TV홈쇼핑 반품에 영향을 미치는 요인

강유리(You-Rie KANG),문성환(Sung-Hwan MOON),박철(Cheol PARK) 전북대학교 산업경제연구소 2009 아태경상저널 Vol.1 No.1

현대 사회는 미디어의 형태가 다양한 정보사회로써 위성통신, 케이블TV, PC 등의 매체변화 역시 급속히 이루어지면서 홈쇼핑은 이런 정보 통신 기술의 발달과 함께 시장 환경의 변화와 컴퓨터 및 통신기술의 발달로 인한 소비자들의 생활패턴의 변화로 인해 상품판매와 구매수단의 상행위를 넘어선 정보화 산업의 하나이자 신 유통 형태로 자리잡고 있다. 그러나 다양한 매체를 통해 정보를 손쉽게 접할 수 있는 여건이 마련되면서 소비자들의 구매 행동이나 구매 방식, 욕구들이 다양화되어 가고 있고 또 진화되어 가고 있다. 특히 1990년대 중반 최초로 국내에 등장한 케이블 TV홈쇼핑은 유통시장의 대변혁을 일으키며 2003년까지 꾸준한 성장을 하였지만 그 뒤 홈쇼핑사들의 과열화된 경쟁과 대체 쇼핑 수단들이 등장하면서 그 성장률이 둔화되고 있는 실정이다. 케이블 TV 홈쇼핑에서의 매출 부진의 주된 이유 중 하나는 판매한 상품에 대한 반품의 횟수가 많아짐을 의미하고 있으므로 본 연구에서는 케이블 TV 홈쇼핑의 구매자들의 구매 특성 중 반품행동을 중심으로 TV홈쇼핑 시장의 특성과 현황은 물론, 반품에 유의한 영향을 미치는 요인을 분석하고자 한다. 반품에 영향을 미치는 요인으로는 성별, 거주지, 결제수단, 구매금액, 출연자, 내용, 제작 방식 등이었다. 특히 전반적으로는 20-30 대의 젊은 여성일수록, 고학력, 고소득일수록 반품 비율이 높았고 제품의 가격만 고려했을 경우에는 고가의 제품에 대한 반품 비율이 특히 높았다. 본 연구는 특정 A홈쇼핑사의 실제 구매 주문 데이터를 SPSS통계 패키지를 이용해 변수를 측정하였고 종속변수는 반품 여부로 선정하였고, 독립변수 전체를 투입하는 로지스틱 회귀분석을 통해 결과를 도출하였다. 통계 결과와 각 종 자료 조사 및 문헌연구 방법을 바탕으로 반품을 줄여나가는 방안 모색을 통해 국내 홈쇼핑 시장이 발전할 수 있는 방향성 또한 제시하고자 한다. As there are many new media like satellite communications, cable TV, PC coming up and spread out, the TV home-shopping also come up to be a new retail channel. But, because of these environment which can easily get information through various media, the behavior of consumer has been changing. Especially, as the industry competition overheating, the growth of TV home-shopping is getting slow after 2003. One of the reason of bad condition in sales might be returning goods from consumers. So, in this study, we analysis the influential factors of the return behavior in TV home-shopping. The influential factors of the return behavior were sex, residence, type of payment, type of model, amount of purchase, content, type of production and so on. In generally, 20-30age women who are becoming big income and high education are the highest return rate consumers and expensiveness goods return rate was high just consideration of the price. In this study, we measure the variables using real specific A home-shopping company order data and logistic regression analysis through SPSS program. Also, we suggest some strategies which lead to return rate get down for domestic home-shopping companies based on the result of analysis and various literature reviews or data.

