4차 산업혁명시대의 디지털 고객경험과 구매간 영향관계 - 디지털 자기효능감의 조절된 매개효과를 중심으로-

정상희,정병규,Jung, Sang Hee,Chung, Byoung Gyu Korean Academy of Venture Innovation 2020 벤처혁신연구 Vol.3 No.1

4차 산업혁명시대를 살고 있는 고객들은 구매 깔때기 안에 있는 것이 아니라 밖으로 나오기 시작했다. 풍부한 정보로 무장한 현명한 고객의 등장과 맞물려 제품 선택의 폭과 디지털 채널의 폭발적인 증가로 인해 정보를 탐색하고 구매하는 방식이 혁신적으로 변화되고 있는 것이다. 디지털 시대의 고객여정은 전통적인 깔때기 모형이 제시하는것보다 훨씬 복잡하게 되었다. 그래서 직선형이 아닌 다양한 상호작용을 하는 비선형적인 정교한 접근이 요구되어지고 있다. 기존의 많은 연구와 달리 본 연구는 패션, 자동차, 화장품, 온라인 쇼핑몰의 4개 상품군 이용고객 1,200을 대상으로 진행된 것으로 상품군에 상관없이 일반적으로 적용할 수 있는 디지털고객경험 속성을 도출하고 검정하였다. 디지털경험이 고객만족에 영향을 미치며, 최종적으로 구매에 영향을 미치는 일련의 과정 속에서 디지털 자기효능감이 구매에 어떠한 역할을 하는지를 규명하였다. 이론적 시사점으로는 디지털 자기 효능감을 조절된 매개변수로 도입하여 검정한 결과 고객만족도와 고객 충성도 간 디지털 자기효능감은 조절된 매개역할을 하는 것으로 검정 되었다. 실무적으로는 디지털 자기효능감이 높은 고객에게 디지털 마케팅을 적극적으로 활용할 필요가 있고다, 그러나 디지털 자기 효능감이 낮은 고객에게는 디지털 마케팅 피로도를 조심해야 할 필요가 있다는 시사점을 도출하였다. In the era of the 4th Industrial Revolution customers living began to come out, not inside the purchase funnel. Due to the diversity of product selection and the increase in digital channels, the way customers search for information and purchase it is changing innovatively. So, the customer journey in the digital age is much more complicated than the traditional funnel model suggests. Unlike many previous studies, this study was conducted for 1,200 customers in four product groups of fashion, automobile, cosmetics, and online shopping malls. As a result of the study, we investigated how digital self-efficacy plays a role in purchasing in a series of processes in which digital experience affects customer satisfaction and finally affects purchase. As a theoretical implication, as a result of introducing and testing digital self efficacy as moderated mediation effect. the digital self-efficacy between customer satisfaction and customer loyalty were determined to play a moderated mediation effect role. As a practical implication, it was necessary to actively utilize digital marketing for customers with high digital self-efficacy, but it was suggested that customers with low digital self-efficacy need to be careful about digital marketing fatigue.

온라인 쇼핑몰에서 디지털 경험요인이 구매의도에 미치는 영향에 관한 연구 : 플로우의 매개효과를 중심으로

정상희,Jung, Sang-hee 한국벤처혁신학회 2020 벤처혁신연구 Vol.3 No.2

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

디지털 경험 요소가 구매에 미치는 영향 -경험빈도의 조절효과를 중심으로-

정상희,정병규,Jung, Sang Hee,Chung, Byoung Gyu Korean Academy of Venture Innovation 2020 벤처혁신연구 Vol.3 No.2

The 4th Industrial Revolution and Covid 19 are moving the fashion industry from offline to online. Fashion shows that took place offline are being replaced by online. Online is greatly increasing consumers' digital customer experience based on digital technologies. In this study, we studied the effect of digital experience factors on digital customer satisfaction based on the Schmitt(1999)'s experience marketing. The effect of digital customer satisfaction on purchase, continuous use intention, and recommendation intention were also studied. In addition, the moderating effect of experience frequency was studied. We randomly sampled 180 individuals among fashion mall users.. SPSS 24, AMOS 23 and Process Macro 3.5 were used for statistical analysis. In the study in which digital experience factors influence digital customer satisfaction, all except the digital act showed positive influence. The impact of influence was digital sense (β = .366) > digital think (β = .225)> digital feel (β = .191) > digital relate(β = .163). Digital customer satisfaction have been positive impact on purchasing, continuance use and recommendation intention. In the moderating effect of digital experience frequency, between digital feel, digital act and digital customer experience showed a statistically effective relationship. Based on the this study, We suggested theoretical and practical implications.

