고객지향적 웹 사이트 개발 방법론의 현황과 평가

이선로(Sunro Lee),김기영(Kiyoung Kim) 한국데이타베이스학회 2004 Journal of information technology applications & m Vol.11 No.1

모바일 기기의 수용형태와 사용에 관한 연구

이선로(Sun Ro Lee),조성민(Sung Min Cho) 한국경영학회 2005 經營學硏究 Vol.34 No.4

가중화된 기대충족모형을 이용한 인터넷 쇼핑 사이트의 지속적 사용에 관한 연구

이선로(Sunro Lee),정연오(Yon-Oh Jung) 한국경영과학회 2008 經營 科學 Vol.25 No.3

This paper investigates the value of the expectation-confirmation model(ECM) of IT continuance in the internet shopping environments and attempts to expand the ECM with consideration of users diverse internet shopping factors and their preferences. Here, the extended ECM measures the users expectation-confirmation separately at the product, site and service levels, rather than treating it a single construct as measured in the original model. Further, AHP has been used for assessing the relative importance among the shopping factors, and the priority has been used for deriving weighted expectation-confirmation levels in the model. PLS analysis shows that there are significant differences in path coefficients between the ECM and a weighted ECM. This indicates that users preferences among the diverse shopping factors need to be properly assessed to better understand the relationship between users expectation-confirmation and their continued usage behavior.

웹 기반 정보시스템의 지속적 사용에 관한 통합적 연구

이선로(Sunro Lee),양석원(Seokwon Yang) 한국데이타베이스학회 2009 Journal of information technology applications & m Vol.16 No.1

This paper develops an integrative model for IT continuance in the internet shopping environments by integrating the expectation-confirmation and the switching cost factors. Using this model, in addition, this study investigates their differential effects on the mediating variables, such as user satisfaction, commitment, and trust which have been identified as antecedents of users' IT continuance intention. Results show that the product and service-related expectation confirmation factors and the relational switching cost factor can have greater impacts on users continuance intention than the web site design factors, and the financial and procedural switching cost factors. In particular, it is interesting to note that relational switching cost can lead users to more commitment, which is revealed as the strongest antecedent of their continuance intention to use a certain shopping site.

사용자의 특성이 온라인 게임 충성도에 미치는 영향에 관한 연구

이선로(Sun Ro Lee),노웅철(Woong Cheol Noh) 한국경영학회 2006 經營學硏究 Vol.35 No.4

In recent years. the market for online games has become an important part of theentertainment industry. For more competitive game development. the game industries need to understand why certain games are perceived more attractive by gamers and why they show such a high level of loyalty to a certain game. Previous research on the online game loyalty tends to focus on th(~ gamers’ mechanical interactions. which have been identified as facilitating factors for increasing the level of gamers' flow that positively influences their loyalty. Also. previous research attempts to examine the relationship between the gamers environmental factors and their loyalty. neglecting to examine gamers' different reaction patterns to the contents in the games. This study. therefore. attempts to investigate the impacts of gamers characteristics on the flows and loyalty in the online game environments focusing on the gamers sensation seeking tendency. Zuckerman(979) defined sensation seeking as the need for varied. novel. and complex sensations and expcriences and the willingness to take physical and social risks for the sake of such experience. Sensation seeking has emerged as an important factor for explaining a variety of behaviors including internet use and video games. This study intends to apply the Zuckermans sensation seeking theory to the context of the online game loyaltyin order to examine the dlfferential effects of the loyalty factors identified in the past. Hence. a sample of 332 gamers has been classified into two groups depending on their sensation seeking level. and a multi-group structural equation model(MSEM) has been tested in order to compare the impacts of loyalty factors between two groups. Results show that f10w experience. which has been identified as the most important antecedent of gamers’ loyalty by previous research. may have differential impacts on the loyalty depending on the gamers' sensation seeking tendency. The impact of f10w experience on the loyalty has been significant for the group revealing a low level of sensation seeking. while not significant for other group revealing a high level of sensation seeking. This result indicates that gamers who tend to seek high level of sensation might switch to other games that satisfy their optimum level of sensation. rather than stay with lowered level of flow On the other hand the word of mouth shows consistent impacts on loyalty regardless of gamers sensation seeking tendency. This indicates that in the online game environments the social interactions through the community activities might have greater impacts on the gamers loyalty than the mechanical interaction factors like f10w experience. Game developers. therefore , need to continuously provide new contents and environments to match the gamers’required sensation level and support cyber communities for maintaining a good sense of the word of mouth.

학술연구 : 인터넷 기업의 전략적 제휴와 시장가치 변화에 관한 연구

이선로 ( Lee Seon Lo ),김문주 ( Kim Mun Ju ) 한국중소기업학회 2003 기업가정신과 벤처연구 Vol.6 No.3

Recently, many internet firms have opted the strategic alliances with other doff-line firms in order to gain and sustain their competitive advantages. Previous research on market reaction to such alliances, however, shows mixed results. Focusing on intrrnrt firms that have been outside the scope of previous research, therefore, this study applied the event study methodology and examined the cumulative abnormal returns(CAR) for 245 alliance announcements between October 1998 and May 2002. Further, this study investigated the moderating effects of the firm`s type. nationality, and the environments of stork market on the alliances announcements. The notable results include: (1) The strategic alliances announcements do not have statistically positive effects on stock prices of the announcing firms. (2) During the upward stock market environments the effects of the strategic alliances announcements are relatively stronger than during the downward environments. But (3) the nationality of alliance partners does not have impacts on the value of announcements.