온라인 Social Shopping 사이트 이용의도에 영향을 미치는 요인에 관한 연구

강유리(You Rie Kang),박철(Cheol Park) 한국IT서비스학회 2011 한국IT서비스학회지 Vol.10 No.1

. The market structure and consumer characteristics are changing dynamically according to internet shopping industry developing based on Web 2.0. But, there is absent typical online service after ’Cyworld.’ The social shopping sites based on social networking reflect to present phenomenon that collective intellect, information sharing, participate in making information. The social shopping sites are not limited in particular shopping sites but include all of sites in online. So, consumers can copy various products and display on their own blog provided from social shopping sites and make some purchase reviews and any comments about products can lead transactions among social shopping sites. So, it might be a one of meta-shopping mall like ‘Naver ’ As the social shopping sites are new form, we just applied to TAM theory to figure out acceptance factors using SEM. The perceived enjoyment affect to usefulness, ease of use and using intension. The perceived ease of use also affect to usefulness and the usefulness affect to using intension positively. But the perceived ease of use was for nothing in using intension. Finally, we provided managerial implications to activate domestic online shopping industry and theoritical meaning using extended TAM.

몽골 대학생들의 소비성향과 특성

박철(Park, Cheol),강유리(Kang, You-Rie) 계명대학교 국제학연구소 2011 국제학논총 Vol.15 No.-

Mogol is a new emerging economy of central Asia after transformation of its economic system. Mongol is one of big countries have natural resources and the growth of domestic consumption is rapidly increasing. Korea has had good relationship with Mongol, a lot of Korean product and company entered its market. Although it is very similar in appearance, there are many differences in values and thoughts between Mongolian and Korean. So, it is necessary to know the Mongolian consumer behaviors for the successful penetration of its market. This study examined the consumption tendencies of young Mongolian by the questionnaire survey of 722 college students. As the results, their saving tendency is low, materialism high, impulsive buying tendency low, and ethnocentrism low. Important source of buying information are friends and family. There is a significant relationship between materrialism and impulsive buying tendency.

정책연구 : 한국, 중국, 몽골, 캄보디아 대학생들의 창업성향에 관한 비교연구

박철 ( Cheol Park ),강유리 ( You Rie Kang ) 한국중소기업학회 2010 中小企業硏究 Vol.32 No.2

UCC 이용 동기(Motivation)에 관한 질적 연구

박철(Cheol PARK),강유리(You-Rie KANG) 조선대학교 지식경영연구원 2010 기업과 혁신연구 Vol.3 No.3

본 연구는 최근 인터넷에서 이슈가 되고 있는 UCC를 네티즌들이 게시하는 동기와 시청하는 동기를 분석하였다. UCC생산자와 소비자의 동기를 파악하면 UCC서버스 사이트의 마케팅 전략과 Dee를 마케팅에 활용하고자 하는 기업들에게 시사점을 제공해 줄 수 있을 것이다. 이를 위해 먼저 Maslow 인간의 욕구계층이론에 따라 생리적 욕구, 안전에 대한 욕구, 사회적 욕구, 존경의 욕구, 자아실현의 욕구 단계에 의해 UCC를 분류하고, 각각 사례와 특성을 정리하였다. 또한 인터넷사용동기와 온라인 구전 동기 등의 연구를 토대로 해서 UCC 게시와 시청의 동기를 개발하였으며, 심층 면접을 통해 이를 확인하였다. 즉, UCC를 시청하고 게시하는 동기에 대해서는 각각 사회적 측면에서의 동기, 개인적인 측면에서의 동기, 정보추구 측면에서의 동기, 오락적인 측면에서의 동기, 경제적인 측면에서의 동기 등 이상 다섯 가지 동기로 분류해 보았고 이들의 특성에 대해서 분석하였다. 끝으로 이러한 동기가 UCC 마케팅 전략에 어떻게 적용될 수 있는지를 제시하였다. This paper is a qualitative research like depth interview of the main motivation about uploading and downloading vee in the websites. To know the motivation about vee producers and vee watchers exactly could give marketing implication for companies. Firstly, classified vee for Physiological Needs, Safety Needs, Social Needs, Esteem Needs, Self-Actualization Needs based on the Maslow's Hierarchy of Needs and searched about each Needs examples and traits. Secondly, developed variety motivations of production and watching of vee based on the internet using motivation studies and online word-of-mouth motivations. Consequently, we find that the motivations of producing and watching vee are social-related, personal-related, informative-related, recreational-related, economical-related and analyze each motivation's traits. Finally, to give some implications how to theses motivations apply to vee marketing strategies for companies.

