GOING AGAINST THE STREAM?: AN EXAMINATION OF THE EFFECT OF THE ADDITIVE OPTION PRICE FRAMING ON CUSTOMERS

Sunmee Choi,Shinyoung Kim,Jungsun Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.3

Intrigued by the recent emergence and success of low-cost airlines, which use the additive option price framing (as opposed to the subtractive option price framing used by the traditional full-service airlines), we attempted to develop and empirically test a theoretical model that can help better understand the success of this innovative pricing practice for optional services. Drawing on the prospect theory and the loss aversion and endowment effect theory, we argue that option price framing affect customer responses such as perceived risk, perceived price fairness and affect. Further, we propose interaction effects between option framing and product type (utilitarian vs. hedonic) on perceived risk. Using a quasi-experimental design, we constructed four scenarios (2 option price framings x 2 product types). We administered the scenario-based survey among part-time MBA students (full-time managers). Analysis results of 132 responses demonstrated that customer responses in perceived risk, perceived fairness and affect were more favorable in the additive option framing, which in turn led to higher purchase intention. Further, these effects were stronger for utilitarian products. For hedonic products, no difference in perceived risk was observed between the two option price framings. Consequently, our study offered an explanation for when and why the additive option price framing might work better.

GOING AGAINST THE STREAM?: AN EXAMINATION OF THE EFFECT OF THE ADDITIVE OPTION PRICE FRAMING ON CUSTOMERS

Sunmee Choi,Shinyoung Kim,Jungsun Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Intrigued by the recent emergence and success of low-cost airlines, which use the additive option price framing (as opposed to the subtractive option price framing used by the traditional full-service airlines), we attempted to develop and empirically test a theoretical model that can help better understand the success of this innovative pricing practice for optional services. Drawing on the prospect theory and the loss aversion and endowment effect theory, we argue that option price framing affect customer responses such as perceived risk, perceived price fairness and affect. Further, we propose interaction effects between option framing and product type (utilitarian vs. hedonic) on perceived risk. Using a quasi-experimental design, we constructed four scenarios (2 option price framings x 2 product types). We administered the scenario-based survey among part-time MBA students (full-time managers). Analysis results of 132 responses demonstrated that customer responses in perceived risk, perceived fairness and affect were more favorable in the additive option framing, which in turn led to higher purchase intention. Further, these effects were stronger for utilitarian products. For hedonic products, no difference in perceived risk was observed between the two option price framings. Consequently, our study offered an explanation for when and why the additive option price framing might work better.

청소년 자녀와의 관계 개선을 위한 아버지 집단상담 프로그램에 대한 요구도

최선미 ( Choi Sunmee ),이주영 ( Lee Juyoung ) 한국청소년학회 2022 청소년학연구 Vol.29 No.11

The purpose of this study is to identify the needs of fathers with adolescent children in order to develop a father group counseling program to improve relationships with adolescent children. Through a survey of fathers with adolescent children, the requirements for the contents and composition of the father group counseling program, the perception of fatherhood, the current status of communication with children, the perception of fatherhood and the intention to participate in the father group counseling program, the correlation between the two was studied. As a research method, the frequency, percentage, mean, and standard deviation of responses were calculated by analyzing questionnaire data of 156 adult males. As a result of the analysis, fathers of adolescent children recognized the need for a group counseling program to improve their relationship with their children, and in terms of content, the demand for 'acquisition of specific communication methods with adolescents' was the highest. Also, there was a significant correlation between the perception of fatherhood and the intention to participate in the father's group counseling program. These results are meaningful in that they can be used as basic data for planning, organizing, and implementing a group counseling program for fathers of adolescent children in the future.

