A Study on the Consumer’s Attitude toward Cross-Border Online Shopping

한방울,김민호 한국무역통상학회 2017 무역통상학회지 Vol.17 No.3

The significant increase of the worldwide Internet use has changed consumers’ purchasing behaviors. The growing global usage of online shopping has consequent influence on purchasing channel selections for overseas global products. Using the theory of planned behavior (TPB) as its basis, this study investigates the relationships among beliefs about electronic service quality (E-S-QUAL), consumers’ need of uniqueness (CNFU), and the cross-border online purchasing behavioral intention. The effect of E-S-QUAL and CNFU on attitude is examined with data are collected from a group of participants consisted of business school graduate and undergraduate students at a university in South Korea. Analysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention.

수출지원제도 활용상의 애로요인과 수출지원 사업 수혜기업의 만족도에 대한 연구: 전라북도 중소기업을 중심으로

한방울 한국산업경제학회 2024 산업경제연구 Vol.37 No.1

본 연구의 목적으로 전라북도 중소기업 수출지원사업의 분석을 통해 지역수출업체가 겪고 있는 수출지원제도 활용상의 애로사항 및 만족도를 살펴보았다. 연구방법 으로 설문에 참여한 101개의 수혜업체가 응답한 내용을 분석한 결과, 지원사업의 활용성(usefulness), 효과성(effectiveness), 전문성(expertise)에 대한 전반적인 만족도가 높게 나타났다. 동시에, 수출정보제공, 수출기반조성, 바이어발굴, 수출상담회, 수출바우처, 컨설팅 및 교육, FTA지원, 무역계약 및 이행, 기타세부사업으로 구별하여 지원되는 세부영역별 사업내용과 수출활동 과정을 수출준비, 바이어 및 수출 거래상대 발굴, 무역계약, 계약이행, 계약종료 및 클레임으로 구별하여 단계별로 지원되는 사업에 대한 수혜업체의 만족도 결과는 복합적인 수준을 보였다. 마지막으로, 수출지원 사업 수혜업체의 애로사항은 수출활동 단계별 과정에서 다양하게 존재하고, 특히 해외시장 진출 사전준비 과정단계에서 국가별 시장정보의 결여와 전문성 있는 시장경쟁력분석 자료의 부족은 수혜업체가 가장 큰 어려움을 느끼는 것으로 나타났다. 또한, 수출지원제도 활용상의 애로사항 개선을 위해 수출업체의 지역특화 수출제품을 해외시장에 홍보하는데 필요한 지원 프로그램의 확대와 수출지원 사업 참여 후 수혜업체의 정량적 수출성과 향상에 효과적인 세부영역별 수출지원 사업이 필요한 것을 시사하고 있다. The aim of this study is to analyze the difficulties experienced by regional exporters in utilizing the export support system. This study investigates the satisfaction level of small and medium-sized enterprises (SMEs) that participated in the export support project in Jeollabuk-do. The results of analyzing the responses from 101 beneficiary companies reveal high overall satisfaction with the usefulness, effectiveness, and expertise of the support project. Participating companies also indicate a mixed satisfaction level with the support programs, which varies depending on the specific business content, activities categorized into detailed areas, and across export process stages. Additionally, the difficulties encountered by beneficiaries of export support projects differed at each stage of the export activities. Specifically, the lack of market information about the target country and specialized data on market competitiveness pose significant challenges for beneficiary companies entering overseas markets. In conclusion, expanding support programs focused on promoting the overseas reach of regionally specialized SME products can be highly effective in addressing challenges with utilizing the export support system. Providing SME exporters with customized support programs contributes to measurable improvements in their quantitative export performance, such as increased export volume, after participation in the project.

중소기업 수출지원 사업 활용 현황 및 개선방안에 관한 연구: 전라북도 지역을 중심으로

한방울,김민호 강원대학교 경영경제연구소 2023 Asia-Pacific Journal of Business Vol.14 No.4

Purpose - The purpose of this study is to review the export support projects in Jeollabuk-do and to provide implications to the policy makers and to the local exporters. Based on this review, the study proposes future measures to enhance the efficiency of the current Jeollabuk-do export support project. Design/methodology/approach - This study reviews export support projects in Jeollabuk-do, dexamines program types and utilization status, and subsequently summarizes the key aspects of Jeollabuk-do SMEs’ export support projects. Findings - This study suggests that Jeollabuk-do's export support project can become more effective through active development of overseas markets and professional integration of marketing activities, particularly focusing on regionally specialized export products. Additionally, given the crucial roles played by the government, related agencies, and local offices in improving the export capabilities of SMEs in Jeollabuk-do, there is an emphasis on the need for continuous and systematic follow-up management and the establishment of export support projects and services. Research implications or Originality - While small and medium-sized enterprises (SMEs) in Korea account for a significant portion of export activities, their actual export performance and contribution are low. The export competitiveness of SMEs, particularly those located in regions other than Seoul and Gyeonggi Province, is not improving despite various export support projects being promoted. Under the circumstances, this study provide meaningful implications to the policy makers and to the local exporters.