온라인 커뮤니티 행동의 의례화(Ritualization) 모델: 선행요인과 결과요인

박철 ( Cheol Park ),강유리 ( You Rie Kang ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

소비자행동에서 의례이론은 1980년대 초에 도입되기 시작하여 소비의 상징적인 측면을 밝혀왔다. 본 연구는 소 비행동의 의례분석적 접근을 온라인에 적용하였다. 인터넷은 커뮤니티, 정보 검색, 쇼핑 등 다양한 분야를 발전시켰다. 특히 온라인 커뮤니티 이용은 크게 증가하고 있고 일상생활 속에 깊숙이 침투하고 하고 있다. 하지만 온라인 커뮤니티에 관련된 연구들은 주로 단순한 활동 실태에 대한 접근이나 심리학적 접근에 치중하였다. 또한, 온라인 커뮤니티 안에서 이루어지고 있는 공동 구매나 커뮤니티 내에서 이슈가 된 제품이 실제 매장에서 품절 사태가 이뤄나는 등 커뮤니티를 매개로 한 소비 활동이 활발함에도 불구하고 기존 연구들은 마케팅적인 시사점과 연결된 연구들이 부족하였다. 따라서 본 연구는 온라인 커뮤니티 활동의 의례적 차원을 새롭게 밝힘으로써 커뮤니티를 매개로 이루어지고 있는 소비 활동에 대한 연결고리를 찾고자 하였다. 기존의 온라인 커뮤니티 연구, 의례 연구 등을 참고하여 온라인 커뮤니티를 매개로 의례화 과정과 구성원들과의 감정적 유대감을 거쳐 신성한 의미가 있는 소비까지의 연결 된다는 것을 실증모델을 통해 검증하였다. 연구 결과 커뮤니티 내 공유된 규범은 외면적 의례화에 영향을 미쳤고, 내면적 의례화에는 상호 의존, 자아실현, 자아인정 등이 영향을 미쳤으며 내면적 의례화가 강해질수록 외면적 의례 화도 강화되었다. 또한, 내면적 의례화만 부족적 유대감을 거쳐 신성한 소비에까지 영향력을 미치고 있음을 발견할 수 있었다. 본 연구는 온라인 소비자행동에 대해서 의례분석적 접근을 하였고, 의례화의 선행요인과 결과요인을 검증하였으며, 이를 부족적 유대감과 신성한 소비라는 변수와 연결시켰다는 의의를 지닌다. The online consumer behavior is trending toward communities, information searching, and online purchasing with word-of-mouth advertising. The online communities are becoming part of the daily life for online consumers. Over the half of online users already use online communities and the online communities are increasing at an average rate of 270 thousands per year in Korea (Korea Internet & Security Agency 2008). Most of the previous research related to online communities are about the influence factors of participation. The influence factors of participation are social effects, group norms, and social identity. Dholakia et.al. (2004) conducted an empirical study of social effect on online community participation. Bagozzi and Dholakia et.al. (2002) also studied online community participation based on social aspects like group norms and social identity using online survey techniques. Mathwick et.al. (2007) conducted a qualitative study of social capital in virtual communities. This project focuses on ritual to understand more about individual aspects of the online community and activities within that community and conducted empirical research on tribal bonds that form as a consequences of ritual. Also, managerial implications are discussed. The academic studies have emphasized ``symbolism`` and ``processes`` but not habitual aspects of daily life. In other words, ritual meaning is different from idiomatic expression (Cheol Park 1995). People have a diversity of ritual experiences including initiation ceremonies in their lives (Van Gennep 1908). But studies of ritual behavior for online customers are few because previous ritual studies have been confined to offline consumer behavior. Online ritual behavior has a social psychological role during online community transaction. Most consumption ritual studies focused on advertising and the role of ritual to online community culture (Muniz and O`Guinn 2001; Schouten and McAlexander 1995). Very few have focused on the role of ritual in online community life cycle processes and development. In other words, the studies observed participants in online space but were not concerned with online communities until now (Jones 1998). Studies of community image and its meaning have been conducted but the studies focused on social relationship in online space (Terborgh and Foster 1996; Lockard 1996). This study takes a look at expanding ritual concepts into online communities by understanding online consumer behavior first. The online communities have diverse consumption behavior (Muniz and O`Guinn 2001). To understand this behavior one must first figure out the influence antecedents of online ritual behavior and motivations through a literature reviews. Second, we sorted rituals into external ritualization and internal ritulization and suggested managerial implications. Finally, an empirical results were analyzed to figure