인터넷 사이트에 대한 속성신념과 태도가 홈페이지 광고 효과에 미치는 영향

이호배(Ho Bae Lee),정주훈(Joo Hoon Jeong),박기백(Ki Baek Park) 한국경영학회 2000 經營學硏究 Vol.29 No.2

The purposes of this paper are to identify the relationships among beliefs of attributes provided by the Web site, evaluation of the Web site, and advertisement effect within the Web site. The authors designed structural equation model, which is consisted of informativeness, entertainment, and interactivity as computer-mediated communication attributes in the internet, and attitude toward the Web site and attitude toward the Web advertisement as consequents. For empirical test, a experiment was conducted for the model and hypotheses verification. The empirical results are as follows: First, informativeness(H1) and entertainment(H2) have an positive impact on the Attitude toward the Web site significantly. We also found that there are the positive relationships between informativeness and entertainment(H3). Second, interactivity has an positive impact on attitude toward the Web site(H4) as well as on informativeness and entertainment(H5). It means that interactivity has both direct effects and indirect effects mediated by informativeness and entertainment on attitude toward the Web site. Finally, attitude toward the Web site influences on attitude toward the Web advertisement positively(H5). In Conclusion, three attributes of informativeness, entertainment, and interactivity regarding the Web site have an indirect effect on the Attitude toward the Web advertisement, which is mediated by attitude toward the Web site.

정보전달방법에 따른 비교광고의 효과

이호배(Ho Bae Lee),김수일(Soo Il Kim),김도일(Do Yle Kim) 한국경영학회 2000 經營學硏究 Vol.29 No.1

The purpose of this paper is to test the effect of comparative advertising by using the information presentation pattern. One of the independent variables is presentation format, that is, verbal presentation and numeric presentation. The moderator variable is source credibility(especially expert credibility). The dependent variable is the effect of advertising which is divided into cognitive attitude, affective attitude, and conative attitude. There are two hypotheses as follows; H1: Numeric presentation pattern is more effective in cognitive attitude(H1a), affective attitude(H1b), and conative attitude(H1c) than verbal presentation pattern. In the result of the empirical testing, all those hypotheses are supported. We may infer that the comparative advertising with numeric information about competitive advantage attributes is more persuasive than the one with verbal information. H2: The influences of credible source on cognitive attitude(H2a), affective attitude(H2b), and conative attitude(H2c) are more effective in verbal presentation pattern than in numeric presentation pattern. In the empirical result, H2b and H2c are supported, but H2a is not supported. These results mean that the comparative advertising with credible source is useful to increase affective and conative attitude in verbal presentation. But as for cognitive attitude there is no difference of source credibility between verbal and numeric presentation. However, the credible source increases the effect of advertising. The marketing implication of this study is that comparative advertising with verbal information by using the credible source is the optimal choice in Korean advertising environment because it`s not easy to do the direct comparative advertising in Korea environment.

특집논문 기업과 법 : 마일리지 프로그램 촉진의 활용 및 효과 ; 소비자 보호의 법적 관점

이호배 ( Ho Bae Lee ) 홍익대학교 법학연구소 2012 홍익법학 Vol.13 No.4

인터넷 쇼핑몰에서 브라우징이 구매충동에 미치는 영향

이호배(Lee Ho Bae),이현우(Lee Hyeon U) 한국경영학회 2003 經營學硏究 Vol.32 No.5

The purposes of this study are to find out the relationships between antecedence variables(internet. contents, self-control, innovativeness) and browsing and the relationships between browsing and buying impulsiveness. The results of empirical research are as follows; First, the quality of informative contents is positively related to the utilitarian browsing and the quality of emotional contents is positively related to the hedonic browsing, Second, the customer`s self-control is positively, related to the utilitarian browsing .The customer`s innovativeness is positively related to the hedonic browsing. Self-control also influences the buying impulsiveness negatively and innovativeness does it positively. Third, the utilitarian browsing is negatively related to buying impulsiveness but the hedonic browsing is positively related to it. Finally, the informative contents influences buying impulsiveness only through mediation of the utilitarian browsing. And the emotional contents does it only through mediation of hedonic browsing.

온라인 멤버쉽이 몰입과 일체감의 매개를 통해서 고객 애호도에 미치는 영향

이호배(Ho Bae Lee),장주영(Joo Young Jang) 한국경영학회 2002 經營學硏究 Vol.31 No.3

The purpose of this study is to show how the on-line memberships affect customer loyalty through the mediating role of identification and three components of commitment which are continuance commitment, normative commitment, and affective commitment. The hypotheses were tested with the on-line members of mobile telephone users. The results of hypotheses are as follows. First, mediating variables such as affective, normative commitment and identification influenced on customer loyalty of off-line companies. Second, on-line membership holding Period was has no influence on the mediating variables. But the contact frequency and duration per contact influenced on commitment and identification significantly. On the other hand, the participation activity which was expected as the most decisive factor appeared to influence on normative commitment only.

