2005년 제7차 춘계정기학술논문발표대회 -컨벤션,전시산업이 한국관광에 미치는 영향- : 동시분과 2 ; 세션주제: 컨벤션,전시분야의 경쟁력 강화 방안 모색 : 무역박람회 관람객의 쇼핑 및 기념품비 지출요인에 관한 연구

조윤실 한국컨벤션학회 2005 춘계학술대회 Vol.1 No.-

휴먼 다큐멘터리 번역의 자국화 양상 연구 - tvN「손세이셔널-그를 만든 시간」과 OTT 번역을 중심으로

조윤실 중앙대학교 외국학연구소 2023 외국학연구 Vol.0 No.65

This study aims to examine tvN’s human documentaries, and their British version released on UK Amazon Prime Video and to analyze the differences between source and target texts from the perspective of domestication translation. “Sonsational” is broadcasted on a Korea’s paid commercial channel, tvN, which specializes in hybridizing formats of programs to raise viewers’ interest. Analysis results are summed up three points. First, source texts were organized in the format of entertainment shows, using captions and descriptions on screen. Target text, however, deletes all the factors of docu-dybridization for UK viewers who are considered to prioritize traditional documentary style. Second, source text tries to show the everyday life of Son Heung Min as a young man, but the British version focuses on footballer Sonny. Also, Korean versions include a number of PPLs, which are all deleted on the OTT version. Third, subtitles in target text are clarified to enhance the understandings of UK viewers.

간편결제서비스의 프라이버시 염려가 사용의도에 미치는 효과: 혁신저항의 매개효과를 중심으로

조윤실 국제e-비즈니스학회 2022 e-비즈니스 연구 Vol.23 No.5

Purpose: In spite of simple payment service’s better convenience and efficiency compared to existing payment method, many consumers postpone or reject the acceptance of the service yet in favor of the existing one. There needs efforts to eliminate or diminish the factors having negative effect on the use of the simple payment service for spread of the service. Therefore, this study focused on privacy concern and innovation resistance as inhibitors, and aimed to provide strategic implication to invigorate the simple payment service by empirically analyzing the privacy concern’s influence on use intention by mediation of innovation resistance. Method: Based on previous studies, innovation resistance was organized with 3 dimensions of usage barrier, value barrier and risk barrier. Then, the influences of privacy concern on innovation resistance, and in return, innovation resistance on use intention, were verified along with mediation effects of innovation resistance. Results: First, privacy concern did not have significant effect on usage and value barriers while significant positive effect on risk barrier of innovation resistance. Second, all usage, value and risk barriers had significant negative effect on use intention. Third, risk barrier resulted in mediating the influence of privacy concern on the use intention 간편결제서비스는 기존 결제수단보다 더 높은 편의성과 효율성을 제공함에도 불구하고, 여전히 많은 소비자들은 기존의 결제수단을 더 선호하며 수용을 미루거나 거부하고 있다. 간편결제서비스를 확산시키기 위해서는서비스의 사용에 부정적 영향을 미치는 요소를 찾아서 제거하거나 경감시키는 노력이 필요하다. 따라서 본 연구는 억제요인으로서 프라이버시 염려와 혁신저항에 주목하였고, 간편결제서비스의 프라이버시 염려가 혁신저항을매개로 사용의도에 미치는 영향을 실증분석하여 간편결제서비스를 활성화 시킬 수 있는 전략적 시사점을 제공하는데 목적이 있다. 이를 위하여 선행연구들을 토대로 혁신저항을 사용장벽, 가치장벽, 위험장벽의 3가지 차원으로 구성하였고, 프라이버시 염려가 혁신저항에 미치는 영향력과 혁신저항이 사용의도에 미치는 영향력을 검증했으며, 그 과정에서 혁신저항의 매개효과를 검증하였다. 그 결과, 첫째, 프라이버시 염려는 사용장벽과 가치장벽에 유의한 영향을 미치지 않는 것으로 나타난 반면, 위험장벽에는 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 사용장벽, 가치장벽, 위험장벽 모두 사용의도에 유의한 부(-)의 영향을 미치는 것을 확인하였다. 셋째, 위험장벽은 프라이버시 염려와 사용의도의 관계에서 매개역할을 하는 것으로 나타났다.