out the ritual influence on tribal bonds. This study will also address antecedents of ritualization and their consequences through quantitative methods used in previous ritual researches of offline space. The study focused on ritualization of online community participation and its antecedents and consequences. The study tried to understand more about individual aspect of online community activities and presents empirical data related to tribal bonds that are a consequence of ritualization to suggest managerial implications. The survey targeted 500 people who have visited a community frequently and are active participants. The survey conducted online by ``embrain`` which is professional online research company in Korea. The significant antecedent of online external ritualization was shared norm and antecedents of internal ritualization were interdependence, self fulfillment, and need for approval. Also, the internal ritualization had influence on external ritualization and tribal bonds. The external ritualization was not a significant influence factor of tribal bonds. As the result, trial bonds influenced sacred consumption. This study completes a gap in the previous ritual literature, much of which studied offline behavior and used to qualitative methods like ethnography and depth interview even about online ritual. We extended the ritual concept to online communities and verified the influence to tribal bond. Also, we detected the antecedent factors of internal and external ritualization, not just the motivations of community usage. As a result, the shared norm effect on external ritualization of behavior and the interdependence and need for approval effect on internal ritualization is verified. The internal ritualization also influences the tribal bond and as the internal ritualization gets stronger the external ritualization also gets stronger This study would suggest a number of academic implications. First, extending the ritual concept using offline methods and definitions to online communities and developing ritual measurement items for verification is a significant advance in the literature. It might alto be the foundation stone of diverse ritual studies about not only online shopping or social shopping but social networking services. Second, this project developed the measurement items of tribal bond only identified by qualitative research previously. Cova and Cova (2002) demonstrated the difficulties of measurement of tribal bonds existing in the inline skater community. That research target was selected because the tribal bonds were particularly complicated emotionally. Third, we found not only the external and internal ritualization of certain behavior but its antecedents factors and the effect on tribal bond. Namely, the norms made by members and shared with each other generate more intimacy within the community and personal satisfaction that lead to external and internal ritualized behavior effect on tribal bond. Structured norm were made by community staffs to maintain order. Also, this study has managerial implications. The recent communities are expanding quantitatively and demanding stricter rules. The dissatisfaction of excessive restriction found in community comments or posts and leaded to the cherry picker tendency of some communities. It needs a more autonomic atmosphere making norms around core members and acknowledging, with members mediating community symbolism, rather than only with excessive restrictions. Furthermore, the community should form innate tribal bonds of community over simple belonging. To perform events that lead to belonging community not only leads to increased affiliated but also to recognition of others in one`s tribal. Also, the communities should strengthen their own culture and value through some meetings and events performed with members publicly and having a ritual nature.