제품의 모듈화가 고객화와 애호도에 미치는 영향

이호배(Lee Ho-bae) 한국상품학회 2004 商品學硏究 Vol.- No.32

This study is to identify the roles of modularity in mass customization which influences the customer loyalty. The construct of modularity consists of 3 sub-constructs as follows: variety, facility, quickness. There are 4 hypotheses. H1 : The variety of modularity has influence on mass customization positively H2 : The facility of modularity has influence on mass customization positively H1 : The quickness of modularity has influence on mass customization positively H1 : The mass customization has influence on customer loyalty positively As a results of empirical testing, above all hypotheses are accepted, but H2 is marginally accepted in 10% significance level. The implication of this study is that marketer should use variety and quickness of modularity to attain the good perceived mass customization of consumer.

학생의 수업관여도와 강의평가 관심도가 강의 만족도에 미치는 영향

이호배(Lee Ho-bae) 한국상품학회 2005 商品學硏究 Vol.23 No.3

This study investigated the relationship between class involvement and class satisfaction and between interest in teaching evaluation and class satisfaction. This study surveyed 389 students except freshmen and found the results as follows; Firstly, students' class involvement is positively related with class satisfaction. So class involvement influences class satisfaction significantly. Secondly, students' interest in teaching evaluation is positively related with class satisfaction. So interest in teaching evaluation influences class satisfaction significantly. Finally, there is no moderating effect of evaluation measure suitability between class involvement and class satisfaction and between interest in teaching evaluation and class satisfaction.

온라인 구매상황에서 구전 정보의 정보적 특성이 구전 수용에 미치는 영향: 신뢰성과 유용성의 매개적 역할

이철성 ( Chul Sung Lee ),이호배 ( Ho Bae Lee ),이상문 ( Sang Moon Lee ),김장현 ( Jang Hyun Kim ) 한국유통경영학회(구 한국유통정보학회) 2013 유통정보학회지 Vol.16 No.3

오늘날 인터넷의 발전은 소비자의 정보탐색 및 수용에 있어 많은 변화를 가져왔다. 쉽고 빠른 검색을 통해 소비자는 제품이나 서비스에 대한 방대한 양의 정보를 접할 수 있게 되었을 뿐 아니라 심지어는 소비자 스스로 정보를 만들거나, 이미 만들어진 정보 혹은 가공한 정보를 손쉽게 다른 사람에게 전달할 수도 있게 되었다. 즉 온라인상에서의 소비자는 적극적인 정보 탐색자인 동시에 정보의 생산자의 역할을 수행하게 되었다. 이러한 관점에 따라 최근 많은 관심을 받는 주제 중 하나는 온라인 구전 커뮤니케이션에 관한 것이다. 기존의 구전과 관련된 연구들에서는 정보의 원전에 큰 관심을 가져왔으나, 온라인 구전 커뮤니케이션은 익명성이라는 특정으로 인하여 사회적인 관점에 의해 결정되기보다는 정보적인 관점에 의해 그 영향이 달라질 기능성이 높다. 이러한 관점에 따라 본 연구는 주로 사회적인 관점에서 이루어진 구전 커뮤니케이션의 수용과정을 정보적인 관점에서 확인한 것이며, 구전 정보의 정보적 특성이 신뢰성과 유용성의 매개를 통해 구전 수용에 미치는 지를 확인하였다. 본 연구결과는 다음과 같다. 첫째, 온라인 구전 메시지의 동의 성이 높을수록 정보의 신뢰성이 높아진다. 둘째, 온라인 구진 메시지의 생생함의 정도가 높을수록 신뢰성이 높아진다. 셋째, 온라인 구전 메시지의 적합성의 정도가 높을수록 유용성이 높아진다. 넷째, 온라인 구전 메시지의 적시성의 정도가 높을수록 유용성이 높아진다. 다섯째, 온라인 구전에 대 한 신뢰성이 높을수록 정보에 대한 유용성을 더 높게 지각한다. 여섯째, 온라인 구전 정보의 신뢰성이 높을수록 구전 정보의 수용이 높아진다. 마지막으로 온라인 구전 정보의 유용성이 높을수록 구전 정보의 수용이 놓아진다. Today, the development of internet brings many changes in information exploration and acceptance. Not only the customers can meet much information about product or service by quick and easy search, but also they make information by themselves or can pass made or making information. In other words, customers are progressive information explorer and publisher on online. In this sense, one of most. interesting topic recently is online word-or-mouth communication. Existing studies about word-of-mouth arc interested in resource of information, but online word-of-mouth is likely to be changed by informational viewpoint more than social one because of anonymity. In this sense, this study is finding in sense of informational viewpoint which is studied in social viewpoint, and word-of-mouth information features act in accept of word-of-mouth by credibility. The results of this study are next things. First, the higher agreement of word-of-mouth, the more credibility of information is. Second, the higher vividness of word-of-mouth, the more credibility of information is. Third, the higher credibility of word-of-mouth information, accept of word-of-mouth information is. The last, informational feature of word-of-mouth affect in accept of world-of-mouth mediated by credibility.