촉진과 억제의 이중요인이 간편결제서비스의 혁신저항과 사용의도에 미치는 영향

조윤실 국제e-비즈니스학회 2023 e-비즈니스 연구 Vol.24 No.3

Research Purpose: Both of the enabler and inhibitor of the easy payment service’s acceptance should be considered in order to spread the service to those who postpone or reject it. This study is to provide strategic implication by examining the influences of the enablers and inhibitors on innovation resistance by applying dual factor theory as well as influences on use intention by mediation of innovation resistance. Research Methods: The relations between innovation resistance and use intention were analyzed by organizing enabler with perceived easiness and perceived usefulness and inhibitor with perceived danger and status quo bias based on preceding researches. Results in Research: Firstly, perceived easiness among the enablers was found to have significant negative impact on innovation resistance, but perceived usefulness showed no significant impact on innovation resistance. Secondly, all of the inhibitors, perceived danger and status quo bias, were found to have significant positive impact on innovation resistance, which had significant negative impact on use intention. Thirdly, innovation resistance mediated the influences of all adopted independent variables(perceived easiness, perceived danger, status quo bias) on use intention. Research Conclusion: When perceived easiness is in its high level, innovation resistance decreases which leads to higher use intention. Also, when perceived danger and status quo bias decrease, innovation resistance decreases which leads to higher use intention of simple payment service. 간편결제서비스의 수용을 미루거나 거부하고 있는 소비자에게 서비스를 확산시키기 위해서는 서비스 수용의 촉진요인 뿐만 아니라 억제요인을 동시에 고려해야 한다. 본 연구는 이중요인 이론을 적용하여 촉진요인과억제요인이 혁신저항에 동시에 미치는 영향과 혁신저항을 매개로 사용의도에 미치는 영향을 검증하여 서비스사용 확산을 위한 전략적 시사점을 제공하고자 하였다. 선행연구를 기반으로 촉진요인은 지각된 용이성과지각된 유용성으로 구성하였고, 억제요인은 지각된 위험과 현상유지편향으로 구성하여 혁신저항과 사용의도의 관계를 분석하였다. 검증 결과 첫째, 촉진 요인 중 지각된 용이성은 혁신저항에 유의미한 부(-)의 영향을미치는 것으로 나타났으나, 지각된 유용성은 혁신저항에 유의미한 영향을 미치지 않는 것으로 나타났다. 둘째, 억제 요인은 지각된 위험과 현상유지편향 모두 혁신저항에 유의미한 정(+)의 영향을 미치는 것으로나타났으며, 혁신저항은 사용의도에 유의미한 부(-)의 영향을 미치는 것으로 나타났다. 셋째, 혁신저항은지각된 용이성, 지각된 위험, 현상유지편향과 사용의도 사이에서 매개역할을 하였다.

내러티브 리프레이밍 관점에서 분석한 역사 다큐멘터리 번역

조윤실 중앙대학교 외국학연구소 2022 외국학연구 Vol.- No.59

This study examines the aspects of narrative reframing due to differences in each country's position or interest when a historical documentary was translated in the target culture. For the study, four documentaries aired under the title of ‘Korea, Never-ending War’ in the United States, Korea, and the United Kingdom were compared and analyzed. As a result, it was confirmed that Korean versions focus on international relations, the US version focuses on US-North Korea relations, and the British version is interested in the North Korean nuclear issues. First, in the narrative about President Syngman Rhee, the US version continues using a negative frame by labeling, and this negative frame is weakened in Korean and the UK versions. Second, in the narratives related to the North Korean nuclear issues, the US forms a hostile frame for North Korea, while Korean versions do not reveal the hostile frame. And the British version focuses on the North Korean nuclear issues rather than US-North Korea relations. Third, in the narratives considering inter-Korean and US-North Korea relations, Korean versions show a broad interest in international relations, while the US focuses on US-North Korea relations. The UK version continues the narrative by explaining the North Korean nuclear development situations.