개발협력에서 지속가능한 출구전략의 수립과 운영에 대한 연구

정상희(Sanghee, Jung) 국제개발협력학회 2016 국제개발협력연구 Vol.8 No.1

본 연구는 군사와 경제적인 영역에서 기존에 정의되어 왔던 출구전략의 개념을 살펴 보고 개발협력 분야의 양자 및 다자차원에서 정립되고 있는 출구전략의 개념과 접근 법을 논의하였다. 따라서 앨버트 허쉬만(Albert O. Hirschaman)이 조직의 쇠락과정에서 제시하고 있는 탈퇴(Exit), 항의(Voice), 충성(Loyalty)이라는 구성원들의 세 가지 행동패턴에 대한 분석틀을 활용하여 개별적으로 분리되어 있는 출구전략의 접근법을 단계별로 구조화하고 이를 통해 각 단계에서 나타나고 있는 접근법의 특성을 분석하였 다. 이처럼 구조화된 출구전략의 개념을 토대로 영국과 덴마크 출구전략의 접근법에서 나타나고 있는 특징적인 측면을 비교, 분석함으로써 정책적인 함의를 도출하고 지속가능한 출구전략의 가이드라인을 제안하였다. 이상과 같이 출구전략을 통해 공여국들은 개발협력과 수원국에 대한 자국의 정책방향과 기준을 수립하고 외교관계의 방향을 전환할 수 있다. 또한 재원을 조정하고 수원 국의 참여를 강화할 수 있으며, 이를 통해 수원국에게 자국 스스로 개발과정을 지원할 수 있는 역량구축과 역량개발의 단계로 발전할 수 있는 기회를 제공할 수 있다. 한편, 협력국의 시각에서 출구전략은 자국의 정책의제를 적극적으로 반영할 수 있으며 인력과 제도적인 역량을 강화하고 이를 효율적으로 활용할 수 있을 뿐 아니라 정치, 경제, 사회, 문화 등 전반적인 환경의 변화를 통해 원조효과성을 제고할 수 있다. 결론적으로 정치적인 요인에 의해 결정되어 왔던 출구전략은 최근 개발협력 체제의 변화, 지속가능성, 역량개발의 개념과도 연관되고 있음을 파악할 수 있었다. The content of the study is as follows. First, the concept and approach of a bilateral and multilateral exit strategy established for the development cooperation sector will be analyzed. In addition, there are three behavioral patterns suggested by Albert O. Hirschaman that members of an organization display during the organization’s decline; these patterns are exit, voice, and loyalty. These patterns will be used to structure the approach to individually separated exit strategies in stages, and an analysis on the characteristics of the corresponding stages will be conducted. Second, case studies on the exit strategies of the United Kingdom and Denmark respectively, will be further compared and analyzed based on the concept of the structured exit strategy as mentioned above. Third, guidelines for a sustainable exit strategy are provided on the basis of policy implications deducted from the abovementioned cases. The results of investigation can be summarized as follows. From the perspective of donor countries, the exit strategy can bring a positive effect to establish criteria and diplomatic direction with priority countries. In addition, it provides better opportunity to control the financing and enforce the participation of the priority countries. The recipients should work with donors to create and strengthen their capacity development, which is a central theme of the debate on effectiveness. This research identifies the findings from the evaluation of how donors such as United Kingdom and Denmark, are approaching and managing their exit strategies. Furthermore, it provides recommendations for Korean government when considering guidelines for exit management.