기업의 SNS활동이 기업이미지 제고에 미치는 영향

이철성(Chul Sung Lee),이호배(Ho Bae Lee) 한국마케팅학회 2013 마케팅연구 Vol.28 No.2

본 연구는 기업이미지 제고를 위하여 페이스북, 트위터, 마이크로 블로그 등과 같은 SNS를 기업의 커뮤니케이션 채널로 이용하는 경우, 기업을 대표하는 SNS관리자와 최고경영자(CEO)로 구분하여 기업이미지에 어떠한 영향을 미치는지를 실증분석하였다. 기업이미지에 대한 평가가 기업의 SNS관리주체에 따라 다르게 나타나는지를 살펴보았고, 이용자들이 기업이미지를 평가하는 과정에 있어 자기애, 자존감과 같은 심리적 변수가 영향을 미치는지 그리고 이들간의 관계를 사회적 현존감(social presence)이라는 개념을 통하여 설명하였다. 이를 위하여 실제 페이스북 이용자들을 대상으로 온라인 설문을 실시하였다. 자극물은 기업의 사회적 활동을 대상으로 하여 작성되었으며, 기업을 대표하는 SNS관리자(기업명 사용)와 최고경영자(기업의 대표이사 성명 사용)를 이용하여 구분하였다. 연구 결과에 의하면, 기업의 SNS관리주체가 SNS관리자인 경우에 비하여 최고경영자(CEO)인 경우, 이용자들이 기업이미지를 더 호의적으로 평가하였다. 또한 이러한 영향에 있어 자기애와 자존감의 관계가 조절적 역할을 하였는데, 자기애가 높고 자존감이 높은 경우와 자기애가 낮고 자존감이 낮은 경우에 이러한 효과가 발생하는 것으로 나타났다. 또한 SNS관리주체가 사회적 존재감을 통해 기업이미지에 영향을 미치는 것으로 나타났다. 이를 바탕으로 기업이 이미지 제고를 위한 SNS를 사용함에 있어 더 효과적인 의사결정을 할 수 있도록 시사점을 제시하고 후속 연구를 위한 제안을 한다. SNS(Social Network Service)s such as Tweeter, Facebook, Cyworld, and microblog have become the popular communication tools recently. Particularly the rapid diffusion of smartphone has made it possible any place and any time. People could use SNS for a variety of individual purposes, which one of them is interpersonal relationship. SNS could provide the new opportunity for the effective communication between customers and companies. SNS is web-based services that allow individuals to construct a public or semi-public profile within a bounded system, articulate a list of other users with whom they share a connection, and view and traverse their list of connections and those made by others within the system. The nature of these connections may vary from site to site. Facebook is the one of the most popular SNS. So the scope of this study is restricted to Facebook activities as SNS. Already many companies have operated Facebook pages for their brands. As Facebook is designed for two motivations(connect and share), people are connected with other people and can rapidly share information for themselves through Facebook. This study examined how the type of Facebook Fan page manager could influence on corporate image. The corporate Facebook Fan page would be managed by SNS manager of the corporate or CEO(chief executive officer). This study suggested hypotheses as followed; First, the type of SNS manager would influence on the corporate image. Second, the level of narcissism and self-esteem moderate the effect of Facebook Fan page manager type on corporate image, Lastly, social presence mediate the link between the type of Facebook Fan page manager and corporate image. Also social presence mediate the link between the three-way interaction of the type of Facebook Fan page manager, the level of narcissism, the level of self-esteem, and corporate image. To test those hypotheses empirically, we collected the data from 140 subjects who were randomly assigned to one of two conditions(type of Facebook Fan page manager; SNS manager and CEO). The research findings were summarized as follows: First, The result showed that CEO as Facebook Fan page manager had more significant influence on corporate image(t = 1.746, p = .042, one-tailed test) than SNS manager. This means that participants with CEO manipulation evaluate corporate image more favorable than participants with SNS manager manipulation. Second, there is a significant interaction effect among the type of Facebook Fan page manager, the level of narcissism, and the level of self-esteem(F = 4.939, p < .028). In detail, a two-way effect of the type of Facebook Fan page manager, the level of narcissism with higher self-esteem was significant(F = 2.833, p = .048, one-tailed test) but a two-way effect of the type of Facebook Fan page manager, the level of Narcissism with lower self-esteem was not significant(F = 1.992, p = .163). And the effect of the type of Facebook Fan page manager was significant when narcissism and self-esteem was higher(t = 1.857, p = .038, one-tailed test) and narcissism and self-esteem was lower(t = 2.2725, p = .030). Lastly, the mediating role of social presence between the type of Facebook Fan page manager and corporate image was founded. Thus the type of SNS manager would influence the enhancement of corporate image though full mediating role of social presence.

