confirmatory factor analysis to verify the invariance of the measurement. Nine hypotheses were built to analyze change of the learning competency and one-way variance analysis, nested two-way variance analysis and descriptive statistics were performed. [Findings] As a result of the study, the measurement invariance of the scale was confirmed. The level of learning competency increased overall as the grade goes up and every grade’s learning competency increased as time goes on. According to the major, the level of learning competency’s change differed. [Implications] This study revealed that the effectiveness of higher education’s quality management could be verified empirically through appropriate data, and that it is necessary to establish a system for this.
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오현석(Hyun-Seok Oh),전홍식(Hongsik J. Cheon) 한국유통학회 2019 International Forum on Business Convergence (IFBC) Vol.2019 No.-
Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female =39%) were divided into groups and exposed to one of the eight scenarios. Participant’s purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and the purchase intentions of non-essential goods increase under high retailtainment. Conclusions - When customers buy essential goods, discounts decrease purchase intentions. During the season for bargain sales, purchase intentions increase when retailtainment of essential goods is low, and retailtainment of non-essential goods is high.
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프로모션의 유형이 프라이빗 뱅킹 상품의 구매의도에 미치는 영향
이상희(Sanghee Lee),송홍민(Hongmin Song),전홍식(Hongsik J.) 대한경영학회 2018 大韓經營學會誌 Vol.31 No.3
제2금융권은 대표적인 서민금융기관이나 제1금융권에 비해 적은 금융규모, 전산 인프라 전문 인력과 홍보부족 등으로 활성화되지 못하고 있다. 또 제2금융권 고객의 상당수는 60세 이상의 고연령층으로, 농촌 인구의 고령화로 인한 농가 소득의 감소와 농가인구 및 농가수 감소로 인해 점포수가 감소되고 있다. 이에 따라 제2금융권은 고객을 확보하기 위한 노력의 일환으로 프라이빗 뱅킹 서비스를 확대해 나가는 것이 필요하다. 이러한 차원에서 본 연구는 제2금융권의 프라이빗 뱅킹사업을 활성화하기 위해 마케팅 전략을 모색하고자 프로모션 유형이 로열티와 호감도를 매개로 프라이빗 뱅킹 상품의 구매의도에 미치는 영향에 대해 실증분석 하였다. 연구의 차별성을 확보하고자 제2금융권, PB 마케팅, 판매촉진, 로열티, 호감도, 그리고 구매의도에 관한 선행연구 고찰을 실시했으며 이론적 근거에 기반하여 연구모형을 도출하고 가설을 설정하였다. 실증분석은 제2금융권 중 상호금융기구(지역농협, 수협, 산림조합)를 이용하는 고객을 대상으로 설문조사를 통해 진행되었다. 연구결과, 3가지 프로모션 유형(쿠폰가치, 사은품 중요성, 이벤트 다양성) 중 쿠폰가치만이 구매의도에 직접적으로 정(+)의 영향을 미치는 것으로 나타난 반면, 사은품 중요성과 이벤트 다양성은 매개변수(로열티, 호감도)를 통해 구매의도에 영향을 미치는 것으로 확인되었다. 본 연구의 결과는 제2금융권이 경쟁력을 확보하기 위해 실시하는 다양한 프로모션을 제대로 이해하는 것이 중요하다는 것을 밝혔다. 더불어 제2금융권이 금융상품 실적 향상을 위해 고객을 확보하는 과정에서 다양하게 실시되는 직・간접적인 마케팅도 중요하지만 고객과의 지속적인 관계개선을 위한 노력 역시 중요함을 제시하였다는 점에서 의의를 가진다 할 것이다. Although the second financial sector is a typical small financial institution, many of its customers are old and have a very high age, and it is time to make a self-directed effort to increase the revenue sources from the decrease in the number of members. This study sought to increase the subscription of private banking products to revitalize the credit business of the second financial sector. As a part of marketing, we divided the promotion type and analyzed the effect of existing customers and interested respondents on the subscription. Of these, 286 customers were selected to derive a hypothesis based on previous studies. In order to secure the differentiation of research, previous studies on the second financial sector, PB marketing, sales promotion, royalties, preference, and purchase intentions were carried out and the research model was derived and hypotheses were established based on the theoretical basis. The empirical analysis was carried out through questionnaires of customers using mutual financial institutions (local agricultural cooperatives, water cooperatives, and forestry unions) in the second financial sector. Based on the results of this study, it can be concluded that the use of coupon as a price discount factor is more effective for customers to join the PB product in the second financial sector. On the other hand, even though the same price-discount factor, it can be confirmed that the gift items are not statistically significant, and this suggests that more research on gifts should be conducted. Also, it was confirmed that the event, which is a value added element, has no direct influence on the purchase intention. This suggests that in order to attract customers, it is necessary to develop various products that can receive direct discounts. and hypothesis test results on mediating effect. In contrast to the direct effect, it was confirmed that gifts and events influenced purchase intention through mediation of parameters (royalties, preference). On the other hand, it was found that the gift items did not lead to purchasing through the parameters. As a result of the research, only the coupon value among the three promotional types (coupon value, importance of gift items, and event diversity) directly affects the purchase intention, The Free giftimportance items and event diversity were found to influence purchase intention through parameters (royalties, preference). And it was confirmed to affect the intention. The results of this study show that it is important to understand the various promotions that the second financial sector has to secure its competitiveness. In addition, it is important to point out that while direct and indirect marketing is also important in the process of securing customers to improve financial performance, something to do. Therefore, in future research, it is necessary to analyze and verify the types of promotions that meet the needs of customers through the development of various products of the second financial sector. In addition, in order to interpret the results of this study more practically and to activate the second financial sector, the problems of the second financial sector apart from the results of this study, First, we pointed out that the second financial sector, which is the largest customer of financial services, has the biggest problem of the restriction of research on promotion type due to the aging of the customer group compared to the first financial sector. And he emphasized that there are still a large number of second financial areas where most of the services are provided only by visiting customers. This has led to the deterioration of customers in the long run, which has led to the detachment of customers. The lack of promotions for customers, unfaithfulness due to low morale of employees, and the abrupt drop in morale and decent computerized infrastructure manpower. Therefore, the second financial sector should also try to change
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