THE IMPACT OF HUMOR IN ANNOUNCEMENTS ON SERVICE CUSTOMER’S INTENTION TO COMPLY WITH THE ANNOUNCEMENT

Eunhee Kim,Sunmee Choi,Shinyoung Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Service customers influence the quality of service outcome through their role in the service delivery process. As a way of informing customers of their role and motivating customers to play the role well, service providers often use auditory announcements. However, how to design an effective announcement for service customers still remains largely under-studied. To fill this gap in the research, the current study examines the impact of humor in a service announcement on customer intention to comply with the announced message. Specifically, we examine the impact of two humor design factors: location of humor in the announcement and the degree of message-relatedness of the humor. Further, we explore the structure of the impact of humor on customer intention to comply. We propose that the two design elements of humor will first influence the degree of customer perceptions of funniness of the announcement, which will influence the degrees of customer attention to the announcement and customer memory of the message, which will eventually influence customer intention to comply with the message. To empirically examine our hypotheses, we conducted a two (positions of humor: beginning versus ending of the announcement) by two (message relatedness of humor: strong versus weak) between-subject experiment. The context of our experiment was college students’ course evaluation. In the message, listeners were asked to participate in an online evaluation of the course which they were taking. Pre-recorded messages were played to students at the beginning of five different sections of one particular course at a business school in a major university in Seoul, Korea. The results of an ANCOVA analysis demonstrated the significant impact of both humor position in the message and the message-relatedness of the humor. A structural equation modeling analysis showed that perceived funniness influence customer attention to the announcement but not customer memory of the message. The degree of customer attention, in turn, influenced customer intention to comply with the announced message.

서비스 생산성의 동적 현상에 대한 고찰

최동현(DongHyun Choi),김태현(TaeHyun Kim),최선미(SunMee Choi) 한국생산관리학회 2009 한국생산관리학회지 Vol.20 No.2

서비스 산업이 국가 경제에 미치는 영향력이 지속적으로 증가함에 따라 서비스산업의 생산성을 향상시키려는 노력이 다양한 각도에서 진행되어 왔다.그러나 이러한 연구들은 대부분 제조업 중심의 접근 방식을 서비스에 적용시켜 보려고 하였을뿐 제조업 대비 서비스업이 가지는 고유한 특징이 충분히 반영된 새로운 접근 방식을 개발해 내는 데는 한계를 가져왔다. 생산성 측면에서 볼 때,제조업에서의 생산성은 작업 능력의 변동성이 낮은 기계설비에 의해 결정되는 것에 반해 서비스 산업의 생산성은 작업능력이 일정하지 못하고 비선형적인 특성을 지니는 인적 자원들에 결정된다.따라서 서비스 산업에서는 생산성 향상을 위한 노력은 이러한 차이점을 충분히 반영하여야 할 것이다.본 연구에서는 이러한 인적 자원 의존도가 높은 병원 서비스 가운데 내원환자의 변동성이 큰 응급실을 대상으로 하여 인적 자원의 생산성의 비선형성을 살펴보고자 한다. 선행 연구에서 이미 서비스 인적자원 생산성의 비선형적인 특성을 일으키는 원인으로 작업강도를 지적하고 이를 입증해 보였다.본 연구에서 추가적인 원인으로서의 인적자원의 소진현상에 집중하여 병원 응급실 상황에서의 그 영향을 입증하고자 한다.즉,작업 요구량이 증가함에 따라 어느 정도까지는 작업강도의 영향으로 생산성이 증가하지만 작업 요구량이 어느 한도를 초과하게 되면 피로의 누적 등으로 인해 인적자원의 생산성이 감소하는 소진현상이 반영되었을 때 보다 정확한 병원 응급실 시스템 시뮬레이션이 가능함을 보이고자 한다. Servicep roductivity tends to depend on human resources,whose capacity tends to vary and form nonlinear relationships with various influential factors,while manufacturing productivity tends to depend on machines and equipment whose variability tends to be much lower than human resources. Operational efforts to improve service productivity needs to consider this difference. Hence, this research intends to identify and examine such characteristics ofservice productivity in the contextofthe operation ofa hospitalemergency room whose productivity tendsto beheavily dependent upon human resources. In the currentresearch we considerthe effectofburnoutin a hospital emergency room and try to show burnoutas one cause ofsuch nonlinear characteristics of service productivity.When work schedule intensity reaches a certain level, productivity can decrease for various reasons such as accumulated fatigue.We considerthis burn out phenomenon and empirically demonstrate the existence of such a factor in the case of the operation of a hospital emergency room.Consequentially,we show that a system dynamics simulation of a service system such as a hospital emergency room with built in consideration of a "burn out" factor depicts the real system more closely than the counter part does.