서울시내 일부 근로자들의 치과 선택요인에 관한 연구

정상희 ( Sang Hee Jung ),정화영 ( Hwa Young Jung ),김은희 ( Eun Hee Kim ) 한국치위생학회(구 한국치위생교육학회) 2011 한국치위생학회지 Vol.11 No.4

Objectives : The purpose of this study was to examine the awareness of company employees. The importance of the selection factors of dental clinics by demographic characteristics. Methods : The subjects of this study was 218 employees. In this study, structured were used. Results : As for perception of the importance of traffic convenience by general characteristics, the company employees who were male, who were married, who had children, who continued to work for a longer period and who were better paid placed more significance on traffic convenience among the selection factors of dental institutions, and the gaps between them and their counterparts were significant. Regarding perception of the importance of the physical environments of dental institutions by general characteristics, those who were in their 20s and in their 50s and up, who were less educated, who worked for a smaller period and who were less paid gave more weight on the importance of physical environments, and the gaps between them and their counterparts were significant. As to perception of the importance of the image of dental institutions by general characteristics, monthly pay made a signifiant difference to that. Concerning the external qualifications of dental personnels, they took a significantly different view according to their age and monthly pay. In relation to perception of the importance of dental service by general characteristics, the women attached more importance to dental service than the men, and the intergroup gap was significant. In regard to perception of the importance of the basic components of dental institutions by general characteristics, those who were in their 40s and up, who had children, who were better paid and who were assistant directors were significantly different from their counterparts in their opinions on the importance of the basic components of dental institutions. Conclusions : The findings of the study suggest that dental institutions should make efforts to provide patients with the best medical service to gain their confidence. (J Korean Soc Dent Hygiene 2011; 11(4): 427-439)

코로나19이후 중남미 지역의 긴급대응 정책에 대한 고찰: 브라질과 멕시코 사례를 중심으로

정상희(Jung, Sang Hee) 한국외국어대학교 중남미연구소 2021 중남미연구 Vol.40 No.1

본 연구는 코로나19이후 중남미 국가들이 취했던 긴급대응 정책의 틀 내에서 브라질과 멕시코의 긴급대응 정책의 내용, 특성과 문제점을 고찰하고 이를 통해 정책적인 시사점을 도출하였다. 따라서 정치적인 행위와 제도의 범주 내에서 연방정부의 의사결정 및 개입의 방식에 초점을 맞추고 봉쇄 및 완화정책, 사회보호조치를 포함한 경제정책과 보건의료 정책을 중심으로 브라질과 멕시코정책의 내용을 분석하였다. 이에 따라 본 연구는 다음과 같이 구성하였다. 첫째, 코로나19이후 변화하고 있는 국제정치체제에서 중남미 국가들 간 대응 양상에 대해 고찰하였다. 둘째, 코로나19로 인해 발생한 중남미 지역의 상황과 주요국가에서 취했던 긴급대응 정책의 틀 내에서 브라질과 멕시코 정책의 내용과 특성을 분석하였다. 마지막으로 두 국가의 사례를 통해 향후 중남미 국가들의 긴급대응 정책 추진을 위한 정책적인 함의를 모색하였다. 정책적인 시사점으로 중장기적인 시각에서 보편적이고 포괄적인 성격의 사회정책 추진과 선진국과는 다른 조치의 이행 필요성, 지역협력체와 국제개발협력의 활용, 정치체제에서 협력적 거버넌스와 로컬 거버넌스로의 변화 필요성을 제시하였다. This study examined emergency response policies taken by Latin American countries since COVID-19. With a focus on Brazil and Mexico, we identified the content, characteristics, and problems of the emergency response measures in these countries and derived policy implications from them. Therefore, the focus was on the decision-making and intervention of federal governments at various levels within the categories of political actions and institutions. The respective emergency response policies of Brazil and Mexico were compared and analyzed, with a focus on economic and health policies that include containment and mitigation policies and social protection measures taken in response to the coronavirus crisis. Accordingly, this study is structured as follows. First, we studied the response patterns among Latin American countries within the changing international political system since the pandemic. Second, we analyzed the content and characteristics of the emergency response measures of Brazil and Mexico within the context of Latin America"s situation under COVID-19. Lastly, we derived policy implications from case studies of these two countries. The policy implications we presented, from a mid- to long-term perspective, include universal and comprehensive social policy implementation, the necessity of implementing measures different from those of advanced countries, the use of region-wide institutions and international development organizations, and the change to cooperative and local governance.