한영 다큐멘터리 번역의 내러티브 리프레이밍 —EBS 「천불천탑의 신비, 미얀마」를 중심으로

조윤실 한국번역학회 2019 번역학연구 Vol.20 No.1

This research studies framing strategies in the English version of dubbed Korean TV documentaries on shrines of Myanmar. It analyzes two episodes of TV documentary which were aired on Korea Educational Broadcasting System (EBS) in 2016 and their English versions. The documentary programs were exported to Smithsonian Channel in the United States. Drawing on Mona Baker’s narrative analysis model(2006) and Gérard Genette’s framing concept(1997), this study compares and examines images, narration text and captions and paratexts of Korean episodes and their translated English versions. The research results show that even though the images are same, the construction and contents of narratives are changed and reframed according to norms and ideology of target culture. For instance, the name of a country ‘Myanmar’ are all changed into ‘Burma’ in the episodes including titles. The English version holding the U.S. norm on the nation that most Americans are familiar with ‘Burma’ not ‘Myanmar.’ Also, Korean documentaries include a number of interviewees who are Asian professors, a chief monk, a librarian and so on. In English versions, however, only one interview with an Australian is the same with the original program and the other interviews are all deleted and substituted with another Westerner.

안경원의 서비스품질에 관한 연구

조윤실 한국안광학회 2016 한국안광학회지 Vol.21 No.4

Purpose: This study intends to provide optical shops owners with business strategic implications for enhancing service quality by empirically analyzing the influences of optical shop’s service quality on customer satisfaction and loyalty. Methods: A survey was carried out targeting optical shop’s customers, then frequency analysis, reliability analysis, factorial analysis and path analysis were conducted through SPSS 20.0 and AMOS 20.0 statistical package. Results: Service quality turned out to have positive impact on customer satisfaction and loyalty. The service qualities which have positive impact on customer satisfaction were outcome quality, interaction quality and physical environment quality respectively, while those with influence on customer loyalty were customer satisfaction, interaction quality, outcome quality and physical environment quality respectively. Conclusions: Improving and differentiating service quality have proved essential in meeting customer needs and succeeding in a rapidly changing business environment. As competition intensifies, marketing strategy which are customer-centered as well as consumer-oriented has to be established by gaining competitive advantage that can be differentiated from other optical shops through improvement of service quality. 목적: 안경원의 서비스품질이 고객만족과 충성도에 미치는 관계를 실증 분석하여 안경원의 사업주들에게 서비스품질 향상을 위한 경영전략적 시사점을 제공하고자 한다. 방법: 안경원에 방문한 고객을 대상으로 설문조사를 실시하였고, SPSS 20.0과 AMOS 20.0 통계 패키지를 이용하여 빈도분석, 신뢰도분석, 요인분석, 경로분석을 실시하였다. 결과: 서비스품질은 고객만족과 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 고객만족에 긍정적 영향을 주는 서비스품질은 결과품질, 상호작용품질, 물리적 환경품질 순으로 나타났고, 충성도에 영향을 미치는 요인은 고객만족, 상호작용품질, 결과품질, 물리적 환경품질 순으로 긍정적 영향을 주는 것으로 나타났다. 결론: 소비자의 욕구를 충족시키고, 급격하게 변하고 있는 경영환경에서 성공하기 위해서는 서비스품질의 향상과 차별화가 필요하다는 것을 증명하였다. 경쟁이 심화될수록 서비스품질의 개선을 통해 다른 안경원과 차별할 수 있는 경쟁적 우위를 구축함으로써 고객 중심적이고 소비자 지향적인 마케팅 전략을 수립해야 할 것이다.

점포의 선택속성이 고객만족과 구매의도에 미치는 영향

조윤실 한국안광학회 2018 한국안광학회지 Vol.23 No.4

Purpose: This study aimed to empirically analyze the correlations between a store’s selection attributes, customer satisfaction, and purchase intention for use as base line data to establish a marketing strategy. Methods: Data were collected from customers to an optical store in the Seoul/Kyounggi area. Frequency analysis, factor analysis, and reliability analysis were conducted using SPSS 20.0 and AMOS 20.0. Finally, theories were verified using SEM (Structural Equation Modeling). Results: First, the store’s selection attributes were shown to have significant influence on customer satisfaction. Among attributes, the salesperson had the biggest influence. Second, while the merchandise and salesperson had a significant influence on purchase intention, the store environment showed no significant influence. Third customer satisfaction and purchase intention showed a positive correlation. Conclusions: It was empirically verified that a store’s selection attributes had a significant influence on customer satisfaction and purchase intention, with the salesperson having maximum influence on customer satisfaction and purchase intention. 목적: 점포의 선택속성과 고객만족, 구매의도의 관계를 실증분석하여 점포의 차별화된 마케팅전략 수립에 기초자료로 활용하고자 한다. 방법: 서울·경기지역의 안경원을 방문한 고객을 대상으로 자료를 수집하였다. 수집된 자료에대한 분석은 SPSS 20.0과 AMOS 20.0 통계 패키지를 이용하여 빈도분석, 요인분석, 신뢰도분석를 실시하였고, 구조방정식 모형을 활용하여 연구가설을 검증하였다. 결과: 첫째, 점포의 선택속성은 고객만족에 유의한 영향을 미치는 것으로 나타났고, 그중에서도 판매원이 고객만족에 가장 큰 영향을 미치는 요인인 것으로 나타났다. 둘째, 점포의 선택속성과 구매의도의 관계에 있어서 상품과 판매원은 구매의도에 유의한 영향을 주는 반면, 매장환경은 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 점포의 고객만족이 높을수록 구매의도가 높아지는 것으로 나타났다. 결론: 점포의 선택속성은 고객만족과 구매의도에 유의한 영향을 미친다는 사실을 증명하였다. 특히 점포의 선택속성 중판매원이 고객만족과 구매의도에 가장 큰 영향을 미치는 요인임을 확인하였다.