THE POWER OF MONEY: COMPARING MIDDLE CLASS ATTITUDES IN INDIA AND KOREA

Altaf Merchant,Gregory Rose,Sunmee Choi,Drew Martin 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Prior research in the U.S. documents the interaction between societal changes, money meanings, and family dynamics in the U.S. (Commuri & Gentry, 2005; Rose & Orr, 2007) and India (Merchant, Rose, & Gour, 2015). The present study extends this line of inquiry by examining and contrasting the money attitudes of couples, money meanings, and dynamics of money management within families of two horizontal collectivist nations (Triandis & Gelfand, 1998): India and South Korea. Twelve and six married couples were interviewed in India and Korea respectively. Both nations are horizontal collectivist nations that place a high value on the perceptions and respect of others. Thus, respondents from both nations emphasize the importance of consuming to convey status and keeping up with their neighbors. Indians frequently discuss religious and mythological texts related to money, doing one’s duty, and prosperity’s fickle nature. In contrast, Koreans are less apt to explicitly discuss religious and mythological texts. They appear to be somewhat more present oriented regarding their attitudes toward money and spending. Findings reveal that Koreans focus on security, respect money’s positive utility and necessity, and greed’s potential pitfalls. Koreans seem less concerned about on saving and focus more on enjoying life. Indians link saving to dharma (doing their duty) and supporting their children. Koreans also place a high value on family and supporting their children, but they appear less concerned about the success of future generations than Indians. These differences appear consistent with cultural values and reflect differences in economic development. For example, the homemaker is highly revered in the Hindu religion and Indian culture (Bharat, 2012) where the role is tied to doing one’s dharmatic duty. Korean and other cultures also revere nurturance within the family, but this reverence tends to be expressed within the culture’s specific economic and historical circumstances. Compared to Korea, Indian culture seems less egalitarian and more conservative in attitudes toward woman.

WHAT TRIGGERS CUSTOMER EMOTION IN THE LUXURY RETAIL SETTING: CUSTOMER EMOTION BEFORE VS. AFTER ENTERING A LUXURY SHOP AND ITS CUSTOMER EFFECT