개발협력의 트위닝 기법과 EU-페루 간 사례연구

정상희(Sanghee Jung),임소진(Sojin Lim) 한국유럽학회 2018 유럽연구 Vol.36 No.4

본 연구는 개발협력에서 지방분권화가 본격적으로 논의되는 가운데 한국 지방정부의 새로운 지원형태로서 트위닝 기법의 활용 가능성을 제시하고자 하였다. 이를 위해 본 연구는 트위닝 기법의 개념, 효과성과 한계점, 평가방법론에 대한 기존 선행연구의 이론적 논의들을 살펴보았다. 사례분석으로는 EU가 페루의 불법마약과 조직범죄에 대응하기 위해 추진하고 있는 프로젝트를 중심으로 트위닝 기법의 활용사례를 역량개발의 요소와 관련하여 분석하였다. 이러한 실증적인 사업에 대한 분석을 바탕으로 본 연구는 트위닝 기법의 효과성과 한계점이 실제 사례에서 어떻게 적용되고 있는가를 살펴보고, 특히 지방정부 차원에서 트위닝 기법을 활용하기 위한 정책적 시사점을 제시하고자 하였다. 결론적으로, 본 연구는 최근 지속적으로 증가하는 지방정부의 개발협력 사업 참여와 트위닝 기법 활용의 증가 추세에 따라 개발협력의 영역에서 트위닝 사업의 체계적인 관리 방안과 평가방법론의 마련이 필요하다는 것을 강조하고자 한다. 이를 위해 향후 공여국 지방정부간 그리고 기관 간 활용되는 트위닝 사례를 분석하여 개발협력 사업에 반영하고 교훈점을 도출할 수 있는 후속연구가 요구된다. 나아가 개발협력의 트위닝 사례 뿐 아니라 일반적인 도시 간 트위닝 사례분석을 바탕으로 이를 개발협력 사업에 확대, 반영할 수 있는 발전방안의 제시도 필요하다. 우리는 이러한 다양한 사례분석과 시사점의 도출을 통해 향후 한국 지방정부의 더 나은 개발협력 트위닝 사업이 가능한 환경 조성에 기여할 수 있다. This paper aims to provide implications for Korean local governments when they adopt and implement twinning methods in their development cooperation projects with other local governments in developing countries. The paper explored existing literature regarding to twinning definition and concept, effectiveness and limitations of the twinning process, and monitoring and evaluavion methods of the twinning projects. Based on this, we have conducted a case analysis of EU-Peru twinning against drugs and organised crimes. As the existing literature about twinning in development discipline, we have employed capacity development framework in analysing case study as twinning in development discourse is considered to be a part of capacity development activities. Findings of the study suggests that it is critical to design the whole process of twinning in more systemic manner, including quality management by applying lessons learned. In the end, we have recommended to conduct future research not only in wider range of analysis of development cooperation twinning cases, but also general city-to-city twinning processes in order to come up with lessons learned for the future projects. By doing so, this study intends to contribute to the enabling environment for Korean local governments’ twinning activities with local government partners in developing countries.

충북지역 학교급식 영양(교)사의 친환경 식재료에 대한 이용실태 및 인식

정상희(Sang Hee Jung),이영은(Young Eun Lee),박은혜(Eun Hye Park) 한국식품영양과학회 2015 한국식품영양과학회지 Vol.44 No.10