프랜차이즈 브랜드 인지도와 브랜드 태도, 구매의도에 관한 연구

조윤실 한국안광학회 2019 한국안광학회지 Vol.24 No.4

목적: 프랜차이즈 브랜드 인지도와 브랜드 태도, 구매의도의 영향관계를 분석하여 소비자의 구매를 이끌어 낼 수 있는 마케팅 방안을 모색하는데 있다. 방법: 서울과 경기지역의 콘택트렌즈 가맹점을 방문한 고객을 대상으로 설문 조사를 실시하였다. 수집된 자료에 대한 분석은 SPSS 20.0 및 AMOS 20.0을 이용하여 빈도분석, 신뢰도분석, 요인 분석 및 구조방정식모형 분석을 하였다. 결과: 첫째, 프랜차이즈 브랜드 인지도는 브랜드 태도에 유의한 영향을 미 치는 것으로 나타났다. 둘째, 브랜드 인지도는 구매의도에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 브랜 드 태도는 구매의도에 유의한 영향을 미치는 것으로 나타났다. 결론: 브랜드 인지도는 긍정적인 브랜드 태도를 형 성하는데 기여하지만, 브랜드에 대한 인지도만으로 구매를 바로 유발할 수가 없음을 확인하였다. 구매의도를 높이 기 위해서는 브랜드 인지도를 활용하여 긍정적인 브랜드 태도를 형성해야 한다. Purpose: This study aims to determine a marketing plan to attract customer purchases by analyzing the influential relations among franchise brand recognition, brand attitudes, and purchase intention. Methods: A survey was conducted targeting visitors to a contact lens franchise in Seoul and Kyounggi province. A frequency test, reliability test, factor analysis, and SEM were analyzed with SPSS 20.0 and AMOS 20.0. Results: Franchise brand recognition has a significant influence on brand attitude. Brand recognition does not have a significant influence on purchase intention, but brand attitude does have a significant influence on purchase intention. Conclusions: Brand recognition contributes to the formation of a positive brand attitude but does not independently attract purchases. In order to increase purchase intentions, a positive brand attitude must be formed by utilizing brand recognition.

헤어샵의 지각된 서비스품질이 신뢰와 관계지속의도에 미치는 영향

조윤실 한국미용예술경영학회 2023 미용예술경영연구 Vol.17 No.6

This study aims to provide meaningful implication on the formation of relationship with customers by analyzing the influence of hair shop’s perceived service quality and trust on relationship intention. For this purpose, service quality composed of physical environment, interaction, and result quality was measured using Brady and Cronin(2001)’s three-dimensional model, and its influence on trust and relationship intention was empirically analyzed. The survey was conducted targeting adult male and female customers to hair shop, and the research model was verified using structural equation. The result showed all of the physical environment, interaction and result quality had significant positive influence on the trust. The interaction and result quality also had significant positive influence on relationship intention while physical environment quality did not have significant influence on the the relationship intention. Meanwhile, the trust showed significant positive influence on the relationship intention, and the interaction quality was proved to have the biggest influence on the trust and relationship intention. This implies that differentiated service through physical environment quality had its limit despite hair shops’ efforts to strengthen their competitiveness by improving their physical facility and equipment. As the relation with customers is even more important in the market where competition is intensifying, this study confirmed the interaction quality is the most crucial factor in the formation of relationship with customers.