일반 논문 : 중소기업의 CSR 프로세스와 그 성공사례에 관한 연구

박철 ( Cheol Park ),강유리 ( You Rie Kang ) 한국중소기업학회 2012 中小企業硏究 Vol.34 No.2

기업의 사회적 책임(CSR)에 대한 관심이 높아지면서 중소기업들도 CSR을 통해 기업시민으로서 역할을 다하고 기업 이미지를 상승시키기 위해서 노력하고 있다. 본 연구는 기존의 CSR에 관한 이론을 정리하여 중소기업의 CSR 프로세스를 제시하였다. 그리고 이를 실제 중소기업 CSR 사례에 적용해 보았다. 본 연구에서 제시한 CSR 프로세스는 크게 CSR 자극요인, CSR 활동특성, 그리고 CSR 결과로 구성되어 있다. CSR 자극 요인은 다시 내부·외부 자극 요인으로 이루어져 있고, CSR 활동 특성은 부합성, 집중성, 차별성으로 나누었다. 또한 CSR 결과는 종업원, 고객, 일반 공중의 측면에서 살펴보았다. 이 CSR 프로세스를 양식기 제조업체인 (주) 유진크레베스의 CSR 사례에 적용하여 보았고, 중소기업 CSR을 활성화시키기 위한 중소기업 노력, 정부 정책 등의 방안을 제시하였다. CSR (Corporate Social Responsibility) is a hot issue in the business world. CSR reflects the profit of various interested parties and has become one of the essential factors for the long term survival of a corporation. The social responsibilities of corporations are divided into economic, legal, ethical, and charitable responsibilities. CSR placed emphasis on ethical and charitable responsibilities, but the rise of the concept of sustainability from the 2000s had an immense impact on industrial profits, business survival and growth. In the late 1980s, the studies of CSR was focused on the negative image of giant companies had on the society at large. CSR is variously defined depending on the scholar`s or institution`s objectives. Bowen (1953) asserted CSR is one of the obligations of the seek principle and follows desirable activities for society objects and value. McGuire et al. (1998) defined the CSR as a duty for the whole society over economic and legal liability. Recently, CSR is focused on more strategic angles from giant to small companies. It was found that the CSR activities of small and medium-sized firms effect the performance of the firms. If small and medium-sized firms engage in activities for the local society, they could gain a good reputation in the region and open up opportunities for business expansion in their own country and internationally. However, small and medium-sized companies are lacking in manpower, material resources, and understanding to implement CSR. So, they are struggling with how to do CSR activities. The small and medium-sized firms have distinct characteristics compared with big companies, and they could make unique CSR. Because small and medium-sized firms differ from large firms in terms of industrial environment and scale, it is highly likely that they differ in CSR activities as well. Since previous CSR studies focused on large companies, it is needed to study and suggest methods for a success process of CSR for small and medium-sized firms. This study might be of help to implement CSR activities of small and medium-sized firms and link their performance. Russon and Tencati (2009) emphasized the necessity of a CSR study for only small and medium-sized firms and suggested an effective CSR strategy. This CSR study paid attention to the Korean academic society in the viewpoint of ethical management. There are lack of theory and practical CSR case studies for small and medium-sized firms in Korea. This study tried to suggest a CSR success process for small and medium-sized firms based on previous literature studies. It is meaningful to suggest a CSR process model because there is little research on CSR of small and medium-sized companies. So, in this study, we suggested a complete success process of CSR of small and medium-sized firms including antecedents and the consequences of CSR. The model consisted of CSR stimulus factors, CSR activity characteristics and CSR results. The CSR stimulus factors were divided into inside and outside aspects and the CSR activity characteristics include congruity, concentration and differentiation. The results of CSR are classified into employee, customer and public aspects. This CSR success process is developed through variables extracted from literature studies and actual firm cases. There are many CSR cases of small firms, including Neowiz Games, Yujin Kreves, Nano and Tech, Idis, and so on. CSR stimulating factors are divided into internal and external factors, internal factors include moral ability of organization, value and belief of the CEO, and differentiated marketing whereas external factors include policy and regulations, demands of business partners, and pressure from the public. These factors stimulated the CSR activities of small and medium-sized firms. Mostly leaders who have a high moral level activate the firm`s CSR. Recently, CSR is dealing with one of the differentiated marketing factors to appeal to customer and society, so many companies made efforts to do CSR for the differentiation of marketing. Sometimes not only public sectors, but business partners require CSR activities for the sustainability of the whole supply chain. The CSR activities are regarded as important for a strong relationship with the local community. The required features of CSR activities for small and medium-sized firms are congruity, concentration, and differentiation. Congruity means that CSR activities should be connected with their goods and services. Concentration means that CSR activities should focus on a specific field for effectiveness because small and medium-sized firms have limited resources. Differentiation means that CSR activities are distinctive from competitors. If a small company, who has limited resources, wants to increase the performance of CSR, these three characteristics are necessary. The results of CSR influence employees, customers, and the public. For employees, CSR activities increase self-esteem, job satisfaction, and confidence in the organization, and these lead to higher productivity, harmony between labor and management, and lower turnover of employees. For customers, successful CSR activities increase confidence and a differentiated image of the product or service and they lead to higher profits and customer loyalty. Finally for the public, successful CSR activities increase corporate awareness and an amicable image and they lead higher corporate value and potential demand. After developing a CSR process model, this study applies it to a small and medium-sized firm, Yujin Kreves, which is a western tableware (forks and knives) making company in Korea and Vietnam. Young-Gi Moon, the CEO, established Yujin Kreves` cooperate social welfare work with the Sunny Welfare Institution in 1996. The key drivers of the CSR activities of Yujin Kreves were the CEO`s Christian faith and belief in social welfare. Vietnam has complicated regulations, policies and negative viewpoints toward foreign companies. Yujin Kreves offered free heart surgery for children and established a school and sports complex in Vietnam. The CSR activities of Yujin Kreves had the features of congruity, concentration, and differentiation. As a result of their CSR activities, Yujin Kreves is recognized as the most believable company in Vietnam and buyers regard Yujin Kreves as a high quality and good company. Also, the Vietnamese employees have high confidence in the company and cooperation with the labor union progressed smoothly. They also overcame the difficulties of a big fire with one accord. Yujin Kreves` CSR activities are well known to foreign buyers. So, they built confidence in the Yujin Kreves company in trade and their products sold at a price premium. Finally, this study also suggests implications for policy to activate CSR of small and medium-sized companies. The government should emphasize CSR through public campaigns and recognize successful CSR cases of small and medium-sized companies. Systematic CSR education is also needed for small and medium-sized companies and the government should offer standard CSR guidelines and certification.