온라인 커뮤니티 활동과 개인 특성이 구전 효과에 미치는 영향에 관한 연구

이선로(Sun Ro Lee) 한국경영학회 2008 經營學硏究 Vol.37 No.4

Recently. word-of-mouth(WOM) behavior receives much attention in a form of NPS(net promoter score>' which is considered as an alternative measurement for firms' marketing performance supplementing a traditional consumer satisfaction index. Compared to the offline market. on-line environments make it possible for consumers to obtain electronic WOM from other consumers in a faster and broader way. and firms begin to utilize the internet for improving their marketing communication with consumers. Even though the importance of on-line WOM has been much emphasized. relevant research tends to replicate the off-line WOM research models applying them to the on-line setting in a limited way. For example, the type of social ties. which has been played an important role in off-line WOM behaviors and performance. has been missed in the recent on-line WOM studies. This study attempts (1) to investigate the effects of online community activities and perceived usefulness of the consumer feedbacks on WOM behavior and performance. (2) explore the roles of interactivity in a community site and its reputation as external factors influencing the mediating variables. (3) test the differential effects of consumers' personal characteristics. such as need for cognition(NFC), on the cause-effect relations among the factors. and (4) finally suggest some utilization guidelines of on-line WOM for the on-line marketing communication strategy. Empirical data for testing the research model was collected via an online survey of members of a brand community site. The online survey for eight days lead to 671 usable responses. Five constructs were measured in this study: interactivity, site reputation, sense of online community. perceived usefulness of feedbacks, effectiveness of WOM. The research instrument was validated using confirmatory factor analysis. and a structural equation modeling analysis was performed using LISREL 8.50 to examine the proposed research model. Results show that the sense of community and perceived usefulness of the consumer feedbacks have positive impacts on the WOM behavior and performance. Interactivity and site reputation tends to play positive roles in improvement in the sense of community and perceived usefulness. But. the sense of community does not assure the validity and trustworthiness of the feedbacks provided by other members. This indicates that firms need to separately manage the sense of community and consumer perception of the feedbacks. Accordingly. firms need to enhance the facility for interactivity among the members in their brand community site in order for members to involve more actively with WOM. Depending on the level of NFC. site reputation shows differential impacts on the sense of community. perceived usefulness and the WOM effects. A group with high level of NFC tends to reveal their WOM behaviors by perceiving the usefulness of other consumers' feedbacks. rather than just relying on site reputation. This indicates that firms need to consider individual characteristics for managing the online WOM strategies(i.e.. design of the feedback incentive and monitoring systems).

신용협동조합의 지속가능 모델에 관한 연구

최지연(Choi, Jiyeon),이선로(Lee, Sunro) 사회적기업연구원 2016 사회적기업연구 Vol.9 No.2

모바일 근무지원시스템과 관리자 리더십이 심리적 임파워먼트를 통하여 모바일 근무 성과에 미치는 영향에 관한 연구

조성민(Sung Min Cho),이선로(Sun Ro Lee) 한국경영학회 2009 經營學硏究 Vol.38 No.5

In the globalized world mobile work is getting ever more common in spatially decentralized organizations that are dependent on computer mediated communication(CMC). Also, mobilization of the workforce is demanding new mobile and wireless technologies to facilitate contact between the growing number of mobile workers and organizations. Recently, mobile devices like smartphone and netbook with wireless internet functions have been widely adopted by organizations designing more flexible work environments. Previous research related with mobile work shows some positive consequences of mobile work adoption by introducing successful business cases. They, however, also reveals the mobile workers` feeling of isolation and managers` fear about their losing control over less visible employees as the critical barriers against the rapid assimilation of mobile work in the organizations. This research, therefore, attempts to investigate (1) how the mobile workers` expectation-confirmation level of mobile work support systems characterized with groupware and ubiquitous support can influence the perceived usefulness and satisfaction of mobile workers, (2) how the managers` transformational leadership can affect mobile workers` psychological empowerment, and (3) how such mobile workers` expectation-confirmation factor of information systems and managers` transformational leadership can eventually influence mobile workers` task performance through the mediating variables like mobile workers` systems satisfaction, their perceived level of empowerment and their job satisfaction. A survey has been administrated to 450 mobile workers who are currently using mobile devices like PDA in 15 organizations, and we received 391 responses. While discarding unusable reponses, 286 data have been used for analysis. The research instrument was validated using confirmatory factor analysis, and a path analysis was performed using PLS Graph 3.0 to examine the proposed research model. Results show that (1) the mobile workers` expectation-confirmation level of mobile work support systems show positive impacts on perceived usefulness and systems satisfaction, and it after all contributes their job performance. (2) the transformational leadership shows positive impacts on mobile workers` perceived level of their psychological empowerment, which is also positively influenced by perceived usefulness and satisfaction of mobile work support systems. (3) mobile workers` systems satisfaction and their job satisfaction show some positive impacts on the customer-centric activities, such as increase in customer retention or better management of customer data. But, the level of their empowerment does not have direct impact on their customer-centric work performance.

인터넷 쇼핑몰의 고객충성도에 대한 통합적 연구 : 옥션과 인터파크 고객을 중심으로

권영국 ( Young Guk Kwon ),이선로 ( Sun Ro Lee ),박현지 ( Hyun Jee Park ) 한국정보시스템학회 2006 情報시스템硏究 Vol.15 No.4