지각된 기업 정당성이 소비자 행동의도에 미치는 영향

심경환(Kyoung Hwan Shim),이호배(Ho Bae Lee) 한국마케팅학회 2014 마케팅연구 Vol.29 No.2

본 연구는 CSR과 기업성과의 관계에 초점을 맞춘 기존연구들과 달리 지각된 기업정당성과 기업성과의 관계에 초점을 맞추었다. 본 연구에서는 지각된 기업정당성을 실용적 기업 정당성과 도덕적 기업 정당성으로 구분하였는데, 이러한 기업 정당성이 지각된 효율적 제품가치 및 지각된 사회·윤리적 제품가치에 미치는 영향 및 행동의도에 미치는 영향 간의 구조적 관계를 알아보았다. 그리고 이들 간의 관계에서 지각된 기업정당성과 행동의도 간의 관계에 대한 지각된 제품가치의 매개적 역할을 알아보았다. 지각된 기업정당성은 CSR에 대한 역사적 이력에 의해 형성되므로 이를 측정하기 위해 응답자가 이미 알고 있는 유명기업을 선택했으며, 제품가치에 대한 평가의 용이성을 높이기 위해 응답자에게 친숙한 제품군으로 판단되는 노트북과 스낵 제품군을 선정하였다. 각 제품군 별로 약 160명의 응답자를 대상으로 자료를 수집하였으며 유효설문 291부를 이용해서 분석하였다. 본 연구의 결과는 다음과 같이 요약된다. 첫째, 소비자들에 의해서 지각된 실용적 기업정당성과 지각된 도덕적 기업정당성은 각각 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치에 正(+)의 영향을 미치는 것으로 나타났다둘째, 소비자들에 의해서 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치는 행동의도에 正(+)의 영향을 미치는 것으로 나타났다. 끝으로, 지각된 기업정당성과 행동의도의 관계에 대한 지각된 제품가치의 매개효과를 확인해 본 결과에 의하면, 지각된 기업정당성(실용적 기업정당성과 지각된 도덕적 기업정당성)은 지각된 효율적 제품가치와 지각된 사회·윤리적 제품가치의 매개를 통해서만 행동의도에 영향을 미치는 것으로 나타났다. The many previous researches have been made actively on the assumption that CSR could have direct or indirect impact on firm`s evaluation, image , or sales volume. This study focused on the relationship between the perceived corporate legitimacy and the corporate performance unlike previous researches. The perceived corporate legitimacy is the results of CSR activities for a long time. In this study, the perceived corporate legitimacy was categorized into the perceived practical legitimacy and the perceived ethical legitimacy. Consumer` product value was categorized into the perceived efficient product value and the social/ethical product value. The conceptual framework of this study was expressed with the structural equation model which was consisted with the perceived corporate legitimacy(exogenous construct) and the perceived product value and the behavioral intention(endogenous constructs). Then this study examined the mediating role of perceived product value between perceived corporate legitimacy and behavioral intention. For data collection, the famous big companies were selected as research object. Because the perceived corporate legitimacy is formed by the historical record of CSR, we considered the well-known companies that respondents already have known. And for the research product items, we chose laptop and snack for ease of respondent` evaluation of product value. For each group, data was collected from about 160 respondents and finally the 291 valid questionnaires were analyzed by SPSS 20.0 and AMOS 20.0. The results of this study were as follows;First, the legitimacy-product value hypothesis were accepted that the perceived practical corporate legitimacy and the perceived ethnic corporate legitimacy have positive effect on the perceived efficient product value and the perceived social and ethnic product value. Second, the product value- behavioral intention hypothesis also were accepted that perceived efficient product value and perceived social/ ethnic product value have positive effect on behavioral intention. Finally, the perceived practical corporate legitimacy and the perceived ethical corporate legitimacy have the effects on behavioral intention only through mediating roles of perceived efficient product value and perceived social/ethnic product value.