휴대용 게임기 구매의도에 영향을 미치는 요인에 관한 한중 비교 연구

리우젠(LIU ZHEN),강유리(You-Rie KANG),박철(Cheol PARK) 조선대학교 지식경영연구원 2013 기업과 혁신연구 Vol.6 No.2

첨단 제품의 하나인 휴대용 게임기는 언제 어디서나 멀티 미디어 콘텐츠를 활용할 수 있는 유비쿼터스를 기반으로 급속히 발전하고 있다. 본 연구에서는 휴대용 게임기를 대상으로 소비자의 구매의도에 영향을 미치는 요인이 무엇인지 한국과 중국의 소비자를 비교하였다. 사용된 변수는 크게 휴대용게임기 혜택요인과 소비자요인이었다. 그 결과, 한국과 중국에서 모두 시간활용성, 유행추구성, 소비자혁신성, 가격민감성, 그리고 주관적 규범은 게임기 구매의도에 유의한 영향을 미치는 것으로 나타났다. 그러나 조작편리성, 인지된 즐거움, 진부화 위험 등이 게임기 구매의도에 미치는 영향은 중국과 한국에서 유의한 차이가 나타났다. 본 연구 결과의 이론적 시사점으로는 향후 국가 간 휴대용 게임기의 구매의도에 관한 연구를 하는데 도움이 될 것이고, 실무적 시사점으로는 휴대용 게임기를 비롯한 첨단제품 사용에 관한 중국 소비자들의 구매의도를 파악하는데 도움이 될 것이다. This comparative study focused on factors influencing purchase intention of handheld game player between Korea and China. Nowadays, many companies put handheld game player on the market and get good responses from customers in the world. This products are selling well in Korea, but it doesn"t have a satisfactory performance in China market. All of these handheld game players are not acceptable to Chinese customers. To know the factors that affect to buying handheld game players between Korea and China, the research model is constructed based on the benefits fo a handheld game player factors and consumer factors, There are 6 factors such as east portability, convenient operation, time utilization, enjoyment and pursuit of fashion in handheld game player factors, The consumer factors are innovation, price sensitive, perceived obsolescence risks and subjective norms. In addition the result of regression analysis showed that convenient operation, time utilization, pursuit of fashion, innovation, price sensitive, perceived obsolescence risks and subjective norms are positively affects on intention to customer"s purchasing of handheld game player in Korea. And time utilization, enjoyment, pursuit of fashion, innovation, price sensitive and subjective norms are positively affects on intention to Chinese customer. In the separated hypotheses test of Korea and China, the same factors are found to be significant variables affecting the purchase of handheld game player. In particular, this study also finds different factors affecting the purchase of handheld game player between Korea and China. The results of this study can provide the information about consumers for foreign companies. And these results imply what should be considered to expedite the export of handheld game player.