Sooyun Kim,Geebum Park,Yeonjoo Lee,Sunmee Choi 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Customer emotion evoked during shopping is closely linked to customers’ central attitude toward the brand. Few studies, however, have examined what type of customer emotion is triggered at what stage of shopping by what factors, particularly in the luxury fashion retail context. This study intends to fill this gap in the research. To differentiate between customer emotions displayed before and after entering a luxury shop, we first identified what emotions are displayed at each stage and what factors triggered such emotions. We then examined the impact of customer emotions at each stage on customer responses, such as evaluations of service quality and brand attitude. Further, we attempted to identify patterns in the change in the type of customer emotions between before and after entering a luxury shop (i.e., from positive to negative or from negative to positive) and examined their effect on brand attitude. We collected 298 valid responses through a self-administered survey among luxury shop visitors in a major duty free complex in Seoul, Korea. The results show that customers display diverse emotions prior to entering a luxury shop. When customers were divided into four emotion groups (positive emotions only, mixed emotions, negative emotions only, no emotion), the positive emotion only group was the largest. As for specific emotions, happiness, contentment, and feeling comfortable were the three most experienced emotions. Negative emotions such as fear or shame were rarely experienced. Brand familiarity affected the type of emotion customers felt. While customers with high brand familiarity tended to feel privileged and comfortable, those with low brand familiarity tended to feel fear and shame. The emotions customers felt also differed by the shopping motive. When the motive was browsing only, customers tended to feel shame. When purchasing was a part of the motive, they tended to feel comfortable. Customer emotions displayed after entering a luxury shop were also diverse. The positive emotion only group was the largest, but it was not as large in the case of emotions felt prior to entering the shop. The effect of the retail service quality (RSQ) dimensions on in-store emotions varied depending on the specific emotion. The RSQ dimensions of "reliability" and "physical aspect" influenced the greatest number of in-store customer emotions. The moderating effect of brand familiarity was significant. The number of emotions affected significantly by RSQ dimensions was higher with the group with low familiarity. The moderating effect of the shopping motive was also significant. The RSQ dimensions that influenced emotion differed by the shopping motive. In terms of the effect of in-store emotions on brand attitude, it differed by the specific emotion. A significant effect was only present in three positive emotions (happiness, pride, privileged) and one negative emotion (anger). This implies that not all in-store emotions are equally influential on customer attitude. As for the effect of emotion change pattern on brand attitude, due to a large difference in the sample size of the emotion change pattern group (positive to positive (PP), positive to negative (NP), negative to positive (NP), negative to negative (NN)), we could not conduct a meaningful statistical analysis but could only observe some directions and tendencies. The brand attitude of the NP group tended to be higher than that of the PP group. This study contributes academically by extending the research on customer emotion, particularly in the luxury fashion retail context, in three ways. Firstly, we differentiated customer emotion before and after entering a shop. Secondly, we identified the triggers for specific emotions. Thirdly, we attempted to identify and examine the patterns of changes in customer emotion between before and after entering a shop and the impact of this pattern on customer responses. Managerially, this study contributes in two ways. Firstly, we demonstrated the importance of managing customer emotion at various stages of shopping at a specific emotional level. Secondly, we showed what factors should be managed for a particular customer emotion. Our research could be further extended in several ways. Customer experience research has shown that other customers present in the service setting can influence customer emotion; hence, in a luxury retail store, the degree of customers’ sense of compatibility with other customers may affect customer emotion and therefore should be explored. Another factor for future consideration is gender. Extant research in a luxury setting shows that the characteristics of luxury consumption tend to vary by gender. Considering that males’ luxury consumption is increasing, the difference in customer emotions based on gender might be worth investigating.

한국 대학생들의 영어독해에 대한 메타인지 인식과 독해전략 사용에 관한 연구

최숙자(Choi, Sookja),장선미(Chang, Sunmee) 한국영어어문교육학회 2013 영어어문교육 Vol.19 No.4

The present study reports an investigation into Korean EFL university students' metacogntive awareness and reading strategy use according to their English reading proficiency levels. With the use of reading comprehension scores of TOEIC, the students grouped into three levels: low, intermediate, and high. A total of 202 college students responded to a metacognitive awareness questionnaire and an actual reading strategy use questionnaire. The results showed that the students' metacognitive awareness in confidence as a reader, reading difficulties, effective reading strategies, and problem-solving strategies in perceived reading strategy use(problem-solving strategies, global reading strategies, support , reading strategies and local reading strategies) were significantly related to their reading proficiency. The higher level readers showed more confidence as readers and tended to be top-down in their perceptions of effective reading strategies. On the contrary, the lower level readers seemed to struggle more with reading difficulties and tended to be bottom-up in their perceptions of effective reading strategies. And, in terms of awareness of reading strategy use, the high level readers perceived to use problem-solving strategies more frequently than the medium level and the low level readers. The students' metacognitive awareness of reading strategy use appeared to be significantly different from their actual use of the reading strategies. Readers tended to have higher awareness of their readillg strategy use than their actual use of those reading strategies. The results of the study imply that teachers should provide students with an opportunity to raise metacognitive awareness of their reading and reading strategies so that they can be more responsible, strategic and efficient readers for their own reading.