본 연구는 충북지역 영양(교)사들을 대상으로 친환경 식재료에 대해 학교급식에 적용하고 있는 이용실태, 인식 및 의견, 친환경 급식제도 개선을 위한 요구도와 구매절차 개선방안을 조사하였다. 가장 사용빈도가 높은 친환경 농산물은 ‘잡곡류(58.9%)’였고 가장 사용하고 싶은 친환경 농산물은 ‘과실류(43.6%)’로 나타났다. 가장 사용빈도가 높은 친환경축산물은 ‘계란(36.6%)’이었고 가장 사용하고 싶은 친환경축산물로는 ‘돼지고기(40.8%)’로 응답되었다. 친환경 수산물을 사용한 적이 없다는 응답은 81.7%로 매우 높게 나타났고, 가장 사용하고 싶은 수산물은 ‘어류(54.5%)’로 조사되었다. 친환경 식재료 선택 시 ‘신선도’가 가장 중요시 되었고, 수산물은 농・축산물에 비해 친환경의 사용빈도가 매우 낮았고 수산물 인증에 대한 개념의 이해 정도가 낮게 나타났으며, 인증에 대한 신뢰도와 필요성도 낮은 수준으로 응답되었다. 중요도는 ‘친환경 인증 여부’와 ‘공급능력’이 높게 평가되었다. 친환경 식재료 공급업체의 납품능력에 대해 농・축산물은 보통 정도로 나타난 반면에 수산물의 경우 납품능력이 낮은 것으로 조사되었다. 친환경 식재료를 검수하기 위해 농산물은 ‘부착된 마크’, 축산물은 ‘친환경 인증서류’, 수산물은 ‘친환경 인증서류’, 가공식품류는 ‘부착된 마크’를 각각 활용하였다. 친환경 식재료 최소 품질 요구 기준으로 무농약 농산물 수준 이상이 납품되어야 한다는 의견이 가장 많았다. 친환경 급식제도 개선을 위해 신뢰할 수 있는 납품업체 확보에 대한 요구도가 가장 높았고, 구매절차에 대한 개선안으로는 친환경 학교급식 전담센터 설치에 대한 요구도가 높게 조사되었다. The purpose of this study was to examine the status of environmentally-friendly ingredients and dietitians" perceptions toward them in order to find for improvement. Data was collected from questionnaires completed by 202 school dietitians and nutrition teachers in Chungbuk, and this data was analyzed utilizing the SPSS 20.0 program. The results obtained from this study were as follows: ‘mixed grains (58.9%)’ and ‘eggs (36.6%)’ were found to be the most used environmentally-friendly ingredients. 81.7% of the respondents said they ‘never used’ marine products, whereas ‘fruits (43.6%)’, ‘pork (40.8%)’, and ‘fish (54.5%)’ were the most preferred ingredients. Dietitians and nutrition teachers used environmentally-friendly marine products less than other ingredients, had a poor understanding about environmentally-friendly marine products, and demonstrated low reliability and belief in the necessity of the system. In order to verify the environmentally-friendly status of the ingredients, marks on the product and documents of certification were mostly used. In order to improve the supply system, a more strict tracking system in the distribution process by securing more reliable suppliers is required.

지역별 치위생과 학생들의 교육환경 및 전공 만족도 조사

정상희 ( Sang Hee Jung ),김은희 ( Eun Hee Kim ),김현숙 ( Hyun Sook Kim ) 한국치위생학회(구 한국치위생교육학회) 2011 한국치위생학회지 Vol.11 No.1

Objectives : The purpose of this study was to examine the curriculum, educational facilities and employment guidance of the departments dental hygiene in junior colleges in different regions and the satisfaction level of students with their major in an effort to provide some information on the improvement of educational environments and satisfaction level with the major. Methods : The subjects in this study were 315 dental hygiene students in several junior colleges located in Seoul, Gangwon Province and South Jeolla Province. A survey was conducted during a 15-day period from April 15 to March 1, 2010. Results : As for educational environments and satisfaction level with the major, they gave 3.18, 2.95 and 3.11 respectively to satisfaction level with curriculum, facilities/employment guidance and the major. In terms of satisfaction with educational environments by academic year, the juniors and seniors expressed much satisfaction with the qualifications of professors, the preparation of labs and practice devices, the utilization of labs and practice devices and a supply of employment information. By region, the students from the metropolitan area were satisfied a lot with curriculum, the qualifications of professors, practice-centered curriculum, the preparation of labs and practice devices, the utilization of labs and practice devices, the system of employment guidance and a supply of employment information. By credit, the students tho got A expressed lots of satisfaction with the quality of instruction. Concerning satisfaction level with their major by academic year, the juniors and seniors were highly satisfied with relationship with dental hygiene professors and social status of dental hygienists. By school location, the students from the metropolitan area expressed a lot of satisfaction with the content of major courses and social status of dental hygienists. Conclusions : In order to boost the satisfaction level of students in non-metropolitan areas, colleges should try to improve educational environments, and full-fledged assistance should be provided to them.

빈곤에 대한 새로운 접근시각을 통해서 본 볼리비아 빈곤양상과 사회정책의 함의

정상희(Jung, Sang-hee) 한국외국어대학교 외국종합연구센터 중남미연구소 2013 중남미연구 Vol.32 No.3