한국과 중국의 휴대폰 세분시장의 특성비교 : 이용동기를 중심으로

박철 ( Cheol Park ),강유리 ( You Rie Kang ) 고려대학교 세종경영연구소 2015 경상논집 Vol.35 No.1

본 연구는 이용동기에 의해 한국과 중국의 휴대폰 시장을 세분화하여 그 특성을 비교해 보았다. 이를 위해 한국과 중국의 휴대폰 사용자 551명을 대상으로 설문조사를 실시하였다. 그 결과, 이용동기에 의한 휴대폰 세분시장은 커뮤니케이션형, 관계유지형, 다중이용동기형, 업무효율형으로 나누어졌다. 커뮤니케이션형과 관계 유지 형은 대부분 여성 사용자가 많았고, 다중 동기 형과 업무 효율 형은 남성 사용자가 많았다. 업무 효율형 집단과 다중 동기형은 전자 전문 매장 구매가 많았다고, 관계 유지 형 집단의 경우 용돈 수준은 제일 낮은 반면, 휴대폰 이용 금액은 가장 많았다. 다중 동기형 집단의 경우는 가장 많은 휴대폰 구매 속성과 통신사 선택 속성을 고려하면서 온라인 구전의 영향을 가장 많이 받는 것으로 나타났다. 한국의 커뮤니케이션 형은 여성이 많았고, 기능 정도만을 고려하는 반면 중국의 경우는 여성이 많았지만 기능, 가격, 회사 이미지, 멤버쉽 카드 혜택 등 많은 요소를 고려하면서 광고의 영향을 가장 많이 받았다. 또한 관계 유지 형의 경우 한국은 남성이 좀 더 많은 반면, 중국은 여성이 좀 더 많았고 요금 제도만을 고려하는 반면, 한국의 관계 유지 형 집단의 남성들은 기능, A/S, 요금제도, 회사 이미지, 멤버쉽 카드 혜택 등의 고려와 매장 점원, 인터넷 정보, 주변 사람 등의 영향을 받는 것으로 분석되었다. This study compared the market segmentation of mobile phone by usage motivation between Korea and China. A questionnaire survey of 551 Korean and Chineses mobile phone users was performed to compare the characteristics of each segmentation of mobile phone. As the results, there found 4 groups among mobile phone users; communication, relationship maintanance, multi-usage, and work-efficiency groups. Threre were significant differences in demographics, iimportance of attributions, usage behaviors of mobile phone among 4 segmentations and between Korea and China. The implications and further research directions were suggested in conclusion.

한국과 중국의 스마트뱅킹 서비스 현황과 전망

YAO YING, 유재현(Jae Hyun You),강유리(You Rie Kang),박철(Cheol Park) 한국IT서비스학회 2011 한국IT서비스학회 학술대회 논문집 Vol.2011 No.5

스마트기기의 확산으로 인해 금융업체에게 많은 변화를 일으켰다. 2009년 하반기부터 한국과 중국에서 많은 은행들이 스마트뱅킹 서비스를 출시하면서 큰 인기를 끌었다. 본 논문에서는 한국과 중국에 모바일뱅킹 발전과정을 정리하고 스마트 뱅킹의 현황 및 사례를 분석했고 사례분석과 문헌연구를 바탕으로 스마트뱅킹 지속적 수용에 영향을 주는 요인을 파악하고 개념모델을 제시했다.