사회교과서에 나타난 직업 빈도와 이미지 분석

박선미(Sunmee Park),정이화(Yihwa Jung),최정호(Jungho Choi) 한국사회과교육연구학회 2012 사회과교육 Vol.51 No.4

본 연구는 고등학교 사회교과서에 나타난 직업 빈도와 이미지를 분석하는데 그 목적이 있다. 이를 위하여 한국표준직업분류표에 따른 대분류·중분류별 직업의 빈도와 다양성, 직업의 이미지와 스테레오타입 인덱스를 조사한다. 연구 결과는 다음과 같다. 첫째, 직업 빈도를 분석한 결과 교과서에 제시된 직업은 전문가와 관리자에 해당되는 직업에 집중되어 있고, 이 두 직업군을 제외한 직업들은 상대적으로 소홀하게 다루어지고 있다. 둘째, 직업의 구체성과 다양성을 살펴본 결과 관리자와 전문가의 경우 50~100여 가지의 다양한 직업이 세분되어 제시된 반면, 그 이외의 직업군은 각각 약 10여종의 직업만이 제시되어 있다. 셋째, 교과서에 제시된 직업 이미지를 분석한 결과 전문가는 대체로 긍정적으로 다루어지고 있지만 그 밖의 직업은 부정적으로 묘사되어 있다. 특히, 판매종사자나 농림어업 및 숙련종사자는 소득이 안정적이지 못한 직업으로, 기능 종사자의 경우 근로 환경이 열악하고 소득 수준이 낮은 이미지로 그려지고 있다. 넷째, 교과서가 직업에 대한 차별적 스테레오타입을 강화 혹은 약화시키는지를 살펴본 결과 직업에 대한 우리 사회의 차별적 스테레오타입을 강화하는 것을 확인할 수 있었다. The purpose of this study is to analyze frequency and images of occupations in social studies textbooks. Several factors are examined such as the frequency and diversity of occupations (in first and second categories) by the Korean Standard Classification of Occupations and occupational images and stereotype index. The results of this study are as follows. First, the groups of professionals and managers appear most frequently in the textbooks and relatively, other groups of occupation are neglected. Second, whereas professionals and managers are subdivided into 50~100 kinds of occupations, other groups are classified into only 10 kinds of occupations. Third, professionals and managers are mostly described as positive images. In contrast, the rest of the group are mostly described as negative images. Especially, sales workers and skilled agricultural, forestry and fishery workers are assumed to be the occupations with low income, and manual labors are described as negative images that have poor working environments and low income. Fourth, it is found that the textbooks strengthen discriminative stereotypes on occupations in our society.

고학력 결혼이주여성의 탈구위치와 인정투쟁

허선미(Sunmee Huh),최인이(Inyi Choi) 충남대학교 사회과학연구소 2016 사회과학연구 Vol.27 No.4

This dissertation explores into lives of highly educated women marriage immigrants in Korea, especially those of bilingual teachers who are dislocated but struggling for social recognition. They had achieved college degrees in their own countries before coming to Korea, even equipped with professional work experiences. Their decision to marry Korean men is known to be rather cultural than financial, meaning that they chose to marry, convinced about and attracted to Korean culture and values. However, in Korea, they suffer from much lower social, financial, and political status than they secured in their own countries where they were far more respected for their higher education and profession. Their inability to work here in Korea leads them to financial subordination to their husbands, and loss of their former status as teachers, engineers, public officers, and office workers also deprives them of social recognition. They are merely limited to gendered sex roles such as reproduction within family. In such a lowered and dislocated state, they are determined to struggle for their own self-respect and social recognition that they enjoyed before coming to Korea. For the purpose, they search for a work which would satisfy their own personal and social needs. They find that teaching languages is the one that helps them restore self-respect and reinstate their social status in Korea. Language teaching usually requires a certificate so that they go for another college degree or graduate education to qualify themselves for the position. Their identity as respectful women marriage immigrants is being successfully formulated through reeducating themselves and working as bilingual teachers.