Distribution of Consumer Support for Underdog Brands: A Systematic Review of the Underdog Effect

한방울 한국유통과학회 2022 유통과학연구 Vol.20 No.7

Purpose: The underdog effect refers to a positive attitude towards the underdog who lacks resources and opportunities but has passion and determination. Extensive research has been investigated how the underdog effect affects distributing consumer preference and purchase intention. The purpose of this study is to identify the theoretical basis on which the underdog effect is grounded by analysing the prior research in the underdog literature. Research design, data and methodology: This study organizes the literature on the underdog effect by analyzing a total of 33 journals published in the past 16 years. Constructs and variables were extracted from the selected articles through the content analysis on a systematic literature review. Results: This literature review reveals that identity theories served as an overarching theoretical lens when examining the underdog effect. Additionally, the underdog effect was rooted in theories of justice and equity to explain the relationship between underdog brand positioning and consumer preference. Conclusions: This paper paves the way for future research based on prior research and trend analysis of underdog brand positioning. This article also provides an insightful interpretation and synthesis of the theoretical underpinnings of the impact of underdog effects on consumers' overall brand evaluations.

The Impact of Underdog Positioning on Consumer Preference in Korea: Focusing on Local Service Providers

한방울 한국무역학회 2022 Journal of Korea trade Vol.26 No.5

Purpose – Small independent brands from local companies often use underdog positioning to compete with established global brands. However, whether the effectiveness of underdog positioning of local businesses in the service sector remains insufficient. The purpose of this paper is to investigate the underdog effect on the preference of Korean consumers for individual service providers positioned as underdogs. Design/methodology – The author examines the research question of this study using a one-way ANOVA in three different positioning (underdog vs. top dog vs. control) between-subjects design, with a group of Korean participants. Findings – The experimental study shows that support for independent local (vs. global) service providers positioned as underdogs is straightforward. Using the lens of consumer identification with underdog biographies, this study found that consumers prefer small local service providers with passion and determination regardless of their disadvantages. Originality/value – To the best of the author’s knowledge, this is the first study to examine the effectiveness of underdog positioning in the context of individual service providers. As it competes with global service companies for domestic consumer preference in Korea, the findings have great implications for ensuring the sustainability of small local service providers.

Mechanisms of Consumer Responses to Underdog Companies: A Global Marketing Perspective

한방울 한국APEC학회 2022 Journal of APEC Studies Vol.14 No.1

The phenomenon in which consumers support less established companies regardless of their lack of resources and opportunities has created the concept of the underdog effect. Relatively small companies, both domestic and international, often employ marketing strategies that rely on the underdog effect to gain market share in competition with dominant firms. To better understand the effectiveness of underdog positioning, a review of this literature is necessary, given that prior research has identified inconclusive and inconsistent effects of underdog positioning on consumer preferences and purchase intentions. This paper presents a systematic review of the literature on the underlying mechanisms of the underdog effect. The analysis of the selected articles published over the past 16 years in prominent journals of business and consumer behaviors such as Journal of Consumer Research, Journal of Brand Management, Journal of Business Research, Journal of Consumer Psychology, Journal of Consumer Behaviour, Journal of Marketing, Psychology & Marketing has provided psychological processes as the relevant mediators of the relationship between the underdog effect and consumer responses. The current paper makes an important contribution to the brand performance literatures by addressing the research gap in the area of underdog positioning strategy. Further, to benefit managers who practice underdog positioning, this study discusses future research directions based on global consumption trends.

Influence of purchase process, responsiveness, delivery, and security on Internet shopping intention

한방울,Tanvir Atik 전북대학교 산업경제연구소 2022 아태경상저널 Vol.14 No.1

This paper investigates the effect of e-service quality on online customers who actively participate in Internet shopping. Data were collected from 220 respondents and Pearson Correlation and Multiple Regression Analysis were conducted to analyze the data using Statistical Package for Social Science (SPSS). The results of this study show that the purchase process, responsiveness, and delivery are positively influence e-consumer intention of online shopping. Of these, the purchase process and delivery have the most influence, whereas the security/privacy factor indicates an insignificant relationship between those selected e-service quality dimensions and purchase intention. Findings of this study can provide online retailer with insight into improving the e-service quality to increase consumer intention to shop online. The implications and limitations of this study were discussed in detail.

The Impact of brand narratives on consumer attitudes: the role of market structures and perceived firm innovativeness

한방울 한국산업경제학회 2019 한국산업경제학회 정기학술발표대회 논문집 Vol.2019 No.5

A Study on the Local Marketing and Brand Positioning Strategy of Domestic Products

한방울 한국무역상무학회 2022 貿易商務硏究 Vol.95 No.-

As interest in domestic products increases due to the iconess of brand localness and the importance of brand origin, it is necessary to review extant research on the effectiveness of local marketing. When compared to dominant global companies, the passion and determination of domestic firms to overcome their scarcity of resources and opportunities is often linked to the concept of the underdog effect, which indicates favorable consumer evaluations and support for less established smaller brands. A systematic review was conducted in this article, by analyzing selected papers published over the period between 2008 to 2021 in the fields of global marketing and international business. Purposefully, this article focuses on a literature review of the boundary conditions of the underdog effect so that managers can identify both the benefits and detriments of positioning local brands as underdogs.

A Study of e-Service Quality and Consumers’ Need for Uniqueness on Cross-Border Online Shopping

한방울,김민호 한국산업경제학회 2017 한국산업경제학회 정기학술발표대회 논문집 Vol.2017 No.5